Discrimination Law Attorney Marketing
Discrimination law deals with the application of federal and state statutes forbidding discrimination on the basis of race, sex, religion, national origin, and physical disability. A growing body of law also involves discrimination based on sexual orientation. Cases often arise in employment, education, housing and lending. Potential clients need counseling regarding their rights under various statutes and an advocate to act on their behalf. Attorneys need to reach their potential clients at home, in the community and where they work.
Online Marketing Resources
1. Establish your authority: Start a blog that answers clients’ most immediate introductory questions such as, “What are my rights under the Americans With Disabilities Act?” By answering their questions you establish yourself as a resource and worthy of consideration should they need representation. Add to this library of “helpful answers” targeting questions specific to business law.
2. Offer a webinar: A potential topic could be an overview of student/parent rights regarding special education in public schools. Offer to e-mail those who register the login information for the webinar, thereby capturing a contact for future reference. Online services like Microsoft Live Meeting, Webex and Adobe Connect Pro are affordable options to set up these webinars.
3. Become a news source: Use your blog and website to advise potential and existing clients of favorable results, court decisions and changing areas of the law. By tracking news that’s relevant to your clients, you establish another touch point that could transition into new business.
4. Marketing via SEO and PPC: In short, SEO practices help identify your content to search engine visitors looking for your specific information or keywords. Keywords such as “discrimination attorney” along with the name of your community should guide potential clients to your site. Pay-per-click advertising is the business of purchasing ads that appear to visitors who search specific keywords. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
5. Obtain a free local business listing on a search engine such as Google.
General Legal Marketing Resources
1. Advertise where your potential clients are. Yellow pages, newspapers, television and radio each reach their own niches. Cultivate a good relationship with the media. You want to become the attorney they go to when a quote on discrimination law is needed.
2. Seek referrals from other attorneys and clients.
3. Join and attend community groups such as your local school’s Parent Teacher Organization and tenant organizations to expand your contacts.
Sources
Cornell University Law School, Legal Information Institute. “Wex” is the the community-built law dictionary and encyclopedia at Cornell University Law School.
