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/

Reviews Page Content

a:7:{s:8:”location”;a:1:{i:0;a:1:{i:0;a:3:{s:5:”param”;s:13:”page_template”;s:8:”operator”;s:2:”==”;s:5:”value”;s:15:”reviewspage.php”;}}}s:8:”position”;s:6:”normal”;s:5:”style”;s:7:”default”;s:15:”label_placement”;s:3:”top”;s:21:”instruction_placement”;s:5:”label”;s:14:”hide_on_screen”;s:0:””;s:11:”description”;s:0:””;}

Page Tile

a:7:{s:8:”location”;a:1:{i:0;a:1:{i:0;a:3:{s:5:”param”;s:12:”options_page”;s:8:”operator”;s:2:”==”;s:5:”value”;s:12:”footer-links”;}}}s:8:”position”;s:6:”normal”;s:5:”style”;s:7:”default”;s:15:”label_placement”;s:3:”top”;s:21:”instruction_placement”;s:5:”label”;s:14:”hide_on_screen”;s:0:””;s:11:”description”;s:0:””;}

Pricing Page

a:7:{s:8:”location”;a:1:{i:0;a:1:{i:0;a:3:{s:5:”param”;s:13:”page_template”;s:8:”operator”;s:2:”==”;s:5:”value”;s:31:”page-templates/pricing-page.php”;}}}s:8:”position”;s:6:”normal”;s:5:”style”;s:7:”default”;s:15:”label_placement”;s:3:”top”;s:21:”instruction_placement”;s:5:”label”;s:14:”hide_on_screen”;a:1:{i:0;s:11:”the_content”;}s:11:”description”;s:0:””;}

Checkout Settings

a:7:{s:8:”location”;a:1:{i:0;a:1:{i:0;a:3:{s:5:”param”;s:12:”options_page”;s:8:”operator”;s:2:”==”;s:5:”value”;s:29:”acf-options-checkout-settings”;}}}s:8:”position”;s:6:”normal”;s:5:”style”;s:7:”default”;s:15:”label_placement”;s:3:”top”;s:21:”instruction_placement”;s:5:”label”;s:14:”hide_on_screen”;s:0:””;s:11:”description”;s:0:””;}