Down Market: How to Advertise During a Pandemic

Lots of lawyers remain unsure about what do during mass quarantining.  They’re uncertain about how to move their businesses forward, so they do . . . nothing.  That’s the wrong play. 

 

A number of law firms are shutting down intake, reducing advertising spend and limiting marketing efforts.  Now, however, is exactly the time to be ramping up your efforts in marketing online.  Consumers who are looking for lawyers are seeking guidance; and, for those consumers, a lawyer’s guidance has never been needed as much as it is now. 

 

Many attorneys don’t want to market their services right now in light of the coronavirus pandemic, because they don’t want to be seen as profiting from tragedy.  Most law firms have issued a notification about the state of their business during closure: that law firms are essential businesses, and that they remain open.  But, potential and existing law firm clients don’t just want information about whether your physical office is open, and whether you’re sanitizing your printer.  They want to know about the status of their legal claims.  Can they do anything right now?  And, if so: what? 

 

If you’re an estate planning lawyer, that affords you the opportunity to talk about the availability or lack of remote notarization options, the option to continue to execute trusts and about what can be done on probate matters.  Divorce attorneys can cover the extent to which a divorce claim can be worked up before courts reopen, whether there are telephonic or video options to move forward and to illuminate non-traditional options, like mediation and collaborative law. 

 

You can, and should, continue to market your legal services during a pandemic.  And, you can do it with the exact same strategy you used before: Provide your leads and clients with practical information about the questions they want answered. 

 

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If you need assistance building your corporate messaging during this time, we can help. 

Through a unique partnership between the bar association and Jared Correia's Red Cave Law Firm Consulting, National Creditors' Bar Association members now have access to experienced law practice management consultants at a special discount rate. To get started, visit Red Cave's NCBA landing page, and start running your law practice like a business.