About 80% of new leads never convert. In fact, nearly 70% of businesses struggle to draw leads and website traffic in the first place. Meanwhile, 74% of companies say converting leads into customers is their top priority.
With a strong digital marketing strategy, you can set your law firm up for success.
Here are the 10 tips you need for an effective law firm digital marketing strategy. With these tips, you can draw in fresh leads. Then, you can start converting high-quality leads into paying clients.
Don’t let your competitors steal your clients away. Instead, set your law firm up for growth and years of success with these law firm marketing tips today.
1. Research Your Audience
Before developing your law firm digital marketing strategy, take a moment to research your clients. The better you understand your clients, the more likely you can attract them to your law firm.
In fact, consumers want you to understand them. About 50% of consumers will pay more from brands that provide personally relevant content. About 73% of consumers expect companies to understand their needs and expectations.
In fact, personalization can deliver eight times the ROI on marketing spend.
If you skip this step, you could struggle to set your lawyer digital marketing strategy up for success. You could create content your clients don’t care about. They’ll turn away from your law firm and look into another firm instead.
First, look at your current clients. Segment your audience into smaller personas.
Creating personas can help you develop content for each group. You can segment your clients based on:
- Specific legal problems (auto accidents, medical malpractice, worker’s comp, etc.)
- Age
- Gender
- Household income
- Location
- Education
- Language
- Buying behaviors
- Interests
- Pain points
- Hobbies
Once you’ve segmented your target audience, learn more about their search behaviors. What questions are your clients asking? What concerns do they have?
You can gather keyword research using SEMRush, Answer the Public, Google Trends, and Keyword Planner. Once you’ve gathered keyword research, you can create content with your target audience in mind.
Then, you can create personalized content to draw in new clients and show them you understand their distinct needs.
2. Update Your Website
Your law firm website can market your services 24/7. It’s also an essential tool for the rest of your law firm digital marketing strategy. Without an effective website, you could struggle to draw in fresh leads.
Instead, update your website using the latest user experience (UX) design trends. For example, you can:
- Organize long pieces of content with heads and subheadings
- Use shorter sentences and paragraphs
- Avoid using jargon
- Improve your navigation
- Make sure your CTA buttons stand out
- Speed up your page load times
- Ensure forms are easy to use
- Add an SSL certificate for added security
- Optimize your site for mobile devices
First, make sure your pages load quickly. If pages take too long to load, people might leave without clicking around. Your bounce rate might rise as a result.
A high bounce rate can hurt your search engine rankings. The higher you rank on search engines, the more often clients will see your law firm. You can build brand awareness and recognition while drawing fresh website traffic.
In fact, over 50% of website traffic is brought in through search engines.
Make sure your site is mobile-optimized, too. You can use Google’s Mobile-Friendly Test to double-check. If it’s not, your mobile ranking might drop.
In fact, people interact twice as often with brands over mobile devices. Mobile conversion rates are 64% higher than desktop, too.
Your load times and mobile optimization can also impact your pay-per-click (PPC) advertising QS. You might have to pay more per click, which can hurt your ROI.
Nearly 40% of website visitors will stop engaging if a site has an unappealing design.
Make sure your brand remains consistent, too. Otherwise, you could confuse your visitors. Consistency branding increases revenue by 23%.
3. Create Compelling Content
Once you gather your research and update your website, take the time to create engaging, informative pieces of content for your blog. Your website content can help demonstrate your experience and expertise. Brand trust and loyalty could grow as a result.
You’ll have an easier time drawing in new clients if they trust you.
Consider working with an experienced law firm marketing agency. They can help you create different forms of content, including:
- Blog posts/articles
- Infographics
- Polls
- Quizzes
- eBooks
- Webinars
- Videos (vlogs, how-to’s, testimonials, company culture, etc.)
Experiment with different forms to content to determine what works best for your target audience.
You can also use your website content to capture more leads. First, make sure to end each post with a compelling call-to-action. For example, you can encourage people to schedule a consultation appointment at your law firm.
Focus on the value you’re offering clients, too. For example, you can offer a free consultation.
Then, make sure to add conversion opportunities on your website. For example, you can have people chat with someone at your office. You can also use forms across your website.
Otherwise, encourage people to download exclusive pieces of content in exchange for their emails.
Creating content can help you gather more leads. It can help other areas of your lawyer digital marketing strategy, too.
4. Optimize for Search Engines
Once you start creating content for your website, make sure people can find it. Search engine optimization (SEO) can boost where your site appears on search engines. When clients ask questions online, your website could appear.
It’s important to use your keyword research to appeal to the client’s search intent. They’ll recognize you have the answers you’re looking for.
In fact, nearly 70% of online experiences begin with search engines. Unfortunately, 0.78% of Google searchers never look beyond the first page.
You need to rank ahead of your competitors to boost brand awareness and website traffic.
With SEO, you can drive 1,000% more traffic than with organic social media. In fact, SEO leads have a 14.6% higher close rate, too.
Use a single target keyword for each post. Then, sprinkle secondary keywords throughout each post using synonyms. Otherwise, keyword stuffing could lead Google to penalize your website.
When optimizing your posts for search engines, make sure to include the target keyword in the:
- URL
- Page title
- Opening paragraph
- Closing paragraph
- Body text
- Image alt text
- Image file title
- Meta description
- An H1 header
You don’t have to develop your attorney SEO strategy alone. Instead, consider working with an experienced SEO agency. They can help you optimize your content with your target audience in mind.
Google’s search engine algorithm changes throughout the year. If you’re not keeping up with trends like schema and featured snippets, you could lose clients. Instead, you can work with an SEO agency to boost your rankings and remain relevant online.
5. Go Local
As part of your SEO strategy, make sure to consider local SEO as well. Local SEO will help you appear in front of local clients. They’ll have an easier time finding your law firm online.
First, optimize your Google My Business listing. This listing displays information like your:
- Law firm’s name
- Website
- Business hours
- Location/directions
- Services
- Phone number
- Recent posts
- Photos and videos
- Client reviews
Make sure the information on your listing matches the information on your website. Update your listing on any other online directories as well.
You can also create location-based content and posts to improve your local SEO rankings.
6. Use PPC
Pay-per-click advertising can help you appear in front of potential clients based on search behaviors and demographics. Your PPC ads can appear on Google, other websites, and even social media. Using PPC can help you boost brand awareness, website traffic, and leads.
Before adding PPC to your law firm digital marketing strategy, it’s important to have a plan.
With PPC, you’ll pay each time someone clicks on or views your ads. If you don’t have a strategy, you could waste valuable time and money.
Consider working with an experienced agency that can help you get started.
7. Add Email Marketing
Email marketing isn’t dead. Once you start gathering leads on your website, nurture those leads with informative emails. You can inform subscribers about recent case accomplishments, laws, and other relevant news.
Use an email drip campaign to continuously nurture your leads.
8. Automate Everything
Automation can save you valuable time and effort. You can automate different areas of your law firm digital marketing strategy, including:
- Chatbots on your website
- Email campaigns
- PPC campaigns
- Text messages
Make sure to review your automated campaigns to make sure everything is running smoothly.
9. Stay Social
You can add social media to your lawyer digital marketing strategy to engage and inform your audience. Share your blog posts and content on social media to draw more website traffic. Give people a behind the scenes look into areas of your practice, too.
As people comment on your social media posts, make sure to respond back.
10. Analyze and Optimize
Once you start using these law firm marketing tips, take the time to analyze your data. Which strategies are working? Which ones fail to boost leads and engagement?
Analyzing and optimizing your campaigns can improve your ROI.
Keep Bringing in Clients: 10 Law Firm Digital Marketing Tips for Success in 2021
Don’t neglect your law firm digital marketing strategy this year. Instead, start using these 10 tips to draw in more leads. With these tips, you can set your law firm up for lasting growth and success.
Remember, you don’t have to develop your lawyer digital marketing strategy alone. We can help.
Get in touch with our team today for a free strategy consult!
