No law firm operating today can afford to do without the many benefits that digital marketing has to offer from an increased number of clients to better returns on investment (ROIs). A law firm especially if it boasts of expertise in a certain niche such as defamation or intellectual property needs to target its ideal client and demographic which digital marketing is very useful for.
That being said, breaking into the internet world is anything but easy as most law firms already have a formidable online following through the use of various social media platforms such as LinkedIn, Instagram, and Facebook. Furthermore, a great functioning website can do wonders in making potential clients aware of your prowess in a certain branch of the law.
1. A Game Plan
As you may have key performance indicators in the running of your law firm, you also need to establish goals and targets regarding a digital marketing strategy. Specify the scope of your budget, your target client type, short, medium, and long-term goals, as well as what makes your firm stand out from a sea of similar law firms.
Every law firm has marketable components such as key victories, gifted lawyers on call, or a high success rate and accessibility. Make a rough draft of what sets your law firm apart from the competition. If you are hiring a digital marketing firm, doing this preliminary exercise can also help you get your money’s worth.
2. Be Easy To Reach
Most clients that need legal advice or help respond to great communication and accessibility on the part of the law firm. Have an active website with either a chatbot or other contact mechanism in which clients can log on and reach you easily with queries. The same principle should be implemented across social media such as on Instagram and Facebook.
Quick responses mean greater client conversion and also the establishment of a brand identity that promises trustworthiness, promptness, and effectiveness with regard to legal problems. Working with a website designer and social media strategist can help you put together a team and operate feedback and query portals that will provide considerable growth in your client base.
3. Optimized For Success
Search engine optimization or SEO is one of the most effective techniques to direct more traffic toward your website/s and social media profiles. If someone types relevant keywords your website and web pages need to rank higher up in the local pages such as someone looking for an Orlando criminal defense attorney. Research has indicated that most small and medium-sized law firms land new clients because of website optimization and features.
For clients that are not acquainted with the many wonderful qualities your firm possesses, your website acts as your spokesperson. It is vital therefore that your website should be user-friendly and easy to navigate so that visitors can quickly get the information they need and decide whether or not they want to hire your services. If you are catering exclusively to a local niche then it might be prudent to give an indication of your fees on your website and other communication portals so people can figure out how to afford them or whether their insurance will cover the cost. Never underestimate cost as a vital component of decision-making when it comes to hiring legal counsel for a dispute in court.
One of the best ways to optimize your website and content is to use specific keywords and to keep updating them periodically. Many free, as well as subscription tools online, can aid you with specific keyword generation. Google trends and algorithms are always changing and your digital marketing strategy needs to account for them so that you can secure maximum web traffic and web page rankings.
As a lawyer, it’s important to make sure your website is optimized for search engines. By incorporating lawyer SEO into your website design and content, you can ensure that potential clients will be able to find you easily when they search for legal services online.
4. Quality Content Speaks For Itself
Content features strongly in any digital marketing strategy. Hire professional writers and researchers to produce law content for laymen so that your target clients can gain valuable information regarding legal statutes even before they contact you. Use keywords in your content to aid in SEO. As any social media strategist will tell you, your content needs to be frequently uploaded but of high quality.
Even if you are uploading short to the point tidbits on Instagram you need to pay attention to effects, graphics, and animation which usually require additional specialists. Consider outsourcing to independent contractors instead of maintaining a full-time team to save on expenses. Consider a value-added approach to content, what does it teach your target client about your services and what can they hope to gain?
Credible and accurate research, figures, and details need to be in your content as the latter is synonymous with your reputation as a law firm. If factually incorrect material is found associated with your firm’s name it could affect the way potential clients view your credibility. Create quick links on your website, blog, or social media profile as well as frequently asked questions and quick answers. Humanizing your content through personal success stories with an ‘overcoming adversity’ angle can also be an asset for effective marketing.
5. Reach More People
Your law firm undoubtedly loses business to competitors so analyzing them is a vital part of your digital marketing strategy. Analyze which unique selling points they utilize, which keywords they use, and what ease they provide to clients in terms of free services and information to convert them. Online tools such as Ahrefs and SEMRush can offer insight into effective keywords and other advertising tactics to help get your content out on top.
Pay-per-click ads, Google ads, pop-up ads, and email marketing can also help you reach more potential clients. The idea is not just to reach people who need legal counsel now but to have effective marketing tactics so people are able to retain your name and details of your expertise even if they should need services in the future. Using Google Analytics and other monitoring tools you can gauge the effectiveness of your online advertisements and tweak them if necessary.