7 Law Firm Marketing Ideas to Grow Your Digital Presence
Posted at Feb 19, 2019 1:16:00 PM by THAT Agency | Share
Attorneys have specialized skills that are in demand; but this, and even reputation, is not necessarily enough to generate leads and ensure that clients keep coming to them for help. In today’s world, people are far more likely to reach out to Google before they ever consider reaching out to a legal practitioner. For a lawyer, marketing services that focus on a strong digital presence are a must.
Why Is an Online Presence So Important for Lawyers?
Solid digital strategy highlights and emphasizes the experience, expertise, and reputation of your law firm by:
Boosting your ranking in the search engine results pages. As people search for information related to a legal challenge they’re facing, original, relevant, authoritative content ensures that you appear near or at the top of the pack.
Establishing your expertise. Again, it’s all about content. This includes blog posts, articles, eBooks, videos, and whitepapers, of course. But it also extends to the assets on your website (e.g. a helpful About Us page) and your social media profiles. You’ll be seen as, first, a useful resource, and next, an ally for people who need legal assistance.
Building rapport. When you are the expert offering knowledge and thought leadership, you build trust with your audience. Trust is essential in the lawyer/client relationship.
How do you get started?
Law Firm Marketing Ideas That Work
1. Search Engine Optimization
SEO is the art and science of achieving higher rankings in the search engine results pages. It is a complex field, so outsourcing SEO lawyer marketing services often makes sense in terms of time and resources. A few essentials include:
Targeted keywords. For what are potential clients look? What to do if you get a DUI? How to appeal a Social Security Disability decision? Insert relevant keyword phrases in your content. Make sure they’re natural and placed in a way that does not impeded readability.
CTAs. Calls to action tell your visitors exactly what you want them to do. Be clear, concise, and action-oriented: Schedule a Free Consultation. Contact Us Now. Download Our Free Personal Injury Lawsuit Guide.
Links. Connect your internal content with other pieces that will add value to visitors. This will keep them onsite longer and boost your chances of conversion.
Backlinks. This is when other sites link to your content. Encourage this organically by developing great content and asking people to share.
2. Build Pages for Each Practice Area
Your firm may specialize in family law or personal injury law, for example. Even within these specialities, there are often sub-categories. For example, you may offer services related to car accidents, motorcycle accidents, defective products/equipment, etc. Create a dedicated landing page for each and make sure it is easy for visitors to navigate to them.
If you use PPC ads, be sure that the ad leads to the correct landing page, and always insert CTAs in the content attached to those areas of practice.
3. Highlight Your Firm’s Branding
Branding goes beyond areas of practice. It encompasses your mission, vision, value, and key differentiators. Use a consistent logo, site design, fonts, colors, and images to create a sense of stability with your visitors.
Make sure that these elements are also carried through on your social media profiles and any other sites on which you offer content.
4. Offer Relevant Content
Quality is far more important than quantity. When you offer content that delivers value to your visitors, you can turn prospects into clients. First, they are actively searching for this information; they need it. Second, providing it boosts your search rankings, thus making you more visible.
The options for content are varied: you can have checklists, FAQs, how-tos, practice area-specific advice, videos, podcasts, infographics, etc. No matter what the medium, make sure the message is clear, relevant, and helpful.
5. Leverage Video
In the next few years, video will account for 80% of all web content. Thus, video is one of the more opportune law firm marketing ideas out there. People are drawn to good videos because they convey information quickly and in an engaging way.
Trust is a major issue in converting people into clients. At its most basic, people need to trust their lawyers. Videos can help: they’re more immediate, more relatable, and more emotional than text on a page. They can help interested parties feel they know you, making it more likely they will take the next steps (e.g., schedule a consultation).
6. Benefit from Reviews
Peers trust each other more than they trust brands. Use that to your benefit. When you feature client testimonials, you build trust. Ask former clients to leave a review via a form or on Google, LinkedIn, and whatever social media platforms you use. Make sure it does not contain any privileged information; the focus should be on how you approached their situation, the support you offered, etc.
7. Try PPC Advertising
Pay-per-click advertising can help you target specific online users; they are shown to people who are already entering in related queries. Individuals look for lawyers when there is already a need, so they’ll be actively searching. PPC can help ensure your firm is front and center.
These law firm marketing ideas will help you reach out to potential clients, boost organic traffic, build trust, and start creating the relationships you need to convert clients. If you need help implementing these tactics, contact THAT Agency today. With extensive experience in marketing services for lawyers, we are ready to take your firm to the next level.