5 Effective Law Firm Marketing Tactics
Over 30 percent* of potential clients start their attorney search online.
Before even asking a friend or family member for a referral, they turn to the internet. The days of buying anything, even law services, without researching it online first are long gone. This means you need to not only try to attract and recruit potential clients but also outperform and outrank your competitors. You can do both by successfully marketing your law firm online with a stellar website and helpful content.
A Modern Website with Quality Content
Your business should have a modern website no matter what industry you’re in or what products and services you offer. Did you know that once your website loads, users form an opinion about it in 0.05 seconds?
In fact, according to Go-Globe 48% of people cited a website’s design as the number one factor in deciding the credibility of a business. Trust us, we know about creating modern and functional websites! With an up-to-date website that is mobile and desktop-friendly, your law firm can build client trust, create positive opinions about your business, and inform visitors about your services.
The content on your website helps to set your site apart from others. Having high quality written content will help to gain and retain customers! Some examples of valuable content for your firm’s site are case studies, educational blog posts relating to the legal services you provide, and shareable infographics.
Your SEO ranking
If you search, “local law firms” or “lawyers near me,” what businesses pop up on the top of the first page? Is your law firm on page one? We’re sure you want your firm to be! According to Search Engine Watch, 53% of all clicks go to one of the first three organic search results.
This is why improving your law firm’s SEO is so important! Your firm should have a presence in the top positions on search engines for keywords that users are searching in relation to your legal services. Having a top position will increase your online visibility and increase user’s trust.
There are multiple ways to improve your law firm’s SEO ranking. One example is written content (yes, the same type of quality, written content we mentioned before). Content written with SEO in mind drives traffic to your website and gives you a higher ranking on search engines. Other ways include optimizing your website’s landing pages using keywords and creating a Google My Business page.
Building Relationships and Securing Referrals
Word of mouth is one of the most powerful marketing tools and today. But guess what? It doesn’t have to be face-to-face interaction. A client can share their experience online once, through a Google or Facebook review, giving your law firm exposure to hundreds of people. That’s why it’s essential to build relationships in order to help market and grow your firm.
Referrals are an important driver of business for law firms because attorney-client relationships are based heavily on trust. Having a positive connection with a client can result in having them use your services again or even better, telling their friends and family about your services. Clients can also leave reviews online about your business. Having positive reviews from your current clients online, especially on your social media pages, Google My Business page, and website will help to build trust with potential clients.
Targeting Perspectives with Digital Ad Campaigns
Google Ads (formally Adwords) is an excellent platform for law firms. You can create ads for your law firm that target users who search for specific queries. For example, if someone searches for a “local real estate lawyer” or “personal injury lawyer near me,” you can target them with information about your services at the top of search engines. This allows you to appear at the top of search results when potential clients are actively looking for you.
Creating ads on Facebook can help to generate new leads. With paid marketing, you can target ads to gain potential clients by creating an audience based off of their location, age, gender, and more demographics. You can set a budget to whatever feels comfortable, and control how much you spend daily or over the course of the campaign.
Social Media Pages
When it comes to social media, your law firm should have a LinkedIn company page and a Facebook page to help make connections with current and potential clients. LinkedIn is the world’s largest professional network with over 146 million users in just in the United States. Their company pages can be a powerful tool to help your law firm make connections, generate leads, and build your brand.
Facebook has about 2 billion monthly active users. Their business pages can help your firm reach your target audience, build brand loyalty, boost your law firm’s SEO, and increase web traffic. On both social networks, your law firm can share case studies or blog posts, answer questions from potential clients and provide customer service for current clients.
Taking the time to market your law firm is so important while building your business! Do you want to talk about more specific ways to help market your law firm? Let’s chat all about it in a free strategy session!