When The Wall Street Journal quotes Rocket Lawyer on an issue concerning wills, every estate planning attorney in the country should take notice … and then immediately check their marketing plan, social media presence and appointment schedule.
Make no mistake about it – Rocket Lawyer, Legal Zoom, Nolo and other online legal sources are having an impact on how your clients think about purchasing legal services. If you think that your skill set alone will be enough to protect your practice from the inroads being made by these online legal behemoths, think again.
913,000 people used Rocket Lawyer in 2012 to draft a will. If you are not concerned, you’re not getting it.
We know that a will created with an online legal platform is not the same as one created by an attorney who has met personally with a client and who understands the nuances of families, the complexity of tax laws and the reality of what happens when wills are executed.
But 913,000 people – and that’s not even including those who use Legal Zoom or Nolo – don’t seem to mind.
You cannot afford to dismiss these competitors. Instead, examine them carefully and learn from their successes. In other words, what do these online services have that you don’t?
They remove several key obstacles that prevent many people from getting their wills done.
- They are convenient. You don’t have to leave your home to draft a first will, and you can access documents on a computer, tablet or phone.
- They are private. They completely eliminate the need to disclose to a stranger very personal information, from the value of your estate to how you really feel about your children or their spouses.
- They are cheap. In fact, the home page of Legal Rocket says “Your first document is free.” And they will put you in touch with a local attorney if you have questions.
So first Rocket Lawyer is going to grab your potential clients – and then it’s going to send them back to you - probably for a discounted rate.
Get the picture now?
I’m not saying “All is lost,” or crying doom and gloom. On the contrary, the robust popularity of these online services proves the strength and resiliency of your market. It also proves that a huge portion of your market searches for legal services online.
Maybe I should write that again: A huge portion of your market searches for legal services online.
Your future clients will either find you online … or they will go somewhere else.
If you do not have a well-orchestrated digital marketing strategy in place, you are losing business. Now. Right now. This very second.
Bonus points for those of you who are paying attention to the critical data, too. Measuring and tracking marketing campaigns is more critical than ever before. If you don’t know which blog posts are driving traffic to your site and phone calls to your receptionist, you are losing opportunities to competing law firms. Marketing data used to be available only to massive corporations with equally massive marketing intelligence software. Today, we have access to the same level of data – and so do you.
Questions? Concerns? Just call us – 877-352-2021 and ask for James. We are digital marketing experts focused exclusively on estate planning and elder lawyers. We can help you get in the game – and win it!