The legal industry is changing dramatically. Despite some changes, law firms still do not have the time to set up a proper budget for law firm marketing purposes and end up spending more than they should on it. There is no denying the fact that marketing has become an integral part of any industry. But law firms are failing to generate new leads on clients due to lack of authenticity or poor marketing strategies. However, an absence on the online front and a half constructed website do not exactly add to the confidence of potential customers.
Such legal firms, need to be more strategic when it comes to establishing a marketing plan for attracting new clients. They need to be more effective than ever in their approach to getting new caseloads and clients.
11 Effective Law Firm Marketing Techniques to Enhance Attorney Online Presence:
To acquire a competitive edge, it is necessary to draw up an intelligent plan that establishes the firm as a brand online and spreads the word about their work. Law firms rely heavily on their cases and their success in court. They must market that resourcefully and make it work for their benefit. What could possibly make an attorney website stand apart from the rest of the law firms? Well, take a look below at the 11 marketing techniques to attract new clients.
1. Analyse data
Analysis of existing data not only allows to identify the weakest link but also successfully evaluate past efforts. Assemble data and reports from various outlets to develop an insight into where work is needed. It must be understood what is required the most when it comes to law firm marketing.
a. Is it the website that is failing to garner any interest?
b. Is it the online rankings?
c. Are the clients able to find the website online?
Assess all such factors and then go on to strategize the next move.
2. Use marketing resources
It is essential to opt for outside resources to help with law firm advertising. While it is easy to set up a website; ensuring that website receives maximum exposure, is a different story altogether. To receive quality traffic, an attorney website needs to keep up with the recent trends and techniques of internet marketing which demand expertise and knowledge. Outsourcing the work to a professional law firm marketing agency will ensure that the marketing needs are well taken care of. They will be able to generate a responsive and an easy to update website in no time.
3. Choose a mobile friendly law firm website design
Many law firms are technologically challenged and this is absolutely true when it comes to their website. With changing times, the law firm needs to keep their website updated, especially when smartphones have taken over the online world. People are more inclined to search for an attorney website or access the website on their phones rather than on a laptop or computer.
In conclusion, an attorney website needs to be mobile-friendly. It needs to ensure that the clients can navigate through the site easily on their phones and contact the law firm or download any forms required without any hassle.
4. Create and update content consistently
As important as creating a law firm website, is creating new content. Crisp and fresh content is required on a regular basis. Fresh content means that Google will prioritize the website. This means that with updated content, the website will experience better rankings compared to others.
5. Upload intelligent content
Intelligent content is the key to the success of the law firm marketing strategy. The content should be familiar to the clients and should relate to some problems that they might face. An intelligent content is defined as something which is:
– discovered easily
– structurally rich
– categorized semantically.
6. Utilize various platforms for marketing
It is essential not to stick to just one channel when it comes to marketing. Utilizing all channels will enable the law firm to exercise its influence and attract new clients and caseloads.
A law firm needs to connect with its potential clients, and one way to do so is utilizing multiple focus areas. For example, there are multiple ways through which it can attract new customers and all of them correspond to each other’s success. A law firm can use paid ads in search engines and social media channels.
7. Marketing the law firm as a resource
Use videos, infographics, and great content to market the law firm as a brand. The more various communities online hear about it, the better are the chances of generating new leads. The creation of rich, resourceful content is the first rule for law firm advertising as people are more likely to trust it based on that.
Also, insert facts and substantiate it. Have previous clients testify on the law firm’s behalf. In short, market the firm and its services as a resource to potential clients.
8. Measure the marketing efforts
It is needed to evaluate practices periodically. A marketing strategy has no value if one does not assess it from time to time. It is needed to assess whether the strategies, money, and time invested are generating any value. This will allow evaluating exactly what has worked and what did not. It will also enable the firm to figure out the weak parts of the marketing plan. The measurable data will be:
– Resource downloads
– Website hits
– Social media response
– User experience
9. Understand social media and conversion rates
In order to change and be a pioneer in the legal world, understanding and mastering social media and conversion rates is essential. Reaching out to existing and potential clients on Facebook, Twitter, Instagram, and LinkedIn is an important step for any law firm marketing. Developing effective social media strategies gives the law firm a high conversion rate and generates more leads faster.
10. Focus on target audience
When developing an effective law firm marketing strategy, it is needed to concentrate on the target audience. This is especially relevant in the legal world as an attorney would like to appeal to certain communities or ethnicities. It also depends on the type of law that a law firm practices and other various factors.
11. Choose a professional law firm marketing agency
If one wants to cut back on all that hassle and predominantly want to concentrate on practicing law, then hiring a law marketing agency is one the most important ideas.
Search Engine Projects is one such agency that can help attorneys and lawyers develop effective marketing campaigns that will further allow their law firms to grow. Regardless of whether they have a website or not, these professionals will help attorneys build their brand with effective law firm marketing strategies that will allow them to expand exponentially.