In the flurry of New Year’s resolutions, why not take some time to set marketing goals for your law firm as well? If you’ve been putting off evaluating your law firm marketing strategy, you are far from alone. Your clients are understandably your top priority, so it’s understandable if it’s been difficult to set aside time to review your marketing goals. However, the dawning of a new year provides the perfect opportunity to set your sights on how to grow your law practice in the upcoming months. Perhaps you want to focus more on a particular practice area, or you are looking to serve more clients from a certain area in your community. As the digital marketing landscape continues to shift and evolve, now is the time to identify and implement new strategies to take your law firm to the next level in the new year and beyond. Below are just five simple steps to help you get started.
1. Engage New Clients With a User-Centered Website
If it’s been some time since you worked on your law firm’s website, it’s probably due for a quick assessment. Put yourself in the position of a potential client—what prompts them to search for an attorney or information about a legal topic? Then, review your website through the client’s eyes. First, consider the initial impression—do all the components load quickly (under three seconds) and display correctly? Is the layout too busy or cluttered? Does the format inspire confidence, or is it too chaotic? Next, look at the written content. Do the titles and paragraphs clearly identify what types of legal services your firm offers? Most people prefer content that is organized in short bursts (separated by ample space) over dense paragraphs of text, so be sure that your website presents important information clearly and effectively. Finally, make sure that there are plenty of opportunities for a site visitor to contact you. Include a call to action on every page to encourage potential clients to schedule an appointment or request more information.
2. Consistently Post Quality Content
Search engine algorithms like Google are constantly evolving and rewarding sites that prioritize the user experience. Search engine optimization (SEO) best practices have moved from outdated attempts to “keyword stuff” websites with awkward-sounding mentions of locations and search terms to writing content that is trustworthy, relevant, and searcher-centered. These algorithms prefer sites that add new content on a regular basis over those that remain static and unchanged. Posting a monthly blog or a weekly social media update is a great way for your law firm to stay relevant and visible to search engine algorithms, as these regular posts will boost your ranking among the search results pages over time. However, the quality of each post matters—taking the time to compose well-researched posts with links to sources and articles will pay off, as the algorithms will view your content as authoritative and trustworthy.
3. Design and Launch a Social Media Campaign
Small to mid-size law firms that are interested in attracting more clients in their local area should consider investing in a targeted social media campaign. It’s easier than ever to create a paid advertising campaign that provides you with immediate metrics and feedback to measure the campaign’s success. Social media platforms like Facebook and Instagram allow you to target a specific audience in your local area (i.e., older people who may be thinking about estate planning) and display ads to them when they visit these sites. As people are spending increasing amounts of time scrolling through social media, why not meet them where they already are to make them aware of your legal services? Even if they do not need legal assistance right now, they will start recognizing your law firm and brand, making it more likely that they will think of you when a legal issue arises. Social media advertising campaigns are highly customizable to fit your needs, so consider launching one and using the metrics to inform and improve your future marketing efforts.
4. Add Video to Your Website
As the digital marketing landscape becomes ever more visual, many law firms are starting to create and post videos to engage and attract more clients. Adding a video to your website can go a long way in giving site visitors a sense of who you are as a legal professional. Hearing your words and observing your mannerisms and tone can inspire confidence and trust in those looking for legal assistance. Get the most out of using videos by keeping them short (an average of two minutes works well) and using this visual medium to convey care, compassion, and genuine concern for your clients’ well-being.
5. Streamline the Review Process for Clients
Client reviews are becoming an increasingly important factor in your firm’s ranking among the search results pages. Additionally, more people are using client reviews to determine which law firm to work with on a particular legal matter. Now’s the time to focus on streamlining the review request process for clients to ensure your law firm receives as many reviews as possible. Make it a habit to check these reviews on a consistent basis, responding with a sincere “Thank you!” to favorable reviews. Should a negative review pop up, take some time to craft a professional response acknowledging their concerns and asking them to follow up with you privately to discuss ways to resolve the issue. Even if a negative review appears on the site, potential clients will see how well you responded to the less-than-stellar comment and notice your commitment to client satisfaction.
If you are looking for ways to take your law firm’s digital marketing strategy to the next level this year, give LegalRev a call today at (800) 893-2590.