Law Firm Marketing

Aside from delivering top-notch services and winning cases, effective legal marketing services can give you an edge over your competitors and bring in more business. Here are the top successful marketing trends to master in 2019:

Law Firm Marketing

  1. Search Engine Optimization: Fight For Your Rank

    • Mobile-first indexing

      With mobile phone users expected to be above 266 million in 2019, this algorithm update from Google is a natural progression of events. With mobile first indexing, Google will utilize the mobile version of your page for ranking and indexing.

      If your firm had already prioritized mobile friendly performance, then you should have little or no negative impact. If not, then it’s time to migrate your desktop version to the mobile version.

    • Google My Business (GMB)

      GMB allows you to manage how your firm appears on Google maps and search. This lets you include your firm’s name, location, operating hours, add photos as well as monitor and respond to customer reviews.

      This is a great starting point for law firms that are just getting started on their SEO because when clients search via location, they are more likely to visit your firm. For example when a client searches “divorce lawyer near me,” they are usually on the verge of making contact and your firm showing up on GMB places you at a better position for conversion.

    • Business Listings

      These are available in both paid and unpaid options. The platforms for these include Facebook, Apple maps, GMB, LinkedIn Business Directory, Bing, Yelp, Yellow pages, and Yahoo! Local. Again, these sites will help you to be found and increase your visibility.

  2. Website Design and Live Chats: Put Your Best Foot Forward

    Today, it is through your website that your potential clients will start making judgments on your capabilities, long before you are in a courtroom. The first point of interaction is usually going to be through your website. In a recent study, 94% of people cited web design among the reasons they mistrusted or rejected a website.

    Website Design and Live Chats

    Further, almost 60% of all internet access is done via mobile phone.

    This gives an idea of how crucial it is to have a friendly, responsive website, on both mobile and desktop devices.

    UI and UX both relate to this, and speak to your sites visuals, user adaptability, usability, interface, and navigation.

    It pays to ensure your website is done well and that:

    • It is mobile user-friendly. To check this, run your URL on the Google mobile-friendly site checker, and your phone as well. You should be able to view, search, and navigate through your site seamlessly.
    • It supports live chat: while live chat used to be a nice add-on to have, it’s become an absolute necessity. Case in point: 42% of customers prefer live chat to email (23%) and social media (16%).
    • It has clear website navigation to enable users to move around and find their way around, without exiting the site. This means search tools, back buttons, and an informative menu bar.
    • It has clear, easy to read font and the ability to zoom in and out.
  3. Content Marketing: Show Your Authority

    This is the backbone of your website. When it comes to your content, write for people, not for search engine optimization. Over time if you focus too much on keyword stuffing and writing for search engine optimization, you lose readership as you produce generic, dull content.

    However, creating content with your audience in mind means you develop great, usable and enjoyable content that your audience will be compelled to read and share.

    With this in mind, create blogs, vlogs, and videos with what your audience would like to know. These can be case studies, breaking down different Laws and stipulations, lawsuit criteria, legal processes and so on. This makes for engaging content on your audience’s part and allows you to showcase your expertise and mastery of the law.

  4. Social Media Marketing: Humanize Your Firm, Connect With Your Audience

    You cannot afford to ignore your social media. These tools provide a quick way to get in touch with clients, find out what is being said about you, promote services as well as keep an eye on your competitors.

    While your website content should take a more formal, authoritative approach, you can be a bit informal on your social media. Discuss national and global issues, invite your audience to give their take, speak about your pro bono cases and CSR activities you engage in, the new attorney who just joined your firm and what kind of cases they will be handling, and even share clean legal humor.

    The aim of social media management is to start conversations, connect and interact with your audience, build your brand and credibility, as well as introduce informal conversations that can bring in business.

  5. Pay Per Click Advertising

    The most common pay per click type is the paid search ad, where the business running an ad is paid when a user clicks on the ad. This is a great way to drive traffic to your website.

    In addition, this method is cost-effective, it allows you to target specific demographics better, its measurable and there are lots of training resources online to help you get started.

    Similarly, Google AdWords allows you to bid on keywords related to your law firm such that your clickable ads appear in Google search results. This improves your visibility and gives you an edge over other law firms.

  6. Reputation Management: Establish a Positive Online Image

    If you have not Googled yourself lately, you’re doing your practice a disservice. According to top research firm BrightLlocal, 90% of consumers read online reviews before choosing to engage business.

    Your starting point in online reputation management is to see what’s out there about you first. Then what’s out there about your competitors. Check to see what they are praised for that your firm could emulate.

    Something else to pay attention to is your reviews. Here, you have to respond to both good and bad reviews. Another way is to increase the number of good reviews, mainly by asking happy customers to review your services online. This action by default also improves your SERP ranking.

  7. Get Help To Analyze Your Digital Footprint (Analytics)

    Analyze Your Digital Footprint
    Your website, social media, online reviews and so on leave scattered data on the internet. Data analytics can collect and process this data into useful information for your firm. This data can make you more efficient, give you insights on your demographics, and increase your bottom line.

    By hiring experts to analyze your digital footprint, you can keep track of information such as who the visitors on your website are, their locations, when your best conversation times are as well as what pages (information) they visit and revisit,

Take Away

If you haven’t embraced online marketing for your law firm, you might be out of business soon. If you are not well versed with digital marketing, it is time to engage an expert. Effective digital marketing services for lawyers could make all the difference to your law firm’s current and future clients.

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