Today’s world is becoming more online, especially with the onset of COVID-19. Marketing efforts like networking events are no longer reliable for obtaining new clients. In an evolving internet landscape, law firms need to place digital marketing as part of their marketing strategies to remain competitive. In this article, we list down six marketing tips for lawyers who want to shift from old marketing tactics to online marketing solutions.
1. Have a Mobile-Friendly Website
The first step to grow your business and increase customer acquisition is to have a website for your firm that’s compatible with mobile devices. Nowadays, however, it’s not important to simply have a website. The website design must also be readily accessible even to people using their phones.
A good website increases the conversion rate, meaning how many of your new customers become actual clients. This also makes your services readily accessible even to existing customers. A professional-looking website shows that the firm is also an expert in the practice area.
To make your website more mobile-compatible, you can divide it into different sections. Here are some of our suggestions for what you can include on your website. For more information on online marketing strategies, and web design marketing services, contact us now.
Contact: Give your web visitors as many avenues as possible to contact you. Include email addresses, phone numbers, office locations, and social media accounts.
About Us: This is a potential client’s first impression of you and your firm. Keep it professional while connecting with them on a personal level. Tell the visitors who you are, your credentials, and your team members, as well as your mission and vision.
Testimonials: Ask for testimonials from existing customers and include them on your site. This lets visitors know that you have managed to help other people and you’ve managed to help them with their case.
Services: Have separate tabs or pages for each of your services. Describe them in detail and why you are the best lawyer for them.
2. Use Effective Calls-to-Action (CTA)
In marketing, your CTA is the part of your advertisement that tells your target audience what they should be doing once they click on your Pay-Per-Click (PPC) ad and hit your website or landing page. Give the potential customers an immediate way to contact you. Every page they visit on the site should have a way for them to contact your firm. This gives visitors a way to reach out, and also provide their contact information, letting you grow your list of contacts.
3. Keep your Blog Current
Blogs are a great tool to add to your marketing plan. Writing a blog is a big investment of time, but with consistently reliable content, you’ll show them that you are an expert in your field, increasing the chances that they’ll hire you. If you have neither the resources nor the time to dedicate to blogging, you can hire a professional marketing agency to maintain the blogs for you.
Here are a few bits of advice on making your blog posts:
- Make sure that the content is valuable. Some topics are relevant legal news, updates to laws and policies, services offered, among other things.
- Use a combination of legalese terms and layman language to lend the article legitimacy while making it easy to understand.
- Format your writing into easily digestible parts.
4. Increase Organic Search Visibility with Optimized Content
You can increase website traffic and lead generation with SEO-driven content creation. Search engine optimization (SEO) involves optimizing your website to rank in the top search engine results. Identify keywords and phrases that bring people to your services and use these in your content.
Potential clients might not use technical legal jargon when searching, so it’s best to use terms that they would probably search for. For example, if you’re a bankruptcy firm, you might consider writing an article on the “Types of Bankruptcy,” even if “Bankruptcy Chapter” might be the more “proper” term. Consult with an experienced legal marketing firm to know for SEO services and content marketing strategy.
5. Social Media Marketing
Social media is free! It’s a great way to increase your social media profiles as part of your marketing campaign. Attorneys usually get the most conversions from Facebook and LinkedIn.
A strong social media presence also increases brand awareness for your firm and cultivates your image. Use social media posts to provide bite-sized content for potential customers, engage with your followers, and nurture your brand.
6. Analyze your Performance
You can implement all these different marketing campaigns, digital advertising, email marketing, and all other types of marketing, but how do you know which parts of your strategy are effective marketing and what simply doesn’t work? In a constantly changing landscape, you need to analyze the measurable parts of your online marketing success as efficiently as possible. To implement a new marketing campaign, pay attention to your metrics to know whether it helps your business and gives you a return on investment (ROI). Look at conversion rates, engagement, and lead generation of your marketing efforts, find which is most effective, and adjust accordingly.
Grow Your Firm’s Online Presence and Increase Your Client Portfolio
Although traditional marketing is still important, the best way to stand out and remain competitive is to build your online presence. In your marketing plan, mix both online and offline efforts. With the tips above, you’ll be on your way to successfully being online. If you need help with your online marketing strategy and branding for your legal firm, contact us at Advantage Attorney Marketing. We specialize in marketing and advertising for law firms.
