As a lawyer, you have the skills and training to help people navigate the legal system whether their goal is to purchase a property, plan their estate, or defend themselves in court. But just because you have the skills doesn’t mean potential clients are knocking down your door.
To stand out in the crowded legal field, an effective marketing plan is key. And the days when people found their attorneys in the yellow pages are long gone. Now, you need to meet a prospective client where they are—online.
Are you wondering how to best market your legal practice? In this guide, we’ll go over 7 of the most effective digital marketing services for attorneys.
#1 Pay-per-click Campaigns
When it comes to online marketing, you might be tempted to start with the free options, like creating a Yelp page or pinging your social network on Facebook.
It’s great to have visibility all over the web since awareness can help build trust. But if your campaigns stop at visibility, you have a problem.
- The key to success is getting your name in front of people who need help from legal professionals now.
- The best way to target these “low sales funnel” customers is through pay-per-click (PPC) campaigns.
PPC campaigns allow you to bid for ads that appear alongside certain search queries. Want to show up when people Google “Best criminal defense lawyer New Orleans?” There’s no faster way than paying to catapult your page to the top of search results.
To succeed, you’ll need two things:1
- The right search terms – If all press is good press, all search traffic is good search traffic… right? Not necessarily. While it could theoretically be great to show up in a broad search like “lawyer,” you might end up paying for clicks and views from users who need a lawyer in a completely different area of practice. In contrast, people searching “how to find an immigration attorney Philadelphia” will help you find those low sales funnel leads.
- The right budget – Showing up for broad, general search terms is more expensive since more law firms are competing. Figuring out longer, more specific search queries can help you save on overall cost and convert more leads.
If you try this method yourself, your first digital marketing campaign may not generate many leads—but it will generate valuable data about what people are searching for.
Working with a professional legal marketing agency can streamline the process so that your campaigns start to cover within days.
#2 Social Media Marketing
When you’re browsing the internet, where do you spend most of your time?
If the answer is some combination of the following sites, you’re not alone:
Social networking sites have long been a place for people to connect with their friends, family, and neighbors. And as you know from personal experience, many brands have caught on, slipping paid ads and organic content in between user posts.
If you think advertising your legal services on social media is “unprofessional,” think again. Social networking sites like the above are a fast and affordable way to introduce yourself and establish authority.
- Create a coherent visual identity for your brand. Your website and social media pages should all feature the same images and text.
- Create posts that go beyond brand awareness and explain why you’re the right lawyer in your particular legal industry.
#3 Optimized Landing Pages
Where do potential clients land once they’ve discovered your legal practice through PPC campaigns, social media ads, or another venue?
If the answer is “my home page,” we’re betting your conversion rate is lower than it could be.
- When customers land on a generic home page, they may not immediately find the information they’re looking for—your list of services, contact page, or the other tools that would help them make the decision to schedule a call.
- In contrast, an optimized landing page can include information that’s highly relevant to their specific search query. For best results, coordinate your landing pages with your PPC campaigns.
- Direct users who found you by searching for “DUI attorney” to a different page than those who typed in “foreclosure defense lawyer.”
- Make sure each page includes a clear call to action (CTA) so that your prospects can take the next step without navigating to a new page.
#4 Search Engine Optimization (SEO)
Want to show up in search results without paying?
Like PPC campaigns, search engine optimization, aka SEO, helps improve your search rankings by harnessing the power of frequently searched keywords.
In fact, your PPC campaign can help you identify the best keywords to include in your SEO strategy.
To optimize your web presence, take the following steps:
- Optimize your Google My Business page – Before tackling your website, start here. Know how local businesses usually top search results? Since your target audience is local, optimizing your My Business page can reap enormous benefits. Include relevant local search keywords along with up-to-date contact information.
- Address your website and metadata – SEO isn’t just about placing keywords in your web pages. They should also appear in page titles, metadata, and HTML addresses. Finally, Google prioritizes fast-loading pages with clean site maps. If some of these words sound like a foreign language, consider hiring a professional to help outfit your site.
- Start creating more content – Having a wide array of pages—all with plenty of SEO search terms—can help increase traffic over time, giving your site what’s called “domain authority.” Ever wonder why so many law firms keep blogs? Now you know.
While SEO strategy is theoretically free, keep in mind that pages actually need to be readable by humans, not just search engine crawlers. Creating well-written copy that organically incorporates keywords can be time-consuming and often requires the help of a professional.
#5 Content Marketing
Speaking of blog posts, content marketing is a great strategy for building your reputation as a thought leader within your community.
How does it work?
Ads on Instagram and Facebook are designed to be heavy on images and light on text. As a law firm, you place these ads mainly to get clicks.
In contrast, content marketing is what it sounds like—marketing done through high-value content that users can spend more time with.
- Blog posts are an opportunity to share free legal advice with prospective clients. Maybe it helps them to assemble relevant documents in advance of your meeting. Or perhaps it explains the intricacies of a particular problem and how a lawyer can help.
- Likewise, creating longer white papers can help you establish your expertise. You could potentially gate these white papers. To “gate content,” make them free to people who give you their email addresses. Then, you can add these potential clients to your listserv and market your services in the future.
Keep in mind that all content should actually be helpful and readable. Otherwise, your content marketing strategy could backfire, making it seem like you’re not an expert in your field.
#6 Email Campaigns
What happens when customers email you?
If you can’t respond to all queries right away, it’s important to have an auto-reply that lets them know when they can expect to hear back and how to prepare for their first call. As a result, they’re less likely to reach out to the next legal firm from their search.
Then, keep them on your email list and include them in future campaigns. Even if they don’t convert now, they’ll probably need a lawyer in the future.
To increase conversions:2
- Focus on meaningful content so that you decrease the chances of an unsubscribe. Before sending an email, make sure you have a clear sense of its purpose.
- Segment your list so that users are only receiving emails that are highly relevant to their needs.
- Keep track of metrics like open rate and click-through rate (CTR). If your campaigns simply aren’t landing, it could be time to go back to the drawing board with your strategy and email copy.
#7 Measure Your ROI
How well are your campaigns performing?
It can be hard to quantify your success when you’re simultaneously learning how to market yourself as an attorney.
SEO optimization can take months to improve your search rankings, so you may not see a direct correlation between a particular cluster of blog topics and increased traffic to your site—especially if you’re implementing other strategies at the same time.
However, it’s straightforward and easy to measure your ROI with most of these strategies. For example, with PPC, you see exactly how your budget translates to views, clicks, and conversions.
The best legal marketing strategy for your practice is the one with the data to back it up. As you get started, closely track your ROI and adjust your strategy as needed.
How Convert IT Takes the Guesswork out of Legal Marketing
Now that you’ve reviewed the ins and outs of online marketing for attorneys, you’re probably eager to get started.
Whether you’re a marketing novice or you’re already conducting your own PPC campaigns, working with a professional legal marketer can improve your results and free up resources for client-facing services.
At Convert IT, we specialize in legal marketing, and our focus pays off. While the industry conversion rate is 2.97%, our campaigns convert 23.8% of leads (on average). Want to see how we did in your practice area? View the real results of your recent campaigns.
Get in touch today and learn how we can help simplify online marketing and drive growth.
- National Law Review. Law Firm Digital Marketing Strategies https://www.natlawreview.com/article/law-firm-digital-marketing-strategies
- Attorney at Law. 5 Ways Email Marketing Can Amplify Your Legal Business. https://attorneyatlawmagazine.com/5-ways-email-marketing-can-amplify-your-legal-business