Marketing is an essential component of running a business — this is no different for law firms. Digital marketing offers a cost-effective and measurable way to reach a targeted audience, while also driving online sales and boosting brand loyalty. Many law firms choose to work with an experienced marketing agency to gain access to a team of knowledgeable professionals with expertise in SEO, social media and other aspects of online marketing. Not all law firm marketing agencies offer the same quality of services so it is important to compare options and understand what to look for in a marketing agency.
Qualities To Look For When Hiring A Law Firm Marketing Agency
Choosing a law firm marketing agency is not always as simple as it seems. It is important to consider what qualities each particular agency brings to the table to determine which best matches the unique needs of the law firm. The right law firm marketing agency can help a business grow by generating more leads and building up the firm’s reputation.
Some of the most important qualities to look for when hiring a law firm marketing agency include the following:
Their Experience & History Of Success With Law Firms
One of the first things to consider when looking for a law firm marketing agency is experience. Although experience is not necessarily everything, it can tell a lot about the ability and knowledge base of a marketing agency. An agency that has been in business for many years or has worked with hundreds of clients will usually possess certain skills required to create successful law firm marketing campaigns. Also, consider the agency’s history and the type of businesses it has worked with in the past. Ideally, a law firm should work with a marketing agency that has experience in marketing law firms.
Figure 1.1 shows data from Ahrefs for one of our clients, Parnall & Adams Law. It shows a steady increase in referring domains & pages, as well as organic traffic & keywords over time. Look for an agency that has proven success based on data similar to what is shown above.
The Quality Of Websites They Design & Develop
Law firms often turn to marketing agencies when they need a professional website created. A website reflects the business; therefore, it needs to have a clean layout, be easy to navigate and mirror the overall vision of the law firm. A great law firm marketing agency will gather important information about a law firm and create an attractive website that will draw in the right audience. When looking for a law firm marketing agency, review the quality of the websites that the marketing agency has designed and developed in the past for other clients to gauge what the business can expect.
Figure 2.2 shows 321 Web Marketing’s website design for OFP Law. We used an attractive website design that allowed them to promote their business law services, show off their blue and white branding and highlight their 60+ attorneys that contribute to their practice. It is essential that the law firm marketing agency you choose to work with understand your firm, its unique needs and what separates it from the competition.
Reviews Of Law Firm Clients
The experience of past clients can tell a law firm a lot about the professionalism and quality of a marketing agency. Before hiring an agency, always read through some reviews from previous customers from the agency’s website and from unbiased third-party review sites. Successful agencies will generally have more feedback and reviews with higher ratings. Reading reviews of law firm clients can detail other businesses’ experience with customer service, the quality of the work, the promptness of services and similar important aspects. Testimonials from past clients can also be useful when making a decision to hire a particular law firm marketing agency. Also, be sure to review their law firm marketing portfolio to ensure they perform work for several law firm clients.
Content Published Discussing Law Firm Marketing
While any marketing agency can say that they have experience working with law firms, some agencies go above and beyond to prove their level of knowledge. Look for content published on the agency’s website or blogs discussing law firm marketing. A marketing agency with experience working directly with law firms will generally have articles or blogs on the topic, such as the best strategies, tools or resources to use when marketing a law firm. A quick search on the website will usually recover results which can be highly useful when determining the level of expertise that a marketing agency possesses.
Figure 4.1 shows legal content written, edited and optimized by 321 Web Marketing that has been published to the Law Offices of Kermit A. Monge, PLLC website. Our team of SEO specialists regularly develop content for firms to ensure users can retrieve the information they are looking for and potentially convert business.
Ability To Create & Implement Marketing Strategies Through Data
Creating an actionable, data-driven marketing strategy can help a law firm see results faster. Data can be used to identify the strengths and weaknesses of a firm which can be useful in the decision-making process. A law firm marketing agency will collect a wide range of data to help create and implement marketing strategies. This may include the law firm’s target market and competitors, as well as marketing and social media analytics. Customer data, such as transactional data and online activity, can also be useful when forming marketing strategies.
321 Web Marketing utilizes Ahrefs and Google Search Console to create, implement & monitor keyword-based law firm campaigns. Not only do we work diligently to capture the high-level keywords your firm plans to target, but we also use data to identify and go after clusters of similar but longer keywords to boost search engine rankings and reach the domain authority required to rank for shorter, higher-level keywords.
Schedule A Free Law Firm Marketing Consultation Today
The field of digital marketing continues to change at a rapid pace due to emerging technologies and ever-changing search algorithms. It is important to find a law firm marketing agency that keeps up with these changes and uses modern trends and data to develop successful marketing campaigns. Learn more about what working with law firm marketing agencies is like or reach out to an experienced law firm marketing consultant at 321 Web Marketing.