Law firm marketing is a complex and multifaceted endeavor. There are many different ways to market a law firm, and the options can be overwhelming for lawyers who are not familiar with the field. To understand how to effectively and efficiently market a law firm, it is important to have a basic understanding of the most popular marketing strategies.
Your Law Firm Website Doesn’t Just Need More Traffic
Law firms, in general, aren’t concerned with increasing traffic or getting leads. Law firms are concerned about getting the right kind of cases that will bring their firm revenue and build their reputation. To do this, law firms must be present in many different places, have a strong online presence, and build relationships with potential clients.
The number one way for successful law practices to increase the quality of their legal clients is to rank first for their prospective clients. TheeDigital has been helping attorneys increase their digital presence and attract more target clients for over 15 years.
Do Law Firms Need Marketing?
Law firms need marketing in order to create awareness and draw potential clients. In today’s competitive environment, law firms must distinguish themselves from the competition by taking advantage of modern marketing techniques. By using digital and traditional marketing strategies, such as search engine optimization (SEO), website design, email campaigns, content writing, and social media management, a law firm can create a strong presence in the public eye and increase visibility for its services.
Law firms also need to engage with their target audience in order to build relationships with potential clients and demonstrate expertise within their field of law. This can be done through activities such as hosting seminars or webinars, writing legal blog posts, and offering free consultations or advice. These activities establish trust and credibility with prospective clients, which in turn can lead to more referrals and more business for the law firm.
If your firm is not paying for marketing, it is likely your successful competitors are. Personal injury SEO, for example, is one of the most competitive areas of digital marketing.
What Is A Law Firm’s Target Market?
A law firm’s target market should include prospective clients, past clients, and satisfied clients. Prospective clients are individuals or businesses that may need legal services in the future, or who have expressed an interest in hiring a particular law firm.
Past clients are those who have already used a law firm’s services and might be willing to reuse the same law firm or provide referrals. Satisfied clients are those who have had successful outcomes with a law firm, and can be sources of positive reviews and word-of-mouth recommendations.
Once the target market has been identified, marketing strategies should be tailored to meet the needs of that group. This will help to ensure that potential leads are converting into paying clients.
Anatomy Of A Legal Search Result
To demonstrate the many different places (and opportunities) a law firm has to be seen, look at the anatomy of an example search result. Keep in mind that all of these areas are independent of each other, and require specific optimizations to appear in these areas.
Local Service Ads
Google’s Local Service Ads are a valuable tool for law firms to increase visibility and attract more clients. These ads are shown at the top of Google’s search results when someone searches for a legal service. They appear as a box with information about the local business, including reviews, photos, and contact information. The ad also includes a “Google Verified” checkmark. This makes it easy for potential clients to make an informed decision about a law firm before clicking on the ad.
Classic Google Ads
Classic Google Ads are a familiar sight for many searching for legal services online. These ads appear as a box containing relevant information about the law firm, including reviews, photos, and contact details. These ads are designed to be the most visible part of search results, appearing at the top of the first page (and in other locations throughout the search result) right below the Local Service Professionals.
Google Map Pack
The Google Map Pack is an essential tool for law firms looking to increase visibility and draw more clients. This feature shows up prominently in search results, usually at the top of the page, and contains a list of local businesses that match the user’s search query. The Map Pack includes each business’s address, phone number, and website link, as well as a brief description and customer reviews. This is an excellent way for potential clients to quickly find the right law firm for their needs.
People Also Ask
The People Also Ask (PAA) section of a Google Search Result is an invaluable tool for law firms looking to increase visibility and draw more clients. PAA appears below the Google map Pack, usually situated at the top of the page, and contains a list of related questions and answers that are designed to help users quickly find what they’re looking for. The PAA section includes brief answers to the questions, as well as links to more detailed information (including reviews and contact information) about the law firm in question. This is an excellent way for potential clients to quickly find answers to their legal queries.
Organic listings are the most important tool for a law firm looking to build an online presence. Organic listings appear below the Google Ads, the Map Pack, and the People Also Ask section and contain a list of websites that match the user’s search query.
Oftentimes users trust organic search results more than paid ads. This makes it essential for law firms to ensure that their website is properly optimized and appears at the top of search results. Organic listings also offer a great opportunity for law firms to showcase their credibility, expertise, and services through short descriptions.
Other Areas Of Interest For A Law Firm Marketing Strategy
When it comes to online presence, most law firms focus on their website and little else. However, there are a number of other areas that can be important for a successful online presence, including social media and email marketing.
Social Media Websites
In today’s digital world, social media has become an invaluable tool for law firms looking to draw new clients. Millions of people are using social media platforms like Facebook, Twitter, Instagram, and LinkedIn each day to connect with potential businesses. This presents a great opportunity for a law firm to engage potential clients and build an online presence. Law firms should take advantage of this opportunity by creating a presence on various social media platforms, sharing content (such as blog posts and legal advice), and engaging with potential clients.
Another important tool for a law firm’s online presence is email marketing. Email marketing involves sending out emails to potential clients that contain relevant information about the law firm’s area of expertise and services. This can be a great way for a law firm to keep potential clients informed about their services, build relationships, and potentially draw more business.
What Should A Law Firm Marketing Plan Consist Of?
A successful law firm marketing campaign should target potential clients in as many of the potential search results as possible with a result matching the area of the “sales funnel” that a prospect is in. Let’s discuss the different marketing efforts the marketing professionals at TheeDigital set up for some of their many law firms.
Local Service Ads (LSA)
Local Service Ads (LSA) are an invaluable tool for law firms looking to increase their visibility and draw more clients. These ads appear prominently at the top of search results, providing potential customers with an immediate view of what services a law firm offers and whether they are the right fit.
With LSAs, you are given the ability to verify if a form fill or phone call (a conversion) is actually a qualified lead. If the conversion is a quality lead you pay for the ad, if it’s not, you can dispute the lead and not pay.
Social Media And Search Engine Ad Campaign
One of the most effective ways to reach potential clients is through social media and search engine ad campaigns. These campaigns will ensure that your law firm’s presence is seen by potential clients in all areas of the web and can be tailored to target specific demographic groups.
We recommend both a general search campaign, which will target users who are actively searching for legal services, as well as a social media campaign that will reach potential clients in their day-to-day lives. Both of these campaigns should include engaging content and targeted messaging to ensure maximum impact.
In addition to these search campaigns (for legal verticals that allow), retargeting campaigns can be an effective way to get an increase in leads from clients that have previously visited your website. This is because these campaigns target users who have already expressed an interest in your services, making them more likely to convert into clients.
Law Firm SEO
Search Engine Optimization (SEO) is one of the most beneficial tactics for law firm marketing. SEO involves optimizing your website and content in order to improve its visibility on search engine results pages (SERPs). This can be achieved by targeting specific keywords related to your services, creating content that is optimized for those keywords, and ensuring that all of the technical aspects of your website are up-to-date.
Organic Traffic Grows In Perpetuity
The best part of SEO for a law firm is that as your budget stays the same over a period of time, traffic and leads continue to compound over time. On the other hand, to get more traffic and leads from another source such as paid traffic, you must increase your ad spend.
Importance Of A Quality Law Firm Marketing Website
Having a quality law firm website is essential. A website is the face of the law firm and should be designed to provide potential clients with an easy-to-navigate experience that provides information about their services. A law firm’s website should also include contact forms, blogs, and other lead-generation tools. All of these components will help to create a more engaging experience.
The quality of the website also plays a huge factor in how it ranks, both in organic search results and paid searches as well. That’s why it is imperative to create a law firm website that meets the latest standards in terms of design, functionality, and optimization.
Service Page Optimizations
We find that writing a law firm’s service pages to target searches for lawyers in a specific area provides the best result. For example, many attorneys come to us with a service page (which is designed to generate leads) titled “Personal Injury”. This page, is, in fact, targeting all types of Personal Injury cases.
By optimizing the service page for a more specific term (ex. “Raleigh Personal Injury Lawyer”), we can deliver much better search engine results and increase the number of qualified leads that come to the law firm.
Content Marketing Strategy
Much of the law firm marketing strategy we implement is based on content. This content comes in the form of blog posts, videos, podcasts, and other forms of digital media.
A successful content marketing strategy will target searches prospective customers are making when researching a legal issue. By creating content that provides answers to questions commonly asked by potential clients, we can attract more visitors to the website and increase the chances of them becoming paying customers.
By leveraging data such as keyword research, audience insights, and competitive analysis, we can craft content that resonates with potential clients and drives traffic to the website.
Link Building And Brand Awareness
Press releases, reporter inquiries, and building links on high-quality websites are important components of a successful law firm marketing strategy. Press releases offer an opportunity to share news related to the firm with journalists and publications, as well as create a more comprehensive online presence that increases brand awareness.
Getting high-quality backlinks is an effective and powerful way to increase brand awareness and organic search rankings for law firms. Backlinks are links from external sources that point to your website, and they are a key factor in determining how well your website ranks in search engine results pages (SERPs). When a website links to your content, it shows that your content has value, and this can help to boost your search rankings.
By building relationships with other industry websites, creating high-quality content, and leveraging social media platforms, law firms can build organic backlinks that will help to improve their SERP ranking.
The Best Part Of Law Firm Marketing
The best part of marketing a successful law practice is that it can be outsourced to a marketing agency. As a lawyer, your time is best spent in the courtroom or closing important deals, so being able to outsource legal marketing to a dedicated marketing team helps your law firm grow without taking away from the productivity of your practice.
At TheeDigital, we specialize in helping law firms build an online presence that attracts new clients and expands their services. Our team understands the challenges facing legal practices today, which is why we are dedicated to providing the best possible marketing solutions for our clients.
Using the right tools can enable law firms to better track and measure marketing performance, increase efficiency with digital assets, manage workflow, and improve overall ROI.
Client Relationship Management
We highly recommend setting up and utilizing a CRM, like Clio, for your law practice. These systems help to track and manage leads, client data, billing information, and other important business processes. They also provide insights into how successful campaigns and strategies are performing.
Additionally, the use of analytics tools can help track website performance, monitor online reviews from past clients, and understand what content is resonating with potential customers.
For law firms looking to expand their services to a global market, language translation services are essential. By providing services in multiple languages, firms can increase their reach and appeal to a wider range of customers from different cultural backgrounds. Utilizing an automated translation service like Weglot helps ease the process of translating website content and other digital assets.
Law Firm Chat Service Integration
There are some great chat services that make your law firm’s website accessible to prospective clients at any time. These services are great for a small law firm and are designed to make it easy for customers to get answers quickly and efficiently, without having to wait for a response from your office staff. This helps improve customer service and increases the likelihood of a conversion.
Are you a lawyer looking to take your law firm’s marketing efforts to the next level? If so, then TheeDigital is here to help. Our team of experienced marketing professionals specializes in creating customized solutions that will help you maximize your online presence, attract new clients, and expand your services.
We understand that optimizing your digital presence can be a demanding task, which is why we offer a comprehensive suite of services that includes website design and development, SEO and PPC management, content marketing, social media management, email marketing, reputation management, and much more.
If you’re ready to take your law firm’s digital presence and marketing efforts to the next level, contact us today, and let’s get started. We look forward to helping you reach your goals!