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:
- Educating and engaging the target audiences
- Attracting them to your website
- 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
- Up-to-date and accurate
- 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:
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
- 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:
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.
- National Law Review. Law Firm Digital Marketing Strategies. https://www.natlawreview.com/article/law-firm-digital-marketing-strategies
- Search Engine Journal. Why SEO Matters for Law Firms. https://www.searchenginejournal.com/law-firm-seo/why-seo-matters-for-law-firms/
- DMA. Marketer Email Tracker 2019. https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf
- ABA. 2018 Marketing. https://www.americanbar.org/groups/law_practice/publications/techreport/ABATECHREPORT2018/Marketing/
- 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