Law Firm Marketing

Law Firm Marketing

2020-03-03

Law Firm Marketing

Marketing is the lifeline of any business, and SEO Services assist a law firm to survive amidst a market overflowing with competitors. A law firm needs to have a solid marketing plan to aim for a continuous flow of new clients.  

A law firm needs to have both an offline and online marketing plan to have all areas covered. The primary purpose of creating a law firm marketing plan is to promote the credibility of your law firm because credibility is the name of the game in the legal profession.

Marketing a Law Firm

Marketing is all about promoting the areas of specialization of your law firm. The main goal of marketing is to send messages regarding:

• Who your law firm is

• What your law firm does

• The unique value of service your law firm offers.

Actively promoting your Law Firm on the internet causes the market to become familiar with you and your services. 

If your website looks attractive and is content-rich in a positive way, then your special legal services will automatically be remembered by potential clients and also other people who have friends, family, colleagues, and businesses in need. 

Comprehensive marketing of your law firm assists prospective clients to know about your legal services. A law firm needs both offline and online marketing strategies. 

Offline marketing strategies have been proven to be useful for ages. However, in today’s digital age, where all information is available on the internet, a law firm needs to have online marketing strategies. 

Offline Marketing Strategies

1. Public Relations

This involves having a story about your law firm published in magazines and newspapers to build a reputation and establish your law firm as an industry leader. 

2. Print Advertising

This refers to traditional advertising strategies such as newspaper ads and billboards.

3. Brochures

This is a well-designed written literature that includes everything prospective clients need to know about the law firm. It includes the legal services offered and contact information. It is often distributed anywhere possible. 

4. Radio and TV Advertising

These are expensive channels but nevertheless effective advertising forms. 

5. Business Cards

This is a tried and tested marketing strategy. It is a simple yet powerful way to make prospective clients remember your law firm.

6. Seminars and Events

Your firm can sponsor seminars or events to introduce new federal or local laws and introduce your law firm. You can also have one of your lawyers join these seminars and events. These are excellent venues to distribute business cards and brochures of your law firm.

7. Networking

Referrals and how to get them are always part of a law firm’s marketing strategies because they are a significant source of new clients. Networking includes active participation in:

• Professional organizations

• Networking events

• Entertaining colleagues and clients for referrals.

Despite most prospective clients relying on online resources, traditional marketing strategies can still substantially contribute to the success of a law firm. 

Online Marketing Strategies

Not to be denigrated because Word-of-mouth is a wonderful way to new business; however, it seems that both word of mouth and walk-ins are no longer enough to sustain a law practice properly. 

The marketing landscape has shifted online, and every law firm needs to be on par at the very least, or well above the competition. 

Building trust is the most important factor to work on to ensure the success of online marketing strategies for your law firm. To start building trust, you need to have a reputable website complemented by online marketing strategies. 

Those strategies should aim to engage prospective clients and turn them into paying and loyal clients. It is important to be visible online, so your law firm is foremost in their mind when they need legal services. 

1. Website Optimization

The purpose of a law firm website is to attract many visitors and then convert them into paying clients. When building websites, it is important to focus on what would make prospective clients choose your legal resource. 

Your website should, therefore be:

• Fast-loading

• Easy to navigate

• Easy to read

• Informative

• Mobile-friendly

Your law firm website should have a Homepage, an About Us Page, a Contact Page, and separate pages for each area of law specialization and each lawyer. 

2. Pay-Per-Click-Advertising

PPC (Pay-Per-Click) advertising is a paid ad that appears in search engines. Each time someone clicks on the ad, the advertiser pays a substantial fee to the search engine. 

Google Adwords is a form of PPC campaign. You can have your law firm ad appear when users search for specific keywords. If a user types “immigration law” or “real estate,” for example, your law firm ad will appear. 

An effective PPC campaign involves defining the search term, creating the ads, and creating the landing pages where the users will be directed to once they click on the ad. 

PPC advertising can cost a lot of money because you pay for every click. However every click brings traffic to your website that can result in closing a paying client. 

PPC creates immediate results; thus your law firm can immediately yield a return on investment. 

A PPC campaign is an effective and long-term marketing strategy for lead generation as long as you have the budget for it. 

3. Search Engine Optimization

SEO (Search Engine Optimization) involves the process of making your website easily found in search engines such as Google, Bing, and Yahoo. The main goal of SEO for your law firm is to make your website appear on the top spot on the SERPs (Search Engine Result Pages). 

The SEO process includes: 

• Making sure very post and page of your law firm website is optimized so it will be found and ranked by search engines. 

• Regularly posting new and relevant content

• Generating links and backlinks for your website.

SEO is a continuous process that takes quite some time for significant results to be visible. Once results start coming in, you will see organic traffic (unpaid, as compared to PPC, which is paid traffic) and new leads, you can convert into paying clients. 

Many law firms hire Digital and SEO Marketing Experts to plan and publish regular content and do SEO for them. Provided your SEO efforts are sustained, your law firm will generate long-lasting results. More traffic to your website means more leads that can be converted into paying clients and, therefore, more revenue for your law firm. 

4. Content Marketing

Content is the cornerstone of your law firm’s website. You should include in your online marketing plan, strategies on how to have a continuous flow of content. Your market niche will be useful, informative, and interesting.

Content marketing is essential in achieving marketing goals by:

•Uses SEO to generate more traffic to your law firm website

• Generate referrals through sharing of content through blogs and email marketing

• Creating and engaging followers in social media platforms.

Content should focus on the areas of specialization of your law firm. Prospective clients often read whitepapers and blogs before getting in touch with your law firm because they want to determine your credibility.

Optimize captivating and useful content relevant to the services of your law firm to make clients decide to pick up the phone and hire your services. These contents should include a link to your law firm website. 

Content marketing has proven to be an effective means of generating new business for law firms. 

5. Social Media

Make sure your law firm has a page in each of the major social media sites, including Twitter, Facebook, Instagram, and LinkedIn. Make it a point to build followers, nurture, and engage them with new content regularly. 

Many law firms post on their social media accounts any new blogs and articles they publish. Press releases relating to successful cases should also be posted on social media sites. Being active in social media enhances all the marketing strategies of your law firm. 

6. Attorneys Directories

Every law firm marketing plan should always include an Attorney Listing campaign. Directories like Justia, FindLaw, Avvo and The Attorney Guide are powerful in having search engines categorize and rank profiles of lawyers and law firms. 

Attorney Directory websites always have a high spot in Search Engine Result pages thus getting more prospective clients interested in your law firm. 

7. Testimonials and Reviews

Prospective clients almost always search online for testimonials and reviews before hiring the services of a law firm. Online testimonials and reviews are extremely powerful in making potential clients decide to hire the services of your firm. 

It is important to note that close to 60% of your website traffic is converted to paying clients because of testimonials and reviews. 

A law firm is a business. It is, therefore, essential to have offline and more important online marketing strategies to ensure the continuous flow of new clients.

Related Articles:

Online Marketing For Lawyers

SEO For Attorneys

SEO For Lawyers

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