There are now over 135 million lawyers in the US. If you want your practice to stand out, you’ll need a strong marketing strategy. Otherwise, prospective clients might not even realize you exist.
Digital marketing for lawyers can give your brand the boost it needs. You can differentiate your firm, establish your credibility, and draw in new leads.
Prospective clients will recognize you have the know-how and services they need. Then, brand trust and loyalty will grow. You can maintain long-term clients and set your practice up for long-term success!
Want to improve your law firm digital marketing strategy? Here are the nine tips you need.
With these law firm marketing strategies, you can attract new clients and grow!
Get started with these nine tips today.
1. Establish Your Brand
It takes about seven impressions before you start generating even a little brand awareness for your practice. Consistency and repetition over time are key. Otherwise, you might struggle to generate brand recognition.
In fact, it only takes 10 seconds for consumers to make an impression of your brand. It’s important to develop a brand that helps you stand out.
Your brand can help you make a strong first impression with clients. Think about the message you want to convey. For example, you can develop a sleek, modern brand.
Maybe you want a more traditional look to convey years of experience and expertise.
Either way, it’s important to develop your branding before your law firm marketing strategy. Otherwise, branding will look inconsistent throughout your campaigns. Clients might struggle to recognize you.
They won’t associate your brand between your website, social media, or other marketing materials. Clients might even confuse your law firm with another as a result.
Maintaining brand consistency can improve your revenue, too. In fact, consistency can increase revenues by over 20%.
In time, you can develop brand trust with your clients. Trust eventually becomes loyalty. Loyalty is sometimes worth 10 times as much as a single purchase.
You can help a client after a car accident, then draft their divorce papers, too.
In fact, nearly 60% of people prefer familiar brands. You can retain long-time clients to further grow your practice. In fact, a 2% increase in retention rates can lower costs by 10%!
Take the time to develop your brand, including your:
- Mission statement
- Vision statement
- Color palette
- Imagery and photography styles
Then, keep your brand consistent as you use these digital marketing strategies for lawyers.
2. Segment Your Target Audience
Who are you trying to reach? Digital marketing for lawyers is only effective if you understand your target audience. Otherwise, you’ll fail to create content they care about.
If your marketing messages don’t appeal to your target audience, they’ll turn to someone who better understands their needs.
Think about the services you’re offering. Does your law firm specialize in one branch of law? If you cover multiple services, segment your target audience accordingly.
Then, you can create a separate digital marketing strategy with each segment in mind.
For example, you might want to create content and ads for clients who want to file a personal injury claim. These clients will have different needs and interests than clients looking for a divorce lawyer.
Take the time to research your clients. What do they care about? What questions are they asking?
Then, use these digital marketing strategies for lawyers with each group in mind.
3. Update Your Website
About 90% of people won’t return to a website after having a bad experience. In fact, people form 75% of their judgment on your credibility based on web design.
If your website is old, outdated, or difficult to use, you’ll scare away potential clients.
After all, many people will visit your website and encounter your brand for the first time. Think about the impression you’re making. If your website is slow, they might think you’re slow to offer legal help, too.
Instead, take the time to update your website with user experience (UX) design trends in mind. Updating your website will ensure people stick around and click around. As they explore, your clickthrough rate and dwell times will rise.
Meanwhile, your bounce rate should start to drop.
A low bounce rate can benefit your search engine ranking. The higher you rank on search engines, the more clients will see your brand. Then, you can attract those prospects to your website and convert them into leads.
Your website will support other digital marketing strategies for lawyers, too. For example, you’ll need your website for:
- Digital advertising
- Search engine optimization
- Content creation
- Social media marketing
- Email marketing
When updating your website, make sure to follow the latest UX design trends.
UX Design Trends
First, make sure your website is optimized for mobile devices. Otherwise, you might neglect a large group of customers.
Make sure your site:
- Is accessible
- Loads quickly
- Has organized navigation
- Features content that’s easy to read
- Displays forms that are short and easy to fill out
- Utilizes white space to give your content space to breathe
Consider Google’s Core Web Vitals, too. These vitals ensure the best possible user experience. Updating your site with Google’s vitals in mind can boost your search engine ranking.
Don’t forget lead generation optimization as well. Position forms and call-to-action buttons on your website to boost conversions. You can use a heat map to determine the best placement for these conversion opportunities.
For example, you can add an eye-catching button to the right side of your navigation bar, prompting people to call you.
4. Keep Creating Content
High-quality, informative content can establish your credibility. It can also help you attract people to your website. Then, you can convert those visitors into leads and clients.
Take a look at your audience research. What questions are they asking?
For example, a personal injury client might ask “how can I find a personal injury lawyer?” You can create a blog post that answers that client’s question.
Consider different forms of content for your content marketing strategy, including:
- Blog posts/articles
End each post with a strong call to action. For example, you can encourage readers to contact you for legal help. Make sure the call to action is clear, concise, and to the reader’s benefit.
For example, you can prompt them to contact you for a free case evaluation.
Then, start sharing your content through email marketing or on social media.
5. Get Search Engine Optimized
Remember, a higher search engine ranking can help you reach more clients. Search engine optimization (SEO) can also help you:
- Generate more brand awareness and recognition
- Position your website ahead of major competitors
- Increase traffic to your website
- Establish you as a thought leader in the industry
- Boost your credibility (increasing brand trust)
- Generate more leads
- Improve your ROI
You can also use SEO to attract high-quality leads to your website. You won’t have to waste time on people who have no interest in your services.
First, make sure to optimize your website with UX design trends and Google’s Core Web Vitals in mind. Otherwise, Google will rank your website below the competition.
Only 0.78% of people click on results from the second page of a search. If you’re not on the first page, your competitors are reaching those prospects instead.
SEO drives 1,000% more traffic than organic social media. In order to gather relevant traffic, you’ll need keyword research. Then, you can create content based on the keywords your clients search for online.
Once you create your content, place the keyword in the:
- Page title
- Opening paragraph
- Closing paragraph
- Body text
- Meta description
- Image alt text
Use secondary keywords as well. Otherwise, you could overstuff a single piece of content with the same keyword. Keyword stuffing could get your website penalized.
Keep creating fresh content throughout the year. Google prioritizes high-quality, unique, fresh content when determining rankings.
6. Design Digital Ads
Pay-per-click (PPC) advertising can also help you boost brand awareness. When someone clicks on an ad, they’ll reach a landing page on your website.
Make sure your landing pages are optimized with each ad in mind. The language and imagery should match between the page and ad. Otherwise, you might confuse people.
You can also create remarketing ads. These ads appear in front of people who previously visited your website. You can use remarketing to draw them back to your content.
7. Stay Social
Share your content on social media. Create a branded hashtag for your practice, too.
As people start commenting, comment back! Answer questions and let people know you’re there to help. Then, prompt them to contact you for a one-on-one consultation.
8. Nurture With Emails
You can also use email marketing to nurture your leads.
Let people know about new lawyers who are working at your practice or new services. Inform readers of your accomplishments, too.
Then, use a strong call to action to direct them back to your site.
9. Tell Success Stories
Over 90% of consumers read reviews of local businesses to determine their quality. Let your happy clients speak on your behalf! Create testimonial videos or post your client reviews online.
Reviews work as social proof. They can help boost your credibility and help you reach new clients.
Effective Digital Marketing for Lawyers: 9 Ways to Keep Attracting Clients
Boost brand awareness and reach more clients! With these nine tips, you can use effective digital marketing for lawyers. You can build your practice and set yourself up for long-term success.
Get started with these nine law firm digital marketing tips today.
Need help establishing your digital marketing strategy? We’re here to lend a hand.
Contact us for a free legal marketing audit today.