We live in an increasingly virtual world. Gone are the days of relying exclusively on networking events and personal contacts to gain clients. Digital marketing for lawyers is more important today than ever and its value continues to grow. To help capture the momentum of this trend, here is a list of six legal marketing tips for attorneys who are ready to switch from traditional marketing tactics and focus their efforts online.
Stand out with SEO-based content
A solid search engine optimization (SEO) strategy is the best way for websites to stand out for free. SEO involves optimizing your website with the goal of ranking high in search engines. Search engines like Google ™ and Bing® scan different websites to select results that match the search engine’s intent. To increase your site’s visibility in search engine results, start by identifying keywords and phrases relevant to your services.
A potential client may not use legal jargon in their search, so be sure to use terminology that they would likely use in their search. Make sure to use these SEO keywords in your online content, such as service pave copy and blog articles. Ubersuggest is a great free tool to get started. For example, if you are a personal injury attorney, potential clients might be looking for something like “how to get money from a car accident.” To get your business listed in search results, consider writing an educational blog post that answers the question and invites the user to fill out a form to learn more about your business services.
Update your website and make it mobile-friendly
For starters, if you don’t have a website, you should invest in one right away. A whopping 14% of law firms do not have a website. A website is one of the most important tools for expanding your reach and getting new customers. We live in an age where if you’re not online, you don’t exist.
Websites, like most other commodities, can become out of date. This is often not due to substantive material on the page, but rather to the growing demand for more comprehensive and user-friendly websites. To increase the likelihood that someone will convert to your site (for example, filling out a form with their contact information), your website needs constant maintenance or, in some cases, a complete makeover. The more details you can include on your website about your services, the more likely it is that potential clients will see your company as an expert in your area of practice. Also, make sure your site is mobile-friendly, as portable devices are increasingly being used for long searches.
Make sure to divide your website into different pages and tabs for mobile device compatibility. Here are our suggestions on pages to include:
About us: Tell your visitors who you are, including your professional credentials. Include information about yourself, your team, and your company’s mission statement. This is usually a potential client’s first impression, so take advantage and don’t be afraid to make it personal, while remaining professional.
Services – Divide your services across multiple tabs or pages. Include a detailed description of each area of the law you practice. For example, if you practice estate law, have a tab on wills, trusts, estate planning, and legal representation. Include success stories and what-ifs to show visitors that your approach works.
Awards and Posts: Show your awards and posts. Potential customers want to see that you are successful and that your business has a great reputation.
Testimonials – Request testimonials and reviews from your most valuable clients and post them here. Potential clients want to know that you are engaged with their experiences and that others have appreciated working with you.
Legal Blog – Start a blog about the legal areas you practice. See below for more blogging tips.
Contact: Be sure to let web visitors know how they can reach you by email, phone, or at your office location. Also, include links to your social networks. You want to provide as many avenues as possible for your customers to get in touch.
Join an online forum
Networking is key to growing a business. Online forums simultaneously help with this important goal and provide digital marketing for lawyers. There are multiple online forums for different areas of law. Create a profile and interact with other attorneys, potential clients, or other professionals in forums that are tailored to your practice area. This is especially important if you are a solo professional, as referrals and personal contacts are the best form of online marketing for law firms.
Use social media
Social media profiles are free and an easy way to market your business. At the time of this writing, platforms like LinkedIn® and Facebook® are the most common social platforms lawyers turn to. According to a study, 84% of lawyers use LinkedIn and many consider LinkedIn to be an effective social media platform for obtaining new clients. While not the most universal platform, its payment capabilities provide industry- and job-based specific guidance, making it a great tool for lead generation. LinkedIn presents an excellent opportunity for attorneys in a variety of fields to share useful and engaging content, such as a timely blog post, with potential clients. Social media posts are also a means of contact prior to consultation with clients, helping them with general questions about legal services they may have without requiring direct engagement.
Use strong CTAs
Visitors to your website and social media pages need a call to action (CTA). Give your website visitors the opportunity to communicate with you as soon as they land on your site. Better yet, give them the option to contact you on every page of your site. This can be done with a different colour tab in your main navigation. This makes it easy for potential customers to reach out, provide their contact information, and provide information about the service they need. It also gives you the opportunity to grow your contact list.
Grow your company’s online presence and increase your customer base
Although traditional advertising remains valuable, more and more people in the legal profession are relying on some form of digital marketing. With the tips above, a strong brand, and time well spent, your law firm will stand out from your competitors. Use these six marketing tips to create a solid legal marketing strategy for your business and connect with potential customers.
