There are over 47,000 active U.S. law firms.
Many people assume that law firms will always be in demand and never lack clients. However, this statistic does not include independent attorneys and private legal practices.
In the scope of the entire legal industry, law firms have to constantly identify means of staying competitive to ensure a solid client base.
One means all law firms have at their disposal is marketing. Effective advertising, both online and offline, can be the secret to retaining clients and captivating new ones.
In this post, we’ll discuss five solid law firm marketing tips that you can implement today.
Read on for insight!
1. Jazz Up Your Website
Most people refer to the internet to gain insight into legal practices and options. A few Google searches and some blog browsing can give them the information they need to navigate any legal situation.
For this reason, your website is a central component of your ability to engage clients. It should be your foremost digital marketing tool.
Many law firms assume that having a professional-looking website is sufficient to attract clients. While we never want to undermine the value of a seamless, professional website, simply relying on looks isn’t enough.
A law firm website crafted with your clients in mind is far more likely to generate the results you need and keep users on your site.
What does this look like? For one thing, your website should be easy to navigate and to read. We know you probably have a lot of information on there, but now is the time to clean this up for the sake of your clients’ eyes.
Distinguish information clearly by using simple, minimal menu tabs. Organize subpages under parent pages, such as a “Contact” page under an “About Us” heading.
Break page content into easy-to-read paragraphs and make use of headers, bullet points, and numbers. Ensure that all of your website content is distinct, meaning that each page presents new (not redundant) information.
Make sure your website is responsively-designed, meaning that it can accommodate a variety of screen sizes–especially mobile. This will keep your mobile users happy.
Also, ensure that your website content is loading quickly. Page load time plays a huge role in coaxing users to stay or leave.
Lastly, you may wish to include a chatbot on your site’s homepage. A chatbot is designed to answer and direct client questions effectively.
Want an example of a solid law firm website crafted with clients in mind? Check out The Utah Advocates.
We recommend investing in professional web design services to ensure that all of these boxes are checked and your clients are impressed.
2. Implement Search Engine Optimization (SEO)
Google processes over 1.2 trillion search queries a year. That translates to 40,000 a day!
More and more users are relying on search engines to find the information they need. Because legal situations are often complex, many potential clients begin their legal proceedings with Google.
For this reason, it’s essential to meet your prospective clients where they are at. Implementing Search Engine Optimization (SEO) can do just this.
SEO optimizes your online content for keywords that potential clients are likely to type into Google to find you, such as “law firm near me” or “injury attorney.” An effective SEO campaign enables your pages to appear towards the top of Google search results when these keywords are entered.
The higher your Google ranking, the greater your odds are at earning high organic traffic. This is essentially free digital traffic to your website, essential in improving your online visibility.
When you implement SEO for lawyers, you automatically generate rich content designed to appear in popular legal-related searches. As such, you become a prominent competitor in clients’ searches for legal assistance.
3. Consider PPC Marketing
Pay-Per-Click (PPC) marketing uses the same principles as SEO to give businesses greater ad visibility. One common channel of PPC marketing is Google AdWords, a service that enables users to craft ad content optimized for certain keyword searches.
PPC advertising is an investment, as users pay per user click on their Google or Facebook generated ads. However, PPC ads have the potential of offering a massive return on investment.
For example, a single $3 click could turn into a seven-year new client relationship. That’s an incredible ROI!
What’s more, law firms can choose the maximum amount they wish to pay per click. This accommodates virtually any law firm marketing budget.
PPC marketing is a great addition to an effective SEO campaign and professional website.
4. Educate Your Clients
Navigating legal challenges of any kind is difficult, complex, and sometimes emotional. Your prospective clients are likely to have a lot of questions about legal assistance.
Successful law firm marketing keeps these client concerns in mind.
Educate your potential clients as a means of attracting them to your services. One easy way to do this is to include a blog on your website.
Generate posts about topics your clients are likely to have questions about, such as how to file for bankruptcy or financial assistance for low-income individuals needing legal help.
You can also upload information videos, hold online webinars, and give potential clients infographics outlining legal steps and processes.
These efforts display your authority in the legal industry, which can build client trust. They can also give you more digital fodder for SEO and initiate client relationships from the start.
5. Build a Local Presence
As a law firm, you likely have a healthy amount of local competition. Stay ahead of the game by building a local presence.
Surpass local competition by implementing local SEO. This optimizes your digital content for location-based searches, such as “Atlanta law firm” or “criminal attorneys in Los Angeles.”
Claim local citations on review platforms, such as Yelp or Angie’s List. As a law firm, you should also claim your Google listing on Google My Business.
Consider establishing a Facebook business profile so that you can organize events, engage with local clients, and receive reviews. You may even wish to sponsor local events.
Indicating your interest in the community can go a long way in building your credibility as a law firm.
Law Firm Marketing Tips
As a law firm, you depend on a constant stream of clients. You also depend on existing client relationships and their longevity.
Employing strategic law firm marketing strategies can be your key to maintaining a robust pool of clients.
Begin by amping up your digital presence, crafting a professional, user-driven website and implementing SEO. Don’t overlook social media when leveraging your local reputation.
Consider Pay-Per-Click marketing if you’ve taken these steps, and brainstorm ways to educate your clients.
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