Law firms often wonder where and how to get clients, especially in the modern digital world. It is crucial now more than ever for a law firm to establish an online presence as it creates brand awareness and opportunities to meet new clients.
According to eMarketer, digital marketing spending in the US in 2019 surpassed the traditional expenditure for the first time. This means that you have to market online for your firm to remain competitive and visible in this era.
How to Market Your Law Firm Online
There’s no single way to market your law firm online. Instead, you’ll need a marketing strategy to reach your prospective clients, get them interested in your services, and possibly convert them into leads. Here’s how:
Focus on Your Clients
Without clients, you’d be out of business. So, your digital marketing campaigns should be laser-focused on them. What legal information and services are they looking for? Can you offer them solutions to their problems? How can you make their lives better?
Learning your clients’ behavior, psychology, and what they need from your firm will help you determine how best to serve them.
Write Exceptional Legal Content
A website for your law firm is crucial, and so is the quality of your legal content. If you can write unique legal content where potential clients will be getting all the information they need, you’ll soon be the go-to brand whenever they need legal information.
Optimize Your Content
Writing great content is one thing, and getting it to rank high in Search Engine Result Pages (SERPs) is another thing altogether. Research has shown that a quarter of searchers click on the results on the first page.
Optimizing your content through Search Engine Optimization (SEO), like link building and using keywords will make you visible. For instance, if someone gets involved in a truck accident and is looking for truck accident attorneys, your page is likely to appear on the first page if you have used the right keywords and your content offers a solution to them.
35% of all searches are local. You will want to dwell on local SEO, so your firm is visible to the people nearby. Optimize the local keywords, get listed in all local directories, set up a Google My Business account for your firm, and ensure your local citations are consistent.
Email Marketing
The majority of people are using emails for either personal or business purposes. It’d make sense to invest in email marketing as you can reach a wide range of potential clients. You can ask them to subscribe or offer a freebie like an ebook for their email address.
Pay-Per-Click Advertising
Apart from organic results, PPC advertising gets your site Google’s front page easily. The ads are placed where users can easily see them and click on your website.
You pay for the ads (hence the name), and in return, you get more people visiting your website. A combination of PPC advertising and organic results will enable you to reach further.
Other effective ways you can market your law firm are social media marketing, using online videos, and encouraging your clients to leave reviews as some clients make buying decisions depending on others’ experience.
You don’t have to be a jack of all trades. Sometimes, outsourcing is more valuable than spending your time (which you’d have spent closing new clients) working on your online presence. Consider hiring a professional digital marketing agency.
Conclusion
Marketing your law firm online is essential if you want to create brand awareness and increase your visibility. The more opportunities you utilize to market your law firm online, the more ROI (Return On Investment) you’ll see.
