Law Firm Marketing

Law firm marketing in 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.

The right digital marketing strategies are critical to achieve and sustain a successful law firm. A successful digital marketing strategy is a combination of multiple marketing tactics that work together to boost brand awareness and attract clients.

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

Usability and User Experience

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. Users form an opinion about your site as soon as they set eyes on it, and you want users to leave your website feeling satisfied.

Websites take time to build, maintain and optimize. Test your website on multiple devices, correct issues and continue to monitor it’s performance.

SEO Tactics

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.

Content Marketing

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.

Maximize Your PPC Ad Budget

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.