As the owner of a law firm, you likely understand how important it is to develop a sturdy roster of clients. But with so many competing firms out there, knowing what you can do to stand out from the crowd can definitely be confusing.
One of the most powerful tools every lawyer needs to be aware of is online marketing. Building a presence for your firm will help you access even more potential clients. And if you have a solid strategy and marketing plan in place, once a potential client finds you, they’ll be even more likely to opt for your firm over the competition.
At this point, you’re probably thinking, “That sounds great, but how do I make that happen?” The truth is, there isn’t some magic button you can press to create a powerful online platform. Instead, you need to implement multiple best practices to garner the most successful results. When you’re ready to get started, consult the guide below to find out how to proceed.
Which Factors Impact Your Online Presence?
Choosing the Right Keywords
SEO stands for search engine optimization, which is the practice of trying to increase website traffic by optimizing your content with keywords (or search phrases) you believe your target customers are likely to use. The type of keywords you opt for will depend on a few factors. First, the type of practice you have. For example, SEO for lawyers involved in personal injury typically include phrases like “personal injury attorney,” “personal injury lawyer,” “car accident attorney,” “file a personal injury claim,” and “personal injury law firm.”
Another factor to consider is your location. For most firms, opting for local SEO is ideal. By utilizing phrases like “divorce attorney in (insert your practice location),” you can ensure that clients who are already in your area will find your website. This means you’re more likely to build qualified leads and successfully book new cases.
Optimizing for Search Engines
Once you know which phrases you want to target, you’ll need to implement them across your website. Some of the most effective ways to do that include updating your website’s headers to include your search phrases, using keywords in the alternative text for any images on your site, and linking the phrases to reputable sources within your written content. You can also include your target keywords as hashtags when sharing content on social media.
One of the most important factors all the major search engines consider when ranking links for a search is the quality of the user’s experience. If your site isn’t secure, runs slowly, or doesn’t feature valuable content, the search engine’s bots will assume it isn’t a reputable link and will bury it lower down in the results.
Updating your website to function properly on a variety of platforms (i.e., desktops, tablets, and cell phones), as well as ensure the user’s security will increase your chances of being found. You should also ensure there’s enough content on your site for the business to be deemed reliable and reputable. A thorough “About” and “Services” page, as well as an easy to navigate site map, are key places to start.
Have you ever gone on to a business’ website, only to find the blog hadn’t been updated in three years, the “About” page had outdated information, and the “Contact” listings were no longer available? Chances are, you likely didn’t give that company your service. Maintaining an up-to-date website is crucial to stand out from the competition. It will show your firm is active and committed to maintaining an accurate, reliable platform, which will help potential clients trust you.
Utilizing Paid Marketing
If you aren’t utilizing social media to build your online presence, you’re missing out. Studies found that in 2020, more than 3.6 billion people had social media profiles, making platforms like Facebook and Twitter a shoo-in to connect with potential clients. Nearly all major social media outlets allow businesses to do paid marketing campaigns, which will allow you to showcase your services to even more users. Most campaigns are extremely affordable and customizable; you can set budgets as low as $5 a day for a predetermined period.
Curating the Right Content
One of the major mistakes law firms often make is thinking they should use their social media feeds as a place to post all their winnings, services, and contact information. However, this kind of behavior can actually have detrimental effects on your ability to build a solid following. It’s important to remember that these pages are meant for social content, not advertising. While that’s not to say you should avoid marketing your services completely, you need to avoid bombarding your followers with overly promotional content.
Instead, focusing on curating a feed that provides valuable, informative, and personable content. Not only will this bolster your following, but it will further emphasize your industry expertise by highlighting your knowledge of all things legal.
So Now That You Know…What’s Next?
If you’re feeling overwhelmed at the prospect of all this work, you’re not alone. Many firm owners have a hard time balancing clerical work with marketing efforts. Unfortunately, this often leads to online strategies falling by the wayside.
The truth is, though, you don’t have to choose between one and the other. Instead, consider hiring an internet marketing agency. These professionals are experts in all things SEO, social media, website building, and optimization, and they will ensure all your needs are met.
First, they’ll schedule a consultation to garner a better understanding of your business and your goals. Then, they’ll put together a cohesive and comprehensive plan that outlines all the ways they’re going to market your business to help attract new clientele. That way, you can focus your efforts on preparing for cases and guiding your clients through legal proceedings while knowing your online presence and marketing efforts are taken care of.