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Recent studies have found that one-third of potential clients are looking for a lawyer online. As a result, digital marketing for law firms is critical.
Since then, there has been a huge shift in people looking for services online, law firms are having a tough time getting the attention they need to close prospects.
LinkedIn is already full of lawyers interested in online marketing, Google’s search algorithms are constantly evolving, and the web is packed with great content.
If a law firm does not have a practical strategy, it is technically at risk of losing 33% of its potential customers. Well, if that’s not what your law firm wants, take a look at these seven types of digital marketing for law firms.
An Effective Web Design for Law Firms Brings Authority
For law firms, your website will be the centerpiece of your digital advertising strategy. Your objective is to have a dependable landing page that can turn your website visitors into your potential clients.
According to a survey, 75% percent of users agree that the credibility of a company is mostly influenced by its web page.
Here are some tips that can help you enhance the functionality of your website:
Easy Navigation
Your site’s navigation should be intuitive and follow a logical pattern. For instance, each menu name should clearly show what a page is about. Also include your navigation at the top right corner of your website For sub-pages, keep them accessible via a dropdown contained in your main navigation.
Sitemap
To optimize your website, include a map that is a visual summary of the pages on your site. This allows search engines to crawl your site, which can boost your search engine optimization.
Mobile-friendly design
85 percent of surveyed customers feel that a company’s mobile site ought to be as good or better than the desktop site. Make sure that your firm’s mobile website is fully responsive. Check if it automatically adjusts to the various screen sizes of multiple devices.
Right Images
Visuals speak louder than words. In general, all pictures on your website should enhance your firm’s image. Instead of clicking images from your phone or using free tools like Canva, it’s recommended to invest in a professional photographer or editor.
Visual Hierarchy
Organizing and leading the website’s various elements into an accessible structure is known as a visual hierarchy. They should be arranged in a way that users naturally gravitate towards a particular section first.
Some hierarchy elements are:
- Size and scaling: Anything that appears to be large on a website will gather more attraction.
- Symmetry and balance: We are naturally drawn toward symmetry. By applying a symmetrical pattern to your website, you’ll be able to maintain an orderly structure.
- Colors and Patterns: There is a scientific fact behind why some colors waft into the minds of certain individuals. For website design of attorneys, blue stands for strength, influence, security, and success.
When talking about patterns, there are two main types: Z and F.
Z is a more suitable website that doesn’t have more content. Like this:
PPC for Law Firms is one of the Fastest Ways to Close Prospects
Pay-per-click (PPC) marketing is an effective strategy for generating leads for lawyers, mainly because it lets you target clients which results in making your advertising cost-effective.
SEO, on the other hand, takes time to get your brand noticed. In fact, according to Tech Jury, PPC ads are being clicked by 50% of people on the internet.
Google AdWords ranks PPC campaigns based on audience relevance and usefulness.
A relevant ad associated with the keywords that you bid on will increase your chances of getting a high rank, which decides where your ad will be shown and the cost per click.
To form a successful pay-per-click campaign for a law firm, your keywords should align with the needs and wants of your clients. By knowing your clients or a specific type of client, you will know what keywords to use.
PPC marketing for attorneys caters to the requirements of people within sharp and snappy timeframes. By the time you post an ad, you have a quick time frame to capture the attention of your intended viewers and inform them about what you want to convey.
Leverage Google My Business for Law Firms Like Yours
Google My Business (GMB) is a tool that can help you manage your Google business profile. It can help you expand your law firm’s online presence and rankings on Google’s search engine results pages.
According to a study, setting up your business on GMB will help you receive at least 59 actions per month.
Google takes this action-reporting data on the basis of telephone calls, website clicks, and direct requests from users. The ranking of a website on Google is determined by a number of factors, such as Google Search, local searches, Google Maps searches, as well as searches on mobile phones.
If your law firm appears among the top listed search engine pages, people will feel more likely to schedule a meeting with you. More importantly, they might even leave a good rating if your services are good enough. Just in case you get a few negative reviews, they won’t take you down because the positive ratio is still in good shape.
It’s a good idea to add photographs of your GMB listing, including pictures of your logo, your business’s exterior and interior, and your signage. This will result in increasing your visibility in the local area.
When optimizing Google My Business listing for law firms, another benefit is a 3-pack appearance at the top of the SERP results page of your potential client. This will contribute to boosting your local SEO. After all, this is a great way to get hungry organic traffic.
Have High-Converting CTAs for Your Law Firm
CTA stands for “call to action” and is a term used in marketing to encourage people to take specific actions, such as signing up for a mailing list or visiting a website. CTAs can be placed on your homepage, in the footer of your website, and even in the sidebar of your email newsletters.
It’s an important part of any law firm’s marketing strategy. In order to create effective CTAs, you first need to understand your target audience.
Once you know what they want, you can craft the perfect CTA. Consider what type of interaction you want your target audience to have with your website.
For example, if you’re targeting potential clients, consider including a form that asks for contact information or feedback.
Make sure that your CTA makes sense. Include clear instructions and close the loop by offering follow-up services or products. Use pop-ups and interstitials sparingly, as they can be intrusive and annoying for visitors.
Consider SEO
SEO can improve your chances of attracting new clients and ranking higher in search engine results pages (SERPs).
Clients routinely look for skilled attorneys in their area, so they normally type in keyword search queries containing their state, city, country, or criminal lawyer in Manhattan NY.
Once they type this, search engines crawl websites looking for this particular keyword and rank the most relevant ones for Google users’ queries.
The aim of SEO is to identify the leads who have previously sought out your offerings by means of the relevant keywords you put on your website, marketing campaigns, content marketing, and social media.
Online companies have documented success with SEO, which suggests that they use it as a cornerstone for their brand integrity.
It’s important to keep your website updated with SEO. A study says about 65% of the people who search for a lawyer online tend to visit the website which is shown on page one.
More Than 30% of Attorneys Get Their Clients Via Social Media Marketing
Social media can help you build relationships with other professionals in the legal field, which may turn out beneficial when networking for business opportunities. Additionally, these platforms are excellent tools for sharing news and updates about your practice.
One of the most important factors to consider when choosing a social media platform is the audience you’re targeting.
For instance, LinkedIn is good for connecting with industry professionals, while Facebook, Instagram, Youtube, and Twitter are better for reaching a wider audience.
Once you’ve chosen a platform, it’s important to come up with a plan. Start by creating profiles for your firm and individual attorneys, then start posting content that relates to your targeted audience.
Make sure your posts are interesting and easy to follow and be consistent in your messaging across all platforms.
Post about important events, polls, or news that relates to your practice area, as well as share interesting content about the industry or your own personal experiences with legal matters.
This will show your followers that you’re active and engaged in the community and make them more likely to visit your website or follow you on Twitter or Facebook.
By using social media properly, you can build relationships with potential clients and attract new followers who will eventually refer business your way. According to a survey by the American Bar Association, about 35% of attorneys were able to get new clients through social media profiles.
Have an Email Marketing Strategy for Your Law Firm
The primary intent of law firm email marketing is to stimulate business from past customers, generate referrals from other lawyers or professionals, and grow sales.
It’s best to create separate mailing lists for your target market categories and place them into separate groups.
Email marketing doesn’t use much of your capital but it’s not free.
A decent email marketing system requires an autoresponder, which might cost you anywhere between $15-$50 per month.
Your email newsletter is a simple approach to outlining your legal services in an easy-to-understand way. When you explain legal jargon and terms in simple language, your audience will see your wisdom and recognize your level of knowledge.
References:
https://www.nivancontent.com/law-firm-marketing-statistics-2019/
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