Building Your Legal Practice: The Top Tips For Law Firm Marketing

Apr 4, 2023

<a href="" target="_self">Matt Bertram</a>

Matt Bertram

Matt Bertram is a award-winning marketing consultant and SEO Expert. He is the lead digital strategist at EWR Digital. Host of the Best SEO Podcast and Co-Host of the Oil and Gas sales and marketing podcast.

Your clients have plenty of options to choose from when searching for legal representation. In fact, there are currently over 435,846 law firms in the US. Is your practice managing to stand out from the rest? If not, you might struggle to attract new clients. Below are five law firm marketing strategies that can help you generate brand awareness and new leads. With these tips, you can boost your business and reach new heights. Instead of falling behind, you can get a step ahead of competing law firms.

Help your legal practice reach new heights with these law firm digital marketing strategies today!

On Target SEO - EWR Digital

1. Search Engine Optimization

Search engine optimization (SEO) helps your website content rank higher on Google. The higher you rank, the more often prospective clients will see your brand. In addition to boosting brand awareness, SEO can also help you:

  • Attract website traffic
  • Improve your brand reputation
  • Increase brand authority and credibility
  • Generate new leads
  • Increase brand trust and loyalty

About 75% of searchers never click beyond the first page of a Google search. If you’re not on the first page, there’s a chance clients aren’t finding your website. If they can’t find you online, people might never know who you are.

When people don’t know about your brand, they’re less likely to trust your practice. Prospective clients might turn toward your competitors instead.

Once people visit your website, they can discover your legal services. They can also learn more about the cases you’ve won. As people know about your abilities and track record, they’ll see you as a credible resource.

Increasing your brand credibility and authority can help you stand out from competitors. It can also help you develop brand trust. As people learn to trust your brand, they’ll come to choose your legal practice over another.

Improving Your Ranking

Here are a few ways you can improve your SEO ranking.

First, it’s important to optimize your existing content and web pages. Each page should have a single focus point. Then, you can use a target keyword for each page.

Your target keyword should appear in the page title, URL, opening and closing paragraph, and image alt text.

When Google’s bots search through your content, they’ll recognize these keywords. Then, Google will index your pages with these keywords in mind. When a prospective client searches with those keywords, your webpage will appear on Google.

Google looks for unique, high-quality content. Your content marketing strategy will help support your SEO strategy (more on this below).

You can also improve your ranking with local SEO. Local SEO allows you to target nearby clients. You can improve your local SEO ranking by:

  • Updating your Google My Business (GMB) listing
  • Updating your listing in other online directories
  • Acquiring client reviews on your website and GMB listing
  • Creating location-based services pages
  • Writing blog content with location-specific keywords

You can use SEO with the rest of these law firm marketing tips to reach new clients.

2. Content Creation

The top three positions on Google generate over 75% of all clicks. If you want to improve your SEO ranking, you’ll need to create content people want to click on.

First, think about the problems your clients are facing. What are they looking for during a Google search? Are they asking questions or looking for a law firm?

When developing your law firm digital marketing strategy, consider search intent. You can separate intent into two categories: questions/answers versus products/services.

People are more likely to click the content they want to read. Understanding search intent will help you appear for more searches and generate more web traffic. Then, you can convert those website visitors into paying clients.

You can create different forms of content, including:

  • Blog posts
  • Videos
  • Infographics
  • eBooks
  • Quizzes
  • Polls

Make sure to add images to your content, too. Including imagery can improve your views by 94%. Imagery also improves reader recall by up to 65%.

Video marketing is an excellent way to increase brand recognition. People on Instagram spend almost 70% of their time watching videos. Make sure your videos answer questions or show prospective clients you’re there to help.

As you create content, make sure it’s branded, too. Branding your content can improve brand recognition. Keeping your brand consistent can also boost revenue by up to 23%.

3. Email Marketing

Once you start making content, make sure to share it. Emailing marketing is one of many classic law firm marketing strategies you can use to reach customers.

Develop an automated drip email campaign that spreads the word about your practice. You can use emails to direct subscribers to your website content and latest blog posts. You can also inform them about new lawyers on your team or about cases you’ve won.

Make sure there’s a call-to-action (CTA) in each email. A strong CTA will encourage readers to contact you for legal help or more information.

Email - EWR Digital

4. Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is a form of effective online marketing for law firms. Like SEO, PPC can help you appear on search engines like Google. You can also create digital ads on social media platforms.

These ads will appear when someone searches for your legal services. The more often people see your brand, the more likely they will remember you when they need a lawyer.

Paid advertising returns $2 for $1. That’s a 200% ROI rate.

Make sure to use remarketing, too. Remarketing ads will reappear in front of previous website visitors. Then, you have a chance to bring them back and convert those visitors into clients. The rules on this are changing though..

5. Social Media Marketing

As you use these law firm digital marketing strategies, don’t forget to remain social.

Social media marketing will help you connect with your clients. You can let them know about cases you’ve won, seasonal topics, or new local laws.

As people comment on your posts, comment back! Interact with your clients and let them know you’re there to help.

Promote Your Law Practice: 5 Law Firm Marketing Tips for Success

You don’t have to try these law firm marketing strategies alone. Instead, consider working with a law firm digital marketing agency. By working with an agency, you can expand your reach and attract new clients.

Instead of falling behind, you can promote your law practice and get ahead of the curve!

Ready to get started? Contact our team to discuss these law firm marketing strategies today!