4 Digital Marketing Tips That Lawyers Can Use Today

For lawyers, the client acquisition funnel is a balancing act. Legal firms that seek to foster continued growth must focus on retaining existing clients while also generating a steady stream of new, high-quality leads. 

In a digital age, the best way lawyers can do this is through a calculated, digital marketing strategy. 

This digital marketing for lawyers guide will map out the steps you can take to supercharge your online client acquisition efforts.  

A Look at the Numbers—Law Firm Marketing Statistics 

To say that the realm of client acquisition has moved digital is an understatement. Currently, if you don’t follow any digital marketing strategy or follow a lawyer marketing plan template, your firm will inevitably lag behind.

Why is that? 

Because Google has changed the way consumers behave. It’s shifted the process a normal person follows to search for and then acquire a lawyer. 

In the pre-internet days, word-of-mouth was paramount. When searching for a lawyer, an individual sought advice from friends, family, or colleagues. While referrals are still a major factor in decision making, with each passing year, a greater share of potential clients begins their lawyer-hunt with an online search. 

A 2017 Clio Report found that a strong referral network is still the most effective “channel” to invest time and energy into. In fact, 62% of lawyers receive referrals from friends and family.1 

But what about traditional advertising methods—billboards, yellow pages, TV ads? Per the Clio Report:

  • 37% of people use an online search engine to find a lawyer
  • 31% of people get a referral from another lawyer
  • 28% of people look in an online lawyer directory or listing 
  • 16% of people check the yellow pages
  • 13% of people contact a lawyer in a TV ad
  • 7% of people contact a lawyer heard in a radio ad
  • 6% of people contact a lawyer seen on a billboard 

Put simply, your marketing efforts should meet people where they are—and where they are is online.

However, despite this online advertising shift, many lawyers fail to fully utilize or understand digital marketing for lawyers. Per Above the Law:2 “Survey results showed that 54% of law firms actively advertise to acquire new clients, yet 91% of firms can’t calculate a return on their advertising investments, and 94% don’t know how much it costs them to acquire a new client.”    

A significant percentage of legal firms are simply throwing money at the wall and hoping it sticks. That’s a recipe for disaster.

For your firm, however, those numbers represent an opportunity to create a competitive advantage—to drill down with a strategic, analytical approach to digital marketing that not only converts but also creates significant ROI. 

So, what does that look like?   

4 Digital Marketing Strategies for Lawyers

There are dozens of digital marketing tactics a legal firm can employ. But the path you take largely depends on your legal expertise and typical client. What works for a family lawyer may not be as effective for a malpractice lawyer.

That said, here are four broad strategies to consider: 

#1 Conduct In-Depth Research on Your Target Client

Do you know your average client profile? What are their demographics? Socioeconomic status? Age? Location?

How you market to a mid-20-somethings looking for a DUI lawyer will differ greatly from, say, a middle-aged inventor that needs help obtaining a product patent. Therefore, before you ever invest a dime in digital ad revenue, you must first know:

  1. Who your target client is
  2. Where they’re most likely to search online
  3. What types of messaging do they respond to 

Don’t know where to start? 

Look at your internal marketing data. Interview previous clients. Read industry research on your market demographics. As National Law Review notes:3

“Having a marketing plan means taking the time to consider what your target audience is searching for, how they interact with content online, and what’s going to compel them to work with you. It involves examining which platforms are best for your particular business model and which strategies will give your firm the greatest competitive advantage.”

#2 Invest in PPC Marketing 

When it comes to legal digital marketing, your focus should be on reaching the pinnacle of the search engine results pages (SERPS). In doing so, you ensure that your target audience—people searching for specific and related keywords or queries—will see you as the first and best legal option.

With paid ads, also known as pay-per-click (PPC) advertising, you can guarantee that you rank at the top for your desired keywords.

How do paid ads work? 

As the name implies, with paid advertising or a PPC campaign, you bid on keywords and pay that set amount every time a person clicks on your ad. While this gives you visibility, it doesn’t guarantee conversions or ROI. And certain keywords may cost more than they’re worth. 

Herein lies the nuances of paid ad. Far too many lawyers attempt to run a PPC campaign on their own without understanding the optimal strategies. The American Bar Association 2019 Tech Report shows that 59% of respondents have reported that the legal firm they worked for did not use any consultant for their PPC efforts, which resulted in wasted ad spend and less-than-desirable conversion rates.4  

By hiring digital media experts to properly manage your PPC campaign, you can ensure that every part of the push is built to optimize your budget and geared to convert. The right team can help you employ smart PPC strategies, such as: 

  • Bidding on long-tail keywords
  • Using keyword planners
  • Writing ad copy that converts
  • Geo-targeting customers
  • Focusing on mobile search
  • Reviewing your analytics and modifying strategies accordingly

#3 Modernize Your Website 

Your website should be the cornerstone of your digital marketing efforts, seeing as it’s likely the first place a new client will go when seeking legal help. More importantly, it’s the portal through which all of your other marketing efforts will be channeled. 

If the law firm website fails to do its job, all efforts will follow its lead. 

Knowing this, what steps can you take to ensure that your website is built for success? 

  • Make it fast and easy for a new visitor to navigate – The site should be intuitive and easy to navigate, with every page loading quickly.
  • Visual appeal matters deeply – The law firm’s website is your virtual storefront. So, it should create a positive first impression that’s aligned with your legal mission, clientele base, and firm ethos.
  • Make it mobile – More than half of global search queries are the result of mobile organic traffic. And now, Google’s algorithm prioritizes mobile-responsive web design. Knowing this, if the site doesn’t look and feel just as good on mobile as it does on desktop, you prevent a significant portion of potential clients from discovering more.   

#4 Engage in Content Marketing  

Content marketing not only helps optimize your website but also plays an integral role in driving any potential client down the acquisition funnel. And this latter point is an area where many legal firms, especially smaller practices, are lacking. According to the American Bar Association:5

“The 2020 Survey reveals that websites, particularly solo and small firm websites, contain little significant content that demonstrates the firm’s expertise rather than simply asserting it, and few are providing information of significant value to clients and potential clients. Few solo and small firm sites include articles or consumer guides written by the lawyers themselves.”

Your content represents an opportunity to demonstrate your expertise, educate your audience, and lead with authority. 

So, what types of content should legal professionals focus on for their digital marketing efforts? 

There are three main channels worth investing in: 

  1. Blog content – Blog pages aren’t simply useful for search engine optimization (SEO). They also give you a chance to establish yourself as an expert and thought leader. You can offer that by regularly posting client-focused posts that answer likely queries relating to your field or discuss trends that impact the industry. 
  2. Long-form, gated content – White papers and eBooks are longer-form content that go into even greater depths on important legal issues. Additionally, these are valuable resources that you offer as a form of incentivization for potential clients to sign up, join a newsletter, or request a referral.  
  3. Email – Email marketing allows you to keep in touch with existing clients through newsletters and industry updates while nurturing new client leads. When creating automated email sequences, always focus on how you can provide value. Remember, people signed up for your email newsletter to learn more about their current legal situation; be sure to educate!

Convert It—Legal Digital Marketing Experts

Your marketing strategy must be built to engage your target demographic where they are. And in today’s digital age, “they” are online. To get the most from your legal marketing budget, be sure to employ the following strategies:

  1. Research your target audience
  2. Utilize paid ad (PPC)
  3. Update your website
  4. Engage in content marketing

Are you looking for experts who can take this digital journey alongside you? 

At Convert It, we’re PPC specialists that focus exclusively on helping legal experts make their mark. Our services include anything from paid ad strategies, to CRM, to drip campaigns, to call answering. We can also ensure your website is built to capture new user’s attention and draw them into your client acquisition funnel.

Whatever your digital marketing needs, our team has the skills and experience to help you build a marketing campaign that converts. 

 

Sources:

  1. Clio. Legal Trends Report 2017.  https://www.legalevolution.org/wp-content/uploads/sites/262/2020/03/2017-Legal-Trends-Report.pdf
  2. Above the Law. Referrals Remain Leading Way Lawyers Get Clients, Per Legal Trends Report.  https://abovethelaw.com/2017/10/referrals-remain-leading-way-lawyers-get-clients-per-legal-trends-report/
  3. National law Review. Law Firm Digital Marketing Strategies.  https://www.natlawreview.com/article/law-firm-digital-marketing-strategies
  4. ABA. 2019 Websites and Marketing Tech Report.  https://www.americanbar.org/groups/law_practice/publications/techreport/abatechreport2019/websitesmarketing2019/
  5. ABA. American Bar Association 2020 Websites and Marketing Tech Report.https://www.americanbar.org/groups/law_practice/publications/techreport/2020/webmarketing/

What Are the Aspects of a Great Legal Marketing Agency?

For any law firm or lawyer, digital marketing is the key to fostering engagement with existing clientele and securing new leads. But building a successful marketing campaign and properly allocating your budget is no small task. 

With so much competition in the digital marketplace, it requires a herculean feat to stand out—at least, on your own. But with the help of the right digital marketing team, achieving that goal becomes much more realistic.  

So, what are the qualities that a great legal marketing firm should have? Are there specific questions you should ask? 

Here’s what you need to know. 

Do They Have Deep Industry Experience and Roots?  

There are no universal strategies when it comes to digital marketing for different industries. While some general practices are applicable wherever you go, what works for an accounting firm may completely flop for a legal firm. As Business2Community notes:1 

“Differences across industries mean you need a deep understanding of the types of consumers, their motivations, the problems they need to be solved, which factors are most impactful in decision making, and even how consumers approach decisions in a particular marketplace. You need to understand how to talk to the market if you want successful outcomes.”

The most thought-out marketing campaign won’t work if it’s targeting the wrong audience via incorrect channels or using improper messaging. 

Put simply, specialization is the name of the game. 

For example, if you practice bankruptcy law and a prospective client comes to your website seeking immigration law assistance, would you work to win them over as a client? Seeing as it’s not your legal expertise, it would make more sense for them to work with someone that focuses on citizenship laws and asylum protection.  

The same applies to choosing the right legal marketing firm. Legal firms will receive far more ROI from a marketing firm that already has deep industry roots, understands the market and target clientele, and only employs strategies that are known to convert. 

A generalized marketing firm simply can’t compare to one that specializes in serving smart lawyers, and smart lawyers only. 

Why Convert It? 

We have more than a decade of experience in building customized marketing strategies that are tailored to a specific consumer law practice area. Our team specializes in a wide range of legal practice areas, including: 

  • Bankruptcy law
  • Business law
  • Criminal law
  • DUI/DWI law
  • Employment law
  • Estate planning law
  • Family law
  • Foreclosure defense
  • Immigration law
  • Personal injury law
  • Real estate law
  • SSDI claims
  • Tax law
  • Workers compensation

Do They Have a Track Record of Success? 

It’s not enough for a legal marketing agency to exist within your sphere as specialists. They also need to have a proven history of delivering marketing results for law firms. 

But don’t just take their word for it, ask to see the results: 

  • Who are the clients similar to you that they’ve previously helped?
  • What did that client need help with? 
  • What actions did the digital marketing firm take to move the needle? 
  • Do the numbers actually support successful growth?  

By asking probative questions from the outset, you can start to build a better understanding of who the digital marketing agency is, what they do, and whether they can back up their claims. 

A fundamental question worth asking is, “how do you define success?” Because not all legal marketing agencies may have the same answer. Or, what they consider a successful campaign may not align with your intended outcomes. This screening process gives you a better sense of whether there is synergy between your two groups. 

Why Convert It? 

Our program is focused on creating successful outcomes. That doesn’t just mean generating leads for your business. Our goal is to help you land paying clients every single month. Metrics like CPC, click rate, and conversion rates do matter, but only in relation to ROI.  

At Convert IT, we measure success by how many clients you get. And we’ve helped countless clients build winning digital marketing campaigns that work. 

For instance, for the cost of $1,342.26, we built a PPC campaign for criminal lawyers in North Carolina that was focused on geo-targeting several interrelated keywords. Within a month, they received 20 phone calls, 2 web leads, 1,195 clicks, and 68 conversions. That resulted in a 5.7% conversion rate at a cost of $19 for each conversion. 

It’s one more reason why we’re known as the PPC specialists.

Are They Transparent?

Many digital marketing agencies hide behind hand waving tactics, buzzwords, and “proprietary information.” They don’t reveal what’s behind the curtain or explain how they operate or drive success.

Instead, seek out a law firm marketing agency that embraces an ethos of transparency. You want a partner that is intentional about sharing their:

  • Goals
  • Strategies
  • Processes
  • Tactics
  • Marketing data
  • Success stories

Trust is something that’s earned. You’re entrusting your marketing spend with this agency, so you deserve to know how that money is helping your firm grow.

Why Convert IT? 

At Convert IT, we seek to be open about what we do and how we do it. Our proven strategies and platform has everything your firm needs to generate a new  ideal client set. That includes:

  • A PPC strategy that drives web traffic
  • Captivating ads
  • Conversion websites 
  • Behavioral targeting
  • Call & lead tracking 

From the moment a campaign goes live, we begin tracking and sharing the numbers so that both our teams can see whether the strategy is working or needs to be altered. 

Are They Fast and Affordable? 

Getting clicks and conversions doesn’t have to deplete your budget. It also shouldn’t take months for a campaign to be up and running. 

Great legal marketing agencies can move the needle quickly and for low costs. And be wary of being locked into long-term contracts, especially if you don’t even know whether the agencies can deliver on their promises. 

As you screen potential partners, consider the following questions:

  • How long does it take for a campaign to get started? 
  • What is the minimum contract length for your services? 
  • Are there additional fees?
  • Is it easy to scale up or down according to demand? 
  • How do you end the agreement if the campaign flops? 
  • Are there built-in KPIs?
  • If results aren’t delivered, what then?  

By establishing prices early on, you can avoid being hit by surprise charges or fees. At this juncture, you can see how transparency threads itself through all aspects of choosing the right marketing agency. 

Why Convert It?

Our onboarding process takes 10 minutes to sign up. From there, we can have a fully functioning campaign going within 5 days. After that, we offer dashboards that include all of the important metrics to ensure transparency. 

Additionally, we can take on campaigns with Google budgets that are as little as $650. Our management fees are low and there are no long-term contracts—only proven results. 

What Is Their Marketing Strategy? 

A legal market agency shouldn’t just know the top SEO trends, they should present a complete roadmap toward achieving your goals. Successfully building that out requires a deep dive into your company and its goals. 

During this process, you want a marketing agency that will:

  • Map your target audience 
  • Set key marketing goals (both active and passive)
  • Specify who you will target and how 

While there are several avenues for achieving growth, be wary of digital marketing firms that are overly reliant on SEO-based strategies. These may be effective for marketing to other industries, but tend to pale in comparison to strategic paid ad campaigns.  

Similarly, if they don’t employ a local marketing strategy, that should be cause for concern. As Forbes notes,2 “Local Service Ads are a fantastic way for service-industry businesses to attract potential clients in a Google search. These ads give firms another avenue to increase visibility and competitiveness in an online search.”

You know that your clients are down the street or across town, not halfway across the country. Local-based marketing ensures you’re targeting the people in your area.

Why Convert It? 

At Convert It, we’re PPC specialists that have years of experience in crafting fully optimized PPC campaigns for small and large law firms alike. During this time, we’ve discovered that the optimal way to increase your law firm’s visibility is by securing your spot atop the search engine results pages of people in your area. 

We ensure your PPC campaign is optimized to convert

Which means we don’t just stop at the ad copy. We focus on converting high-quality leads into clients. Our ConversionPro service provides 24/7 overflow call answering, real-time text messaging and email updates, CRM, drip campaigns, and much more. 

Convert It—Your Great Legal Marketing Agency

Selecting the right partner to run a legal marketing campaign shouldn’t be a spur of the moment decision. It takes time and due diligence to confirm that there’s synergy between your firm and theirs. 

As you go about the screening process, be sure to ask: 

  • Do they have deep industry roots?
  • Do they have a track record of success? 
  • Are they transparent with their process? 
  • Are they fast and affordable? 
  • What marketing strategies do they use? 

At Convert It, we check off every one of these boxes. But don’t simply take our word for it. We are a Google Premier partner, which less than 3% of all agencies qualify for. 

What does that mean? 

It means that we provide everything your law firm needs to retain existing clients while generating new ones. With Convert It, there are no contracts or long-term commitments. There’s simply meaningful results. 

 

Sources:

  1. Business2Community. How Marketing Strategies Change Based on Industry. https://www.business2community.com/marketing/how-marketing-strategies-change-based-on-industry-02316854
  2. Forbes. Crush The Competition In Online Search With Local Service Ads For Law Firm Marketing. https://www.forbes.com/sites/theyec/2021/03/26/crush-the-competition-in-online-search-with-local-service-ads-for-law-firm-marketing/?sh=688a1c68bdea

 

Immigration Law Firm Marketing 101

As an immigration lawyer, you provide an invaluable service helping immigration clients apply for residency and citizenship, sort through employment issues, and fight deportation. Many people can benefit from your immigration law services—if they’re actually able to find you.

If your practice’s law firm website isn’t getting discovered, your marketing approach could be to blame. These days, it’s not enough to have a white page listing. Instead, law firms need an effective marketing plan and strategy that boosts their search engine rankings, captivates potential clients, and most importantly, converts. See our blog for a lawyer marketing plan template that can provide you with all the information you need!

Wondering how to market immigration law firms effectively? In this short guide, we’ll go over the five most important components of an effective legal marketing strategy.

#1 Create an Attractive Website

Regardless of where you advertise, all roads should lead back to your website. And if it looks like your site was designed in the 1990s, clients may be skeptical as to whether you have an up-to-date understanding of immigration law.

A good website features:

  • Streamlined design – Ensure your immigration practices’ website is easy to navigate, professional, and attractive. If in doubt, hire a professional to design your page.
  • Diversified landing pages – Users will usually discover your website from a paid advertisement. Where will it send them? If your prospective clients arrive at a generic home page and have to hunt to find your immigration law offerings, they may never make it down the sales funnel.
  • Contact information – Don’t make it hard for viewers to schedule a call or get in touch right away. Otherwise, you risk them moving on to the next site.
  • Local search keywords throughout – Want your site to show up in local search results? Make sure your pages include keywords related to your geographic area and practice focus.

Those keywords aren’t just needed across your website—they can also infuse throughout the rest of your marketing strategy. Especially when it comes to PPC marketing. 

#2 Set Up Pay-Per-Click

A Pay-Per-Click (PPC) campaign operates double-duty as an effective marketing strategy because it gets eyeballs on your website while helping you home in on the most effective search terms.

PPC allows your law firm to stand at the very top of search engine results pages (as a sponsored result). As the name suggests, each click on your ad comes at a certain price (which depends on the keywords you target, your bidding strategy, and other factors). While this strategy has an upfront cost, it’s easy to track the results and adjust your approach to fit your budget.

The best part is that PPC campaigns can have you showing up in search results today.

Besides the quick results, each stage of the PPC process yields meaningful data that can have long-term benefits for your firm’s marketing strategy.

How can you get started with PPC?

Step 1: Keyword Research

To create an effective PPC (or SEO) campaign, you’ll need to research search terms relevant to your legal field.

  • Start with broad keywords like “immigration law,” “immigration attorney,” and “deportation attorney.” Create a word cloud with any and all search terms relevant to your practice.
  • Then, brainstorm local search terms. Very broad keywords will likely face stiff national competition. But if you’re based in San Jose, your goal isn’t to show up in San Antonio search results anyway! Think of keywords related to your city, county, specific neighborhood, etc.
  • Use Google Search Trends to understand search frequency. If you discover keywords attracting more attention in recent weeks and months, they could be good words to target.

Step 2: Set a Bidding Strategy

Whenever you run a PPC campaign, you’re bidding against other (local) businesses for ad space.

Google AdWords lets you see search trends for your chosen keywords and the potential cost-per-click based on the specific geographic area you’re targeting.

Is your priority showing up in more searches or getting a better ROI?

  • Choosing a broad keyword like “immigration” might help you show up in more search results—but people may be searching that term for any number of reasons. In addition, broad keywords may be more expensive to target.
  • A hyper-specific search for “best immigration attorney Putnam county” likely comes from someone who’s lower in the search funnel—that is, eager to hire an attorney.

Create a bidding strategy in line with your budget and goals.

Step 3: Choose Your Campaign Parameters

Do you want to show up to everyone in your metro area? Or are you more interested in a specific demographic?

Top immigration law firms use advanced bidding tools that make it possible to target users based on factors like:1

  • Age
  • Gender
  • Device
  • Behavior

Of course, this data won’t be available for all users. But setting narrower parameters could help you maximize your budget.

Step 4: Observe Your Campaign

So you’ve chosen your keywords and set your bidding strategy. Great! Now, it’s time to see how well it works.

Each campaign will generate valuable data, including:

  • Click-Through Rate (CTR) – Did users click your site after viewing your ad? If not, you may need to change your ad language or target different keywords.
  • Conversion rate – After clicking your ad, what percentage of customers followed through to take the target action (booking a call, filling out a web form)? If you have a high CTR but a low conversion rate, there could be a problem with your landing pages.
  • Other ranking search terms – Your ad may also rank for search terms you didn’t initially target. This is a good thing. You can invest in those keywords in the future.

Even if your first campaign doesn’t result in an off-the-charts ROI, it will inevitably generate useful information that shapes your PPC strategy going forward.

#3 Optimize Your Google My Business Page

Now that you’ve identified a reservoir of search queries, it’s time to update your Google My Business listing.2

When you search for local businesses, the first thing at the top of the page are local results.

If you want to show up alongside the map of local businesses, you’ll need to claim and verify your Google My Business listing. Then:

  • Input your address, phone number, and website address, ensuring these are consistent with the information across the web. Otherwise, you risk confusing the search engine algorithm.
  • Include the most essential keywords and phrases in your listing, while making sure it still reads as a succinct description, rather than a string of random words.

Now, you’re that much more likely to show up in local search queries.

#4 Use SEO Tools on Your Website

Want to build your authority while expanding your website’s organic reach?

Immigration lawyer SEO (Search Engine Optimization) campaigns are another way to boost your search rankings. However, instead of placing bids on keywords, you’ll update your website to include plenty of target keywords. 

Likewise, you can add other SEO-optimized content over time:

  • Blog posts
  • White papers
  • Webinars
  • Videos

Each piece is an opportunity to incorporate meaningful search terms into content that displays your thought leadership and expertise in the field of immigration law.

Pros and Cons of SEO

SEO as a form of digital marketing has one major benefit: it helps you build trust and authority with your audience.

But what about the cost?

In theory, upgrading your SEO is free. However, it usually takes time and resources to create high-quality content that supports your strategy.

Just like PPC, SEO depends on keywords. The difference is that you’re relying on Google’s search crawlers and people’s organic behavior to gradually recognize the quality of content on your website, improving your search rankings.

Google’s search algorithm is closely guarded and can change over time. But there’s one certainty: it could take weeks or months for your SEO campaign to pay off. And because your rankings improve months after creating new content, it’s difficult to track the results of your SEO campaigns.

#5 Focus on Conversion

As noted above, PPC, Google My Business listings, and SEO are all potential strategies for getting eyeballs on your website.

But besides these methods of keyword targeting, it’s important to have the tools in place to convert customers. This means:

  • Ads and pages with a clear CTA. Make sure your ads aim at more than awareness. Your goal isn’t just building name recognition. You want people to actually hire you.
  • Quick responses. If your leads call up and get your busy signal, do you really think they’re going to take the time to call back?

By creating a multi-prong marketing strategy, you can shepherd potential clients through the journey from discovery to paid work.

Convert IT’s Services for Immigration Law Firms

At Convert IT, we specialize in marketing efforts in the legal industry.

We know from experience how difficult it is to stand out in the competitive law landscape to a potential client. That’s why we’ve designed marketing strategies specifically tailored to your needs as an immigration attorney.

We take the guesswork out of PPC campaigns, doing the keyword research, bidding, and tracking. Along with our optimized landing pages and call answering services, we convert leads at well over the industry average.

How well do we do? In a recent 30-day campaign, our client invested just over $1,100. They received 68 phone calls, 200 clicks, and converted at a rate of 36%.

What can we do for you? Schedule a call today to learn more.

 

Sources: 

  1. Search Engine Land. Beyond keyword targeting in search. https://searchengineland.com/guide/ppc/additional-targeting-capabilities-location-device-audience
  2. Search Engine Journal. Optimize My Google business. https://www.searchenginejournal.com/local-seo/optimize-google-my-business/

How to Market Yourself as an Attorney

As an attorney, it doesn’t matter how reputable your law firm is. You’ll face challenges if you aren’t proactive about marketing your business online. When a potential client is looking for a reliable attorney, they are most likely to search online than to open the directory. Do phone directories even exist anymore? It’s beneficial to make it easy for clients to find you online by actively marketing your law firm. Below are the leading online marketing strategies for attorneys:

Pay Per Click Advertising

Commonly abbreviated as PPC, pay-per-click advertising is a powerful marketing strategy that you can use to market yourself as an attorney. PPC advertising involves ensuring that your ads pop up in front of the right audience at the ideal time. How can you benefit from PPC advertising for lawyers?

With PPC advertising, you can have your digital ads displayed in numerous places, including affiliate websites, search results, and social media. You will only pay when a prospect or a web visitor clicks the ad. The amount you will pay for the click will vary depending on the keyword the web visitor typed. Certain keywords are more costly than others. 

Currently, there are numerous PPC platforms to choose from, including Facebook ads, Google ads, and Bing ads. PPC advertising is beneficial to both the advertisers as well as the audience. You could do your law firm a lot of good by ensuring that you have well-written and well-designed ads to help you reach the right audience at the right time.

You should consider the target demographic when setting up your PPC ads. The key to successful PPC advertising is knowing your audience and what they are searching for. Your ads might miss the mark if you aren’t sure about what you are looking for.

What are the leading benefits of using PPC advertising? 

  • PPC advertising helps you build brand awareness for your law firm
  • Enables you to control your marketing plan budget – you can spend as much or as little as you like
  • You can experiment with different ads and methods
  • You will get a detailed analysis of how your ads are performing compared to how much you are spending
  • PPC advertising enables you to get your ads in front of the right audience. 

How can you create and manage PPC advertising for your law firm business?

  • You should start by setting your marketing goals. For instance, the main goal for your law firm could be to generate more legal leads per month. Having in place the right goals will set your firm and your marketing campaign up for success.
  • Researching your target audience should be your next step. You cannot set up successful PPC advertising without identifying your target audience. If you aren’t sure about the characteristics of your target audience, you can analyze your competitors and consider who they are targeting. You can also gather client data through research and surveys. 
  • The third step should be to choose your advertising method. You should consider Facebook ads, Google ads, and Bing ads.
  • Select the relevant keywords – because law firms often target clients in a certain location, you should choose keywords that target a specific location. 
  • Set a budget – the money you intend to use in the PPC advertising.
  • Monitor the performance of your PPC advertising and make the relevant changes if necessary. 

Build a Personal Brand

Why is it so important to build a personal brand online? Many law firms can attest that the vast majority of traffic to their websites is directed at their attorneys’ bio pages. After all, potential clients are interested in your capacity as an attorney and not a firm. Clients want to understand who you are as an individual before they finally pick the phone and call you. Every attorney in your law firm should take the initiative to promote their brand online. By doing this, the attorney won’t just appear as generic pictures on your attorney’s website. 

Given that your bio page is where your web visitors will head first, you should ensure that your bio is informative and engaging. A professional attorney’s bio should include: 

  • Your credentials, licenses, and past work history 
  • A professional photo 
  • The relevant keywords to enhance your search engine (SEO) rankings 
  • Links to your social channels and publications
  • A well-stated call-to-action letting your visitors know what you would like them to do

You should also maintain a professional LinkedIn profile. This business-oriented social platform allows you to connect with clients and other professionals in your industry. Complete all your details in your LinkedIn profile, including your work history. Upload a professional-looking photo and outline the services that you provide. Engage in discussions with other industry members and join groups related to your practice. 

Social Media Marketing

Even if you and your employees are on social media, your law firm needs to have social media accounts on leading platforms. The popular social media platforms on which you should market yourself as an attorney include:

  • Facebook
  • Twitter
  • LinkedIn
  • YouTube

Social media marketing is an effective way of interacting with your clients online and providing instant feedback to their queries. You should ensure that you monitor your social media platforms and address clients’ concerns within the shortest time. Your responsiveness on social media platforms will determine whether clients want to do business with you. 

Create a professional company page on LinkedIn. Include an attractive banner, logo, and fill out the profile. Encourage your employees and existing clients to follow the page. Update your LinkedIn page regularly with articles from your attorney’s website. You should post current company updates and other interesting news on this platform. 

On Twitter, start by creating an account; follow your clients, professional influencers, and other alliances. Twitter is a great place to gather information about your competitors and to network with clients in real-time. 

You should create a business page for your law firm on Facebook. Invite your friends and clients to like your page by sending a one-time email or message. On your Facebook page, you can share links to articles on your website. You can also introduce interesting topics for discussion to engage your clients on your page. Create Facebook Ads to help you generate legal leads for your website. 

Email Marketing

Every email that you send is a great opportunity to market yourself as an attorney. You shouldn’t let your clients forget about you. Keep sending them relevant information, including Newsletters. It’s important to optimize every aspect of your email. Every email should include a signature containing your contact information. You can choose the appropriate software to help you track your emails. This will help know how many email recipients opened the emails and clicked on the links. 

Optimize Your Web Pages

One of the best ways of marketing yourself as an attorney online is to ensure that your law firm’s website contains all the relevant information that your potential clients might need. You should list on your website all legal services that you provide to clients. 

In addition to having a comprehensive website that outlines everything you offer, you should ensure that your web pages are well optimized. Failing to optimize your web pages means that all the valuable information could be going to waste. Optimizing your pages and ensuring that they are SEO-friendly will help attract the traffic that you need. Use long-tail keywords that clients are likely to search for. 

Get on Legal Directories

Legal directories are efficient digital marketing assets for legal firms. It’s relatively easy to get listings on legal directories. Legal directories serve as reputable sources of information for potential clients. 

You would be surprised on knowing that in addition to being a reliable source of information, legal directories also offer SEO benefits. They will boost the rest of your digital marketing efforts. 

Search engines need to know where you are located to list your law firm among the top results of law firms in your area. The listings in legal directories help search engines to know this. 

Have a Mobile-Friendly Website

You can’t succeed in marketing your law firm online if you don’t have a mobile-friendly website. You need to ensure that your website is easily accessible by mobile users. Most potential clients are likely to access your website on mobile devices like tablets and phones. If your site doesn’t load properly on mobile devices, it could lead to a negative user experience, especially when clients urgently need legal assistance. 

Conclusion

You can use many digital marketing strategies to enhance your law firm marketing.  However, the PPC ads are the most effective. PPC advertising allows you to expand your audience and reach out to people you can’t reach through other digital marketing methods.