MARKETING A LAW FIRM: 

8 digital marketing tips for lawyers and attorneys

When it comes to internet marketing you know that certain tactics and strategies can be more effective in one industry than in another. Working at an internet marketing company for over 6 years now, I’ve seen thousands of websites, hundreds of social media strategies and countless plans to understand what factors work best for a given industry.

Today, you’re going to discover the essential online marketing tools that every law firm should be utilizing. It has amazed me how different industries can benefit differently by slightly tweaking their internet marketing strategy. I thought it would be nice to hone in on one vertical and some first-hand pointers that we have seen work really well.

Without further adieu, below are some specific tips, tricks and tools for the legal industry.

marketing with a purpose

Calls-to-action tell people what you want them to do when they arrive on your website. This eliminates the guess work for your visitors, and can improve your conversion rate optimization.
Determine the most important action people can take on your website. Do you want them to call the firm or would you prefer that they fill out a contact / lead generation form? Once you know how you would like to be contacted, make sure it is easy for prospective customers to contact you via this method of communication.

1.  INCLUDE Strong Calls-to-Action on Your Website

 

Third party directories like Yelp and Google My Business rank highly on online searches and are trusted by consumers. Building your Yelp profile with photos, information, and reviews, will make you or your firm more visible online.  The first step is to claim your business on Yelp and Google. Once your business address and phone number is verified, you'll be able to complete and optimize your profile. 

Other directories include Justia.com, Law.netSuperlawyers.com, Avvo.com, and Lawyers.com

Registering yourself on these directors will provide you and your firm enhanced brand equity and trust with potential clients. It will also act as a passive lead generation tool they will be able to find and learn about your services while searching for them online.

3. pRIORITIZE THIRD PARTY LOCAL DIRECTORIES

Studies show that while most consumers find their firm or attorney through a third party directory, they validate their choice by visiting the firm's website to make sure that it is one they can trust with their legal needs. 

 That's why it's important to have a site design that inspires trust and portrays competence. Mobile internet usage is continuing to rise, so it's increasingly important that your firm's site is mobile responsive.

4. Make sure your site is well-designed & Mobile Responsive

A digital content strategy will boost your firms visibility on search engines and inspire trust from potential clients. When writing for your blog, try to focus on the specific areas of law that you or your firm focus on.

Your digital content should be well-written, visually appealing, and media rich. Videos and photo media can go a long way towards making your content more interactive and instructive.

Digital content can provide a good alternative to free consultations to prospective clients, as it does not require any time to maintain after it's created. 

Good content can also increase links from other sites to yours, contributing to greater Search Engine Optimization (SEO) and visibility.

5.  start Blogging

A social media marketing strategy can help to reach your audience, generate leads, and build your brand. It will give you a platform to share the digital content you've created.

Paid social media advertising can also be a good strategy to reach your demographic audience. It's important that your ads are highly targeted, and link to quality content with clear calls to action to maximize conversions.

Facebook, Twitter, and Linkedin ads are all options to be considered.

6.  Master social media

 

Adwords, Google's advertising platform, allows you to build ads that show as links on Google as search results for relevant searches. This can be an impressive tool for leading users to your site or to call you directly in-ad, where they can get in touch with you if interested in becoming a client.

It's important that these campaigns are highly targeted towards the specific demographics your firm wants to reach and the specific keywords and quries that that target audience is using.

7.  Invest in online advertising

8. learn to delegate

2.  CONSTRUCT A f.A.Q. PAGE

You may be a lawyer but not everyone is. The legal process and the plethora of different lawyers available can make any person’s head spin! An FAQ page can do its intended purpose and offer answers to commonly asked questions, but there is another benefit; you can use these pages to add a lot of rich keywords that explain what people are actually looking for as well as the technical terms.

Offering a mix of legal jargon with the terms your clients are actually using can give you more chances to get found in the search engines. Since consumers don’t always know legal speak, they don’t search for that either, especially in very specialized practice areas.​

The chances are that it won't be possible to implement a complete digital marketing strategy singlehandedly. Learn to delegate tasks and responsibilities to others, whether it's your marketing department, a consultant, or an agency. Agencies can often offer a better value for your budget, as they have already compiled the necessary people, skills and software tools to implement whichever strategies are best suited to your firm. 

To learn more about what we do at Valence Digital and view our past work, click here.

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