With any law firm, new or old, a law firm marketing strategy will be vital to your success. The purpose of marketing for lawyers is to attract new customers and some potential new hires. In 2019 everything has already gone digital, including marketing.
With the right law firm marketing strategy, your firm could potentially see amazing growth. Following these ten tips will help put you ahead of your competition.
Read more to find out the top ten tips for your law firm marketing strategy.
MAKE SURE YOUR WEBSITE IS FAST
Half of the online population expects a site to load within three seconds. If not, they’ll grow impatient, click the back button, and head to a competitor’s site. Thankfully, there are steps you can take to ensure that your website is up to par.
For example, Google PageSpeed Insights uses a scale of 1-100 and the colors red, orange, and green to measure your speed score. If your company is in the red, contact your web team and have them fix that issue ASAP so you won’t lose potential customers.
Half of the online population expects a site to load within three seconds.
PROVIDE USERS WITH A MOBILE-FRIENDLY EXPERIENCE
More than half of searches happen on smartphones and tablets, so it’s important for your law firm to make sure your website is optimized for mobile.
How? Make sure your mobile website has easy-to-read text, clickable buttons, and the right type of photos. Doing this can help improve your company’s bounce rate. Mobile sites that aren’t optimized typically see a high bounce rate, so make sure your site looks just as good on a smartphone as it does on a desktop.
START A BLOG
Show your authority in the industry by starting a blog. A blog is a good way to increase organic traffic to your site. Remember “Content is King,” meaning content is central to success for your website.
Don’t know what to write about? Use frequently asked questions from clients and turn them into informative blog posts. Answer their questions with your content. When someone conducts a search the goal is for your article to pop up on page one.
SIGN UP FOR A GOOGLE MY BUSINESS PROFILE FOR OPTIMIZING LOCAL SEO
Local SEO lets people find you more easily online, with things like Google My Business listings, Yelp listings, and NAP listings elsewhere on the web. The easier it is to find your site, the more likely it is people will find it and become clients!
Creating a profile on Google My Business helps you reach and engage with local clients across Google Search and Maps. After you’ve created your profile, start sharing helpful information about your firm. You can share your hours, location, and website. You can also interact with your clients by responding to reviews.
Local SEO involves optimizing your website to rank better for a local audience.
USE PAID SEARCH ADS (PPC) FOR ATTORNEYS
If you want to take that extra step in your law firm marketing strategy, try PPC ads. PPC is basically a way to pay for website traffic. It’s called pay per click because you only pay “per click.” In other words, you only pay when someone clicks through to your website.
They are a great way for your firm to be seen on page one of Google. The first three or four listings on the SERP (search engine results page) are paid advertisements.
The downside to PPC ads is that your target keywords may be expensive. However, considering the average Return on Investment is $2 for every $1 spent on Google Ads, it’s a great investment.
CREATE A SOCIAL MEDIA PAGE BASED ON YOUR PREFERRED AUDIENCE
According to Sprout Social, social media is the most relevant advertising channel. In fact, 95 percent of millennials and 87 percent of Gen X’ers expect brands to have a Facebook page.
Having a social media presence on the right platforms gives people a chance to view your firm from a new angle. Post charity events you attended, industry updates, or highlight a lawyer who did well on a certain case.
Choose a platform that aligns with your audience. If you’re a B2C law firm you’ll have better luck on Facebook. If you’re a B2B law firm try Linkedin because that platform is catered more to businesses.
95% of millennials and 87% of Gen X’ers expect brands to have a Facebook page.
USE EMAIL MARKETING
Did you know that 92% of adults in the United States use email? Not only does email bring lawyers a great return on investment, but it’s also cost-effective.
Start off by providing an opt-in form offering a free consultation. All you need to include on the form is a box for their name, number, and email. This is an easy way to gather email addresses from people who are actually interested in your firm.
Use your accumulated email list to keep your subscribers informed on any changes.
92 percent of adults in the United States use email.
In 2019, 90% of consumers read reviews, while 88% of consumers trust online reviews as much as a personal recommendation. Before people buy anything – even something as small as a toothbrush – they typically read the reviews.
Hence, offering clients a chance to review your services could bring great benefits. Make sure your firm as a whole is up to standard so that you’re guaranteed to receive a five-star rating!
MEASURE AND TRACK YOUR EFFORTS WITH GOOGLE ANALYTICS
No amount of law firm marketing will matter if you don’t track your efforts. As a lawyer, time is money, so make sure your money is being well spent. Every campaign you have for your law firm needs to be tracked on a consistent basis.
The top key performance indicators (KPI) that matter in law firm marketing is as follows:
- Total new clients
- Booking rate
- Cost per lead (CPL)
- Lead-to-sale conversion rate
As a lawyer, time is money, so make sure yours is well spent.
USE YOUR ONLINE PRESENCE AS A RECRUITMENT TOOL
Law firm marketing isn’t only about gaining new clients. You also might want to hire someone new to work at your firm. Use your online presence as a resource to attract new hires.
Millennials are graduating from law school and looking for work. Where do millennials spend a lot of their time? On social media. Use that opportunity to step away from the law firm stereotype that you’re all stuffy and boring. Instead, show them your company culture and give them a reason to want to work for you.
CHOOSE EWR DIGITAL AS YOUR LAW FIRM MARKETING AGENCY
Stand out from your competitors by having a great law firm marketing strategy. As lawyers, you don’t have the time to put 100% effort into creating one. Save yourself the stress and choose EWR Digital to take care of your law firm marketing.
We have been building brands online since 1999 and bring in guaranteed results.
10 Tips for Law Firm Marketing | EWR Digital – Houston, TX