Marketing is essential for smaller businesses, especially if they rely on a steady stream of clients and customers. Small to midsize law firms need to find ways of connecting with potential clients and cultivating awareness of their services, boosting the chances that a potential client will enlist their services when the need arises. As an attorney, devoting valuable time and resources to establishing a digital marketing strategy can be difficult since your priority lies with serving your clients and putting their needs first. However, when you view your digital marketing strategy as a vital way to grow your business and serve more clients in the long run, you can begin to see the benefits of finding the time to do so. When it comes to developing a content marketing strategy for your law firm, it’s best to tailor your approach to address your law practice’s unique goals and considerations. Enlisting the assistance of an experienced and highly qualified legal marketing expert is the best way to maximize your efforts and secure the results you’re looking for. At LegalRev, our exclusive focus on serving law firms allows us to deliver the latest and most effective digital marketing strategies that can boost your firm’s visibility and capture more leads. This post will explore some of the key components of a robust and effective digital marketing strategy to grow your law firm in the upcoming years.
The Need For a Digital Marketing Strategy to Grow Your Law Firm
Many law firms, especially smaller ones that serve a rural community or minor city, may wonder whether investing in a digital marketing strategy is necessary, as they rely primarily on word-of-mouth referrals from former clients. Although word-of-mouth recommendations can go a long way in building a law firm’s reputation, there are many other elements to consider when developing a comprehensive content marketing strategy. In today’s online world, the majority of people turn to online search engines when looking for information about a specific legal topic. In many cases, someone may not have an immediate need for an attorney, but they visit a few law firm websites to learn more about a particular legal matter. As they work their way through these websites, they will likely form impressions (both consciously and unconsciously) of these law firms. When the searcher eventually realizes that hiring an attorney is their best option, they will gravitate toward the law firm whose website is the most informative, user-friendly, and responsive to their needs. In other words, think of your law firm’s website as your opportunity to make an impactful first impression on potential clients. Sometimes, the smallest details can make all the difference—someone who visits your website may feel at ease with the calming and organized layout, making it more likely that they will return to your website when the need for legal representation arises.
The Pillars of an Effective Legal Marketing Strategy
Whether your law firm is just starting to explore your options for implementing a digital marketing strategy or you are looking to improve your return on investment (ROI), it’s worth identifying some of the core principles of an effective and impactful legal marketing strategy. You can start with some fundamental pillars and then add more targeted strategies as your business grows and your goals evolve. Here are some concrete steps your law firm can take to start developing your legal marketing strategy in the immediate future.
Prioritizing SEO Best Practices
By now, you may be familiar with the term search engine optimization (SEO), which basically means designing your website and content marketing efforts to appeal to search engines like Google. When someone in your area searches online for a lawyer or information on a legal topic, Google’s search engine algorithm will scour the web for relevant keywords and display websites that it deems have the greatest amount of authority, relevance, and trustworthiness. You can boost the SEO-friendliness of your law firm’s website by incorporating relevant keywords in an organic way, updating and publishing fresh content regularly, and generating backlinks to your site from other vetted and trusted websites.
Mindful and Intentional Website Design
The quality and “feel” of a website can vary dramatically from business to business. Most people form initial impressions within mere seconds of landing on a website, so you want to make the most of these crucial moments when they arrive on your home page or blog. First, you want to be sure that the page loads quickly (ideally, under three seconds) and that any images display properly. Sometimes, image files that are too large impede page loading speed, so you may want to update the website using smaller image files. Next, be sure that the text invites the visitor in rather than overwhelming them with large chunks of dense text or all-caps, blinking letters that seem to “shout” at the visitor. Most site visitors respond favorably to soothing color schemes (light blues, neutrals, etc.), thoughtfully written content that’s separated by plenty of blank space, and an encouraging, reassuring tone.
Emphasizing Your Firm’s Commitment to the Client Experience
Most people looking for legal services have several firms from which to select an attorney. So, how can your law firm set itself apart from other law practices offering similar services in your community? This is where managing online reviews from former clients can play a crucial role in encouraging a potential client to enlist your services. Be sure to visit review sites to respond to comments your clients have written, both positive and not-so-stellar. When you maintain an active presence in responding to client reviews, you are showing potential clients that you genuinely care about their feedback. You may even incorporate some of the positive reviews into your law firm’s website, highlighting the tangible benefits of working with your law firm. Whatever your unique content marketing goals may be, it’s worth discussing your options with a dedicated and knowledgeable legal marketing professional today.
If your law firm’s goal is to engage with more clients and grow your practice, talk to the LegalRev team today about how we can help. Call us at (800) 893-2590 or schedule a quick meeting here to discuss your vision and marketing goals.
