Numerous studies have indicated that consumers trust the information they find online. When making important life decisions, more and more Americans are hitting the Internet to research and find solutions to their problems. They visit forums, blogs, press release sites, and company sites for their information and they value what they read—and who gives it to them. When making purchasing decisions, a whopping seventy-eight percent of consumers consider others’ ratings and reviews.

Yet many Americans distrust lawyers and the legal profession in general. This makes your job much more difficult—and why it is important to build trust with your clients through Internet marketing and social media.

The Internet and social media have created a paradigm shift throughout the legal profession and our society as a whole. Together, they afford lawyers and law firms the type of tools they need to supply potential clients with the information consumers have come to expect online before making any kind of decision that necessitates a notable commitment of resources. And, empowered by the plethora of information available online, consumers are now educating themselves on legal issues via blogs, videos, and dialogues in online communities prior to compiling a list of potential candidates.

Furthermore, in today’s Internet age, it is extraordinarily easy for a prospective client to verify the lawyers’ experience and credentials online, and evaluate testimonials and feedback from other clients before making their final decision.

So how can you build online trust with your clients? The answer is through successful Internet marketing. The Internet allows lawyers to build their brand carefully and establish themselves as authority figures in their areas of law. Through social media sites, blogging, and revamping your website, you can build a brand that is inviting and showcases what is best about your firm—and what sets you apart from the rest.

The following are some ways you can let the Internet and social media work for you:

• An eMarketer report states that 82% of consumers would trust a company more if the CEO used social media. You don’t have to use all of them. Simply pick a few, post, interact, and evaluate productivity. Continue to utilize the ones that are effective. An SEO legal marketing company can advise you on how best to proceed and help you build a social media presence that reflects your company’s core values.

• Obviously, legal obligations forbid you from discussing details of your representation, but you can certainly discuss other firm activities. Clients want to know that you care about more than profits. Use social media to talk about the local softball team your firm sponsors, the presentation you’re giving at the chamber of commerce, or the booth you’re hosting at the county fair. Providing clients and colleagues a glimpse into the culture of your firm and your concern for the community is a great way to establish trust and engagement without encountering ethical dilemmas.

• Start blogging for your content marketing benefit. A blog can be shared easily through social media channels and can present you as an expert in your chosen field. A blog can also reach potential new clients who are browsing for answers to their legal problems. Present potential clients with valuable legal content to create engagement and begin building trust with individuals who will remember your name the next time they need your services. Nielsen reports that 58 percent of consumers said they trust a business’ editorial content over other forms of web marketing.

Law firms who are not actively promoting their services online and on social media sites are falling behind. No matter how much you advertise, if you are ignoring your online content, then you are losing out on valuable new clients. Internet marketing is more than just building a website, it is about building a brand that sets you apart from the thousands of other lawyers in your area. It shows that you are up to date on current legal topics and that you are active in the community and online. When you build content that shows you care about your clients—and their needs, you will establish yourself as a lawyer to trust.

With millions of people tweeting, posting, and blogging, law firms can no longer afford to treat social media as an afterthought. Let the distinctiveness of your firm shine through, and put internet marketing to use for you.