In today’s increasingly digital world, having a compelling and effective marketing strategy to grow your law practice is essential. However, simply having a working website does not cut it anymore. As search engines evolve and become increasingly user-centered, you must take steps to ensure that your law practice’s online presence—including your website, client reviews, social media activity, and search engine optimization efforts—prioritizes the client experience. It’s helpful to think of legal marketing as an ongoing process rather than a one-time action. The more you use feedback and data to improve your marketing strategy, the more effective your efforts will become. Ultimately, you will notice a steady increase in the number of leads you receive, allowing your practice to grow and thrive. Below are a few tips for maximizing your law firm’s digital marketing strategy to help you obtain your desired results.
Start With Your Law Firm’s Website
By now, you probably know that a website is critical to the success of your law practice. However, simply having a functioning website does not mean you are seeing a steady stream of new clients. Your law firm’s website is often a potential client’s first impression of you, so any issues (i.e., slow loading speed, typos, broken links, etc.) can dissuade site visitors from enlisting your services. Here are a few things to consider as you decide how to make your website more user-friendly and effective at generating client leads.
Keep Your Website Clean and Simple
When it comes to legal websites, people gravitate toward clean, streamlined aesthetics that favor short bursts of text over long, dense paragraphs stuffed with legal jargon. When writing content for your website, remember that this site is not for other legal experts but for everyday people struggling with a legal matter. In most cases, site visitors want to trust that you can help them resolve their legal issues. Websites that include easy-to-understand information in a reassuring tone tend to inspire confidence in site visitors, while websites that have too many images, and long blocks of text, appear too “busy,” or focus too much on the attorney’s experience rather than their mission may seem unappealing or aloof. It’s helpful to adopt the “less is more” and “quality over quantity” when designing your law firm’s website.
Make Sure Your Website is Mobile Friendly
With just over half of web searches now occurring on smartphones, it’s imperative that your website displays well on a mobile device. Most websites are designed using a desktop computer or laptop, so it’s easy to forget to check how the website loads and displays on a smaller screen. Ensure all images load properly and the navigation menus function well.
Use SEO Best Practices
As search engine algorithms evolve, so must your digital marketing strategy. Years ago, search engines favored websites that used blatant keywords to signal their content to these algorithms. Unfortunately, the result made most websites sound unnatural and clunky. In 2022, search engines like Google are prioritizing websites that incorporate keywords more organically and use a more natural, authentic voice. Essentially, writing content that appeals directly to your ideal audience also leads to higher search rankings, as Google will reward you for putting your site visitors first. Remember to mention your location every now and then to rank higher on the local search results pages.
Monitor and Respond to Client Reviews
The more steps you can take to show potential clients that you are invested in their satisfaction and well-being, the more likely they are to enlist your services. Most people consider online reviews to be as reliable and meaningful as a family or friend’s recommendation. Visit your review sites regularly and respond to both positive and not-so-glowing reviews. Potential clients will see the way you acknowledge and respond to each review, solidifying their impression of you as someone deeply invested in your client’s experiences with your firm. As much as receiving a negative review can be frustrating, use this as an opportunity to show others that you are open to (and value) client feedback.
Use Metrics to Measure the Effectiveness of Your Efforts
Setting digital marketing goals and implementing strategies to help you achieve them is great, but how will you know whether a particular strategy is working? Fortunately, many tools allow you to measure the success of a particular marketing campaign or strategy. For instance, if you post a new blog on your website and share the link on your law firm’s social media platforms, check to see how many likes, comments, and views it received to gauge its impact. Start looking for patterns that can help you understand what makes a post or strategy effective, and use this information to generate more direct and impactful posts moving forward. Your digital marketing strategy should be an ongoing process, allowing you to adapt to changing trends and user preferences.
Ready to make your law firm’s digital marketing strategy more effective? Call LegalRev today at (800) 893-2590 to get started.