How can law firms bring traffic to their websites, get more phone calls and generate ongoing referrals and repeat business?
Based on my experience working with many law firms and other industries, I can tell you that trust is important to the success of your online marketing campaigns. Your marketing plan should start with building a reputable brand and website, followed by ongoing strategies that educate and hopefully turn website visitors into loyal clients. It’s important to be at the forefront of their mind when they need you most.
Let’s discuss five marketing strategies that can help your law firm reach new clients:
1. Optimize your website.
A website needs to be more than a homepage, about page and contact us page. It should be a tool that converts visitors into customers.
When designing the layout for your website, the first thing to ask yourself is: What are my target customers looking for in a law firm? In other words, what would make you choose your website as a potential legal resource?
No matter what, all websites should:
- Have clear branding and messaging
- Be fast-loading (your potential customers are looking for information, and they want it fast)
- Include easy navigation, regardless of the device it’s being viewed on
Make it mobile-friendly.
Remember, your customers aren’t just using desktops. They’re also using mobile devices to search for legal information and expertise while on the go.
Be sure your content is easy to read. Just like your desktop layout, your mobile site and content should encourage readers to contact you. Make sure your phone number is showing prominently and globally. Consider making it a button so visitors know where to look — and click. Adding a CTA at the bottom of your service pages and blog posts is another way to encourage your website visitors to contact you. It’s also a great place to offer a free resource or link to a contact form, as they might be in the research stage.
Showcase your expertise.
Competitive analysis and thinking like your target customer will help you create a useful and informative resource. To position yourself as an expert, answer frequently asked questions and share information on relevant topics related to your geographical area and practice areas. In other words, be the go-to hub for legal information.
If people bounce away from the same page they entered your site on, there’s a greater chance of a search engine lowering your relevance score for that keyword or advertising campaigns. Attract visitors to your site and encourage them to click deeper into the site once they arrive.
Videos are a great way to keep visitors engaged and lower bounce rates. Consider video content like client testimonials or a Q&A with a lawyer on your team, or maybe you build an animated explainer video.
Another way to share content is through a downloadable checklist or guide. This is a great way to collect email addresses for your next targeted email campaign, nurturing leads deeper into the sales funnel.
All your content should provide helpful, keyword-rich information that establishes your expertise and that draws in search engines with organic SEO best practices.
2. Create a content marketing strategy.
In addition to videos and downloadable content, establishing a strong content marketing strategy can help you build a positive online reputation and benefit from SEO. One way to do this is to build credible backlinks. Create the content on your website that points to other pages on your site as additional resources, such as press releases and blog posts.
Another way to add value to your audience is to contribute content to other websites. This can help drive traffic back to your own site while also providing helpful information that can build trust with prospective clients.
3. Leverage social media.
According to an Attorney at Work study, which surveyed 302 lawyers, almost all (96%) of respondents said they utilize social media. LinkedIn was ranked at the top, with 84% of respondents saying they’re on the platform. But Facebook was the social platform bringing in the most business (31%) versus LinkedIn at 27%.
Whether you’re bringing in new business or want to gain authority as a lawyer, Facebook and LinkedIn may be the two most important channels every law firm should have a presence on.
Types of content that can be shared on social media include:
• Pointing to positive reviews, wins and industry accolades: Reviews can help a potential customer decide whether or not they trust you handling their legal problem. Both Google and Facebook are considered top review sources. Plus, you can share quotes from your clients in a graphic on your social media newsfeed.
• Sharing content with useful information: Share your own blog posts and other credible sources to support your passion and commitment to the law.
• Illustrating your firm’s commitment to giving back to your local community: Social media is a great place to share volunteer experiences, showcasing your dedication to your community.
• Answering common legal questions related to your practice areas: FAQ is a great place to start for blog posts and social media posts. Maybe try out a Facebook Live interview.
4. Use data to refine strategies and boost results.
Measurement is the key to success with any law firm marketing strategy. Digital marketing analytics will allow you to better understand traffic sources, click-through rates and bounce rates. Analytics can go even deeper to help you with site navigation refinement, too.
Analytics provides invaluable data about organic and paid search campaigns. Plus, it shows which topics, ads or site layouts draw the best results. Measurement can help you refine marketing strategies to repeat winning approaches and stop the failing ones, maximizing your marketing budget.
5. Continually work at it.
Internet marketing isn’t evergreen. You can’t set it and forget it. Things continue to change, and new competition is always going to be nipping at the heels of the best-ranking law firms in any given area.
Ongoing efforts in law firm marketing are vital to helping you not only build on marketing tactics but sustain results.