Just like any business that relies on building strong relationships with clients, law firms need a steady stream of clients to serve in order to enjoy stability and security. As a small- to mid-sized law firm, cultivating relationships with potential clients is especially important, as these practices typically do not have the more robust resources of larger, more established law firms that operate in several states or even internationally. Many of these large law firms have their own in-house marketing teams with professionals who can devote their time to developing and launching highly effective, targeted marketing strategies to reach potential clients. Smaller firms tend to have less time to focus on their content marketing efforts, as they need to put the needs of their clients first. For many smaller law firms, simply having an SEO-friendly website seems sufficient enough to maintain an online presence and generate new client calls.
However, in today’s increasingly competitive legal landscape, law firms that do not develop a cohesive digital marketing strategy for law firms can find themselves falling behind and losing out on drawing new clients to their practices. It’s important to recognize that putting an effective content marketing for attorneys strategy in place does not have to be outrageously expensive or time consuming; instead, enlisting the guidance of a highly qualified digital marketing strategist ensures that your goals are clearly defined and that there are specific steps in place to help you achieve them. Let’s take a closer look at how implementing what are known as “real value” efforts into your digital marketing for law firm strategy can improve your chances of growing your practice and engaging with more of the clients you are hoping to serve.
How Content Marketing For Law Firms is Changing
First, it’s worth exploring how the landscape of digital marketing for law firms is evolving so that you can understand the most strategic ways of keeping up with these changes and boosting the visibility of your law firm’s online presence. By now, the overwhelming majority of people with legal questions or in need of legal guidance turn to online search engines for answers or information. Searchers expect lightning-fast responses, so it’s essential that your law firm’s website loads quickly (ideally, within three seconds) and is SEO-friendly in order to appeal to search engine algorithms (like Google). Website design for law firms also matters—the search engine algorithms prioritize and favor websites that load quickly, are intuitively arranged, and contain user-friendly content that’s easy to navigate and digest. In other words, websites that are “stuffed” with keywords and arranged in long, jargon-filled blocks of dense text will likely be rated much lower than websites with accessible content and client-centered design. As you review your current content marketing for attorneys strategy, it’s important to put yourself in the shoes of a site visitor to determine whether they would feel put at ease and welcomed by the website or overwhelmed by the experience. Making even seemingly subtle changes to your existing website can have a significant impact on how search engines evaluate and rank your site among the search results pages.
Find out where you stand with a local keyword report.
Making Your Digital Marketing Efforts More Personalized
The world of marketing is becoming increasingly personalized, particularly with the arrival of generative artificial intelligence (AI) technologies that can appeal directly to a specific individual’s needs and concerns. Generally speaking, people respond more favorably to advertisements or appeals that speak to their priorities and values, rather than generic campaigns that feel distant or vague in their appeal. So, how can smaller law firms incorporate “real value” into their marketing efforts? Below are just a few examples of how your law firm can personalize your marketing strategy to engage more meaningfully with potential clients and encourage them to enlist your legal services.
Create In-Depth Blog Posts That Address Common Client Concerns
Websites that include regular blog posts tend to rate well with search engine algorithms. In general, the algorithms reward sites that refresh their content on a regular basis, so keeping a blog is a strategic way to keep your website relevant and visible to search engine algorithms. Moreover, you can use these posts to address common client questions about the areas of law you practice, providing guidance and information about these topics and showing potential clients that you understand their concerns. When someone lands on your blog, the goal is to reassure them that your firm has the expertise to handle their situation with the care, respect, and focus they deserve.
Harness the Power of Case Studies and Client Testimonials
Another way to improve the effectiveness of your law firm’s digital marketing strategy is to let your satisfied clients attest to the quality of your services. If a client has written a favorable review of your law firm, you can reach out to them to both express your gratitude and to ask for their permission to use the testimonial in your marketing materials. For instance, you can incorporate positive client testimonials into your homepage to show site visitors that you have real world experience in delivering successful and high quality results. If you are interested in learning more about how to integrate your law firm reputation management strategies into your overall content marketing approach, get in touch with the dedicated LegalRev team today.
Create Short-Form Videos to Boost SEO Performance
As search engine algorithms evolve, they are increasingly favoring websites that use multi-media approaches. For example, a law firm with a website that showcases short videos about common client questions can rank higher than websites that are only made up of text and a few still images. When you partner with the LegalRev team, you can explore a wide range of possibilities to ensure that your content marketing efforts align with your goals and deliver you the results you’re after.
Now is a great time to take your law firm’s digital marketing strategy to the next level and engage more of the clients you are hoping to serve. Reach out to LegalRev today at (800) 893-2590 to discuss your goals with a highly qualified and knowledgeable digital marketing strategist.
