In an industry that relies heavily on traditional ads, such as newspapers and direct mail, law firms generally do not think of attorney web marketing when spreading the word about their firm. However, there are many different aspects of digital marketing that can be just as effective as traditional marketing techniques, if not more. With the help of search engine optimization (SEO), your law firm can increase its visibility and awareness online, thus increasing the possibility of receiving qualified leads through a market that may not have been reachable otherwise.
The Basics of Attorney Web Marketing
There are many factors to consider when developing an attorney web marketing campaign, as well as a variety of techniques to use to ensure that the plan is successful. Digital marketing for law firms can include implementing SEO through keyword research, content marketing, and other easily-recognizable marketing tactics. It can also consist of a good website design and a strong social media presence. Each tactic is used strategically to create a comprehensive and effective law firm marketing strategy. Here are several critical strategies to consider when creating an attorney web marketing plan and how they can help your law firm grow.
Researching Law-Specific Keywords
SEO involves researching frequently-searched keywords and placing them in strategic locations throughout your website, such as the headlines and blog posts. When people type these keywords into search engines, the search engine will be able to easily find your website and display it as a result for that query. Sites that rank higher on search engine results pages (SERPs) typically receive more web traffic than those that do not. This is because most web users consider the first page of search results to be the most relevant and trustworthy, in addition to containing the exact information they seek. Ranking highly in the SERPs increases visibility for your law firm, making SEO a powerful attorney web marketing tool.
Generating and Publishing Legal Content
Your firm’s website must contain blog posts and service pages that help potential clients understand what you offer and the expertise behind your services. Not only do these features provide your firm with the perfect opportunity to insert SEO-based keywords into your website; they also help boost your credibility and position your law firm as an industry leader. Readers are far more likely to trust a firm that provides them with accurate, helpful information that they find useful. This type of content demonstrates that your firm understands the modern legal landscape and has the ability to generate positive results for them when they need legal services.
Designing and Developing a Strong Law Firm Website
Having a responsive website design is critical to attorney web marketing campaigns. Your law firm website should be easy to navigate, with clear menus that tell users where to find specific information. If visitors are able to easily navigate your site and find useful information, they are more likely to spend time getting to know your law firm and how it can help them with legal matters. Individuals typically view modern-looking websites as a sign that the firm behind the site is also modern and up to date on the latest trends and news, rather than stuck in a previous way of performing legal services. In addition, the search engines rank sites that contain clear navigation and fast loading speeds higher than those that do not, as these sites are easier for both search engines and web users to find.
Creating a Strong Social Media Presence
Posting regularly to social media platforms can help your firm gain visibility and brand loyalty. People spend a significant amount of time on social media accounts, and they are likely to remember a brand that they have seen several times while browsing Facebook, Twitter, or LinkedIn. Social media allows your brand to interact with potential clients and connect with existing ones, providing insights and information in a way that many law firms fail to fully utilize. This interaction humanizes your brand, showing that you truly care about the needs of others and are willing to help out. This connection inspires brand loyalty, prompting other social media users to familiarize themselves with your offerings and get in touch with your firm if they need legal assistance.
Sending Email Newsletters to Potential and Existing Clients
Similarly to social media posts, email newsletters are an excellent attorney web marketing technique that can help build brand awareness and recognition. People who receive your emails are likely to continually keep your law firm in mind, and because they are more likely to become a client of a brand they recognize than one they do not, they would most likely contact your firm first for legal advice. In addition, email newsletters can be customized according to a client’s specific needs, showing that your firm pays attention to them and prioritizes providing the best service to clients possible. Emails are easy to share, allowing subscribers to send information to a friend or family member who may, on the recommendation of a trusted person in their life, become a client as well.
The Benefits of Attorney Web Marketing
Proper attorney web marketing can bring your law firm a wide range of benefits. Good SEO practices can help your site rank higher in the SERPs, prompting more traffic from web users searching for legal services. Social media and email can also help you gain more visitors since both can be shared among friends and family of those who stay connected with your firm. In addition, digital marketing can bring more convertible leads for lawyers. The people who see your site in the SERPs or read your content in an email have already expressed interest in your services and are more likely to become clients than individuals who have never been exposed to your brand before. Attorney web marketing provides more targeted placement of your content and message, making it a worthy investment. Furthermore, you can set and track measurable KPIs for your law firm marketing plan to ensure its success.
Working with a Digital Marketing Agency
If your law firm is ready to begin experiencing results, consider working with 321 Web Marketing. Our team has years of experience in creating comprehensive marketing plans for a wide variety of local and national law firms. Each plan is customized based on the firm’s geographic area, ideal client, competition, and overall goals. The plans created by 321 Web Marketing are also customized according to the different methods of marketing, such as content, email, and social media marketing, that will provide the best return for law firms. These plans are designed to provide clients with a steady stream of qualified leads within six months of launch, and our team of team of skilled marketers continues to monitor each campaign to determine how they can be made more effective. For more information about attorney web marketing, or to schedule a consultation, contact 321 Web Marketing today.
UPDATED: May 2, 2019