Tips on Law Firm Marketing
To really hone in on the best digital strategy for your law firm, it’s important to first understand what it is that you are trying to achieve. The following are a few tips that can help you determine the best unique strategy that works the most for you.
1) Who is your target client(s)?
Before you invest the big dollars into digital marketing, you first need to understand your target audience, especially what that target audience may be looking for when they turn to the internet for answers to their questions. In order to maximize your digital marketing, your website will need to reflect what they are looking for. To know your target audience better, interview your current or past clients to observe trends about where they came from and conduct some industry research. For example, if most of your past clients have sought out your services for a DUI case, it may be helpful to tailor your website to target that audience.
2) What are your digital marketing goals?
In order to understand the areas where you need to invest in digital marketing, it is first important to understand what isn’t working. Factors can include:
- Traffic on your website
- Number of positive online reviews
- Number of times your law firm is mentioned in media
- Number of initial consultations scheduled
- Rate of website visitors versus initial consultations booked
The best thing you can do for your law firm’s personal branding is investing in retaining clients and strengthening your law firm’s positive image. From here, decide what it is that you need to concentrate on in order to bring in those prospective clients. The hardest part is convincing website visitors to follow through with booking their initial consultation.
3) Decide on marketing channels
There are countless of places online, aside from search engines, where people tend to turn to for information about available law firms. These can include:
- Online lawyer directories
- Pay-per-click advertisements (PPC)
- Search engine marketing ads (SEM)
- Email marketing
- Social media marketing
- Website search engine optimization (SEO)
Once you know your target audience, you can decide which one of these will work best for prospective clients to find you. To make your money the most worth it, you will need to be as selective as possible, especially since investing in digital marketing can turn out to be quite expensive.
However, it is important to keep in mind that there are some free resources available that you should keep in mind to take advantage of. For example, free online profiles like Google My Business that can help boost your digital presence without the burden of cost.
4) Prioritize converting visitors to clients
One of the most important pieces of your law firm’s identity will likely be your online website. Having your own website will boost your firm’s credibility and trust, and can be tailored to personally fit the image and personal branding of your firm. Once you strengthen your firm’s personal branding, it can further compel people who are looking for lawyers to purposely search for your website. As such, one of the key goals of your digital marketing strategy should be converting website visitors to clients. If you have high website traffic but very little initial consultations booked, it might be worth it to invest your dollars into prioritizing this. On the flipside, if you have low website traffic but a lot of initial consultations booked, it may be more worth it to focus on your website’s SEO.
If you want to save on costs, prioritizing your website’s SEO may actually be the way to go. The best part of optimizing your SEO is that it drives free organic traffic to your website – the result of having your website appear closer to the top of search engine results pages (SERP) when people search for lawyers online.
In fact, your law firm website will serve two audiences: visitors and SEO. In order to be successful, you will need to adhere to the needs of both, and that means understanding what visitors and your target audience are looking for, as well as understanding what search engine optimization (SEO) are looking for to make sure your website ends up as high as possible on search engine results.