Law Firm Digital Marketing

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Innovative Law Firm Digital Marketing Strategies to Maximize ROI

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The over-saturated legal market creates challenges for law firms and partners. It’s harder to acquire new clients, and there’s more competition than ever to attract the best talent.

With the right digital marketing strategies, law firms can target the ideal clients and attract the best and brightest recruits.

What Is Law Firm Digital Marketing?

Law firm digital marketing is online marketing that puts your law firm in front of both potential clients and new talent, leading them through the buyer’s funnel.

Competing law firms are also hungry for new clients and top talent, so many are utilizing digital marketing techniques to get ahead.

Strategies for Successful Digital Marketing

Successful digital marketing strategy is a combination of multiple marketing tactics that work together to boost brand awareness, draw leads and attract lifelong clients.

Here are the most important aspects of your digital marketing strategy to focus on:

Website Design

In the digital age, people no longer turn to telephone directories to find local businesses. Instead, they search the internet and have access to not only your business’s website, but also to reviews and other research.

Because of this, your website is one of the most important marketing assets you have. Whether it’s the first place a prospective client visits or the place they end up after following other marketing avenues, it’s vital that you make a great impression.

Your website’s design, usability and user experience need to be competitive with other websites and offer a quick and pleasant experience for the visitor, and it should give them the information they need.

Most importantly, your website needs to load quickly. Many users hitting a slow-loading site will quickly hit the “back” button and go to another site, costing you a lot of potential clients.

Your website should also be mobile-friendly. Many people use their smartphones or other devices to find the information they need, so desktop-only sites tend to fall by the wayside. Desktop sites tend to have plenty of issues on mobile, such as buttons that are too small to click, too close together to click accurately, too hard to read or a design that’s too cluttered to be legible on a small screen. For many users, this means clicking away to a more usable site.

The previously mentioned issues are components of user experience. Users form an opinion about your site as soon as they set eyes on it, making judgements about credibility and design based on the text, colors and other subconscious factors. You want users to leave your website feeling satisfied.

Websites take a while to build, maintain and optimize, however, so it takes a thorough audit to test your website on multiple devices, correct issues, recheck and so on until you get the result you want.

SEO and Content Marketing

Search engine optimization (SEO) is the process of making your website rank higher in search engines like Google when users search certain keywords. Users make their decisions on the first few results pages, so if your site doesn’t show up there, it’s less likely people will see it.

When Google and other search engines crawl web pages, the pages are categorized and indexed in a library. When a user searches for something, a request is essentially put into that library, and Google uses machine learning to decipher the search term and find the most useful web pages.

SEO tactics, such as adding code and structuring your website in a deliberate way, help the crawlers understand, categorize and index each web page.

SEO tactics, such as adding code and structuring your website in a deliberate way, help the crawlers understand, categorize and index each web page.

Making your website fast and mobile-friendly is a huge part of SEO, but there are other things you can do to boost your ranking, such as:

  • Add schema, an additional website code that helps search engines interpret your site, for lawyers.
  • Ensure your website is secure.
  • Optimize your landing pages for action-related keywords.
  • Optimize images and adding keyword-rich descriptions.
  • Add relevant keywords in the title, image and header tags.
  • Optimize off-site local SEO.
  • Employ high-quality content marketing.

SEO is built on keywords, and choosing the right ones is a big challenge. The wrong keywords won’t help your SEO strategy, but the ideal keywords often have more competition and higher cost.

You should choose your keywords based on:

  • Target audience: This comes from knowing your target clients and what they’re looking for from a law firm.
  • Keyword volume: You can use tools like Google’s Keyword Planner to determine a keyword’s volume each month.
  • Keyword implicated search intent: Keywords that indicate the user is looking to buy, such as “attorney reviews,” implies more buying intent than “do I need a divorce lawyer.”
  • Keyword competition: The more law firms trying to rank for a specific keyword, the more difficult it is to rank. Many tools are available to find out how much competition you have for a specific keyword.

While some of these tactics are technical and easy to fix, content marketing takes more time. Content marketing uses different types of online content, such as blogs and videos, to answer questions and concerns for your prospective clients.

In addition to increasing traffic to your site, content marketing establishes you as an authority in your industry. This gives your reader confidence in your abilities and informs the decision to contact you for legal services.

Content takes time to build, but you can start with your site itself. Add or improve the content on your site, such as the services page, “about us” page, FAQ page and more. Once you’ve done that, you can start a blog and post about common questions, basic information about common legal matters like divorce or retirement, depending on your specialty, and other relevant topics. Over time, this high-quality content will drive traffic to your site and boost your rankings.

Blogs are a great way to start publishing content. High-quality blogs have a few of the following features:

  • 2,000 words or more.
  • In-depth coverage of a specific topic.
  • High-quality images that are relevant to the topic.
  • Videos that accompany the written content.
  • High readability.
  • SEO optimization.

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Local SEO

Most law firms serve the local area, which is why local SEO is so important. Local SEO is the practice of getting your company in the top search results for a local service area. Though similar to SEO in many ways, this tactic emphasizes the local Google Map result in the search results page.

All of the information that comes up in this result comes from your Google My Business account. You should start by claiming your account, listings on legal directories like Nolo and Lawyers.com and any other online real estate you can find. Then, update your phone number, address, business hours, reviews and any other relevant information.

Paid Search

Paid search advertising is a huge help to law firms. Paid search ads, such as pay-per-click ads (PPC), are campaigns that you launch and pay based on how many times they were clicked. PPC ads show up early in search results, ensuring that you’re in front of an interested audience and boosting your brand awareness.

The best types of PPC ad campaigns for law firms are:

  • Display ad campaigns: Google has the Google Display Network (GDN) that includes a number of partner websites with display ads.
  • Search ad campaigns: Search ads appear next to the search results when people search for products or services. You’re charged when a user clicks on your link or calls your firm.
  • Remarketing campaigns: Remarketing is a feature that lets you show ads to users who have visited your website in the past. You can adjust your ad messaging and bids with remarketing campaigns to target visitors that are on partner sites.

One of the downsides of PPC ads for law firms is that they’re expensive. If you’re working with a limited budget and a high cost-per-click (CPC) for a competitive keyword, you’re going to have fewer clicks per day. While this may be valuable for a lifetime client, it’s not a guarantee.

The best way to ensure you’re maximizing your budget with PPC ads is to be highly targeted with your keywords and keep them specific to your practice, such as the type of law you practice and your geolocation. It’s also smart to include ad extensions, which are a bit of additional information like reviews or quick links, that entice users.

With a specialized practice and a low number of clients, it can be more difficult for law firms to use PPC to find ideal clients. Fortunately, choosing a highly targeted keyword helps you stay detailed in your targeting to attract the right clients. You can also boost your targeting by adding relevant and actionable call-to-action buttons, descriptive keywords and a unique selling point for your law firm that sets you apart.

Reputation Management

Customer trust is paramount to a person choosing your firm over a competitor’s. Many people consult online reviews to inform a buying decision about anything, especially something as important as a legal matter. For most, a review is as valuable as a personal recommendation.

If you don’t have any reviews, you can politely ask your clients to review your firm by sending out an email with a review link. If you have plenty of reviews, take a look at the neutral or negative reviews and try to address their problems politely and professionally to show other customers that you’re dedicated to their satisfaction. You can’t please everyone, but you can turn your negative feedback into an opportunity to earn more customers.

Online Presence

Getting your name out there isn’t just a challenge with customers, but also with talent. Your firm is less likely to succeed if you can’t retain talented, professional attorneys, since customer experience is so important in the legal field.

Unfortunately, top talent is in high demand and firms are competing for the same attention, so it’s vital to get your firm in front of job-seeking talent.

Most young people spend a lot of time on social media, which is why it’s so important to have a solid social media presence. It gives you a chance to position yourself as a leader to potential talent, show off your company culture and give prospects an online experience that will encourage them to apply to your firm.

You can leverage the power of the following platforms as recruitment tools:

  • Facebook: This platform has a massive number of users and an informal atmosphere, giving you a chance to show off your company culture, firm events, charities, landmark cases, conferences and any other reasons your firm would be a great place to work.
  • LinkedIn: This is a professional platform, so it’s a great place for networking, recruitment and sharing industry news and developments with your community.
  • Glassdoor and Indeed: These are also professional platforms geared toward job seeking. Many job seekers use the reviews features of Glassdoor and Indeed to see what others think of working for different companies, so you’ll want to monitor your company profile and reviews on these platforms.

How to Measure Success

Marketing can be a time-consuming process, especially if you’re just getting started with some of these strategies. Because of this, it’s important to accurately measure and track your campaigns to discover what’s working and what could be improved or changed to maximize your efforts.

Key performance indicators (KPIs) should be your primary focus when measuring progress. These include:

  • New clients.
  • Leads.
  • Revenue.
  • Return on investment.
  • Lead-to-sale conversion rate.
  • Booking rate.
  • Cost per lead.

All of these KPIs will help you measure your efforts against your goals to see what areas of your marketing strategy need to be tweaked to ensure future success.

Enhance Your Marketing Strategy With M16 Marketing

Law firm digital marketing involves many different areas and a lot of planning, but done right, it can separate your law firm from a sea of competitors vying for the most valuable clients and top talent.

If you want to boost your marketing efforts, M16 Marketing can help. Our talented team of website designers, SEO consultants, digital marketing strategists and content creators can help you revamp your strategy from top to bottom. Contact us today to get started!

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