Whether you are brand new to the industry or have been in the industry for a few decades, you can probably agree that the way law firms find clients is different than it was in years past. With all the changes brought on by the internet age, the entire digital marketing landscape is dramatically different than it was even five years ago, let alone ten or 20 years ago. Of course, this means that the ways in which law firms (along with many other kinds of businesses) market themselves have completely changed too.
In the past, when a person wanted to find a lawyer, they might have opened a phone book for local listings and made a call.
Today, the process is much different as there’s greater access to way more information that gets considered before the person actually hires a lawyer. They will likely conduct a search online, perhaps using vague search terms, like “lawyer in my area,” or perhaps using a search query that’s much more specific, such as “pedestrian accident injury attorney.”
Regardless of the specificity of the search term, a list of law firms will pop up on the search engine results page, which is where the person searching can begin the process of choosing the right lawyer for them.
Having a strong web presence as a law firm is crucial these days for exactly this reason. Not only do you want people to be able to find your firm online, but you need to also convert them into clients and beat out your competition.
There are many aspects to consider when building up your online presence, so here’s a guide on how to properly market your law firm online.
Brand Your Firm
The first aspect to consider is that people are looking to hire a lawyer and not a law firm. They ultimately want someone who will understand their story and align with their goals, so highlighting who the individuals are that make up your firm is essential.
In fact, 85% of respondents said they were directed to a law firm’s website through their lawyers’ bio pages, so establishing that connection through personal branding can help turn potential leads into full conversions. It means each lawyer should work to cultivate their own personal brand outside of your company website and other online channels so that they come across as more human, rather than just a headshot on a corporate website.
Furthermore, having a branding story around your firm can help people resonate with both your lawyers and your firm as a whole, which means they know their values are in line with your firm’s. If your firm has a story to tell, such as being a family-run business or working for a charitable cause, make sure you tell it.
Have A High-Quality Website
Having a website today is like having a business card; it’s often the first impression people will get of your law firm and also how they find out how to contact you for more information or to hire you for your services.
With so much fierce competition out there, it’s crucial to have a high-quality website that not only entices visitors but converts them into clients. Some of the most important aspects to consider are ensuring it’s mobile-friendly, loads quickly, and includes quality copy that is written specifically with the needs of a law firm in mind.
Hiring a company to take care of your website is often a smart decision since they can handle all of the details while you focus on your practice, but choosing the right company is imperative when it comes to building a website specifically for a law firm. A company that specializes in law firm website building, like justlegalmarketing.com, is in tune with your particular needs.
It isn’t enough to just have a website; your potential clients need to be able to find it online; otherwise, you are virtually non-existent.
This is where search engine optimization (SEO) comes into play. It’s a strategy that increases organic traffic to your website through search engine results that essentially allows you to show up on search engine results pages (SERPs) when people type a query into Google (like those search terms mentioned previously in this article).
Websites that have good SEO will rank higher and will be more visible to the people searching for them, giving an edge over competitors.
Ensure all aspects of your website are properly using up-to-date SEO techniques, especially when it comes to your lawyer’s bio pages and your company “About” page because, as mentioned above, if most people are directed to your website through lawyer bio pages, you want those to be the most visible and searchable.
Utilize Content Marketing
Generating quality content is another way to increase web traffic organically and encourage prospective clients to visit your page. Sharing informative and interesting content that they will find valuable and useful will keep them engaged with your firm and also establish yourself as an expert in your specialization.
One way to do this is by starting a blog as part of your website and updating it reasonably frequently. Include SEO strategies in your content as well so your blog is findable and can help direct potential clients back to your site.
Once your blog is established, you can then work to create a content marketing funnel and include resources that are shareable like whitepapers, case studies, and infographics. The more valuable information and unique perspectives you can share with your audience, the better.
Harness Opportunities for Earned Media
Earned media is highly valuable because it’s essentially a free quality promotion for your firm. In order to get earned media, you have to take some worthwhile action.
One way to do this is to take on pro bono cases around the community to help those who may not be able to access help otherwise. You’re doing good for your community and you can then leverage that by highlighting it on your own blog or social media channels with the hopes of an external source picking up the story and sharing it to their audience as well. Additionally, if your firm or one of your lawyers is featured or written about in any publication, be sure to share that on your own channels as well.