Digital marketing for lawyers and law firms
Posted: Tue Dec 10, 2024 9:47 am
8 digital marketing actions for lawyers and law firms.
Develop a robust website
Your website is essentially the first impression clients will have of you or your firm. In fact, 97% of legal clients search for a lawyer website online. Therefore, your law firm’s marketing strategy starts with your website .
An attractive, user-friendly website presents you professionally and makes it easy for clients to gather the information they need. When designing the site, don't skimp on the overall look and feel (you may want to hire a professional graphic designer or web developer). 75% of clients judge the quality of a law firm and the capabilities of its attorneys by the look and feel of the website.
Once you’ve created a professional website with a sleek design , it’s time to consider user experience. First, make sure your site has room to grow. This is called scalability, and it refers to a site’s ability to run smoothly even with increased traffic or unexpected spikes. A server with plenty of bandwidth can help. A well-built website is free of lag, interruptions, and slow loading times. Three seconds may not seem like much, but it’s the average time a customer will wait for a page to load before clicking over to your competitor’s website.
Cultivate your brand's presence on social media
Is Facebook the best place for a law firm to find clients? It could be. Social media isn’t just about posting pictures of your kids and cat gifs. It’s also channels to attract new clients to your law firm, your brand, and your expertise, in a more casual and authentic way.
Your firm’s social media presence allows you to build a relationship with potential clients even before they need your services. Cultivating relationships online takes effort, such as sharing information about local events, links to online law-related articles, or announcing interesting news about the firm. The expectation on social media is that a “fan” or follower will readily share the content your firm develops with their family and friends , increasing the chances of reaching more people, who may ultimately become clients.
Social media marketing can also help drive traffic to your website , providing clients with more information and a channel for you to get their legal needs met. Younger generations use social media not only to keep in touch with friends, but also to interact with brands. Many millennial and Gen Z buyers prefer local firms and those with whom they feel they have developed an authentic brand relationship, and successful law firms understand this.
For many, a lawyer is not just a legal representative, but someone they can trust. Building relationships through social media gives you that element of reliability and accessibility that many new clients look for. As always, trust is a key emotion in the business world.
Take advantage of the possibilities of SEO
We’ve said before that SEO is vital . SEO stands for Search Engine Optimization. Google, Bing, and other search engines have “web crawlers” that scour the internet to find a search query, such as “ divorce lawyers near me ” or “ corporate lawyers .” Optimizing your website to attract the attention of these “crawlers” will help you rank high in the results.
The right SEO services can increase your website traffic by over 400% in the first year.
Why is this important? The best matches for a search query appear on the first page of search results, which is where many people stop looking. In fact, beyond the third page, your law firm's website may also be invisible.
Make sure you have content on your website that mentions the laws, decrees and legislations that have to do with your law firm and your city/country. To do this optimally, a blog can be the perfect tool to keep this content as up-to-date as possible. You can also include a FAQ page with questions and answers that involve popular (legal) search terms. Google's algorithms like questions and answers, and it is these algorithms that determine the direction that web crawlers take.
→ Level up your content now, with a solid content marketing strategy and execution aligned with your business.
Put the focus on content marketing
Content marketing often takes the form of a blog , but you can also include video clips and photo stories. People may visit your law firm’s website to learn about your areas of expertise, hours, member attorneys, their track record, and contact information, but they will stay even longer with published content articles. Different topics can include your opinion on recent legal decisions, detailed explanations, legal analysis, answers to frequently asked questions, and even some “behind the scenes” work on certain types of cases that the firm handles.
Content marketing is extremely SEO-sensitive. Google loves fresh, relevant content , and your position in the search rankings will reflect this. High-quality, original content has been shown to boost a lawyer’s website ranking more than SEO keywords and phrases. If you’re not a “savvy blogger,” you can contact us here to help you generate the valuable content your blog needs.
Harness the power of online reviews.
Did you know that 90% of consumers read online reviews before visiting a firm and 88% of consumers trust online reviews as much as a personal recommendation? Clients search websites that contain reviews from Google, Yelp!, or FindLaw to find the right attorney. Positive reviews are an organic way to advertise online.
Getting reviews or recommendations should be an integral part of your marketing plan . However, most people are more likely to review a restaurant, salon, or store than a law firm. Part of this is because many legal cases are sensitive, confidential, and personal. And some people don't want to post about them on the Internet. Other reasons may be that your clients simply don't think to review or recommend their attorneys.
You can get reviews or testimonials by being proactive and incorporating the request for them as part of your client management process. Train your associates to talk about reviews as part of client follow-up after their case has been resolved. If you know you have a satisfied client, it’s easy to say, “ We’re glad we could help you meet your needs. Would you be interested in leaving a review of your experience with our law firm? Part of our performance review is based on client feedback about our services .”
You can direct customers to a third-party review site , or you can request that they submit a review or testimonial for you to post on your site. Many websites have a special page just for customer reviews.
Reviews and Google My Business
Another important aspect of reviews for successful gambling data russia law firms is the effect positive reviews have on Google My Business. Google has a short list of the best matches in each search result, called a “3-pack.” These three businesses are listed just below a Google Maps result for businesses that match the search string in your area. To be eligible for a spot in this highly visible area, your law firm needs a Google My Business profile.
To maximize this legal marketing tactic, create a business profile on Google My Business . It’s free and fairly easy to set up. When you fill out your business profile, make sure you complete it 100% for the best results. Then, add your header photo and photos of anyone on your team you want to highlight, as well as photos of the office.
Here’s a tip : Don’t just take photos with your phone’s camera. Hire a professional photographer to make sure each photo is a professional portrait and that your offices are shown in their best light. Remember when we mentioned that clients determine your level of experience and ability based on your website? They’re determining the same things based on your Google My Business profile.
Next, connect your law firm website to your Google profile. Before you do, make sure your site is optimized with critical information such as your practice areas and location. You may need to add these in your title tags as well as within the site content ( if this seems complicated, please contact us ). Then, add your local business name, address, and phone number. Place these on your website's landing pages as well.
Boost your email list
Email marketing can be one of the strongest digital marketing strategies out of all your marketing efforts. You likely have email addresses of past and present clients, as well as people you’ve met through networking events and referrals. You may have already implemented a form to capture email subscribers who are interested in learning about your firm.
Using your email list as a marketing tool means separating it into certain demographic groups. You might have a group of past clients, clients you currently work with, and “cold” clients – people whose email you have but who aren’t yet clients.
Each email you send as part of a mass email blast can address the specific needs of each group. For past clients, it can simply be touching base, reminding them that you're here for them should they have another need for one of your services. You can also offer them an incentive to book legal business with you again, such as a free consultation or a free hour of legal work.
Creating the perfect email that isn't intrusive , adds value to your recipients, and features a strong call to action can require certain steps. Within the strategies we have developed at Mauna Media, we always include email marketing, starting from the principle of growing the list with people who really want to give their email in exchange for valuable content.
All emails should include a link to your website , which can include blogs and videos. You can also include links to social media accounts and invite recipients to follow you on those platforms.
Hire a digital marketing professional or team that understands lawyers
Do all of these strategies seem overwhelming? It’s true, they can be. As a busy lawyer, you may not have the time or expertise to embrace digital marketing and dedicate all it requires. That’s why it’s advisable to seek professional help, especially one who understands your legal niche and can design and execute a comprehensive digital marketing strategy .
Additionally, a digital marketing team can monitor your website and provide you with insights into traffic, user behavior, and other elements to help you make strategic sense of your marketing efforts. Ideally, your website and social media profiles should be a 24-hour marketing tool and a smart way to attract potential customers.
Now it's your turn
Digital marketing for lawyers has many details. The most important thing to remember is to be authentic – be yourself, speak with your professional authority, and interact thoughtfully with clients and website visitors. Internet marketing is not about presenting your case in a court of law, but about speaking to potential clients on a more casual level, one that they can understand. The best digital marketing comes from your niche area of law and the experience and knowledge you can offer your clients.
Develop a robust website
Your website is essentially the first impression clients will have of you or your firm. In fact, 97% of legal clients search for a lawyer website online. Therefore, your law firm’s marketing strategy starts with your website .
An attractive, user-friendly website presents you professionally and makes it easy for clients to gather the information they need. When designing the site, don't skimp on the overall look and feel (you may want to hire a professional graphic designer or web developer). 75% of clients judge the quality of a law firm and the capabilities of its attorneys by the look and feel of the website.
Once you’ve created a professional website with a sleek design , it’s time to consider user experience. First, make sure your site has room to grow. This is called scalability, and it refers to a site’s ability to run smoothly even with increased traffic or unexpected spikes. A server with plenty of bandwidth can help. A well-built website is free of lag, interruptions, and slow loading times. Three seconds may not seem like much, but it’s the average time a customer will wait for a page to load before clicking over to your competitor’s website.
Cultivate your brand's presence on social media
Is Facebook the best place for a law firm to find clients? It could be. Social media isn’t just about posting pictures of your kids and cat gifs. It’s also channels to attract new clients to your law firm, your brand, and your expertise, in a more casual and authentic way.
Your firm’s social media presence allows you to build a relationship with potential clients even before they need your services. Cultivating relationships online takes effort, such as sharing information about local events, links to online law-related articles, or announcing interesting news about the firm. The expectation on social media is that a “fan” or follower will readily share the content your firm develops with their family and friends , increasing the chances of reaching more people, who may ultimately become clients.
Social media marketing can also help drive traffic to your website , providing clients with more information and a channel for you to get their legal needs met. Younger generations use social media not only to keep in touch with friends, but also to interact with brands. Many millennial and Gen Z buyers prefer local firms and those with whom they feel they have developed an authentic brand relationship, and successful law firms understand this.
For many, a lawyer is not just a legal representative, but someone they can trust. Building relationships through social media gives you that element of reliability and accessibility that many new clients look for. As always, trust is a key emotion in the business world.
Take advantage of the possibilities of SEO
We’ve said before that SEO is vital . SEO stands for Search Engine Optimization. Google, Bing, and other search engines have “web crawlers” that scour the internet to find a search query, such as “ divorce lawyers near me ” or “ corporate lawyers .” Optimizing your website to attract the attention of these “crawlers” will help you rank high in the results.
The right SEO services can increase your website traffic by over 400% in the first year.
Why is this important? The best matches for a search query appear on the first page of search results, which is where many people stop looking. In fact, beyond the third page, your law firm's website may also be invisible.
Make sure you have content on your website that mentions the laws, decrees and legislations that have to do with your law firm and your city/country. To do this optimally, a blog can be the perfect tool to keep this content as up-to-date as possible. You can also include a FAQ page with questions and answers that involve popular (legal) search terms. Google's algorithms like questions and answers, and it is these algorithms that determine the direction that web crawlers take.
→ Level up your content now, with a solid content marketing strategy and execution aligned with your business.
Put the focus on content marketing
Content marketing often takes the form of a blog , but you can also include video clips and photo stories. People may visit your law firm’s website to learn about your areas of expertise, hours, member attorneys, their track record, and contact information, but they will stay even longer with published content articles. Different topics can include your opinion on recent legal decisions, detailed explanations, legal analysis, answers to frequently asked questions, and even some “behind the scenes” work on certain types of cases that the firm handles.
Content marketing is extremely SEO-sensitive. Google loves fresh, relevant content , and your position in the search rankings will reflect this. High-quality, original content has been shown to boost a lawyer’s website ranking more than SEO keywords and phrases. If you’re not a “savvy blogger,” you can contact us here to help you generate the valuable content your blog needs.
Harness the power of online reviews.
Did you know that 90% of consumers read online reviews before visiting a firm and 88% of consumers trust online reviews as much as a personal recommendation? Clients search websites that contain reviews from Google, Yelp!, or FindLaw to find the right attorney. Positive reviews are an organic way to advertise online.
Getting reviews or recommendations should be an integral part of your marketing plan . However, most people are more likely to review a restaurant, salon, or store than a law firm. Part of this is because many legal cases are sensitive, confidential, and personal. And some people don't want to post about them on the Internet. Other reasons may be that your clients simply don't think to review or recommend their attorneys.
You can get reviews or testimonials by being proactive and incorporating the request for them as part of your client management process. Train your associates to talk about reviews as part of client follow-up after their case has been resolved. If you know you have a satisfied client, it’s easy to say, “ We’re glad we could help you meet your needs. Would you be interested in leaving a review of your experience with our law firm? Part of our performance review is based on client feedback about our services .”
You can direct customers to a third-party review site , or you can request that they submit a review or testimonial for you to post on your site. Many websites have a special page just for customer reviews.
Reviews and Google My Business
Another important aspect of reviews for successful gambling data russia law firms is the effect positive reviews have on Google My Business. Google has a short list of the best matches in each search result, called a “3-pack.” These three businesses are listed just below a Google Maps result for businesses that match the search string in your area. To be eligible for a spot in this highly visible area, your law firm needs a Google My Business profile.
To maximize this legal marketing tactic, create a business profile on Google My Business . It’s free and fairly easy to set up. When you fill out your business profile, make sure you complete it 100% for the best results. Then, add your header photo and photos of anyone on your team you want to highlight, as well as photos of the office.
Here’s a tip : Don’t just take photos with your phone’s camera. Hire a professional photographer to make sure each photo is a professional portrait and that your offices are shown in their best light. Remember when we mentioned that clients determine your level of experience and ability based on your website? They’re determining the same things based on your Google My Business profile.
Next, connect your law firm website to your Google profile. Before you do, make sure your site is optimized with critical information such as your practice areas and location. You may need to add these in your title tags as well as within the site content ( if this seems complicated, please contact us ). Then, add your local business name, address, and phone number. Place these on your website's landing pages as well.
Boost your email list
Email marketing can be one of the strongest digital marketing strategies out of all your marketing efforts. You likely have email addresses of past and present clients, as well as people you’ve met through networking events and referrals. You may have already implemented a form to capture email subscribers who are interested in learning about your firm.
Using your email list as a marketing tool means separating it into certain demographic groups. You might have a group of past clients, clients you currently work with, and “cold” clients – people whose email you have but who aren’t yet clients.
Each email you send as part of a mass email blast can address the specific needs of each group. For past clients, it can simply be touching base, reminding them that you're here for them should they have another need for one of your services. You can also offer them an incentive to book legal business with you again, such as a free consultation or a free hour of legal work.
Creating the perfect email that isn't intrusive , adds value to your recipients, and features a strong call to action can require certain steps. Within the strategies we have developed at Mauna Media, we always include email marketing, starting from the principle of growing the list with people who really want to give their email in exchange for valuable content.
All emails should include a link to your website , which can include blogs and videos. You can also include links to social media accounts and invite recipients to follow you on those platforms.
Hire a digital marketing professional or team that understands lawyers
Do all of these strategies seem overwhelming? It’s true, they can be. As a busy lawyer, you may not have the time or expertise to embrace digital marketing and dedicate all it requires. That’s why it’s advisable to seek professional help, especially one who understands your legal niche and can design and execute a comprehensive digital marketing strategy .
Additionally, a digital marketing team can monitor your website and provide you with insights into traffic, user behavior, and other elements to help you make strategic sense of your marketing efforts. Ideally, your website and social media profiles should be a 24-hour marketing tool and a smart way to attract potential customers.
Now it's your turn
Digital marketing for lawyers has many details. The most important thing to remember is to be authentic – be yourself, speak with your professional authority, and interact thoughtfully with clients and website visitors. Internet marketing is not about presenting your case in a court of law, but about speaking to potential clients on a more casual level, one that they can understand. The best digital marketing comes from your niche area of law and the experience and knowledge you can offer your clients.