The legal sector is rapidly evolving before our eyes. New technologies and operational models are reshaping how law firms function.
Most of the underlying changes have occurred over the last few years primarily due to rising client demand and rapid technological advancements. The pace of industry evolution has left many firms uncertain about how to remain competitive.
One sure way to stay relevant is to follow the latest trends. Here is a list of the five main trends in 2022 that you can leverage to remain competitive.
Top Five Trends in The Legal Industry
A Steady Increase in The Popularity of Paid Online Advertising
Online ads are crucial marketing tools for any business in the modern world. Legal firms are no different, and they can access many potential clients through paid advertisements.
The COVID-19 pandemic increased the relevance and essence of business presence online. More and more customers are seeking services via the Internet rather than visiting physical offices.
This change means that digital advertising among law firms will continue to increase. By the end of the year, firms that ignore paid advertising may lag so far behind their competitors that they lose touch with existing and prospective customers.
The Power of Short-Form Video is Proliferating
Currently, most people don’t bother to read written content. Instead, they prefer to watch short-form informative videos, including Shorts, Reels, Stories, and TikToks.
For this reason, up to 30% of marketers in 2022 prioritize short-form videos over all other online marketing options. Thus, more law firms are currently seeking ways to reach prospective clients through such videos.
For example, legal professionals are starting to give insights and tell their stories on TikTok. Such individuals and firms have attracted thousands of followers who are essentially potential clients. “TikTok videos not only can be informative to viewers but can also create a more personal touch and reach potential clients in your area,” says David Brenton, president of BluShark Digital.
Excellent Client Experiences Via Websites
Like in all previous years, customer satisfaction is paramount for law firms in 2022. Happy clients are highly likely to form lasting relationships, resulting in regular, long-term business.
However, in 2022, clients desire optimal services and as many resources as possible via websites. A recent survey indicated that 43% of potential clients use Google Search to look for attorneys.
Thus, your website must offer a pleasant and productive experience, especially on the first few main pages. This will help attract clients seeking legal services online.
Increasing Automation of Processes
Responsiveness is a critical factor used by clients when selecting suitable lawyers. However, law firms may need help to provide instant attention to all prospective clients.
Thus, law firms in 2022 are increasingly automating processes to respond to all potential clients rapidly. For example, some organizations have deployed automated systems and bots to respond immediately to customer inquiries.
This trend has led to projections that more than 100,000 legal jobs will be automated by 2036. Failure to follow this transition will leave a law firm highly ineffective and unable to meet the growing client needs.
Increasing Application of Programmatic Advertising and Internet-Based Targeting
Many law firms are implementing advertising campaigns for specific people based on internet activity. This approach enables the organizations to spend on individuals most likely to become clients, optimizing the return on advertising investment.
Programmatic advertising is becoming more popular since it can be automated. Thus, law firms can increase the success of their marketing efforts while sustaining low costs.
Last Words
Staying current with emerging trends is the only sure way to remain competitive. This premise holds for law firms, which often overlook marketing innovation.
Watch out for emerging trends and seek strategies to stay relevant. This way, you will remain competitive and keep attracting enough clients.