Small and mid-size law firms rely on a steady stream of new and returning clients. That’s why investing in a customized and effective digital marketing strategy is essential. Unfortunately, many smaller law practices either find themselves too busy with the daily tasks of running their practice to devote time to developing a marketing strategy, or they put a strategy together that is way too broad to drive measurable results or engage new clients. It’s essential to recognize that an effective digital marketing strategy does take focus, but taking manageable steps to boost your online presence can deliver you your desired results. This post will explore some of the do’s and don’ts of legal marketing to help you channel your efforts into actionable steps and tangible results.
Do: Build a Strong Legal Brand
Many attorneys and small law offices may not think of their business as a brand. However, the term “branding” encompasses much more than a logo or slogan—it refers to your professional reputation and the quality legal services you provide. Take some time to consider what qualities your clients most appreciate about you and your law practice, then write content and promotional materials that highlight these strengths. Think about what services or experiences you offer that differ from other attorneys or firms in your area, and use these differences to set yourself apart and attract more clients in need of these services.
Don’t: Focus Solely on Search Engines
If you’re familiar with digital marketing, you recognize that writing content that is search engine optimized (SEO) allows the algorithms to rank you more favorably. However, if you base your entire digital marketing strategy on appealing to search engines, you risk writing content that sounds stilted, stale, and inauthentic. Not only will viewers to your website click away from your awkward-sounding and keyword-stuffed page, but search engines will notice your blatant attempt to “game the system” in a way. As search engine algorithms become more nuanced and advanced, they are increasingly favoring user-friendly, natural, and authentic content. While it’s important to mention keywords and primary locations, focus on clear and engaging content instead of sentences that cram all of your practice areas and location into one unnatural-sounding page.
Do: Anticipate Your Clients’ Needs
A solid digital marketing strategy starts with understanding your clients. While you may think that including dense paragraphs full of technical and legal jargon on your website demonstrates your authority and expertise, most people find this either intimidating or unnecessary. Those needing legal services gravitate toward firms whose content speaks to them rather than at them. Potential clients are much more likely to move forward with an attorney who seems invested in their well-being than a lawyer with a solid educational background but seems out of touch with the client’s needs. When you write content for your website, blogs, or social media, always consider what your clients value most. Many clients just want reassurance, so incorporate this insight into the words and tone you convey.
Don’t: Focus Solely on Yourself
As an attorney, it’s natural to want to show potential clients that you have the skills and experience necessary to help people achieve their goals. However, a legal website that focuses mainly on what the attorney has to offer often fails to engage as many clients as those sites that put the client first. The most effective legal websites strike a balance between conveying compassion and reassurance to potential clients and letting site visitors get a sense of the firm’s values. Yes, an attorney’s professional experience still matters—but don’t make it the core of the website. Instead, show clients that you care about helping them at their most vulnerable and let them know a bit about you as a person behind the attorney. Site visitors enjoy learning about what motivates an attorney to do what they do, reassuring potential clients that they aren’t simply another case.
Do: Adopt a Comprehensive Approach to Digital Marketing
There is no one way to approach digital marketing. At the very least, building and maintaining a client-focused website will start to drive more traffic to your site. Search engine algorithms tend to favor legal websites that adopt a multi-pronged approach, such as posting regular blogs, sharing videos, maintaining an active social media presence, and requesting and responding to client reviews. While you do not need to incorporate all of these strategies right away, you can focus on one aspect at a time and gradually expand your efforts to form a more comprehensive and effective digital marketing strategy. Search engines will reward these efforts with higher rankings, and people looking for legal services in your area will start to recognize your law firm as authentic and trustworthy. Over time, and with steady implementation and adjustments, your stream of incoming traffic will begin to increase.
If you are interested in making your legal marketing strategy more effective, call LegalRev today at (800) 893-2590 to discuss your goals.