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:
1. 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. It’s vital that you make a great impression.
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.
2. Search Engine Optimization
Search engine optimization (SEO) is the process of making your website rank higher in search engines like Google when users search specific keywords.
Users make their decisions based on the first few results on the first page. If your site doesn’t show up there, it’s less likely people will see it.
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. 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.
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.
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.
- 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.
Get Help With Your Marketing for Your Law Firm
Law firm 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!