Are you wanting to grow your client base?
Online marketing is crucial to your success as an attorney. Lawyers who advertise their services online pull in more clients than those who have a less robust marketing strategy. The more channels you can optimize, the more leads you can pull in for calls and consults.
Most lawyers can customize their marketing strategies to their particular business needs. But you can’t do online lawyer marketing without some thought and planning.
So, how do you go about marketing yourself on the internet? Below, we’ll get into our top tips for launching your online presence. Keep reading so you can start getting found and discovered for your services!
Tip: Did you know for a given keyword 99% of the traffic stays on the first page, and never goes to the second page. This is why most marketing companies want you to get on the first page of Google, for your preferred keywords.
Fact: There are more than 1MM plus keywords that a potential law firm can optimize for. Most law firms optimize for 30-50 terms. There’s plenty of leads to go around, this is why a good marketing company will help you diversify and focus on a group of keywords.
Think About Your Law Firm’s Branding
Consistent branding is an important aspect of running a law firm. Consistent branding gives credibility to your brand, while super charging your phone and client conversions.
Think of your brand as the personality of your business. Do you want to appear formal and professional? Or are you hoping to attract clients through your personal and confident approach? No matter what you decide, write it down. Make sure anyone working on your website or promotional materials is on the same page.
Your brand will influence the choices you make in your marketing endeavors. You’ll want everything you produce to remain consistent across all channels with your brand and brand voice. So, it will affect the tone of your website, the colors your use, and even your logo design.
It’s important that your marketing team can capture your brand’s persona. If your firm is just starting out, meet with the team to discuss building a style guide for everyone to use. That way, everyone will create text consistent with your brand.
Have a Fast Google Metrics Pass Lawyer Website
Have you looked at your web page’s speed and responsiveness?
If not, you need to. People on the internet won’t wait around for their pages to load. If your website isn’t fast, your clients may look for another lawyer. When we talk about speed Google breaks is down into technical parameters that are known as Core Web Vitals (CWV).
So, you should have a professional review your website to see how you can make it faster and pass on all CWV updates. Are you still in the process of building your website? Hire a web developer who understands Corvette vitals and its impact on conversions, so you can ensure your platform works in your favor to drive more revenue from Google.
Tip: If your website does not pass the Corvette vitals you will never rank on page one where all the traffic is. (Most cheaper development houses, don’t even understand this impact on your traffic. Going cheap here can hurt you in the long run)
Build Your Law Firm’s Social Media Accounts
Social media provides lawyers with an excellent opportunity to attract new clients and keep old ones engaged.
As an attorney, you should make accounts on behalf of your law firm on sites such as Facebook and LinkedIn. Many businesses also have presences on Twitter, Instagram, and even YouTube. These platforms allow you to advertise your services to those who may not have heard of you.
They also let you post content that links back to your website. So, if you have any blog posts you want to share, you can include brief descriptions and give your followers the option to click through to your site. This gives you more website traffic and increases the chances someone will call you for a consultation.
You can also place ads, blogs and assets that link back to your website (backlinks). For social media ads, you’ll need to know who your target audience is. Think of your target audience as anyone who is likely to hire you. These are your ideal prospect sets. What age are these people? Where are they located? The platform’s ad builder will ask you to specify this. An experienced legal marketing company will have all the targeting data that can help make your budget and your lead generation efficient. Then, it will only show your ad cost efficiently to these people.
Get Your Law Firm on the Online Directories
Did you know that you can list your business on search engines?
One of the best ways to do this is to make a Google My Business account. Google My Business allows you to provide your location, contact information, and other pertinent details. That way, clients in your area can find you. Once you have this profile you can share it on other external websites (this process is called backlink building), that can provide backlinks to your Google my business and website profile. This process will additionally pass on this link juice to your website from other external sites. All this means is more traffic to your website, leading to more calls, consults and booked clients.
Have a Bot Capture Your Law Firm’s Leads
Have you ever seen a chatbox open up when you visit a website?
Bots power these chatboxes. They serve a very specific role in the online marketing world: capturing leads. Chatbots (or chat pop-ups) are programmed to ask website visitors a series of questions. The potential client will enter their answers. Then, depending on their responses, the chatbot will direct them to the right team.
This tactic puts your leads directly in your hands. It also gives them the ability to ask any questions they may have about your services. If you don’t have these chatbots, you run the risk of them clicking off your site because they’re uncertain you can meet their needs. Chat bots also help qualify leads. This also gives an opportunity for a lead that prefers chat to reach out to you and become a lead.
Bots can also improve your customer service. A chatbot allows your clients to have 24/7 access to the answers they need, even if it’s after hours. This increases a client’s perception of your friendliness and responsiveness.
Use a Call Answering Service for Your Law Firm
If your law firm takes off, you’ll likely receive a large influx of calls. Having a receptionist team can help, but you might end up with lots of potential clients on hold.
Worse, you might miss their call entirely. Sending someone to voicemail makes you appear less responsive. Many clients shop around when looking for lawyers. If you don’t answer, they might decide to hire someone else.
So, how do you plan to handle all their calls?
Get a call answering service. Call answering helps you outsource your phone calls by sending them to a center. There, they will be handled by professionals trained to take calls. These people will ask a series of questions and then relay the answers to you.
These services give you everything you need to know while cutting out the time you need to spend on the phone with the client. The workers at the center are taught how to handle calls in a professional manner. So, you don’t have to worry about one of your employees misrepresenting you.
Want Help with Your Online Lawyer Marketing?
Marketing for lawyers is important, but it also can get complicated.
To make your online lawyer marketing plan work for you, you need to do a lot of trial and error. You’ll make more mistakes if you don’t have any prior experience with digital marketing.
Want to avoid these mistakes? That’s where we come in. Our team of law firm marketing professionals helps lawyers like you make the most of their online marketing driving more calls, leads and revenue.
Contact us today to learn more!
