A robust marketing strategy is a luxury necessary for your law firm to thrive. It’s not enough to simply have a plan; it’s crucial to reassess and enhance it annually. The key to successful marketing is discovering the most effective tactics. Each firm has its unique way of marketing, which is a testament to the value and uniqueness of your approach.
When propelling your law firm to new heights, it should focus on attracting fresh clients and cultivating new business. According to this study, 85% of prospective clients prefer to use Google as their primary platform for conducting research when searching for legal services, which makes SEO law firm marketing very important.
A strong marketing strategy and plan serve as the bedrock, ensuring that your firm’s marketing efforts yield maximum results in sustainable growth.
This article aims to provide you with a comprehensive guide on elevating your law firm. We will assist you in creating a tailored marketing strategy and executing a robust marketing plan that aligns with your objectives, leading to tangible results.
- Become the Go-To Expert
Journalists often contact legal professionals when they need expert comments for a story. Instead of waiting for a call, seek opportunities by checking for requests on Twitter using #journorequest. That may lead to coverage in the local or national press. It’s essential to respond quickly but carefully to meet the deadline. Stay in contact with the journalist and be the first person they think of for future contributions.
You can also use LinkedIn News to post timely comments on relevant topics. Your comment could be chosen as an editor’s pick and placed under the news article, reaching a larger audience.
Consider using various platforms, such as podcasts and video marketing, to demonstrate your engagement and knowledge in your legal practice area. Writing a book is just one of the many methods to achieve this. For example, Ryan Zehl, Founder of Zehl & Associates Injury & Accident Lawyers, took part in many advocates forums as a speaker and was featured in many famous media outlets like The National Law Journal, Law.com, and Texas Super Lawyer, which helped him to get much national media attention and become as one of the top personal injury lawyers in the country.
Potential clients and search engines like Google value passionate and intelligent content. Quality, SEO-driven content demonstrates expertise, authority, and trustworthiness, which is prioritized in search engine rankings.
- Build Your Personal Brand
A study by LexisNexis and Martindale-Hubbell revealed that 85% of law firms notice that most website traffic is directed at their lawyers’ biography pages. Potential clients are interested in hiring a lawyer, not just a firm. They want to know about the individual lawyers. Once they are familiar with the lawyers, they are more likely to make a call.
Every lawyer in your law firm should actively promote themselves online to enhance their personal brand. That will help them appear as more than just a generic profile on the company website.
People visit your website and usually check out the bio pages first. To make sure these pages are helpful and exciting, ask each lawyer to write a bio that includes the following:
- Their work experience, licenses, and other qualifications.
- Keywords that are important for search engine rankings.
- A professional photo.
- Links to any publications and their social media profiles.
- A clear call to action telling visitors what to do next.
LinkedIn is a great social platform for professionals to network with each other. If you want to succeed, ensure your lawyers have a strong profile there. For example, Anderson Injury Lawyers has a particular page with their lawyers and their detailed information about each one. Moreover, they have good-looking profiles of the law firm and its lawyers on Linkedin.
- Answer Common Questions on Your Website
Consider using common client questions as the foundation for your content. Writing a series of blogs that address these common queries can help potential clients find you when they search on Google. This strategy improves your search engine ranking in your area of expertise and builds trust with potential clients by providing them with helpful information and protecting your firm from risk. You can also include valuable sections like ‘Frequently Asked Questions’ and ‘Jargon Busters ‘.
Remember to use the same language that your clients use, avoiding legal jargon. That will help you build trust with potential clients by providing them with helpful information and protecting your firm from risk. You can also include valuable sections like ‘Frequently Asked Questions’ and ‘Jargon Busters’.
- Spy on Your Competitors
Observing your competitors gives you insight into the advantages they are seeking. For instance, if other law firms highlight their teams of lawyers, you can position your solo law firm by emphasizing a more personalized and dedicated approach.
You can also use SEO competitor analysis tools to check if you can outperform other law firms. By spying on your competition’s SEO strategies, you can gain valuable insights into what works and avoid potential mistakes. Understanding your competitors’ approach can help refine your SEO strategy to outperform other law firms.
It’s crucial to analyze your competitors’ high-ranking pages. Doing so lets you identify the topics and keywords driving their traffic and uncover potential gaps in your strategy. This insight will help you discover new opportunities to improve your search engine visibility. Additionally, examining how they structure their content and enhance user experience can provide valuable guidance for attracting and retaining organic traffic on your website.
- Optimize Your Website for Lead Conversion
Your website must compel visitors to take action. Ensure that every page of your website, along with your ads, articles, and marketing material, features a clear call to action. That will explicitly instruct visitors on the action you want them to take, such as clicking a “Contact Us” button to provide their contact information.
To ensure a positive user experience for all visitors, it’s crucial to optimize your website so that it is fully accessible across a wide range of mobile devices, including smartphones and tablets. Make sure that every aspect of your website functions seamlessly on these devices.
Adding a Live Chat feature to law firm websites has been proven to significantly increase visitor engagement and encourage them to reach out with questions. The live chat option has shown to be more effective than providing an email address or contact form, as it offers a more casual and immediate way for visitors to get their questions answered.
- Build Quality Links
You must have links to your website on other sites to improve your Google ranking. If you can comment on a publication, don’t hesitate to request they include a link to your website.
Contact non-media sites like universities or professional organizations related to your field to gain backlinks. Many of these sources offer opportunities for guest contributors and have high domain authority. Another option is participating in industry events to enhance your online presence and raise your law firm’s profile.
It’s essential to ensure that your law firm is listed in all local business and industry directories to maximize its visibility. Find the most widely used directories on the web and list your business. For instance, if you run a law firm, you should be listed in some of the most popular industry directories like Lawyers.com, Avvo, FindLaw, etc.
- Create Quality Content
One effective way to attract potential customers to your website is to provide them with valuable content. That will help bring people to your site and keep them interested, establishing your business as an expert and increasing brand awareness.
Try to create different content types and formats. Some people enjoy reading blogs, while others prefer short videos or podcasts. Creating videos that introduce your firm and explain its services can be a valuable resource for your clients. Using tools like SE Ranking to create content based on keywords with low keyword difficulty but good search potential is valuable. For example, “Can a wife kick husband out of the house?” may be an excellent legal resource for those going through a divorce and has an instant traffic potential of 200 clicks per month.
Organize free workshops to educate and inform the community and potential clients about your law firm SEO services. It’s an excellent opportunity for people to learn more about your offer. Additionally, you can add an ebook similar to the one featured on The Law Offices of Marc L. Shapiro’s website. That is very helpful as it provides valuable information, establishes your expertise, and serves as a resource for clients to refer back to, enhancing your credibility and visibility.
Social media is an excellent place for educational content, but there are many other platforms for sharing. For instance, posting helpful content on your law firm’s blog can help introduce your firm to people at the top and middle of the content marketing funnel.
Conclusion
A thriving law firm needs to attract new business. To do this, you need a marketing strategy and plan. Set SMART goals and create a marketing plan for your law firm. Following the tips above and measuring the results can help potential clients find you and grow your law firm.
