Creating and maintaining a user-centered website to reach and engage with potential clients is the most significant content marketing strategy your law firm can implement. In today’s increasingly online world, an effective website is essential to advertise your law firm’s practice areas, cultivate your legal expertise, and invite potential clients to choose your law firm to help them resolve their legal issues. Moreover, it’s helpful to think about your law firm’s website as one element of your overall digital marketing strategy. However, rather than conceptualizing your law firm content marketing strategy as a series of separate efforts that perform different functions, try to envision it as a hub that’s made up of interconnected tools and strategies that all support your primary goal—to grow your law firm and serve more clients. Whether your small to mid-sized law firm is just beginning to establish a digital marketing strategy or you are interested in tweaking your existing content marketing strategy to align with your vision and goals, it’s important to understand how using a holistic and integrated approach can maximize your efforts and deliver the results you’re looking for. Let’s take a look at how building and maintaining a dynamic and interconnected digital marketing strategy for law firms can help your law practice reach more of the individuals, families, and businesses you are hoping to serve.
Why Interconnection Matters to Your Digital Marketing Strategy
The first question many law firms have is why using an integrated digital marketing strategy is worth pursuing. Essentially, integrated digital marketing means establishing a coherent and consistent brand message and image that is easy to identify across all of your law firm’s marketing channels. In other words, this approach ensures that all potential clients will have the same experience interacting with your law firm on any platform. For example, a potential client who comes across your website when performing a Google search will have the same experience and impression of your law firm as someone who sees a post or advertisement on Instagram or LinkedIn. Consistency is key to building a strong and effective integrated digital marketing strategy for your law firm. As you prioritize consistency, you’ll need to make sure that all of the online marketing elements work together in harmony to provide a compelling, memorable, and engaging online experience for potential clients.
Top Integrated Marketing Communications to Explore
Launching a website to market your legal services is an important step, but it will not have the impact or reach your law firm is looking for without regular updates and conscious link-building efforts to keep the website relevant for search engine optimization (SEO). Search engines like Google use algorithms to assess a searcher’s question and deliver accurate, reliable, and relevant results. For example, if someone types “personal injury lawyer near me” into the search bar, the algorithm will use the searcher’s location, the authority of nearby law firms, websites with relevant keywords, and many other factors to provide the searcher with website results that best anticipate and address their needs. Law firms that invest in an integrated marketing strategy tend to see much more measurable results than those whose only digital marketing effort is constrained to building a website as a one-time endeavor. Google’s search engine algorithm favors law firms that prioritize a law firm digital marketing strategy that is interconnected, integrated, and consistent across all platforms. Below are just a few types of integrated marketing communications that your law firm can consider incorporating into your content marketing strategy.
Maximizing SEO Effectiveness
Search engine optimization (SEO) remains one of the most critical aspects of any company’s digital marketing strategy. As you create content for your law firm’s website, try to anticipate common keywords or topics that potential clients may be searching for and integrate these keywords into the written content as organically as possible. When a potential client clicks on your website, they should be able to understand your law firm’s story (i.e., your core values, mission statement, and philosophy) through the written content, layout, and branding they encounter as they explore your website.
Social Media Presence That Aligns With Your Law Firm’s Brand
If your law firm has yet to incorporate social media marketing into your digital marketing strategy, you are far from alone. However, law practices that have used an integrated approach to digital marketing have found that a well-considered social media presence has positively impacted SEO performance and boosted visibility. Your law firm can harness the power of social media to connect with potential clients across platforms where they already are—as someone scrolls through Facebook or Instagram, an engaging and informative post from your law firm’s profile can spark their interest and reinforce their awareness of your brand. Even though they may not have an immediate need for legal services, they will be more inclined to think of your law firm when the time arises.
Integrated and Impactful Website Design for Law Firms
Another cornerstone of an impactful law firm content marketing strategy is investing in an engaging, user-optimized website design to welcome site visitors and cultivate their trust. Site visitors can form an impression of your law firm based on the website experience within mere seconds, so it’s essential that you take specific steps to create a favorable impression as soon as possible. Make sure that your website loads quickly (ideally, in under three seconds) and that the visual layout of your website is clean, polished, and inviting. Display contact information in intuitive places, making it easy for visitors to contact your law firm or schedule a consultation. Moreover, use consistent brand language, tone, color schemes, and logos to maintain consistency across all platforms.
Start Building an Integrated Marketing Strategy Today
As an attorney, your time and resources are valuable. It’s understandable that you devote the majority of your time to serving your clients, which means that carving out time to focus on your digital marketing strategy may become difficult. However, investing in an integrated digital marketing strategy for your law firm carries several advantages, from building brand authority and trust to reaching more of the people you are hoping to serve. If you’re ready to take your law firm’s content marketing efforts to the next level, reach out to a legal marketing content strategist to discuss your goals.
Want to learn more about how you can maximize your law firm’s digital marketing efforts? The dedicated and knowledgeable law firm content marketing team at LegalRev is here to help you achieve your goals. Give us a call today at (800) 893-2590 to get started.
