A Guide to Law Firm Marketing
Growing law firms need marketing. Attracting clients to your law firm will not happen without effective marketing. Legal marketing means pointing out to your intended client base who you are, what you offer, and how you can meet their legal needs. When you employ sound strategies, you can grow your practice and be a leader in the industry. There are several ways to do that.
Develop a Robust Website
For starters, you must have an engaging, user-friendly website that gives prospective clients a good overview of your law firm. A website does more than provide information. Rather, it should entice visitors to take action. The website should have a link for visitors to fill out a form, schedule a consultation, or call your firm.
One bonus tip: our team has discovered most prospective clients will call you. For that reason, your phone number should be prominently displayed on your website. It helps if your phone number is always clickable on mobile devices to make it easier for prospective clients to call directly from their smart phones.
Advertise Your Law Firm
Building a website is just step one. Now, you need to get people to it. The quickest way to generate interest in your law firm is through advertising and specifically, Google Advertising. Jeff Kelly, a bankruptcy attorney, was quoted on Wordstream, “Sixteen years ago all you needed to do was purchase a yellow page ad, and that was it. Nowadays if you don’t spend time on digital marketing, and paid search specifically, you’re not going to make it.”
The point is Google Ads is one of the quickest ways to drive interested prospects to your law firm. It’s also one of the easiest to get started if you know something about digital advertising.
Execute an Effective SEO Plan
Another way to increase your website views is known as organic search engine optimization (SEO). Through SEO, your firm aims to improve your website’s ranking on Google, so when people search for local law firms, your website is high on the results page. Use the right keyword phrases with excellent content and enough links pointing to the page, and your firm’s site will appear higher on the results page when someone performs a search.
Doing keyword research tells you what phrases people typically use to find law firms. It will show you how your competitors are faring and how clients are finding them. Search Engine Journal says: “It’s best to use law firm SEO tools to find localized keywords that match your service area and the specific legal services you offer.”
Get Involved on Social Media
Like it or not, social media is an integral part of daily life — for personal and professional use. Your law firm marketing efforts can benefit tremendously by using platforms such as LinkedIn, Facebook, Twitter, and Instagram. Post about your firm’s accomplishments, recent news, and other relevant information that can drive prospective clients to your business.
Diversify Your Content
Going back to your law firm website, it can’t be bland or sparse. This doesn’t mean you should overstuff your site with useless content. Having a wide variety of content can heighten interest in your firm. Up-to-date blog posts about helpful legal topics can address issues that people are concerned about in your state. Uploading webinars or podcasts also adds a platform where you can answer commonly asked questions. Adding case studies or interviews also helps. As you add this content to your website, ensure that you update it often so it doesn’t go out of date.
Marketing isn’t just for retail businesses. You can implement these same principles into your law firm marketing and expand your business. When people in your town need a lawyer, they need to know where to turn. Employing these tactics can help your firm grow.
If you need help growing your law firm, contact Search Pros today for a free growth plan.