How to Create a Robust Legal Intake Process

Investing in marketing can bring an abundance of leads to your law firm. But are you prepared to handle them? 

If your legal intake process isn’t properly optimized, you may lose many leads along the way. In turn, an inadequate intake process can drag down your entire marketing campaign’s ROI. 

In this article, we’ll review a few ways you can create a robust legal intake process that allows you to expand your caseload without sacrificing lead retention or client satisfaction.

What is the Legal Intake Process?

Simply put, the legal intake process starts when a lead reaches out for the first time and ends when they officially become a new client of your law firm. 

The stages involved in this process are as follows:

  • Attract potential leads
  • Capture their contact information
  • Pre-screen them to find out if they’re a good fit
  • Check for conflicts of interest
  • Schedule initial consultations with them
  • Collect key information about their cases
  • Draw up engagement agreements
  • Get them to sign these agreements
  • Onboard them as official clients

A robust lawyer marketing campaign can help you with step one. After that, it all comes down to the quality and efficiency of your legal intake process. 

The Pitfalls of a Poor Legal Intake Process

If you haven’t optimized your legal intake process yet, you’re doing your business a major disservice. A poor intake process can cause the following problems:

  • You leave money on the table – Your legal intake process encompasses the first interactions you have with new clients. You want to use this time to make a great impression. If your intake process is slow, inconvenient, or disorganized, it may plant doubt in prospective clients’ minds about your competence. In turn, they may switch over to a competitor. Even worse, they may also leave a negative review online. 
  • An inefficient firm – Your legal intake process also impacts the efficiency of your internal law firm operations. If your intake infrastructure is outdated, it’s most likely impeding your teams’ productivity.

Furthermore, a poor intake process may allow data entry errors and miscommunication to go unnoticed. While some mistakes may be harmless, others could land you in a malpractice suit. For example, a disorganized intake process could cause your firm to share private documents with the wrong contact or fail to assess an existing conflict. 

How to Optimize Your Legal Intake Process

So how can you avoid these pitfalls? With the following optimization, your legal intake process can be transformed into a well-oiled machine. 

Just follow these steps:

#1 Respond To New Leads ASAP with Automation

After a lead has reached out to you, whether they filled out a contact form or left you a voice message, you need to get back to them as quickly as possible. This is the most time-sensitive step in the legal intake process. This response should have an automated aspect to it with an instant email or text followed up by a phone call as soon as possible.

That’s because nearly 90% of law firm leads go with the first law firm that gets back to them.1 By responding swiftly, you can secure more marketing leads and turn them into revenue-producing clients. 

According to research on legal lead inquiry response times, 70% of the top law firms respond within an hour.2 Fifty-nine percent respond within 30 minutes. If you want to earn your spot as a top law firm, you need to reply like one. 

A fast response time that has an automated aspect to it can help you swoop up clients before your competitors do.

#2 Pre-Screen Potential Clients With Care

Your marketing efforts may bring a lot of new leads your way, but not all of them will be suitable for your firm. Some leads’ cases may be out of your area of expertise or a mismatch for the size of your firm. Other leads may present conflicts of interest. 

You don’t want to spend a longer time or resources on a lead if a conflict of interest will take them out of the running. An optimized legal intake system will weed out unfit leads early on in the process. 

Your pre-screening process should take place before you schedule a consultation meeting. You can qualify a lead by sending them a pre-consultation form or giving them a call. After learning a bit more about their case, you can determine whether they’re a great fit or better-suited for another firm. 

#3 Be Empathetic and Attentive

Most lawyers pride themselves on their professionalism and knowledge. However, it’s also essential to lead with empathy too. 

After all, most people seeking legal services are going through some of the most challenging times in their lives, whether they’re facing bankruptcy, divorce, a terrible injury, or a dying loved one. Being empathetic to these circumstances can help you forge a personal connection with potential clients.

Empathizing with your clients will also help you provide them with superior legal service. If a new client has never worked with a lawyer before, they may have additional questions about the legal process. Understanding where they’re coming from and assisting them accordingly will enhance your client satisfaction. As a bonus, happy clients are more likely to refer you to friends and family in the future.

#4 Update Your Intake Technology

Back in the day, most law firms relied on telephones, fax machines, and file cabinets to track new leads. As with all paper systems, these tools are prone to errors and inefficiencies. 

In 2021, there’s no excuse for maintaining such outdated legal intake software. Instead, you should invest in the following technologies:

  • Online intake forms – Rather than requesting information via pen and paper, give new leads the ability to fill out secure online intake forms. Clients love the convenience of online forms, since they can be filled out from the comfort of their own homes. Better yet, online intake forms eliminate the need for manual data entry, which is a notoriously error-prone process.
  • E-signatures – Getting clients to sign contracts quickly is a lot easier when you use e-signatures. Signing documents digitally is also more convenient for your clients, since many of them may not have reliable access to a printer, fax machine, or scanner.
  • Self-scheduling software – Both you and your clients have busy schedules. In turn, getting a consultation meeting on the books can involve a lot of back and forth. Online self-scheduling streamlines this process significantly. It allows clients to schedule appointment slots that work for them at their own convenience.
  • Automated reminders – Automated text and email reminders for consultation meetings can help prospective clients make their appointments. With automation in law firms, you will enjoy increased efficiency that comes with fewer late and missed appointments.

While updating your intake technology requires an initial investment (and may present a temporary learning curve for some legal team members), it will pay dividends. Greater office efficiency means more revenue for your firm. 

#5 Use a CRM to Track New Leads

Another helpful tool is contact relationship management (CRM) software. A CRM allows you a centralized place to manage and record all of your interactions with leads. 

For example, legal CRMs allow you to:

  • Receive and store online intake form data
  • Automatically fill in leads’ contact information
  • Qualify leads based on their form responses
  • Cross-check for conflicts of interest
  • Set up workflow automation for follow-up messages
  • Update leads’ statuses (“newly added,” “needs follow-up,” “consultation scheduled,” etc.)

When you can easily identify where a lead is within your intake process, you can reach out to them at the right times. Having all of their client data in one place will also keep your team much more organized. 

#6 Don’t Forget to Follow Up

Even if you had a successful consultation with a prospective client, it’s important to follow up with them if they don’t get back to you in a timely manner. Many law firms let potential clients slip through the cracks by neglecting this step.

Fortunately, a robust CRM makes following up an easy process with automated follow-up reminders. 

#7 Create Pre-Prepared Text and Email Messages

With a growing caseload, you don’t have the time to write every text or email message from scratch.

By preparing a few formatted messages, you can stay on top of your client communication and automate the following:

  • Lead inquiry responses
  • Consultation reminders
  • Follow-up letters
  • Retainer responses

Whether you have 10 leads or 10,000 leads, you’ll have no problem getting back to them on time when you use automated messages. 

#8 Get All Intake Specialists on the Same Page

After ironing out your legal intake process, getting all of your legal team members on the same page is important. 

Everyone involved in the intake process should follow the same protocols, whether they’re requesting essential case information or following up with a lead who hasn’t signed their contract yet.

By training your legal intake specialist on your law firm’s official intake best practices, all of your clients will enjoy the same quality of service.

Convert It: Legal Marketing and Intake Made Easy

Growing a law practice is a complex undertaking. Fortunately, an updated intake process can simplify it significantly.

Need help with your legal intake process? Here at Convert It, we’re experts at marketing and legal intake solutions. We offer several game-changing website and conversion tools, such as legal CRM, call answering, and more. The best part: it’s all put together for you in one cohesive, easy to use platform.

Find out how we can help you transform more leads into clients today.

 

Sources:

  1. Legal Talk Network. FindLaw 2015 U.S. Consumer Legal Needs Survey.  https://legaltalknetwork.com/podcasts/legal-toolkit/2016/07/findlaw-2015-u-s-consumer-legal-needs-survey/
  2. Yahoo! Money. Hennessey Digital Releases Online Lead Form & Lawyer Response Time Study, Shares New Insights on Legal Marketing Landscape. https://money.yahoo.com/hennessey-digital-releases-online-lead-140000472.html

How to Automate Your Law Firm’s Followups

For law firms, success depends on retaining current clients while fostering a steady pipeline of new leads. But with so much competition in the legal marketplace, you need to stand out to convert new clients. 

When it comes to acquiring new clients, a lot of legal firms fail to follow up with prospects that don’t immediately call back or sign up with your firm. Usually, what this means is that they hired your competitor instead. Since lead nurturing is a non-billable task, following up on warm leads often gets put on the back burner, especially for a small or solo legal practice with limited time and resources. 

This is where automation can bridge the gap and take a load off your shoulders. 

Automating Followups 

So, how to automate your law firm’s followups? Lead nurturing involves a continuous engagement with prospects after the first touchpoint. Think text messages and emails automatically sent to your leads every few days.

Few prospects sign up for services after the first call or meeting. Most people near the top of the funnel in their client journey require continued engagement and convincing. That might mean several calls, emails, or texts before a conversion occurs. 

Naturally, you may feel uneasy about “pestering” someone if you don’t receive clear indicators that the lead is interested. But, for many, it takes a persistent pursuit to win them over and convince them that you’re interested and a good fit. We’ve found that it usually takes 7 touchpoints before a typical prospect retains an attorney.

That said, the follow-up emails and texts don’t have to be “salesy”.

In fact, they shouldn’t be. 

Instead, they should be educational and are related to the client’s specific needs. For instance, if you have a lead that is looking for a personal injury lawyer, you may set up an automated email campaign that looks like:

  • Day 1 – An email introduction to the firm, with an emphasis on experience with personal injury
  • Day 3 – Email with tips on personal injury laws in the state
  • Day 6 – Email about success stories on personal injury cases 
  • Day 10 – Email about how a lawyer can help with their specific case
  • Periodic – Bimonthly email with a newsletter or update 

By automating this process, you can set and forget. You load up the emails, and then your automated system goes to work. The lead receives a string of personal touches, and you can focus your attention elsewhere.

Automated Welcome Emails

Similarly, you can set up a single email or a chain of corresponding emails that get triggered when a person signs up for your newsletter or provides their contact info in a form. This allows you to acknowledge and welcome them and then introduce your firm and services. By including your contact info—phone number, email address, social media handles, etc.—you can tacitly encourage a prospect to follow up with you, which could lead to further actions. 

Automating Followups with Site Visitors 

This principle doesn’t just apply to clients you’ve established contact with. It can also be utilized for people who visit your site—whether through a landing page or a Google search. 

Chances are, your SEO or landing page campaigns won’t convert every single potential client who comes to your site. But there are other automated ways to keep those leads warm. 

For instance, targeted banner ads are effective conversion tools. 

Thanks to behavioral targeting techniques, you can re-target site visitors or people who search for your practice area with ads. With this strategy, you can actually begin targeting your potential client before they have even embarked on a Google search for a lawyer. 

Let’s say you’re a DUI lawyer. If a person is looking up articles about DUI laws in California, you can place automated ads on the website they’re reading. Or, you can perform in-app targeting on mobile devices. There are a variety of automated ad types you can utilize, including: 

  • Image-based ads
  • Lightbox ads
  • Interactive ads
  • Responsive ads
  • Video ads 

PPC Automation in Law Firms

One of the most powerful automated tools at a legal firm’s disposal is pay-per-click (PPC) campaigns. Also known as the paid ad, PPC campaigns make it so that your website appears at the top and bottom of search results pages.

How PPC works is simple. Every time a prospect clicks on your page, you pay a fee. In exchange, your site is boosted to the top of search results, which is the most valuable place to be. 

According to Search Engine Journal, the first five results on Google receive the lion’s share of click-throughs:1 

  • Ranking 1 – 28.5% 
  • Ranking 2 – 15.7%
  • Ranking 3 – 11%
  • Ranking 4 – 8%
  • Ranking 5 – 7.2%

There are several ways you can utilize automation to improve a PPC campaign, including: 

  • Adjusting bids in real-time – Keyword pricing works on a supply and demand basis. The higher demand there is for a particular keyword, the higher the price goes. With the right system, you can set workflows that automatically change the bid. This smart bidding uses machine learning and contextual signals to optimize conversions and conversion value for each auction.  
  • Keyword scrubbing – Instead of relying on your gut, you can make more informed decisions about what to bid on and how much you’re willing to pay. Scrubbed keyword lists let you put your finger on the pulse, seeing what users are searching for and clicking on and what keywords or phrases bidders value the most. 
  • Audience targeting – You can narrow down the list of who your ad targets by setting boundaries. Whether it’s by demographics, device type, time of the day, or age group, this allows you to reach the prospect that’s most likely to convert. Over time, you can leverage your data and further optimize your targeting.  
  • Geographic targeting – Similarly, you can set auto targets on people searching within a specific geolocation. For lawyers, this is a powerful tool since most of clients prefer to be within your immediate vicinity.   
  • Custom alerts – You can also set automated alerts should conditions change, whether it’s with pricing or keyword popularity. This allows you to respond to a shifting situation immediately rather than be caught flat-footed. 

Other Workflow Automation for Lawyers 

There are dozens of other ways that a law firm can automate processes that take up time and energy. They include: 

  • Client intake – Your first direct touchpoint typically involves gathering important client information, such as: 
  • Client name and contact information
  • Details of their case 
  • Billing information

A legal intake can be a time-consuming process—one that’s prone to manual data entry errors. You can automate the process by letting clients provide critical information online and populate that data in your case management system. Similarly, you can create custom forms that add or remove relevant entry fields depending on the client’s case.   

  • Anonymous users – If a visitor spends a set amount of time on the site, you can specify triggers like lead magnets, such as signing up for a newsletter or an ebook in exchange for their contact info. This not only helps them stay more engaged with the page, but it also gives you a chance to gather more details about who they are as a prospect. 
  • Automated emails – Another way to follow up with existing clients is to set up automated emails for a variety of tasks, including:
  • Requesting updates 
  • Answering frequently asked questions for new clients
  • Asking clients to provide a positive review 
  • Sending client surveys 
  • Providing case studies and evaluations
  • Updating clients on firm success stories   

By doing this, you can prevent sending multiple emails on the same subject or answering a similar question from a new client. This saves your team time while ensuring that clients remain engaged.

There are several benefits of automating workflows. To name a few, automation removes human error, creates a better client experience, improves communication, reduces overhead costs, and allows you to stay competitive on a smaller budget. Best of all, it will enable the legal team to focus their time on revenue-producing activities that help grow your business. As Forbes notes:2

“​​For many lawyers, particularly associates, this means they are likely taking on more administrative tasks, such as document filing and time entry. Automation could help law firms to continue to function, without inundating their lawyers with mindless administrative or mundane tasks.”

In addition to creating business efficiencies within your firm, marketing automation also improves attorney satisfaction. A critical attribute for a healthy firm. 

Convert It—Automating Your Legal Practice 

Technology has now become an essential component of the way businesses function. For lawyers, automating anything from followups to PPC campaigns helps you better reach and serve your clients. 

Need help with that? 

At Convert It, our powerful platform has everything your firm needs to generate new clients. This includes call and lead tracking, behavioral targeting, captivating ads, conversion websites, and call and lead tracking. We leverage documentation and marketing automation to help you get results. 

But don’t take our word for it, here are some of the things our clients say about us…

“Convert IT Marketing has been very consistent over time, I really appreciate their level of service and the quality of the phone calls and leads that I have received as a result of their marketing platform.”

– Robert E. Attorney at Law

 

“The calls and leads that I have received have been right on target and I have been able to retain a number of clients from them in just the first 2 months since coming aboard with you guys.”

-Tony M. Attorney at Law

 

“My experience with Convert IT Marketing has been well worth the investment. The results have been very consistent over time and the customer service is excellent.”

-Terry T. Attorney at Law

Sources:

  1. Search Engine Journal. Over 25% of People Click the First Google Search Result.  https://www.searchenginejournal.com/google-first-page-clicks/374516/#close
  2. Forbes. How Automation Can Help Professional Services Employees Work Less And Achieve More. https://www.forbes.com/sites/forbestechcouncil/2020/07/21/how-automation-can-help-professional-services-employees-work-less-and-achieve-more/?sh=7666073974bd

 

8 Law Firm Marketing Statistics That Might Surprise You

The landscape for legal marketing is constantly evolving. And the past year has only added to the rapid shift toward digital marketing efforts across all legal practice areas. Because of this continuous shift in the marketplace, it’s essential to stay up to date with the most recent trends and strategies. 

To that end, here are eight law firm marketing statistics that are indicative of where the industry stands and where it’s going. 

#1 Event Sponsorship Was the Leading Marketing Channel Pre-COVID  

According to the American Bar Association, prior to COVID-19, event sponsorship was a major element to legal marketing strategies and the number one channel across all firm sizes. In fact, 48% of all respondents utilized in-person events to drive client acquisition.1 

This was followed by:

  • LinkedIn (42%) 
  • Email (41%)
  • Facebook (33%)
  • Print (21%)

The pandemic put an end to large gatherings, effectively crippling an entire marketing channel. In response, many marketers pivoted toward digital marketing strategies. As a result, LinkedIn, Email, Facebook, Twitter, and legal listing sites all surpassed event sponsorship and print. 

As of now, there’s no way to tell whether event sponsorship will reclaim its top spot as the most popular marketing channel, but it seems unlikely. Going forward, most analysts expect the focus to remain on digital strategies, which have a better ROI and the ability to reach far more people. 

#2 More Than One-Third of People (37%) Begin Their Hunt for a Lawyer Online 

As of 2017, more than one-third of people looking for a lawyer started their search by Googling it. And even the vast majority of people who first sought referrals from friends and family later followed suit. Once they had a name in mind, they then visited their website to find out more.

What does this tell us? It demonstrates the importance of two things:

  1. Ranking highly on SERPs plays a massive role in conversions 
  2. Having a professional-looking website that speaks to your target client matters 

By conducting a legal marketing strategy that includes both PPC campaigns and focusing on site-wide search engine optimization (SEO), you can rank higher and ensure that the prospective clients in your area looking for your services see you first. 

#3 Practically Everyone Looks for Legal Advice Online 

Here’s a follow-up law firm stat: 96% of all people start looking for legal advice online.3 This statistic should get you excited. It represents an opportunity to become an authority in your space. 

How do you do this? There are a few digital marketing strategies you can employ, including: 

  • Regularly write blog content that addresses common legal questions, topics, and relevant matters to your legal specialty and your client’s needs. 
  • Include a fully-fleshed FAQ on your firm’s website and regularly update it.
  • Write white papers and eBooks. 
  • Share relevant content (both internal and external) on social media. 
  • Create and post legal videos and explainers. 

By doing this consistently, you can establish yourself as an expert. Over time, people will start to automatically turn to you for legal advice or seek your services.

#4 Mobile Matters 

More than half of all internet searches are conducted on a mobile device or tablet. And this number has consistently hovered around the 50% mark for more than five years.4 

But why does that number matter for legal marketing? 

Put simply, if your website is not mobile-responsive—i.e., built to be easily read and navigated on a mobile device or tablet—you will disincentivize one out of every two people seeking your services. On top of that, you won’t do yourself any favors from an SEO perspective, considering that Google’s algorithm prioritizes mobile-friendly websites. 

Surprisingly, according to the ABA survey, 6% of legal firms said that their site was not mobile-friendly, with another 26% saying they weren’t sure.1 

Today, having an outdated website can be detrimental to getting new business. Especially when the vast majority of your marketing efforts will run through your website. 

Even if you’re a solo practitioner on a limited budget, there are cheap and easy web builders that you can use to revamp your site and create a better experience for mobile users.

#5 35% of All Attorneys Have Gained a Client Through Social Media 

And this number is growing every year. That’s because social media is one of the most influential and cost-effective marketing channels at your disposal. In reality, this number seems lower than it should be, which is most likely due to legal firms failing to take full advantage of all that social media offers as a marketing tool. 

Remember, not all channels provide the same value. While Instagram is a wildly successful marketing channel for retailers, it’s not nearly as useful for legal firms. 

So, what channels should you pursue? We recommend focusing on the following: 

  • LinkedIn
  • Facebook
  • Twitter 
  • YouTube 

These channels give you a way to inform and engage with your target audience while positioning yourself as an expert. Whether it’s LinkedIn or Facebook, social media allows you to interact with an audience while posting high-quality content, including: 

  • Blog posts
  • Articles
  • White papers
  • Videos
  • Success stories 

#6 Only 24% of Firms Use Video as a Part of Their Marketing1 

Like social media, far too many legal firms are underutilizing the power of video for digital marketing. 

But this represents an opportunity to distinguish your legal firm from others. By regularly producing high-quality video content, you can establish your voice in a high-value, low-competition channel. According to a CISCO report, by the end of 2021, more than 80% of internet traffic will be video-driven.5

YouTube and Facebook are the ideal social media platform you can use to regularly post video marketing content to your followers. And what types of videos should you be posting? 

While it depends on your specialty and clientele, generally speaking, consider creating the following types of video content:

  • Educational videos that answer specific questions asked by clients 
  • Branded videos for your homepage 
  • Media interviews you participate in
  • Client testimonials 
  • Vlogs 

#7 The Vast Majority of Legal Websites Are Barebones

Although most firms have a basic website set up, only a small minority fully realize its potential. According to the ABA survey, fewer than 20% of those surveyed had any of the following listed on their website:1 

  • Community/charity announcements
  • Paralegal profiles
  • Court/administrative links
  • In-house consumer guides
  • Support staff profiles
  • Outside legal articles
  • Outside guides/forms

Similarly, a notable percentage also lacked basic page elements like a listed email address and phone number or even CTAs. 

The various page elements represent an opportunity to differentiate and sell your legal services. Including them will boost your SEO prospects and provide site visitors with even more information about the firm’s history, composition, and mission. Chances are, if a potential client is deciding between two similar legal firms, they’ll opt for the one that provides more information, not less.  

#8 Less Than Half (46%) of All Law Firms Have a Marketing Budget 

This is one of the more surprising stats we’ll discuss today. Once more, it represents yet another chance to create a competitive advantage, especially when it comes to your local marketing efforts. 

This law firm stat tells us that most practices don’t have a robust client acquisition plan in place. Many likely believe that they can still get by with word-of-mouth client acquisition via referral. 

Unfortunately, they’re mistaken.  

In a digital age, solely coasting off your laurels and reputation is a tactic few will find success with. A slapdash marketing campaign and a lack of a budget will eventually hamstring your ability to reach new clients. According to Law.com:7 

“The average law firm spends 6.7% of gross revenue on marketing. That means for every $1 million a firm brings in, an average of $67,000 is redirected toward marketing efforts. That might seem like a lot—until you calculate the amount you make as a result of that marketing.”

Convert It—Your Legal Marketing Experts  

The statistics above illustrate one crucial point: A notable portion of legal firms are lacking in their digital marketing strategies. They’re missing the actionable plan, and as a result, they’re lagging behind. 

This presents an opportunity.

If you have a plan and budget in place, then you have a chance to drive your business forward and pull further away from the competition. Wondering where to begin? At Convert It, we provide digital marketing for lawyers. Our proven PPC platform can help you get found, receive quality calls, and convert clients.

Want to see how? Reach out today. 

Sources:

  1. ABA. Tech Report: 2020 Website and Marketing. https://www.americanbar.org/groups/law_practice/publications/techreport/2020/webmarketing/
  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. Smart Insights. Search Engine Marketing Statistics 2020. https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/
  4. Statista. Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 1st quarter 2021. https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/
  5. Cisco. Global 2021 Forecast. https://www.cisco.com/c/dam/m/en_us/solutions/service-provider/vni-forecast-highlights/pdf/Global_2021_Forecast_Highlights.pdf
  6. Finances Online. 46 Legal Marketing Statistics You Must Read. https://financesonline.com/legal-marketing-statistics/
  7.  Law.com. Legal Marketing Budgets. https://www.law.com/njlawjournal/2020/12/02/legal-marketing-budgets-everything-you-need-to-know/#:~:text=For%20most%20firms%2C%20the%20range,to%20setting%20a%20firm’s%20budget.

 

Lawyer Marketing: 5 Things You Can Do to Start Seeing Traffic & Results

Even before COVID-19, there was a migration-of-sorts in the legal world—a strategic transition away from traditional advertising methods and into digital marketing channels. Then, a year-long pandemic hit, shifting consumer behavior and fundamentally altering the way legal firms were able to market themselves. 

Naturally, this accelerated the ongoing march into the digital space. As an increased percentage of lawyers shifted their focus to online marketing, it became harder to stand out, drive traffic, and convert. 

Now, legal firms’ digital presence and marketing strategy are more important than ever.

Knowing this, what is a law firm marketing strategy you can employ to start driving traffic and seeing results? Here are five tips.  

#1 Focus on Paid Ad 

Google and other search engines should be law firms’ primary focus. Landing at the top of search engine results pages (SERPs) gives you the best chance to be seen by the people who are searching for your exact legal services. 

Pay-per-click (PPC) advertising, also known as paid ad, is a viable lawyer internet marketing strategy that enables you to instantly boost your law firm’s website to the top of search results based on certain keywords you bid on. 

For every click you receive, you pay. 

As National Law Review notes, it can be well worth the cost:1

“For highly competitive markets, running Google Ads is a necessity, as they are often displayed above the organic search results. If you see that your competitors are running paid ads and they are burying your site in the main search results, it’s a good idea to consider running your own paid ads.”

So, although a PPC campaign can be more costly, it generates immediate results, allowing you to:

  • Rapidly improve your visibility
  • Target potential customers by region or custom parameters 
  • Generate more leads and conversions
  • Gain insightful data
  • Constantly optimize

How does PPC work exactly? 

First, you bid on target keywords. The amount you bid is contingent upon your geolocation and the market interest for those keywords. Here, the law of supply and demand kicks in. Greater competition means more expensive clicks, which is why it’s better to choose long-tail keywords that are more specific. For example, the phrase, “real estate lawyer” will likely be more expensive than “real estate legal firm in Waco, Texas.”  

Tips for Paid Ad 

One of the most important aspects of paid advertising is that a campaign needs to be constantly optimized. To ensure success, you must use analytics to see what is or isn’t working, then adjust accordingly. There are several ways to tweak a PPC strategy, including: 

  • Modifying your ad content
  • Altering keyword targets to cheaper options
  • Selecting different keyword targets to higher converting options
  • Shifting the targeted number of clicks to increase profits or cut losses
  • Improving your website landing page to increase client conversions

But this is easier said than done, especially if you lack the marketing or analytical background. This is why it’s ideal to hire outside experts to manage your legal PPC campaign. With their help, you can target potential clients searching for your services, eliminate unprofitable clicks, and maximize your ROI. 

#2 Generate Search Engine Optimized (SEO) Content

While PPC can generate immediate results, search engine optimization (SEO) takes time and effort to have a noticeable impact on organic search. However, that doesn’t change the fact that it must also be a major part of your long-term marketing strategy. 

At its essence, SEO is all about optimizing your legal firm’s website so that it will rank higher on SERPs relating to your field. And for legal firms that depend on localized customers, SEO allows you to target potential clients in your area that are looking for your services. According to Search Engine Journal:2 

“Through local SEO, law firms can target users within a geographical location, reducing the amount of competition compared to targeting at a national level. They have a better chance of ranking for terms like “top personal injury lawyer in Los Angeles” (keyword difficulty: 63%) than “top personal injury lawyers” (keyword difficulty: 71%).”

SEO starts with keyword research—identifying the key terms your target audience uses to look for legal firms such as yourself—and implementation. But that’s just the beginning. There are dozens of ways you can optimize your law firm website and align it with Google’s Algorithm, including: 

  • Regularly posting content to your website  
  • Optimizing web and blog pages with keywords, meta descriptions, title tags, alt-image texts, internal links, and external links
  • Having a mobile-responsive website with fast loading pages 
  • Refreshing low-performing pages with new content
  • Claiming and updating your Google My Business (GMB) page

#3 Utilize All Content Marketing Channels

The content you publish can have a significant impact on your legal firm’s website SEO, but its efficacy in terms of marketing strategies goes far beyond simply optimizing for search. And since they’re interrelated, content marketing, like SEO, takes time before you can see a shift in your traffic and conversion analytics. 

But that shouldn’t stop you from pursuing it. 

At its essence, content marketing is all about creating and then distributing informative content online to accomplish three cascading goals:

  1. Educating and engaging the target audiences
  2. Attracting them to your website
  3. Converting website visitors into clients 

For lawyers, a robust content marketing strategy should focus on the following channels:  

  • Blogs – Blogs not only help you rank highly on SERPs, but they also allow you to build an audience, establish your authority, and demonstrate your expertise in the legal field. The focus here should be on quality, not quantity. They should be:
    • Easily digestible
    • Informative
    • Up-to-date and accurate
    • Actionable
    • Edited and proofread 
  • Email – Email marketing is just as important as ever, generating the best ROI of any content marketing stream. A DMA 2019 study found that for every $1 you spend on email marketing you can expect an average return of $42.3 Email marketing offers several benefits, including: 
    • Business development
    • Client experience 
    • Increasing client touchpoints 
  • White papers and eBooks – Long-form content demonstrates your authority and can be leveraged to gain leads or encourage potential clients to take action. In exchange for signing up or filling out a form, they receive informative content. 

#4 Stay Relevant With Social Media 

Although social media could technically fall under the auspices of content marketing, it deserves its own category because of its outsized importance. 

The vast majority of lawyers understand social media’s latent ability to drive traffic and conversions. According to the American Bar Association, 35% of lawyers who use social media for professional purposes have gained clients and lead generation, with even better results for smaller firms (42%).4 So, even though they’re getting results, the problem is that few legal firms utilize social media marketing to its fullest potential.

It’s also important to note that not all social media channels are as viable as others. What you focus on may largely depend on your legal specialty and ideal client. That said, there are four primary mediums you should devote most of your attention to: 

  1. LinkedIn
  2. Facebook
  3. Twitter
  4. YouTube 

And how do you get the most value out of these channels? 

First, remember that social media is a business tool. Engaging in pop culture fads and viral content may generate likes and friend requests, but they’re less likely to win you bonafide clients. Instead, you need to take a focused approach by posting content that your potential clients would find of interest. To do that, you must understand your target client. That way you can address their pain points and create content that resonates. 

From there, follow these tips:

  • Position yourself as an expert
  • Interact with your audience 
  • Set a posting schedule 
  • Post informative and engaging content, including:
    • Internal blogs
    • Videos
    • Infographics 
    • Articles
    • Success stories
  • Measure your results and adjust your strategy accordingly   

#5 Join Legal Directories 

Legal directories are websites that catalog law firms and legal practices online. They make it easy for potential clients to search, discover, and learn some basics about your firm. According to Search Engine Journal:5

“Being listed in directories is important because they’re a reputable source of information for potential clients. However, directories also provide some SEO benefits that will be an added boost to the rest of your digital marketing efforts.”

These types of listings help with link building, ensuring that you get backlinks from websites with authority in the legal space, which helps you rank higher on SERPs.

What are the top legal directories? We recommend you register for some, if not all of the following: 

  • Avvo
  • Nolo
  • FindLaw
  • Lawyers.com
  • Lawyer.com
  • LegalZoom
  • Justia

Convert IT—Lawyer Marketing Experts at the Ready

The world of legal marketing has shifted into the digital realm. It’s not just a fad you should be dipping your toes in. Rather, it’s the local swimming hole where all your potential clients meet. So, dive in headfirst.

If you’re just beginning to market your legal services, start with a broad strategic approach—one that utilizes several channels, including PPC, SEO, content marketing, social media marketing, and legal directories. 

Do you need help building a lawyer marketing plan template? Do you require help running a PPC campaign that drives traffic and converts? Are you looking for a website revamp and increase conversions?

Then you’ve come to the right place. 

Here at Convert IT, we’re PPC experts that specialize in digital marketing for lawyers. Compared to the industry average, our paid ad campaigns are 340% higher than the top 10% of advertisers’ conversion rate, and 1062% higher than the average advertisers’ conversion rate.

If you’re interested in seeing how you can start driving high-quality leads, then reach out today. 

 

Sources:

  1. National Law Review. Law Firm Digital Marketing Strategies. https://www.natlawreview.com/article/law-firm-digital-marketing-strategies
  2. Search Engine Journal. Why SEO Matters for Law Firms. https://www.searchenginejournal.com/law-firm-seo/why-seo-matters-for-law-firms/
  3. DMA. Marketer Email Tracker 2019. https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf
  4. ABA. 2018 Marketing. https://www.americanbar.org/groups/law_practice/publications/techreport/ABATECHREPORT2018/Marketing/
  5. Search Engine Journal. 9 Law Firm Marketing Tactics for Business Building in 2021. https://www.searchenginejournal.com/law-firm-marketing-tactics-business-building/391563/#close

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

 

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. 

 

7 Online Marketing Strategies for Attorneys

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:

  • Facebook
  • Instagram
  • Twitter
  • Nextdoor

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.

To succeed:

  • 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.

 

Sources: 

  1. National Law Review. Law Firm Digital Marketing Strategies https://www.natlawreview.com/article/law-firm-digital-marketing-strategies
  2. Attorney at Law. 5 Ways Email Marketing Can Amplify Your Legal Business. https://attorneyatlawmagazine.com/5-ways-email-marketing-can-amplify-your-legal-business

The Lawyer Marketing Plan Template You Need Right Now

A marketing plan is a roadmap you can use to realize your vision and grow your law firm. It can help you outline your goals and then come up with strategies for building your business. 

When it comes to lawyer marketing, no two plans will be the same. Although they may share similar elements, each needs to be customized according to your firm’s location, size, practice, clientele, and budget.  

Need a lawyer marketing plan template to help you get started? This guide will cover the basic marketing elements you need to know to begin crafting your own lawyer marketing plan. 

Know Thyself

Because each law firm is different, it’s helpful to perform an internal review of your firm’s needs and marketing goals. As a primer, there are several steps you can take to better understand your business, clientele, and marketplace: 

  • Determine your practice area – What is your place in the market? What services do you offer clients? Describe your practice how you want clients to view it. What are the things you’re known for? What would you like to be known for? Effective marketing for family law will differ drastically from criminal law.  
  • Build client personas – To speak to your audience, you need to understand them. A law firm marketing template is most effective when it’s targeted at a specific group of people. Marketing strategies or messaging that reaches and then wins over seniors may not have nearly the same reach or impact on a younger demographic. It’s helpful to build client personas—both for individuals and businesses—by asking questions like: 
    • Where are they located?
    • What are their demographics? 
    • What industries are they in? 
      • How large?
      • What’s their revenue? 
    • Why do they need your help?
    • What solutions are they looking for? 
    • How would that person search for a law firm?
    • What type of messaging do they respond to? 
    • What technologies do they most utilize?  
  • Detail how you locate clients and how they will find you – Do you have existing marketing channels that are already working? Are you largely a word-of-mouth business? The answers to these questions will determine how you approach your marketing efforts. This can help highlight effective marketing channels as well as potential opportunities that you aren’t fully utilizing.
  • Know your competition – Who are the main competitors in your market? What are they doing well? Where are they weak? Similar to knowing your clients, understanding your competitors helps you craft a more effective marketing plan.   
  • Craft your message – What do you want to convey to your target audience? Is it your expertise and pedigree? Will your tone be personal or professional? Your website and all of your marketing content should be built around your messaging plan.
  • Identify your goals – Avoid broad generalizations here. Practically every firm wants revenue growth and an increased clientele. Instead, set specific, time-based goals that you can use to check your progress and gauge the efficacy of your marketing strategies. For clarity, it’s helpful to break goals up into chunks of time, with short-term goals (6 months), mid-term goals (1-3 years), and long-term goals (5-10 years). 
  • List your business development stage – Are you an established firm or fresh out of law school? Do you have a lot of contacts but few clients? How you answer this will also help refine your marketing strategies. A law firm that’s further along will likely need to focus more on SEO, whereas a budding practice may need to employ a broad array of marketing tactics, such as PPC, for the first time. 
  • Set your marketing budget – As the saying goes, you often have to spend money to make money. Marketing is an investment and should be treated as such. If you want an effective plan, you’ll need to direct money to multiple channels. So, consider setting aside 5-10% of your revenue toward your marketing budget. 

Marketing Strategies for Lawyers 

Now that you’ve done your due diligence, we can get down to the brass tax of legal marketing. The following are some of the marketing strategies that could pay dividends both in the near future and the long term: 

PPC Is King 

Pay-per-click (PPC) advertising lets you artificially boost your ranking in search with subtle, paid ads. This is one of the most effective ways for lawyers to ensure that potential clients have visibility on their legal services. And when managed properly, it’s the most predictable, measurable, and responsive form of lawyer marketing.   

For a small investment, you can ensure that your law firm gets in front of your target audience, showing up on page one of the primary search results—whether it’s for Google, Bing, or Yahoo. 

This marketing channel becomes even more effective when properly managed with the help of content marketing experts. They can help ensure that your ads, bids, keywords, and localization are optimized to perform and catered to your target clientele.  

Focus On Your Website

Your website is your legal firm’s digital business card and home. It’s an important attorney lead generation tool in your arsenal and will likely be the first place a potential client will look at when researching your legal firm.

A well-designed website can help draw traffic and then establish your authority as a trustworthy expert in your field. However, a shoddy website may turn off a potential client before you even have a chance to make a pitch. As Forbes notes: 

“A well-crafted website can benefit a business in many tangible ways, including increased sales and leads. Effectively, a great website is its own campaign, constantly working to support the brand. What’s more is that in comparison to other marketing initiatives, a website is easily trackable, allowing brands to better understand consumer behavior and providing insight into what is and isn’t working.”

Your website should be mobile-responsive and have a couple of key components, including your contact information, legal team and experience, areas of focus, client testimonials, and blog page. Additionally, you must build your site with search engine optimization (SEO) elements in mind, including: 

  • Ensuring the website is easy to navigate
  • Designing the site to be mobile-friendly
  • Adding relevant keywords on web pages and blog posts
  • Inserting quality backlinks 
  • Producing shareable and authoritative blog content
  • Being listed on high-quality websites     

High-Quality Content Matters

For your website and SEO efforts, your blog and the content therein represent a powerful marketing tool. By building out content using relevant keywords and addressing likely topics and questions of interest, you can rank on Google search. 

Google’s goal is to help searchers find their answers by providing them with the most relevant and up-to-date information available. The algorithm will favor content and websites that check these boxes. 

Your goal isn’t simply to get them on your web page but to keep them engaged. The primary focus of your blog content should be to educate or entertain your readers. It’s a chance to establish your authority as a legal expert and to answer questions potential clients likely have. 

So, for starters, be sure to regularly produce well-written and informative blog posts. From there, optimize your content on the page by using SEO practices like: 

  • Using headers to break up content into scannable chunks
  • Adding relevant keywords throughout the content
  • Utilizing internal and external links
  • Optimizing URLs for SEO 
  • Including title tags, meta descriptions, and alt-text  

Use Social Media 

In today’s digital age, a marketing plan is incomplete without a social media strategy. It’s one of the most cost-effective ways to build brand awareness, engage your target audience, attract potential clients, establish authority and thought leadership, and enhance your SEO strategy.  

For lawyers, the most effective channels include: 

  • LinkedIn – According to an Attorney At Work study, LinkedIn is the most commonly used social media site by lawyers, with over 27% of lawyers saying that it’s the most effective platform for finding new clients. It allows you to network, share helpful articles, and build a reputation. 
  • Facebook – Building and maintaining a professional profile helps build and interact with a community while identifying potential clients. 
  • Twitter – Twitter is all about engaging in the conversations of the day. It’s an excellent networking resource that allows you to position your firm as an authority on legal matters.  

A content calendar can help you build your social media presence and ensure that you’re posting regularly. It lets you create posts and then schedule them for release, which takes much of the daily effort out of the equation. But that doesn’t mean you can simply set and forget. You also have to remember the importance of regular interaction and engagement with your audience. 

Convert IT: Specialized Marketing for Legal Firms 

In the digital age, the vast majority of your marketing efforts will be conducted online—whether it’s PPC campaigns, building an optimized website, producing blog content, or utilizing social media. Therefore, it helps to have experts on your side who can take your law firm marketing plan template and elevate it into actionable strategies. 

This is where Convert IT can be a difference-maker for your firm. 

As lawyer marketing experts, we specialize in helping you get found, have quality calls, and retain clients. Whether you’re a small or large firm we are a Google Premier Partner that knows how to drive traffic, create captivating ads, and convert. We’re PPC specialists, and so much more. 

Want to see why our legal marketing platform is so successful? Find out more today. 

 

Sources: 

 

Forbes. Digital Influence: Web Design’s Impact On Marketing Strategy. https://www.forbes.com/sites/forbesagencycouncil/2019/04/04/digital-influence-web-designs-impact-on-marketing-strategy/?sh=1c4351dc5eb8

Attorney At Work. Engage! A Lawyer’s Guide to Social Media Marketing. https://www.attorneyatwork.com/wp-content/uploads/2017/10/Engage-Lawyers-Guide-to-Social-Media-Marketing-102317-2.pdf

Attorney Lead Generation Guide

Attorney Lead Generation Guide

For legal firms, continued growth and success align with two primary drivers: client retention and lead generation. 

In other words, you need to nurture your existing relationships while securing new ones. 

 Fostering a steady flow of high-quality leads is easier said than done. But in a time where 76% of consumers use the internet to find their lawyer, a well thought-out digital marketing strategy could mean the difference between success and failure. Use a thoughtful lawyer marketing template to get you started.

What does a modern attorney lead generation strategy look like? This guide has you covered. 

What is Lead Generation for Lawyers? 

Attorney lead generation follows a similar sales funnel concept that applies to most businesses. The process includes these steps: 

  1. Awareness – The first stage of lead generation involves building name recognition and making your target audience aware of you. Typically, this discovery process happens from one of your various marketing channels. 
  2. Interest – After the lead has been made aware of your legal firm, you need to attract their interest. This is often a call-to-action of some sort, such as clicking through to the services page.
  3. Decision – Once their interest has been piqued, you have to put the onus on the lead to take the next step. That could be anything from agreeing to work with your firm or simply taking time to peruse your website and blog.
  4. Action – This is the ultimate goal of lead generation. And the channel you use for lead generation could impact the desired action you want the client to take. For example, you might ask them to provide contact information, reach out for more info, sign up for a newsletter, agree to a consultation, or enlist your services.     

Know Your Lead 

Your lead generation efforts won’t be effective if you don’t know the whos, whats, and whys regarding your potential clients. 

How a client would search for a family attorney will look very different from clients searching for a personal injury attorney. Similarly, a solo practitioner specializing in a narrow legal field will employ different lead generation strategies than a major law firm. 

When it comes to lead generation, remember that quality is better than quantity

Knowing this, one of the first steps of lead generation involves developing target client profiles. The more you know about your ideal clients, the better. That knowledge will help you accurately target high-quality leads, saving you time and money.  

To identify your target client, follow these steps: 

  • Define your legal services – What are the legal services you provide, and what are your areas of expertise? This will help you determine the type of client that comes to you most frequently. 
  • Use existing clients to better understand your target demo – If you’ve already established a list of clientele, see if you can use those profiles to help with persona development of your ideal client. Consider surveying clients to see what about your firm appealed to them over your competitors. 
  • Perform website analytics – Since most of your new clients are likely finding you online, you should analyze where they’re coming from, what they’re searching for, and which keywords are most closely tied to your law firm.  =
  • Build client personas – The more detailed and specific you can get, the more effective your lead generation efforts will be. Try to flesh out a real person by including:
    • Their defining demographics (age, occupation, race, sex, location) 
    • Their pain points 
    • Their goals 
    • What they might want from a lawyer

While this may seem like a lot of effort, it’s worth it. This extra legwork will allow you to hone your lead generation strategies and immediately discard channels that would likely be ineffective. For example, if you’re in Estate Planning, social media marketing—particularly via Instagram and TikTok—won’t produce much ROI since the type of clientele looking for those services tends to skew older. 

Lead Generation Strategies 

Once you’ve built out your client personas, you’re ready to focus on reaching out to leads and then converting them. As discussed, you should tailor your strategies to those personas. Regardless, there are three essential strategies that any legal firm can implement to maximize its lead generation efforts. 

Start with Paid Search Engine Advertising

Pay-per-click (PPC) advertising is all about conversions—turning a stranger into a qualified lead. 

As the name suggests, PPC is an advertising method where you pay each time a person clicks on your ad. Typically, this paid ad will show up at the top of Google, Bing, or Yahoo search results, making it the first page a visitor sees after typing in a specific keyword or phrase. 

But a PPC campaign isn’t a surefire strategy. It’s only as good as the people running it. If you choose expensive keywords that don’t convert, your investment will be wasted. 

Because there’s significant risk-reward to a PPC campaign, paid search isn’t something you should attempt on your own. Instead, you can hire digital media experts to properly manage your PPC campaign. With their help, you can ensure that your bids, keywords, localization, and ads are optimized to reach and convert your targeted leads.    

 A well-run PPC campaign is the most predictable, measurable, and responsive way to get leads for attorneys. 

Design Your Website with Lead Generation In Mind

Is your office space littered with trash? Do you wear flip-flops and a tank top to client meetings? 

Of course not. At least, not if your goal is to win over new clients. If you want to gain their trust and business, you’d better dress to impress. Appearance contributes to a potential client’s initial impression and overall perception of your firm’s quality. 

The same goes for your website. 

Consider your website the digital face of your firm—the first place a cold lead will go when searching for legal services.  

Today, it’s no longer acceptable to settle for a “good enough” website. Modern clients in a digital age demand more. Few things will make them less trusting of your law firm than a website that looks and feels as if it was designed decades ago. 

So, what does an optimized website look like? Typically, it will include the following elements: 

  • Mobile responsive – More than 55% of all global web traffic comes from mobile devices and tablets. Therefore, your website should be designed specifically with mobile searchers in mind. This includes dynamic content, condensed navigation, optimized images, and reliance on a mobile operating system.
  • Visually appealing – A picture is worth a thousand words. A lead should be able to quickly understand who you are and what you’re about in a glance. Your website should create a positive initial impression that’s in alignment with your brand. Currently, modern website design favors a minimalist approach to highlight key sections and avoid visual clutter. 
  • Fast and easy to use – Few things will turn off a potential lead faster than a website that loads as if it’s on a dial-up connection. The vast majority of users expect a webpage to load quickly, and for good reason. Multiple studies have shown that a page that takes longer than three seconds to load will lose more than half of its users. And with so much competition in the market, you can’t afford to lose clients to competitors over something as trivial as a slow or unresponsive website. 

Build Out Your Blog Content 

One of the most critical aspects of Search Engine Optimization on your website is your blog page. This is a tool that you can use to:

  • Build brand identity – Your content can tell the audience who you are and help distinguish you from your competitors. 
  • Establish authority – Blogs are an inbound content marketing tool that demonstrates your expertise and helps the audience understand why they should listen to you (and eventually hire you).  
  • Provide a service to people searching for legal answers – If you produce high-quality content that is relevant and up-to-date, people will stumble upon your site when searching for legal questions. The more optimized the content, the higher you’ll rank on Google search results. This increases the likelihood you’ll generate even more leads. 
  • Convert leads into clients – Your content is a way to warm up your lead and butter them up for a pitch. If you provide informative and helpful content, they’ll be more receptive to a call to action at the end of your post.   

Put simply, content marketing is a critical lead generation practice. With it, you can attract prospects and then convert them into leads. But that requires you to regularly produce high-quality content that answers common questions and addresses legal matters.  

Lead Generation for Lawyers 

In the olden days, lead generation for lawyers was much more about word-of-mouth and interpersonal relationships. But the digitalization of the world has changed the way attorneys find new clients. 

A modern lead generation strategy is predominantly online. It starts with a solid PPC marketing campaign, and then is bolstered by a solid website with informative web content. 

Do you need help with your digital lead generation efforts? 

At Convert IT, we’re marketing professionals that specialize in the secrets of attorney marketing. This includes anything from designing a new website to creating a captivating PPC campaign. Our proven platform has everything your legal firm needs to generate new clients. 

 

Sources: 

1 Library. How Today’s Consumers Really Search for an Attorney. https://1library.net/document/y4x1939z-million-million-today-consumers-really-search-attorney-introduction.html

Oberlo. What Percentage of Internet Traffic is Mobile? https://www.oberlo.com/statistics/mobile-internet-traffic

Business.com. How Page Load Speed Affects Customer Behavior. https://www.business.com/articles/website-page-speed-affects-behavior/