Digital marketing for law firms includes strategies such as search engine optimization (SEO), pay-per-click advertising (PPC), content marketing, and social media marketing. These activities help law practices to increase their online presence and attract potential clients. But what should a law practice specifically do for successful online marketing?
Digital marketing tactics for a law firm include creating a strong website with relevant and informative content, building a presence on social media platforms, and investing in Google Ads campaigns targeting specific keywords. These are proven methods that increase visibility and credibility.
Let’s explore the digital marketing options available in legal practice, going through the steps law firms should take to improve branding and attract new clients.
Design a Great Website
Designing a great website is an important part of a digital marketing strategy for a law firm. A well-designed website helps establish the firm’s brand, provide valuable information to prospects, and generate leads.
Key elements to designing an effective website for a law firm include:
- User-friendly design. Make the site easy to navigate, with a clear structure and layout that makes it easy for visitors to find the information they’re looking for.
- Professional look and feel. The site should have a professional look and feel that reflects the firm’s brand and establishes it as a credible and trustworthy source of legal information and services.
- Relevant and informative content. Provide valuable information and resources for potential clients, including detailed descriptions of the firm’s practice areas, attorney bios, and case studies.
- Strong calls-to-action. Include clear calls-to-action that encourage visitors to contact the firm or request more information.
Also consider the use of chatbots and forms to allows visitors get their questions answered quickly and efficiently. They will also help you to gather leads and information.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of optimizing a website or web pages to rank higher in search engine results pages (SERPs) for specific keywords or phrases. Common SEO techniques include:
- Keyword research and optimization. Identify the most relevant keywords for a law firm’s practice areas and including them in the website’s content, meta tags, and page titles.
- On-page optimization. Ensure the website’s structure, meta tags, and content are all optimized for search engines.
- Backlink building. Acquire links from other websites to the law firm’s website, as search engines use backlinks as a way to measure the authority and relevance of a website.
- Content marketing. Create high-quality, informative and regularly updated content that will attract backlinks, shares and engagement which will in turn signal to search engines that the website is valuable and relevant.
SEO for law firms can be slightly different than SEO for other types of businesses. The legal industry has its own set of specific keywords and phrases that potential clients might use when searching for a lawyer or law practice. A specific SEO tactic is to create detailed and informative pages for each practice area, with relevant keywords and phrases. Content such as blog posts and guides should addresses common legal questions and concerns.
Local SEO is important for law firms as clients typically search for legal services in their area. So, optimize the website for local search by including location-specific keywords and phrases. Also ensure that all business information on the website is accurate and consistent with the information on the firm’s Google My Business listing.
Pay-Per-Click (PPC) Ads
Pay-per-click (PPC) advertising is a way for a legal practice to drive targeted traffic to its website and generate leads. With PPC such as Google Ads, a law firm creates and runs ads that appear at the top of search engine results pages (SERPs) or on other websites, and only pay when someone clicks on the ad.
PPC tactics that legal practices use include:
- Keyword research. Identify the most relevant keywords and phrases that potential clients might use when searching for a lawyer or law firm.
- Ad creation. Create ads that are relevant, informative, and compliant with legal regulations.
- Ad targeting. Set up targeting options to ensure that the ads are only shown to the most relevant audiences.
- Landing page optimization. Create landing pages that are optimized for conversions, with clear calls-to-action and relevant content.
- Ad testing. Run A/B tests to optimize ad copy, images and targeting options
- Bid management. Continuously monitor the performance of ads and adjust bid amounts to ensure you’re getting the best return on investment.
Google Ads and other PPC services are a cost-effective way to generate leads if applied sensibly. Ongoing management and optimization are needed to ensure that the ads are reaching the right audience and generating the best results. With the legal industry being highly regulated, make sure ads are industry compliant.
Content marketing is a strategy that involves creating and distributing valuable, relevant, and informative content. The idea is to attract, engage and retain your target audience. It enables lawyers and law firms to demonstrate expertise and generate leads.
Content marketing tactics that lawyers use include:
- Blogging. Write regular blog posts that address common legal questions and concerns, and providing valuable information to potential clients.
- E-books and whitepapers. Create in-depth guides and resources that provide more detailed information on specific legal topics.
- Video content. Create videos that provide legal information and advice, or that showcase the lawyer’s expertise and personality.
- Email marketing. Send regular email newsletters to subscribers with updates on legal developments, case studies and other relevant information.
The key element to success is to provide value to potential clients rather than just promoting the services of the firm. This can be achieved by creating content that addresses common legal questions and concerns. Provide valuable information and resources to help potential clients make informed decisions.
Generally speaking, family lawyers help clients to “fill out forms, make statements of facts, and present written arguments, and will speak on their behalf during court hearings,” according to Adam Singleton. Any or all of these tasks may be difficult or daunting to a prospective client. Your content should make such problems known while presenting your law firm as providing convenient solutions.
Social Media Marketing
Social media marketing involves using social media platforms to promote a business, brand, or product. For law firms, social media is a powerful tool for building relationships with potential clients, and promoting the firm’s brand and services.
Social media tactics that law firms can use include:
- Build a strong presence on relevant platforms. Set up profiles on social media platforms like LinkedIn, Twitter, and Facebook and regularly post updates, news, and other relevant content.
- Engage with potential clients and other legal professionals. Respond to comments and messages, join relevant groups and communities, and participate in online conversations.
- Share valuable content. Share blog posts, articles, infographics, and other content that provides valuable information and resources for prospective clients.
- Run social media ads. Create and run ads that target specific demographics and interests.
- Measure and analyze performance. Use social media analytics to track the performance of social media campaigns and adjust strategies accordingly.
Law practices should have a clear strategy in place and assign a dedicated team or individual to manage and execute these marketing efforts. Don’t jump into this area without research and planning since you could easily waste time and resources.
Research Successful Competitors
Researching what works for similar businesses is a vital step in developing a digital marketing strategy for a law firm. By studying the digital marketing efforts of successful law firms, you gain insights into what strategies and tactics are working well in the industry, and what may be less effective.
Ways to research what works for similar businesses include:
- Analyze competitors’ websites. Look at the websites of successful law firms in the same practice area and take note of the types of content they have, the design, and the overall user experience.
- Keep an eye on social media accounts. Follow the social media accounts of successful law practices and take note of the types of content they share, the frequency and the engagement.
- Search for case studies and industry reports. Look for case studies and industry reports that cover internet marketing for law firms, and take note of the strategies and tactics that have been successful for other firms.
- Ask other professionals. Reach out to other legal professionals or digital marketing experts in the industry and ask for their insights and recommendations.
Researching what works for similar businesses is only the first step in developing a digital marketing strategy. Keep in mind that what works for other firms may not necessarily work for your firm, as every firm is different. Test and measure the results of different strategies to see what works best for you.