It’s no secret that law is a highly competitive field. With new firms popping up every year and law-related keywords ranking as some of the most expensive Adwords terms, attorneys have their marketing cut out for them. But even in a crowded field, it’s possible to get out in front with a solid marketing strategy.
Optimize Your Web Presence
In any line of work, an easy-to-use, well-designed and frequently-updated website is crucial. It’s even more important for attorneys. Lawyers get a poorly-deserved bad rap, and potential clients might approach the search for a lawyer with a mixture of trepidation and suspicion. It’s important to set new visitors at ease with a modern website that makes it easy for potential clients to find what they’re looking for.
You also need to optimize your site for the most relevant search terms. This isn’t easy, and if you’re not sure where to begin, or who you should be targeting, working with a digital marketing firm on an SEO audit can be a huge help. This audit will identify modifications you can make to your website and marketing materials to better target the keywords your potential clients are searching with.
Always Be Helpful
When we hire someone to help us, we always want an expert, and nothing is quite as reassuring as someone who is obviously good at their job. You can convey your own skill and expertise through helpful “explainer” articles on your site.
Since precious few people have an accurate understanding of the law, easy-to-understand, friendly, and informative articles that answer common questions can be invaluable to new clients. Building a strong brand as an attorney starts with projecting trustworthiness and credibility, and instructive, expertly-explained content should be a key part of that effort.
Posting new articles regularly has the added benefit of ensuring frequent website updates. And that’s not only an important SEO metric; an active website helps build credibility with potential clients.
Supplement with Video
Don’t stop at written content. With a handful of videos addressing some frequently-asked questions or explaining your practice’s unique differentiators, you can introduce clients to yourself and your firm in a familiar, friendly way. Plus, video content is extremely shareable, giving your firm an opportunity to spread your message through your clients’ social networks. Videos are also well-loved by search engines, so it’s a smart move in the long-run.
You probably know how valuable word-of-mouth recommendations can be, and online reviews are the modern version of word-of-mouth marketing. Research has shown that a huge percentage of potential clients trust online reviews just as much as a personal recommendation.
Start by making sure your firm is listed on all the major directories, like Yelp and Yellow Pages, and ask happy clients to write reviews on your listings. And don’t overlook industry-specific directories, like LegalMatch.com, Avvo and Lawyers.com. These highly-ranked directories might be a potential client’s first stop, so don’t be absent!
Build Useful Landing Pages
A pay-per-click (PPC) campaign is a crucial element of any successful marketing plan. And if you want to run your PPC effectively, you’ll need to set up landing pages that speak directly to specific client types.
For example, if you’re a personal injury attorney, you might handle car accidents, medical malpractice, and product liability cases. Build landing pages that directly address questions and concerns those clients have, and pair those pages with appropriately-targeted PPC ads. Immediately providing specific, actionable information to potential clients makes a measurable difference in their perception of your firm, and well-built landing pages also generate more detailed analytics data.
Make Phone Calls a Priority
In service-based industries like law, phone calls are the lifeblood of new business. Each potential client has their own unique problem, and they’ll want to know how you can help them with their specific situation. Phone calls should be at the heart of any call to action, especially for online ads.
Phone calls do have one specific downside. It’s difficult to credit to a phone call to particular marketing activity, which makes it tough to judge the effectiveness of your current campaigns. Did a new client see your print ad, get referred by a past client, or find you on Yelp?
Call tracking removes the guesswork. A call tracking campaign uses unique phone numbers to track new business calls back to the marketing material that generated the call. Considering the amount of business that most firms get through phone calls, call tracking can grant invaluable insight into the origins of a major portion of your leads. If you’re looking for a reputable call tracker, Avvo’s Ignite is a great option.
“Location, location, location” is useless if your clients don’t know that you serve their area. A lot of law firms focus on a specific city or region, so make sure that you’re targeting clients in that area. It’s tempting to market to a large swathe of the Internet, but, when it comes to a local law firm, your best leads are going to be those closest to home. Confirm that your firm’s Google listing is properly formatted, and that your address, hours, and contact info are all up-to-date.