Best Digital Marketing Practices to Promote your Legal Business
Clients are the lifeblood of every law firm, but constantly acquiring new cases can be extremely difficult. The legal business is still struggling to make its place in the market. Below stats demonstrate the problem-
According to a survey, 57% of the clients had an issue that could be handled by lawyers but wasn’t. It means there are a plethora of opportunities to grab. You just need to make people aware of your business and how it can help them. So, what’s the right way of promoting your law firm? Of course, it’s a digital era; nothing could be better than digital legal marketing.
But you’re a lawyer, not a digital marketer! So, where do you begin?
There are many different approaches to practicing lawyer marketing on digital platforms, including social media, SEO, and blogging. However, since legal marketing can take up a lot of your time and attention, it’s important to be strategic while creating your plan. Don’t worry! Below we have covered everything you need to know about marketing your legal business. We will start from the beginning so that you don’t miss out on anything and gain your desired results.
The basics of digital legal marketing (from the very beginning)
Whether you’re a solo lawyer starting a career or a firm trying to establish itself in the market, your legal business’s goals are unique compared to other firms. With the right legal marketing practices, you’ll definitely execute desired results. So, below is where you need to start from-
Create a well-designed website
In this digital age, when clients look for law firms online, your website works as your first introduction to your clients. It allows you to influence the visitors who are looking to hire a lawyer. Start by making your law firm’s website as effective and user-friendly as possible. Use high-quality photos, highlight noteworthy accomplishments or experiences, and prominently display your contact information. Note that your website must be user-friendly as difficult-to-navigate sites can lose your potential clients.
Optimize the website with SEO techniques
So you make an appealing website to start your legal marketing. But how would you make it visible to your potential clients on Google and other search engines? Your website should adhere to SEO best practices to get the most return on your investment. As previously mentioned, ensuring your website is well-designed is an excellent place to start since strong design builds a foundation for search engines and the people who use them.
Search engine optimization techniques of lawyer marketing help you index your site on search engines, improving your visibility. So, people can find you easily when looking for legal businesses online. Google Business listing is one of the best legal SEO techniques for starting new. Make sure you claim your Google Business listing if it’s crucial for you to draw in local customers. Include a concise, helpful description of your services and your contact details.
Build a strong social media presence
Expand your presence beyond the website by giving potential clients several ways to find you. This means that while your law firm website is one place where potential clients can find you, —there are many opportunities to claim online profiles like social media. Therefore, it’s imperative to be present where your potential customers are. Social media use among people in the digital age is on the rise. Social media advertising can be a blessing for the expansion of your legal marketing with some careful planning and consideration.
Follow legal authorities on Twitter and have a serious dialogue. Create a successful LinkedIn page for your business. Create a Facebook advertising campaign to establish yourself as a thought leader in your industry and attract new customers. Finally, be cautious while developing lawyer-client connections and ensure that you abide by your jurisdiction’s ethical and publicity laws.
Invest in content marketing
Don’t underestimate the value of your expertise in law. Use it to establish your authority and showcase your competence in a certain field through written communication. Through blogging and, more broadly, content marketing, your legal business can answer common inquiries from potential clients. You can increase your chances of getting hired by potential customers by providing them with information about your field.
If you’re creating (or updating) a blog for your legal marketing, adopt some principles with consideration. For example, identify what your customers want to know about your services, focus on their queries, maintain consistency in cadence, and ensure you’re offering accurate, useful information.
Follow these practices of legal marketing on digital platforms-
All the marketing efforts in the world won’t help your law practice develop if you aren’t adhering to a few key guidelines. Therefore, before spending thousands of dollars on a brand-new website, an SEO expert, and social media advertisements, take some time to analyze what will drive your success. Then, as you continue with your efforts in lawyer marketing, have the following recommended practices in mind:
Follow client-centered approach
Clients now want their experiences with their lawyers to be on par since law firms are businesses just like any other. As a result, competitive businesses will be better positioned to stand out and prosper if they adopt a client-centric approach to both their operations and marketing.
How does this appear? When developing your website’s layout, consider your clients’ problems and concentrate on empathetically resolving those issues rather than emphasizing the services you provide. Make prompt contact with leads to let potential customers know you’re interested in working with them.
A user-friendly website demonstrates to customers that you have considered their needs. Put your customers first in your legal marketing endeavors, and you’ll do more than simply earn their confidence and goodwill. You’ll also be in a better position to draw in more prospects and swiftly convert leads into paying customers.
Make research your priority
Imagine yourself as a family lawyer who wants to launch a blog. Would it be better to spend more time writing a blog post outlining divorce and legal separation in your county? No right? Before putting in the digital marketing effort, you must understand your potential target first. Before taking any step, research the market and demonstrate something that can help solve people’s issues.
Market knowledge and proper study can influence your choice, and Google Trends can assist with that—use it to investigate interest in particular topics, including similar topics and related searches. You can also take the help of tools like SEMrush and Moz to look at how many people are looking for keywords associated with legal topics.
Hire professional support
You are a lawyer and have a business to maintain, and it’s not necessary to know every marketing strategy. If legal marketing isn’t a skill, you have much expertise with, hiring help might be a good idea. Consider hiring a marketing consultant, web designer, SEO professional, or other forms of marketing service to assist with your company’s demands.
Just make sure you ask lots of probing questions before signing on the dotted line.
Measure the performance
Monitoring the results of your legal marketing campaigns is essential to ensuring that the effort you put into them contributes to your company’s expansion. Make sure you understand how customers find you, how many website visitors become leads or paying customers, how many people click on your social media advertisements and any other metrics that are important to the marketing campaigns.
It’s simple to follow your instinct rather than the data, but you need to look at the numbers to back up your gut feeling that your company’s website is popular with clients.
Bottom line
The best advice for digital legal marketing is just to get started. Attracting new clients to your law company doesn’t have to be an enormous challenge. Spend a little money, try something new, evaluate your results, and use what you learn to improve. Whatever marketing strategies you select, always prioritize your clients’ needs and welcome the gain.
Author Bio:
Joe Martin is a long-time contributor in the tech industry as a leader at Adobe, CMO of CloudApp, and SVP at Scorpion. With his business and marketing degress from Utah and Stanford and his work in tech he brings a unique balance of strategy and execution to help businesses large and small grow.
