Following a year notable for the COVID-19 pandemic, law firms being among the most competitive markets now have to take marketing more seriously to get more clients and stand out from their competitors.
Given how people search and get information on the web these days, marketing your law firm can be an uphill battle. However, digital marketing has continued to be useful for businesses, and here are six marketing tips to help you understand some fundamental elements of online marketing for law firms.
Identify Your Target Market
A good rule of thumb in marketing is to know your customers so well, that you know what they like, where they are, and how to reach them. To define your target market, you need to ask yourself questions like “What type of clients do I want?”
Usually, law firms have a particular niche which is often based on the type of cases they want, or their practice area. Some attorneys want workers’ compensation claims or a personal injury case, while others want disability claims, etc. If a firm focuses on family law, they’ll need a different messaging than a class action attorney. So first, identify your target market.
Build A Strong Conversion-focused Website
Law firms must strive to stand out by design by creating a custom website that shines the spotlight on your firm’s unique selling proposition. Your website is the foundation of your Internet marketing efforts, where you provide basic information about your services and show your expertise for your current and potential clients.
There are many aspects to consider when evaluating your website design. For attorneys, It’s about showing prospective clients why they should choose your firm over your competitors. Your website should focus on the User Experience. This way, prospective clients should be able to scan your website and find what they are looking for without missing the point.
Conversion is the proof of an excellent website, let yours guide the users to answers they are seeking and ultimately make them contact you.
Optimize For Search Engine
SEO (search engine optimization) is simply the science or art of ranking high on search engine result pages when searches make queries online. Unfortunately, developing, implementing, and maintaining a successful SEO strategy for law firms takes time, energy, and technical knowledge that many busy attorneys don’t have, yet, it is as important as the other part of your marketing strategy in this digital age.
Some useful SEO practices include;
- Targeting local keywords to show up for relevant searches in your area.
- Categorizing your website for visitors to find the pages they want, especially if you offer different services.
- Optimizing your pages to make it easy for search engines to read, therefore allowing you to compete with other local firms.
Start Using Email
In 2019, global email users amounted to 3.9 billion users (Statista, 2020), that figure is said to likely grow to 4.6 billion users in 2025 (Statista, 2021). If you think about it, that’s half of the world’s population.
Attorneys have a lot on their plates. That is why we offer email marketing for lawyers because we understand that you have to handle cases and still think of how to find leads to bring in fresh cases.
While word-of-mouth and referral marketing bring in clients, today, email marketing is one of the most effective types of digital marketing. This is not only because it is cost less compared to mainstream marketing channels, but because it can help you keep in touch with an extensive network of contacts by sending them informative, interesting, and engaging content. A simple email every so often can help you stay at the top of peoples’ minds so that if they need an attorney in the future, they know who to call.
Create Valuable Content
No matter the type of law you practice, understand that your clients need help. And for most people, it begins with a google search before they choose a law firm to work with. According to a 2020 study, 86% of study respondents said they would use Google as their resource for researching a lawyer online.
To meet this group of people at the point of their need, you need to produce content that answers all of their questions. This will show potential clients you can help them.
Creating valuable content helps you build authority and shows that you’re the best attorney around.
Create A Solid Social Media Presence
As a law firm, to be successful, you need to connect with old and new clients, so you can drive more business through the Internet.
Consider the fact that almost everyone uses social media, including your new clients, so maintaining an authoritative and professional profile on Facebook, Twitter, and other platforms is essential to your firm’s growth.
There are significant reasons law firms need to inculcate the above into their overall marketing strategy. One of them is that you will get a huge return on investment through new clients. If done well, these marketing tips will not only make you an authoritative brand in the legal industry, but they will deliver impressive, measurable results.