Law Firm Marketing Strategies To Improve Your Online Presence In 2020
20 years ago, the question of how to market a law firm was simple. You could watch TV, listen to the radio, or look in a phone book. Advertisements that asked if you were in need of a lawyer were ubiquitous across those mediums as well as in print and on billboards. They worked to bring attention to firms of various sizes. If a firm was lucky, those advertisements made an impression that would stick in the minds of potential clients, so they would think of a specific firm when they were in need of legal services. In the modern age, the best law firm marketing strategies are much more targeted to reaching your clients at the moment when they need you and for the specific service you provide.
Strategies for Law Firm Marketing
In this article we will share strategies to help you see the importance and benefits of digital marketing for law firms in 2020. In an age when people spend more time consuming content on their phones and computers, law firms have so many new opportunities to reach clients to take advantage of. A law firm marketing consultant can help you use all these new tools and is an important piece of the puzzle to take your firm to the next level.
Why Is Law Firm Marketing Important And What Is It?
Imagine you are a law firm that specializes in accident and personal injury claims. Someone is standing on the side of the road, looking at what used to be their car, and they know that they are going to need someone to represent them. The first thing they are going to be likely to do is pull out their phone and do a search for a lawyer nearby who can help them. The chances of them finding you are slim if you are not on the first page of the search results.
The Competition of Legal Marketing
The legal field is increasingly competitive and over the last ten years the need for your firm to stand out has become even more important. Law firms need to be at the top of search results. And, a good digital law firm marketing strategy is going to be what gets you there and gets people clicking on your website. Potential clients need to be able to find your website fast, and once they click on it they need to be quickly presented with content that is relevant to their search. The days of just throwing some ads on TV and in print are in the past and your firm needs to be ready for the future of marketing a law practice.
The key to successful law firm web marketing is taking the tools available and putting them into use to drive potential clients to your site. A law firm marketing agency like ComboApp knows how best to put together these tools to market to your clients effectively and help you grow your business. In the rest of this article, we are going to be looking at 6 of the best marketing strategies to use in 2020.
The 6 Best Law Firm Marketing Strategies To Grow Your Practice
It is important to know how to market a law firm and there are certain techniques that will make your firm stand above the rest. Those techniques are the tools that drive your success and we are going to look at 6 tips for marketing of legal services online.
1. Build Your Brand
Your company has a specialty, but what you specialize in is not who you are. Whether you are a personal injury firm, or if you focus on legal services for businesses, you still need to let clients know WHO you are and not just what you do. Your branding is a chance to make potential clients comfortable and make them feel like they can relate to you and trust you.
This is your chance to sell to the client the aspects of your business that make you unique. Well designed sites and content can be used to show the personality of your company, giving clients a first impression that lets them know why they should choose your firm out of all the other available options. Connect with the potential client and let them know your firm and its story. If you build trust with them with your online presence you have already developed a lead over your competition.
2. Make Sure Your Website Is Mobile-Friendly
81% of Americans own smartphones and 3-in-4 of them search with their phones to address their immediate needs. People take their mobile experience seriously, and 52% of users said they would be less likely to engage with a company if the mobile experience on their website was bad.
These bits of information alone were good reasons to make sure your site is optimized for a mobile experience, but now in 2020 Google has made mobile-first indexing their primary ranking and indexing tool. This means that when Google crawls the web, it looks primarily at your mobile site to decide where you rank.
Your law practice needs a website that is built for a mobile experience in order to be competitive and get those first page rankings on Google in 2020.
ComboApp also would recommend using tools like Google PageSpeed Insights in order to track and improve the speed of your site on various device types. Investment in sites that are optimized for both mobile and desktop is an investment in the success of your law practice.
3. Work With A Law Firm Marketing Agency
Your focus is the operation of your law company and winning cases for your clients, as it should be. Hiring a digital marketing agency for law firms allows you to keep focusing on your job. Let a team of professionals build your digital marketing strategy and put it into practice. You would never tell a potential client to represent themselves in a courtroom, so choose an agency who specializes in digital marketing to represent you to the world.
A law firm marketing company like ComboApp can bring your ideas to life as well as develop strategies including building an app to help you connect with clients, creating video content that is relevant to your business, and reaching potential clients on social media.
4. Optimize Your Website For Search Engines
SEO (Search Engine Optimization) is one of the most important tools in your law firm website marketing toolbox. This means building a website and content that is designed with Google algorithms in mind to ensure that you rank high on SERPs (Search Engine Results Pages). SEO for law firm websites is going to focus heavily on local search rankings, which means that even things off of your page like your Google My Business listing need to be fully optimized.
75% of users never go past the first page of a Google search, so if you are not on the first page 3/4ths of people searching will never know you exist. Your digital law firm marketing agency will ensure that you get into the top search results by using their knowledge of search engine optimization for lawyers to build your site by following best practices like:
- Creating a mobile-friendly website to comply with Google’s “mobile first” indexing policy.
- Performing page speed optimization for mobile search by addressing round trip requests, render-blocking, lazy-loading, compression, caching, and the Accelerated Mobile Page HTML code options.
- Improving your website’s technical SEO so the search engines can crawl and index it without any problems.
- Researching target keywords.
- Creating and optimizing both your content and the keyword placement within it.
- Creating SEO-friendly metatags.
- Optimizing your site for voice search which is quickly growing as a source of potential traffic.
- Link-building to establish, maintain, and increase website authority.
- Reaching out to media outlets to disseminate your content and increase inbound traffic.
- Proper schema markup for legal services.
Having a site that is SEO-optimized is critical for the success of your law firm marketing plan. ComboApp’s law firm marketing services include using their knowledge of SEO for law firms and attorneys to get you the rankings you deserve.
5. Content Marketing Gets Your Message Out
Content is king. That has been the rule on the Internet for a long time. Website marketing for law firms is going to be focused on content that informs clients of who you are and what services you provide to your clients. Pages that discuss each service you provide will make sure that potential clients get right to the content that they are looking for. If a client is looking for bankruptcy services, they are more likely to stay on your website and contact you if they can be presented with that information on first click. (Rather than if they have to hunt through your site looking for it.)
SEO for law firm websites also includes creating dedicated landing pages for each of your services and blog posts as it gives you more opportunities to optimize your content with related keywords and improve your search rankings.
The Need for Full Content Strategy
Beyond just pages for your services, content marketing for legal firms should also focus on a full content strategy including videos, blog and social media posts such as:
- Legal advice, including answering questions from visitors and potential clients.
- Updates and opinions on legal cases and rulings, both local and national, that might affect your clients.
- Interviews with staff and client testimonials.
- Your digital marketing agency will work with you to develop the best content strategy and law firm marketing ideas to make you stand out from the rest.
6. Voice Search Optimization Puts You Ahead Of The Curve
Voice search has quickly started to climb as a major driver of traffic in 2020, as more and more devices are listening to the questions that users ask out loud and giving them the answers they are looking for.
You want to be the provider of those answers.
Voice search is the next big change in Internet marketing, and it is going to produce a whole new set of challenges and opportunities. Rising to those challenges and taking the opportunities provided will be key to continued success in 2020 and beyond. SEO for law firm websites will need to take voice search into account and law firm marketing strategies will include it more and more.
Getting in on this now means getting your results featured when someone asks a question like “Do I need a lawyer to file articles of incorporation?” or “Who is the best lawyer near me?” to their Alexa, Siri, Cortana, or other digital assistant. Voice search will be critical for law firm SEO marketing soon, so now is the time to be a leader and get a head start on the competition.
Marketing a law firm has a lot of challenges, from overcoming people’s distrust of lawyers, to a crowded market. Your marketing agency is your partner in getting to the next level of business operations. Your law firm marketing plan should take into account all of the best marketing strategies for law firms. Putting these tips into practice will effectively ensure that your website is seen through search, but converts users to paying clients.
Online marketing for law firms consists of putting all the tools mentioned in this article to use to stand head-and-shoulders above the competition. SEO for law firms will include a heavy local focus and measure, will ensure that the site is optimized for mobile and voice search, and that your keyword-optimized content will get you ranking on the top of the SERPs.
ComboApp has the skills to make your law firm digital marketing a driving force for your business. Contact us at firstname.lastname@example.org so we can help you take the first step towards your firm’s digital future.