According to the American Bar Association, 57 percent of people who need a lawyer look for one themselves. In 2021, this happens mostly online.
Marketing a law practice is vital to help your future clients find you, boosting your revenue. But what strategies can you use for law firm marketing?
Read on for the options that will make the most impact on your bottom line.
Search Engine Optimization (SEO)
When a potential client searches for a lawyer, they will do so on a search engine. When you turn to SEO strategies, you will be making it easier for people to find you in those searches.
You may put a lot of time and effort into creating a high-quality website, but if people cannot find it or do not even know your law firm exists, it will not help you find clients.
A common mistake law firms make is to not optimize all of their service pages for SEO. For every area of expertise and service you offer, you want to have full search engine optimization.
A good way of doing this is to offer free information. Effective strategies are instructional videos, legal research, example contracts for the areas in which you practice, and more. All of these options will boost your SEO and attract more potential clients.
Local SEO for Marketing a Law Practice
Local search engine optimization can ensure that the people in your area, who can benefit the most from your services, can find you. For smaller law firms, this can be especially important.
- Ensure your NAP (name, address, phone number) are consistent throughout the entire site and on social media
- Set up a Google My Business Page with contact information, a photo, and the services offered
- Add local keywords throughout the website
- Set up backlinks from other respected websites
- Encourage positive reviews
All of these strategies can help your firm appear higher up in local SEO searches.
Another law firm digital advertising strategy is to set up a paid search engine ad campaign. One of the most efficient ways of doing this is to consider a Pay-Per-Click (PPC) campaign.
A PPC ad is a convenient way of using a set budget for advertising. Each time someone clicks on your ad, you pay a set amount. It drives visitors to your site until you stop the campaign.
You can turn to social media sites for this, especially options like Facebook. A Facebook PPC ad will target people who are based in your area and who have an interest in the services you offer.
Conversion Rate Optimization
Conversion rate optimization or CRO focuses on increasing the number of visitors to your site who perform a particular action. The action can be as simple as clicking a link or as complex as filling out a contact form.
This kind of strategy focuses on giving the visitors to the site the best experience possible and organically encouraging them to perform the action you want.
For successful CRO, you need to pinpoint any deterrents that may stop the person from performing the desired action. For example, if a bug is preventing the visitor from accessing a particular form, you want to resolve that quickly.
To optimize conversion rates, you will have to find what need or drive brings the person to the site and what can make them stay and perform the action you want.
A bot is software created to perform certain tasks on its own. You can set it up and trust that it will have the intended results. This is one of the attorney marketing strategies that has become more popular in recent years.
You can use bots to communicate with visitors, welcoming them and even offering answers to questions. The longer the person interacts and remains on the site, the likelier it is they will turn to your services.
Bots can also help you personalize the user experience. A bot can ask a series of questions or offer a short quiz and gather the information it needs to offer a customized experience that provides the services the person needs most.
If a visitor left your law firm website without engaging, you want to remind them of the services you offer so that they will come back.
Paid ads can provide visitor retargeting for those who have visited your site or looked at your firm’s social media. If you have already provided a service for them or if they signed up for information, emails can help with retargeting.
You can use Google, Facebook ads, and lots of other options for retargeting. As they scroll through social media or use a search engine, ads can remind them of the services you provide.
Use Social Media
With all of the different social media options, you have the chance of reaching a wide pool of potential clients with a small investment.
What you need to remember is to use it consistently and have a presence that engages with potential clients. You want to share quality content to build trust and to establish your name and expertise.
Social media also offers people another way of finding your firm. It also builds trust, since people will know they can contact the firm when they need to through social media. Sign up for the obvious options like Facebook, but you will also want to have a presence on Twitter, LinkedIn, and even Instagram.
Build Up Your Client Base
By turning to these law practice digital advertising options, you can get more people to know about your firm.
Contact us today to learn about marketing a law practice.