5 Ways to Increase Your Authority Using Existing Marketing
As a law firm owner, you’ve probably heard that creating more marketing content is one of the best ways to attract new clients. Write more blog posts, record more videos, send more newsletters, and stay active on social media. But what if you already have much of what you need to establish yourself as an authority in your practice area?
Many solo and small firm lawyers have spent years building valuable marketing assets without realizing their full potential. They’ve published helpful articles, earned positive client reviews, developed effective ways of serving clients, and established professional credentials. Unfortunately, much of that value is buried somewhere on their websites or forgotten in their marketing efforts.
The firms that build authority most effectively aren’t necessarily producing the most content. They’re making better use of what they already have. Here are five ways you can do the same.
1. Review and Evaluate Your Existing Content
Before you write another blog post or record another video, take a look at the content you’ve already created. You might be surprised at how much useful information you’ve accumulated over the years.
Start by reviewing your website articles, videos, newsletters, podcasts, and social media posts. Take a look at the metrics.
- What web site content is getting a lot of traffic?
- What e-mails have higher open rates?
- What videos are getting lots of views?
In other words, which topics continue to generate interest? Which ones address questions prospective clients frequently ask? Which pieces could benefit from updated information or a fresh presentation? Then recycle and reuse it.
For example, suppose you wrote an article two years ago explaining the divorce process. That article could become a short educational video, provide material for several social media posts, or serve as the centerpiece of an upcoming newsletter. You could also link to it in an email responding to a prospective client’s questions.
You’re not creating entirely new content. You’re finding additional ways to put your existing expertise in front of potential clients.
Remember, authority grows through repeated exposure. When prospects encounter your helpful advice in several places, they’re more likely to remember you when they need legal representation.
2. Make Your Authority More Visible
You’ve probably accumulated considerable evidence of your knowledge, experience, and ability to help clients. But how easy is it for someone visiting your website to find that evidence?
Think about your client reviews, testimonials, professional recognition, published articles, and speaking engagements. Are these authority-building assets prominently displayed on your web site or other marketing copy, or are they buried on pages few visitors ever see?
For example, if you’ve received excellent Google reviews, don’t assume prospective clients will find them on their own. Consider featuring selected reviews on relevant practice area pages, where visitors are already evaluating whether you’re the right attorney for them.
The same principle applies to your marketing communications. If you’ve spoken at professional conferences, written articles for legal publications, or received recognition from your peers, look for appropriate opportunities to mention those accomplishments.
You don’t need to overwhelm prospects with your credentials. You simply want to make it easy for them to see why they should trust you. Naturally, any use of testimonials, reviews, or professional recognition must comply with your state’s attorney advertising rules.
3. Name Your Existing Services and Processes
Here’s an authority-building opportunity many lawyers overlook. You probably have an established process for guiding clients through their legal matters. Why not give that process a name?
For example, an estate planning attorney might already follow a consistent approach that involves identifying a client’s goals, evaluating family and financial circumstances, developing a customized plan, and preparing the necessary documents.
Instead of simply telling prospects that the firm prepares estate plans, the attorney could introduce the “Family Protection Planning Process” and explain how each stage helps clients protect their loved ones.
Nothing about the underlying legal services has necessarily changed. But by naming and explaining the process, the attorney has made the firm’s approach easier to understand and remember. You can even trademark the name to give it more apparent authority.
This can be particularly effective during consultations. Prospective clients aren’t just hearing about your experience. They’re learning how you’ll guide them through their legal problems. That can make them more comfortable with the idea of hiring you.
The best part? You don’t have to invent an elaborate new system. Start with what you’re already doing, organize it into understandable steps, and give it a memorable name.
4. Keep Your Message Consistent Everywhere
Imagine a prospective client discovers your firm through a Google search, visits your website, reads a newsletter, and eventually schedules a consultation. Will that person encounter a consistent message about who you help and what makes your firm different?
If your website emphasizes personalized service, your newsletters focus on practical guidance, and your consultations revolve entirely around fees, you’re missing an opportunity to reinforce your authority.
Your marketing should tell a consistent story. Whether someone discovers you through a referral, a video, a newsletter, or your website, that person should come away with the same understanding of what your firm does particularly well.
Review your existing marketing materials with that objective in mind. Make sure your strongest messages appear consistently throughout the prospective client’s journey, from initial discovery to the decision to retain you.
5. Commit to One Authority Channel for a Year
One of the biggest marketing mistakes lawyers make is trying to be everywhere at once. They start a blog, launch a YouTube channel, create social media accounts, and begin a newsletter, only to discover they don’t have time to maintain everything.
Instead, identify one channel where your ideal clients or referral sources already spend their time. It might be your email newsletter, LinkedIn, YouTube, or your website’s blog.
Then commit to consistently delivering valuable information through that channel for the next twelve months.
You can still maintain your other marketing activities, but give this one channel priority. Use the content you’ve already created to support it, and focus on becoming a familiar, trusted source of useful information.
Authority isn’t built overnight. It’s developed through consistent communication that demonstrates your knowledge and reinforces your credibility.
Make Better Use of What You’ve Already Built
Building authority doesn’t always require producing more marketing content. Sometimes, the greatest opportunities are sitting right in front of you.
Before asking yourself, “What should I create next?” try asking, “What authoritative assets have I already built that deserve more attention?”
By making better use of your existing content, proof, processes, and marketing channels, you can strengthen your reputation, attract more qualified prospects, and give them greater confidence in choosing your firm.
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