Jul 18 2024
There are two ways to gain business as a law firm. You can work hard to maintain relationships with the clients you have, and you can do your best to find new people in need of help. Both are challenging. You don't want to start chasing after people in times of distress. You want them to come to you because they believe you can help. However, you can't do this unless they know you exist.
A solid online presence with compelling content and high-ranking search results is essential. Prospective clients looking for a lawyer for their situation can find your profile, visit your website, and learn all they need to know. So, how can you make sure your law firm is as visible and accessible as possible? Here are ten tips that can help and why you need expert help to bring it all together.
Every law firm needs a good website where visitors can come to learn more about your company. The basic rules of SEO are that a website needs to be easy to find, easy to navigate, and able to convert visitors into clients. This means making sure you have working links, robust taxonomy, effective keywords, and other SEO tools to improve your rankings.
Effective links and keywords are going to need help to work. You can't throw a bunch of links, images, and sales language at people and expect them to stick around. This is especially true for lawyers trying to build themselves as trustworthy and respectful professionals. Make sure the website design and written content are as engaging.
One way to take advantage of written content in law firm digital marketing is through blogs. Services pages are essential for important information about what you do. However, blog posts offering legal advice can offer a warmer and more personal tone. This could help set you apart from other companies while also attracting visitors online. All you need is someone searching for advice after a car accident to find your blog and get in touch.
Google has a range of tools to take advantage of when building your online reach as a lawyer. Google Ads are an excellent way to get your business on the first page of the search engine results page. Visitors can see what you offer, click the link, and get easy access to your site. While these ads are highly visible, some visitors may prefer organic website links. That's why it's so important to diversify your strategy.
A strong Google Business Profile is a brilliant way to connect with people and inform them about your services away from your website. These profiles allow for contact information, important details, and other updates. They influence the way your business appears on other Google tools, too. This is great for anyone searching for a lawyer in their area via Google Maps.
On top of these Google Ads and Profiles, it is worth taking the time to add Local Service Ads. These are effective for law firms attracting local businesses because they rank based on your proximity to the searcher. You can immediately make it to the top of a search page just because you are nearby and verified by Google.
Sticking with the idea of attracting local business, Local SEO is also important for your website content. Localized search terms can make a big difference, such as "personal injury lawyer in [insert town here]" or "[insert state] DUI laws.". It could be anything relevant to your content and services.
Social media isn't just for companies selling physical products. Law firms can post on these platforms as well to connect with potential clients. It can be easier to get followers if you have regular and engaging content and follow current trends. Still, it's worth being active on Facebook, Instagram, Twitter, and LinkedIn. You never know who will share a post with someone that needs to see it.
Email marketing can help law firms when used effectively. It's less about promoting new services and offering discounts and more about staying in touch with loyal clients. You can create a mailing list that sends clients informative newsletters and advice for the month ahead. This shows you're still thinking of their needs, and they'll be more inclined to contact you when they next need help.
Finally, don't forget about the different online directories available for law firms. You can get your business listed in various locations under specific services. This should help you become even more accessible to future clients.
The best strategies for law firm digital marketing tackle the problem of organic social reach from multiple angles. You might decide that one social media platform is more advantageous than others or want to focus more on local SEO tools and ads than general blog content. However, the more content you have and the more tools you use, the better your chance of attracting new clients.
Naturally, you're far too busy with clients and casework to take on the responsibilities yourself. An in-house marketing team and website developer can help, but they can also benefit from further expert guidance. That's where expert digital marketing teams for lawyers can help.
These professionals know every trick in the book and can build a personalized strategy for your law firm. They can help you optimize your content, make your social reach, and start converting clicks into clients. They can also review the strategy with practical analytic tools and adapt as needed.
Your online presence and accessibility for potential clients are only as good as the content you create and the efficiency of your SEO. Talk to expert marketing teams to see what they can do to help your firm reach the people that you most.
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