Back in the day, when the idea of the internet was so novel it was almost science fiction to develop a law firm digital marketing strategy. Most people used the Yellow Pages to look for the contact information of law firms offering the services they need. Since January 2019, Yellow Pages has stopped printing directories and lawyer marketing changed to become one click away on people’s computers and mobile devices.
People’s migration to online search is evident in legal practices. A 2014 survey conducted by Thomson Reuters revealed that 38 percent of their 1,000 respondents would consult the Web as a primary source of information. This is followed by asking relatives or friends for recommendations (29%) and going straight to the local bar association (10%). Only 4 percent said they’d consult Yellow Pages.
The number of people turning to online search has only continued to grow since then. According to the World Bank, about 88.5 percent of the American population are internet users. As more and more people turn to the ease and access that the internet provides, law firms are challenged to keep up.
Legal practices are everywhere, so it’s hard to stand out, especially online. However, law firms should consider utilizing the merits of digital marketing to be more searchable on the internet. With that said, let’s discuss online marketing for law firms and what you should be focusing on.
1. Investing in a Dynamic Website
As the saying goes, first impressions count. When potential clients are searching online for the services you offer, you need to be prepared to appear in the results. This means that your website must be responsive and optimized for any device. What’s more, your website should have a visually winning design to build an effective law firm digital marketing strategy.
If a person clicks on the link to your site and doesn’t obtain a positive experience from your site’s design and layout, they will most likely click back to the search engine results page (SERP). Your bounce rate goes up, a signal to Google that people aren’t satisfied with your content. As a result, your rank on SERPs would go down. It’s not going to matter if you’re the best lawyer across the state. If that quality isn’t reflecting on your site, you’ll lose potential clients.
So, what makes for a good website? It should be easily navigable, responsive, has valuable content and visual appeal.
2. Creating Valuable Law Firm Digital Marketing Content
One of the most important features of a website is its content. Whatever you write on your site can make or break your online marketing strategy. As one of the leading digital techniques today, content marketing is what you do to keep your site visitors stay longer because they’ve found the thing they’re looking for in your copy.
The reason this online marketing technique is especially effective for law firms is that blogging is a way for you to showcase your expertise. With blog posts, readers would have better insights into the services you offer and how they’re applied in real life.
What’s more, blog posts directly from you give your content a certain level of authority because you’re an expert in the field. You’ll be able to write factual and trustworthy pieces that answer people’s questions. When you set up sharing options, you can boost traffic to your site. As a result, your page will have a higher potential to rank on top of SERPs, making your site more visible and accessible to potential clients.
3. Gathering Testimonials and Customer Reviews
In ReviewTrackers’ 2018 Online Reviews Report, the organization revealed that 63.6 percent of consumers check Google reviews before visiting a brick-and-mortar store or online shop. The report also states that customers do not completely trust businesses with lower than 4-star ratings.
These figures alone show that online reviews are a driving force behind customers’ buying behavior. That’s why after providing quality services for your clients, make sure that you have a place where they can talk about it.
You may also gather written testimonials from past clients and display it on a central location on your website. Potential clients are likely to read customer testimonials. These are their basis on whether they could (and should) trust you. Testimonials also act as a form of a portfolio for you or your firm that shows whether you consistently deliver great services.
4. Submitting Your Site to Law Directories
Search engine optimization (SEO) is one of the most important law firm digital marketing strategies today, and one of the most important SEO tools is quality backlinks. When a reputable website links back to your site, it tells Google or any other search engine that you provide relevant content to users, thus improving your search rankings.
Good backlinks aren’t easy to achieve. But, one option is to have your firm listed on local and national law directories. These websites link back to your site whenever users search something that’s relevant to your practice. Essentially, online directories are the modern Yellow Pages.
Apart from the benefits that backlinks from directories will give your site, these are also the very websites where they may leave reviews, the importance of which we’ve already established. To get you started, here are some of the most popular directories where you can list your law firm:
5. Building Your Social Media Presence
Another key component of a successful law firm digital marketing strategy is having a strong social media presence. However, it’s not enough to just be online. You should consider using your social media accounts as a way to further promote your services.
For legal professionals, sites such as Facebook, Twitter, or Instagram do not particularly evoke a sense of professionalism. Though that doesn’t necessarily mean that you shouldn’t use those platforms, consider establishing your presence in a more professional site like LinkedIn.
LinkedIn is one of the most popular social media platforms for serious professionals. In fact, it is sometimes dubbed as the “Facebook for professionals.” Legal and business-related social sites use LinkedIn to build a network of professional contacts.
Effective Digital Marketing for Law Firms
One of the most competitive fields online is the field of law. Legal practices can be found almost anywhere. If you want to stand out, make sure you’re doing digital marketing right. Let Revenue Boomers help you out in that department.
We offer various online marketing services for law firms, including SEO, Pay Per Click, web design, and content and social media marketing.
Talk to a law firm digital marketing expert from Revenue Boomers today.