With every new year comes the opportunity to reflect on the past and look forward to what lies ahead. As 2023 begins, why not take some time to set digital marketing goals for your small to midsize law firm? Perhaps you want to streamline the client review process, or you are hoping to focus more on a particular practice area—now’s the time to identify these goals and develop an effective strategy to achieve them in the New Year. Let’s explore some of the goals you may have for growing your law practice in 2023 and what steps you can take to develop, launch, and measure their success in the coming months.
Start By Reviewing 2022 Metrics
Before you can launch a new digital marketing strategy, it’s useful to look back at the landscape of 2022. Whether you have anecdotal data on the types of clients your firm attracted, or you have tools that provide you with concrete data measuring website performance or client engagement, take some time to review and interpret this information. Identify what worked well for your law firm last year (i.e., how many clients you served, the effectiveness of ad campaigns, etc.) and what areas need improvement. You should also assess your client reviews to determine whether their perception of your services aligns with your vision of your law firm. Any suggestions or feedback from clients about how to improve your services can be used to develop concrete goals and strategies for your upcoming marketing efforts.
Do a Website “Health Check”
Many small law firms assume that their websites will continue to hum along and attract potential clients. However, search engine algorithms are constantly updating and evolving, meaning that your search engine optimization (SEO) strategies must adapt as well to remain relevant and visible to the algorithms and searchers alike. Below are some steps you can take to determine whether your website is optimized for 2023.
Prioritizing the Client Experience
Many attorneys approach their websites hoping to establish their authority and experience in their respective practice areas. However, focusing on experience may result in content that centers too much on the attorney and firm. Dense paragraphs full of legal jargon do not engage most potential clients; instead, the average person in need of legal services wants to feel understood and reassured that their attorney can help them resolve the issue. Take some time to review your website from the client perspective. Does the site address common concerns and questions? Does it inspire confidence that you and your firm can help them achieve their desired outcome? If not, it may be time to revise the content to align more with what your clients want to see and hear.
Check for Mobile-Friendliness
Websites are usually designed on desktop or laptop computers, so it’s easy to check whether they load and display correctly on these devices. However, as more people search for legal services or information from a smartphone, it’s critical to view your website from a mobile device to ensure it loads quickly (ideally, under three seconds) and displays properly. Sometimes, images that look fine on a computer screen do not show up on a mobile device, or they appear too pixelated. Perform a quick assessment of how your firm’s website displays on a smartphone and make tweaks if necessary to ensure potential clients can view your website easily from any location.
Implement Intuitive Navigation Tools
Once a potential client clicks on your website, you’ll want to do everything you can to maintain their interest and encourage them to contact you for a consultation. Sites that are easy to navigate and locate specific information perform much better than sites with too many menus or disorganized sitemaps. Put yourself in the position of a potential client looking for information on a particular legal issue and see how easily they can locate the topic using your website. If it takes too long or seems too roundabout, consider redesigning the menus and navigation flow to make the process more intuitive and user-friendly.
Harness the Power of Social Media Marketing
Most people spend some amount of time scrolling through social media each day. Since potential clients are already on social media platforms, including Facebook, Twitter, Instagram, and LinkedIn, why not meet them where they already are? Consider creating a profile for your law firm and posting regularly to build awareness and firm name recognition in your area. Share recent professional accomplishments, post about recent cases or changes to laws in the fields you practice, and show potential clients that you’re invested in their experience and interests. Even if those who see your posts do not have an immediate need for legal assistance, their familiarity with your law firm’s name may inspire them to seek out your services when an issue arises. No matter what your law firm’s specific goals may be for 2023, now’s the time to take action and plan for a successful year.
Call LegalRev today at (800) 893-2590 to discuss your law firm’s digital marketing goals for 2023.