How Important is Client Acquisition in Law Firm Marketing?


May 28th, 2021

We are now living in an era where conventional marketing strategies no longer apply. Marketing can now be done using different online platforms. There are several new ways on how to market your lawyers and your law firm. The competition in the law industry is becoming more intense than before.

Client acquisition is considered one of the toughest challenges that you will face. You have to think of strategic ways on how to attract, acquire, and keep both old and new clients. It is crucial to devise an online marketing plan that will promote your lawyers and law firm to make them more visible to more potential clients. You have to be where your ideal clients are. You can take advantage of online marketing to strengthen your online presence to your target market. You need to formulate effective Internet marketing techniques that will promote brand awareness and establish the credibility of your law firm. A lawyer marketing firm specializing in digital marketing solutions will be of great help to you and your business.

There are various online advertising strategies that you can use to improve your internet marketing. Here are some of the useful techniques to help you improve your current marketing plan:

  • Build a high-quality website
  • Create effective online marketing campaigns through the use of proper SEO and SEM to get more clients
  • Engage with potential clients online through social media

1. Build a high-quality website

A well-designed website serves as the online face of your law firm. It can help you make a good first impression on online users that can become potential clients. It must be accessible on any type of device including mobile, tablet, or desktop. It will help your clients know your lawyers and your law firm better.

Client Acquisition

If your website is outdated, online visitors will just bounce and quickly leave without even knowing what your law firm offers.

Online visitors can be impressed if your website has:

  • Visually appealing design
  • Responsive web design making it compatible with different gadgets
  • Quick response website technology
  • Easy to use website structure to improve user experience
  • Informative website content addressing your client’s needs

2. Create effective online marketing campaigns through the use of proper SEO and SEM to get more clients

A high-performing website is not just all about having an impressive and attractive web design. You also have to make sure that the web content is well-optimized. Proper Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies are important to achieve the highest placement in Google search.

Search Engine Optimization.

SEO is significant because it makes your website more visible, increasing your chances for more traffic and more opportunities to convert prospects into customers.  It is a powerful tool that you can use to get more online clients who need legal services. Your law firm will have better online visibility in free or organic search results for specific keywords relevant to the legal services that you offer in your geographical area.

Keywords are words and phrases that potential clients use to find online content, and then brands use these words to connect with online users who are actively looking for the products and services that they offer. These words must be well-researched, carefully chosen, and wisely used in your web content to be effective. If your website has a high rank in a search engine, online users can easily find you. Visibility is directly related to your ranking. The higher you rank on a search engine result page (SERP), the more likely prospective clients are to see you and click through to your website.

Furthermore, it is also a useful tool to boost brand awareness, build strong relationships with clients, and secure a position as a trustworthy expert in the law industry field. SEO is a long-term marketing strategy that needs a mobile-ready website, high-quality content, online reviews from previous clients, and accurate online directory listings for your firm.

Search Engine Marketing.

Search engine optimization (SEO) works better with Search engine marketing (SEM). It refers to paid marketing efforts such as native ads, Google AdWords, social media ads, pay-per-click (PPC), Google shopping ads, display ads, and paid search.

The paid website listings that you can see on the top and bottom part of the search engine results page are called “paid search ads”. Even if you don’t have a high organic ranking, these ads can help your website maintain an online presence on the top of the search engine results. SEM is considered as a search-driven marketing strategy that uses keywords, target messaging, and geographical targeting that ensures the visibility of your advertisements for the right online users.

3. Engage with potential clients online through social media

Aside from your law firm’s website, you can engage with your clients through social media. Social media marketing is one of the digital marketing techniques that will allow you to utilize social networking platforms to gain traffic and attract the targeted audience. It doesn’t only help you to gain a competitive advantage, but also allows you to build and maintain new and healthy relationships. Social media helps you to understand your customers by providing accurate and valuable information about their interests. It is recognized as one of the best marketing tools to advertise as it is time-efficient, cost-effective, and directly appeals to your target audience and clients.

The most commonly used social media sites are Facebook, Linked In, Twitter, YouTube, and Google+. Being active on these social media platforms can help you get hold of potential customers and beat the competition. These sites can contribute to the success of your digital marketing efforts.

Nowadays, all businesses rely on the power of digital marketing. The main objective of your online marketing strategy is to reassure your potential clients that they’ll find what they need in you and that you’ll be there to solve their needs and wants. As a lawyer, you want to ensure that your clients are well informed and aware of their rights depending on your area of practice. Digital advertising will make your legal services more accessible to a wider audience. You have to ensure that your law firm will continue to stand out and maintain its dominance in the years to come. Advantage Attorney Marketing will assist you in advertising your law firm and your attorneys through digital marketing. Call us now for a free consultation.

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