With over 160,000 thousand law firms, attracting new clients in such a competitive market is challenging. Thankfully, there is a way to stand out from the crowd and gain more customers. The simple trick is to get familiar with online marketing for lawyers.
With online marketing for law firms, you can be ahead of your competitors, attract more leads and convert those leads into paying clients and repeat clients.
This article shows you how to market your law firm online to reap the full benefits of your practice.
Let us quickly look at online marketing mistakes lawyers need to avoid, and after that, we will show you online strategies that will help you increase traffic, pull in relevant leads and grow your business.
Mistakes to Avoid
Having No Online Presence
This mistake is common among most lawyers. Today, people turn to the Internet not only to keep in touch with family and friends. They use the Internet for shopping, reading news and finding solutions to problems.
Assuming a prospective client needs a lawyer, there is a very high chance the first place they’ll look is the Internet. If you don’t have an online presence, you won’t show up in the search result, thereby missing out on a client.
Allowing Your American Bar Association Membership to Expire
An amazing opportunity for professional networking is membership in the American Bar Associaton. When you network with other colleagues, you are trying to get referral leads from your peers who may not specialize in your field of expertise or are not interested in increasing their client pool.
You should showcase your ABA membership on your website and use it in all of your social media handles. By doing this, you add another level of credibility to your services and profession.
Failing to Give Back to the Community
Giving back to the community comes with benefits. Through pro bono opportunities, you can actually attract paying clients because your pro bono clients may refer you to those who may require your services.
Don’t be afraid to use your Pro bono services as PR, which leads to more visibility and more work. To reap the full benefits of this, ensure that your social media handles mention your pro bono services and your website clearly shows your pro bono work.
Ignoring Marketing Trends
It is good to be informed about the latest marketing trends and use them to your advantage, even though you aren’t a marketing expert. Just like every other industry, marketing trends evolve over time.
If you fail to keep tabs on the latest marketing trends, it will be difficult for you to know what works and how you can create a marketing strategy that capitalizes on trends that help you achieve your business goals.
Not Caring About Your Brand Image
You have heard the saying “You never get a second change to make a first impression.” The saying also applies to you as a lawyer concerning your online marketing strategy. You can destroy your brand image if you don’t dress to impress.
Not Learning about Local SEO
Local SEO is the process of optimizing your website to rank higher in the SERPs for certain keywords. Not having the basic knowledge about this could prove very bad for business.
Now that you know what to avoid, let us show you what to do to market your law firm online successfully.
What You Should Be Doing
First, you must create an effective website. This is the most important piece of your marketing strategy. As we discussed above, you must have a comprehensive website in order to attract more clients so that you can achieve your business goals.
Thankfully, you can create a website easily with an HTML template, and there is no shortage of high-quality, premium templates for law firm website. Pick one and GO LIVE!
If you want control over your website without having to write new codes to change the appearance or add more content, we recommend WordPress. They offer several law firm themes and templates that are easy to use and offer all the functionality you need.
When you have found the perfect WordPress theme for your website, you’ll need to set it up and customize it to reflect your brand.
Create a Google Mу Buѕinеѕѕ Prоfilе
Crеаtе a рrоfilе for уоur law firm uѕing Google Mу Buѕinеѕѕ.Google tends to favor businesses that have their profile on Google My Business. Doing this will increase your visibility when someone searches for a lawyer in their area.
This tool also gives you control over which information shows up, such as the links to your website, social media profiles, address, opening hours, and contact information.
Google My Business also offers a review feature. Encourage clients to submit reviews. This builds trust with potential clients and establishes your credibility. Reviews written by your customers who have used your services will show up and will encourage searchers to click on your link and ask for your services.
Signing up for Google My Business is easy. You will provide details about your business, and then the information you provided will be verified by Google. After which, you receive the verification code via the email you provided. Enter this code on the Signup page to complete the verification process.
Establish a Presence on Social Media
Be active on social media. This allows you to build your authority as you write and post law news and other relevant content that may be beneficial to potential clients and colleagues. Establishing a social media presence also allows you to build relationships with other lawyers and potential customers.
Be deliberate about your marketing efforts. Take the time to find out the platforms where your potential clients are likely to spend their time and then works towards establishing a strong presence on that platform.
Facebook is a good place to start, given the number of users. To build professional relationships, we recommend you use LinkedIn. Start with one or two platforms, gain the people’s trust, then move onto other social media platforms.
Make Use of Relevant Keywords to Optimize Your Site for Search Engines
With the thousands of law firms already in the online space, trying to rank with simple keywords such as “lawyer”, “attorney”, “law firm”, and similar terms are too broad and will not put you in the first page of the SERPs. Therefore, you must broaden your scope to include your location, your area of specialization, including other terms associated with the legal industry.
We recommend that you sign up for Google Analytics as well as for Google Keyword Tool. Install Google Analytics on your site as an Add-on so that you can monitor what terms searchers are entering to reach your website. With that information in your arsenal, you can use those keywords throughout your site and create articles on the same topics.
Consider PPC Advertising
If you are just getting started with building your online presence, we recommend that you incorporate Pay-Per-Click (PPC) advertising in your marketing strategy.
PPC advertising helps you select specific keywords that trigger ads about your law firm. If you are the highest bidder, then Google will show your ad just before the organic results in search engine result pages (SERPs).
We want to warn you that PPC advertising can be costly. However, you will be able to see the benefits almost immediately. Once your advertising campaign goes live, it can send relevant leads to your website and boost your views, leads, inquiries, and ultimately your revenue on investment.
This is another effective marketing strategy for law firms. Blogging allows you to establish your expertise by sharing your knowledge and helps you build trust with potential clients.
Blog about case studies on previous wins, talk about legal terms that are common in your area of expertise and write articles that are relevant to your potential clients.
You are not limited to posting articles alone. You can also share videos, audio posts, infographics, whitepapers, and any other type of content that is helpful to your audience.
By blogging regularly, you are continuously updating website and search engines are more attracted to sites that publish new, fresh, and quality content. As a result, blogging can boost your search engine rank.
Start an Email List
Collecting email addresses allows you to keep in touch with potential and current clients and keeps you in the forefront of their minds when a they need your legal services. Email marketing is a lucrative and cost-effective online marketing strategy for lawyers.
Send regular email campaigns to your subscribers, offering practical and helpful advice and resources. This further establishes your authority and position as someone they can trust.
Ensure that you include a call to action in all your emails that invites them to check out your website or contact you directly.
Sign Up for an Attorney Directory
Last but not least, we recommend you sign up for an attorney directory. This strategy is effective while your website is still new and people are aware of you and your firm.
Some attorney directories include Martindale.com, Lawyers.com, and Super Lawyers.com. They show up at the top of the search engine results when people look for lawyers. Therefore, it’s worth paying the fee and creating your profile.
Online marketing for your law firm may seem difficult, especially if you are new to it. However, оnсе уоu identify уоur goals and put into place our recommendations, you will have a strong foundation for your marketing strategy. In short, remember that in today’s world you need tо mаrkеt уоur lаw firm оn the Intеrnеt.
We are confident that if you make good use of these tips, you will grow a successful legal practice with a significant presence.