In 2021, can a company even be successful without implementing elements of digital marketing? No matter the industry, most businesses have implemented some elements of digital marketing such as Search Engine Optimization (SEO), social media (Linkedin, Facebook, and Instagram), or recurring newsletter and blogs. Law firms, however, have been one of the slower industries to make the move from traditional to digital marketing strategies. In order to beat the competition and effectively reach more clients, law firms must make the necessary switch and begin executing essential digital strategies. Don’t know where to start? We’ve got your back. Check out some of our tips, specially curated for lawyers and law firms.
Building and Maintaining an Effective Website
Building a website can seem like a daunting task, especially if you do not consider yourself tech-savvy. Your website is the foundation for attracting new clients, providing information about your services, and should be a reflection of your specific brand, or your law firm’s brand. Differentiate your website from other law firms in your industry by offering free legal advice or by creating a monthly blog on relevant information. Organize your website so it is appealing to the eye, readable, and easy for visitors to find the information that they are looking for. Categorize the content on your website and use appealing and contrasting font schemes. You want your website to offer valuable content to draw in business and keep your visitors engaged.
Generating Leads Through Your Website
Congratulations, you’ve built your website. Now that you have a captivating website, you might be wondering how to generate leads. Lead generation is the process of attracting and capturing the interest of prospects for the purpose of converting the interest into sales down the sales pipeline. Lead generation is a crucial step in attracting new clients. When a visitor discovers your website, they should be able to engage in your call-to-action (CTA). Examples of CTAs are “Contact Us” links that will take prospects to something called a landing page, such as sending an email from your website, or a button to sign up for a monthly newsletter that your law firm may publish routinely. Use long-tail keywords, more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase when creating landing pages. By incorporating lead generation techniques on your website, you should be able to convert visitors into future clients.
Utilizing SEO to Your Advantage
Search Engine Optimization (SEO) involves increasing the quantity and quality of traffic to your website through organic search engine results. I know that this sounds intimidating, but it’s actually a pretty basic concept once you understand the benefits of implementing SEO tactics for your website.
- Local SEO involves optimizing the keywords on your website to make it more visible in Google search results for a local area. As a law firm, you must focus on a specific geographic area.
- Optimize your website pages. By optimizing individual pages on your website, it will be easier for search engines to read, thus allowing you to compete locally with other law firms. Some forms of website optimization include relevant images, videos, HTML tags, and keywords.
- Make a Google Business Profile. There are numerous advantages to making a Google Business Profile including showing up in Google Map searches, ranking higher in search engine results, and receiving star ratings to boost your appeal.
Implementing Productive Social Media Strategies
Showcase your law firm’s strengths on social media. Whether it’s photo content on Instagram, video content for Facebook, or informative graphics on Linkedin, demonstrating your firm’s expertise will allow you to reach more clients and create buzz. Nearly everyone is on social media these days, and it’s best to build platforms that show professionalism yet approachability. By creating a social media presence, you are able to build a relationship with a potential client before you physically meet them. You can interact with your potential leads by responding to direct messages, joining relevant Facebook groups, and more! Facebook ads are a tool that can help you target specific market segments based on demographics or psychographics characteristics in your local area. Don’t forget to make sure your website and social media accounts are accessible and appealing from a mobile device.
Branding Branding Branding!
Your website should be an accurate reflection of your law firm, its practices, and its values. Personal branding is a crucial component to establishing credibility and a positive reputation. Lawyers should position themselves as professional and credible, yet approachable. Approximately 85% of law firms find that a majority of their website traffic is directed towards the biography subpage. Potential clients want to see who you are as both a lawyer and an individual. On your biography subpage, include past work experience and licenses, relevant keywords for SEO rankings, and a professional portrait.
Recognizing the Power of Content Marketing
Content marketing is essential to ensure the success of any marketing campaign. You want your content to provide value for your prospective and current clients. You should differentiate your law firm from other competitors by showing clients how your service will specifically help them. This is your time to get creative with your content and utilize the following:
- Start a monthly blog connected to your website and social media platforms. Blogs are a great PR platform to showcase your expertise in specific niches and display an active presence in your local area. Having a blog can also help in terms of your personal branding.
- Share relevant newsletters on your Linkedin profile or Facebook page. Update it regularly with new articles that are applicable to the law industry. By providing this service for potential clients, they will be more inclined to engage with your profile and view you as an expert in your industry.
- Read up on publications and stay up to date on industry-relevant news. When talking about legal issues to clients, you want to show that you’re knowledgeable and up-to-date.
As a lawyer in 2021, it’s time to immerse yourself in all of the different aspects of digital marketing. If you’ve found yourself or your law firm needing to attract new clients and earn more revenue, now is your time to start. By implementing the concepts above, you will turn possible leads into future clients in no time!