With the growth of the internet, many law firms have opted to digitize their marketing approaches. To counter the competitive effects of the market, websites are designed such that they can reach out to millions of netizens. Some common techniques used by law firms to advertise their law firms online include the following:
1. Creation of High–Quality Content
Content is paramount as far as advertising is concerned. While often ignored by many, this tip is crucial for many industries, especially competitive ones. Well, renowned professionals in digital marketing for attorneys recognize Law as among the most competitive service industries on the globe. The important part is that they mention content marketing as one of the tactics to include in your digital advertising approach.
High-quality content not only helps you build an audience but also goes a long way in promoting your brand and ranking your site high on search engines. If your content strategy involves several platforms, you will want to aim at providing engaging, resourceful, and timely content. At the end of the day, the main goals in advertising are to promote, attract, convert, and retain. These are exactly what you get from consistently providing resourceful, unique, engaging, and educative quality content through various platforms online.
2. Create a Strong and Easily Navigable Website
Websites serve as a foundation for online marketing efforts. For a law firm to succeed, it has to construct a quite attractive and formidable website that outshines its competitors in the legal world. This is where the firm will be able to provide details about the services offered, location, processes, their contact details, and any other relevant information about the company or the services they provide. In a nutshell, this is what some people like to call website marketing.
Law firm websites are service websites, which means that they differ from eCommerce sites and blog sites in terms of design and structure. However, the site should be created with the needs of the user in mind. Here are a few important factors to bear in mind when designing a website for your law firm.
- Easy to navigate
- Easily legible fonts
- Access from mobile devices
- Feature sharable quality content
- Fast loading speeds
- Regular updates
- Strategic CTAs like for booking appointments/services
Basically, the site should have several tabs for the main pages. At the bare minimum, these should include the Homepage, About Us, Contact Us, Resources, and Blog. Social media widgets will also come in handy.
3. Strategize on Email Marketing
The vast majority of people around the globe use email for various purposes. According to survey data, email marketing is among the internet marketing tactics with the highest potential. With an attractive and easy to navigate website, law firms can ask their potential clients to subscribe to email newsletters. This means asking visitors for their email addresses, perhaps through offering a giveaway gift for clients who subscribe.
4. Effective Utilization of SEO
This is the process of using the right words and online strategies for a firm’s site to rank in the search engine results pages. There are several practices one can employ for SEO (search engine optimization) to work wonders for your firm:
- Use local keywords to appear on relevant searches made by people in your area. This will increase your chance with clients and increase visibility.
- Categorize your website in a manner that displays the services your law firm practices so that clients can be able to navigate to a legal issue that matters to them.
- Using video content (as described below) as a key opportunity for your law firm to stand out.
5. Video Advertising
This is a key area for a firm to stand out online. Of course, many people think of YouTube whenever video advertising comes to mind, for a good reason. Being the second largest search engine, YouTube goes a long way in putting your business out there. Law firms can focus on building a YouTube channel where they post a series of videos that promote the brand alongside the services offered while clearly outlining the practice areas. It has a huge impact as far as the establishment of an online presence is concerned. Firms can get new clients and keep the existing ones engaged through this.
Effective advertising is paramount these days if at all you are to become successful in the legal world. This is especially important for newly established firms for lawyers who don’t have a lot of experience. All the same, the above few tips should help promote your law firm and grow your practice.