A business’s success is significantly influenced by its marketing strategies. As with any other service provider, law firms are required to promote themselves to acquire new clients regularly.
Nowadays, advertising is mainly done on digital platforms. You must maximize your website to ensure you reach your target audience. Take a cue from GJELL, a California law firm that boasts of being open 24/7. The company uses its domain as an automated sales representative that accepts inquiries and provides free case evaluations for potential clients.
Here are some tips on how to market your law firm:
Boost Your SEO Campaign
As mentioned above, you must ramp up your digital marketing efforts, if you want to reach new clients. Search engine optimization (SEO) is a potent tool that aids your website in rising in the search engine ranks for relevant queries. With the right use of keywords and links, you can enhance your online visibility to customers who need your service.
For instance, if you run a personal injury law firm, you’d want your website to be on the first page results for queries such as “personal injury lawyer” or something similar. This type of search is very vague, though, so it’s better to take advantage of local SEO to increase the chances of bringing potential clients in your area to your office.
With local SEO, you add a geographical tag on your priority keywords. Going back to the example above, a personal injury law firm in San Francisco can use the keyword “personal injury lawyer San Francisco” in their content to rank. This way, users in that area can be directed to local attorneys that can offer their services.
You can hire a dedicated in-house digital marketing team. It’s better, though, to outsource the process to SEO experts. This company specializes in law firm SEO, so you can be assured that they know how to improve your online visibility.
Create Educational Content
Content will always be an essential aspect of your website. You should create a blog where you can post educational resources and materials for web users. Your site visitors might not always be potential customers, but you want to position yourself as an authority in your industry to boost people’s perception of your brand.
Positioning yourself as a thought leader is a crucial step in developing your lawyer business. Having clients see you as a reliable source of industry information lets you earn their trust. With this, it becomes highly likely that they’ll turn to you when they need support for their legal issues.
Monitor Your Reviews
Boosting people’s perception of your brand also entails managing your reputation online. Monitor what previous and current clients are saying about your law firm in third-party review and listing platforms as well as social media.
Client feedback is one of your top marketing tools, so take advantage of positive testimonials, whether it’s a tweet or an Instagram post, by embedding them on your website. Just make sure to ask for permission from the person who posted it, to avoid legal entanglements in the future.
Invest in PPC Advertising
Pay-per-click (PPC) advertising is a valuable strategy for new law firms. It’s a form of online promotions where you pay for a digital ad that’s displayed prominently on blogs in your niche or industry. The banner may also be shown on relevant search engine queries.
It’s ideal for new law companies because it’s a cost-effective way of reaching your target audience and introducing your brand to them. You only need to pay for the number of clicks that were directed to your site.
Google AdWords is the preferred platform for most marketers. It has relatively versatile features that allow you to personalize your ads so that users can view the most relevant ones for their queries.
Build Good Relationships with Clients
While digital marketing is one of the most useful tools for law firms, nothing beats word-of-mouth advertising. Take excellent care of your clients and consequently they’ll refer you to their family and friends. Provide them with the highest quality of service during the handling of their case and even after the trial ends.
Just like any other business, law firms must take advantage of the marketing strategies at their disposal to ensure that they reach their target audience and gain new customers daily. Digital marketing tools, like SEO, content marketing, reviews, and PPC advertising, are useful for improving your online visibility. Nothing beats the classic word-of-mouth promotions, so you should always deliver high-quality service to your clients.