How to help your law firm stay ahead
New clients can be hard to come by. Even if you have a lot of web traffic, you may not be getting many qualified leads. Online legal marketing has matured, so it’s even more important now that you stand out from the competition. But with so many tactics and tools, it can be hard to know where to start, so we’ve distilled our top marketing tips for 2021.
Focus On Conversion Rates
When evaluating the success of your marketing, conversion rates are one of the most important metrics. They not only demonstrate your value against your competitors but also monitor your firm’s growth. With a better understanding of your organization’s marketing channels, you can determine which platforms drive the most conversions and focus more of your time, energy, and budget on those channels.
Track Organic Leads And Offline Conversions
With the addition of call tracking, you can gain valuable metrics and data on where that inbound call originated and how that lead found your services. This information is critical to making wise marketing decisions for your future campaigns. Determining how your time and resources are most useful is paramount to marketing your law firm.
No matter the origin of where your leads stem from, an intake process over the phone is inevitable. Phone tracking will allow you to sit back and let the data roll in regardless of how you attract leads.
Paid search is the strongest channel in legal marketing
PPC (pay-per-click) is a great tool to market your law firm to highly interested prospective leads. When looking up goods and services, possible clients see ads displayed at the top of the page on search engine platforms. Targeted advertisements are the best way to create brand awareness, drive traffic, and ramp up sales.
Reaching your customers where they’re looking is the key to PPC, but knowing what to spend can be tricky. Getting the most substantial ROI requires due diligence and research into your competition, marketing skills, and most importantly, time. If you’re looking for help with your marketing, our services offer expert guidance. If you’re looking for some insight to help market your law firm with PPC, here are some tips:
- Advertise on mobile
- Optimize your firm’s website for mobile & SEO
- Review your firm’s analytics & test regularly
- Create dedicated landing pages that match your ads
Search Engine Optimization (SEO) is crucial for building your clientele
There are two schools of thought when it comes to SEO; Black hat and white hat. White hat SEO is productive for law firms looking to grow, whereas black hat is all about cutting corners to garner quick advantages. When observing how white hat SEO functions, it’s clear there is no better way of doing business.
Moreover, there are steps to strengthen the performance of your website’s SEO:
- Correct HTML (e.g., title tags, h1, and paragraph tags)
- Proper ADA (Americans with Disabilities Act) format
- Language is critical (make sure to use keywords that are specific to your niche)
- Internal and external links are essential, but make sure you’re using a trustworthy and popular website for your links
- On-page and off-page SEO
SEO can be a lot to comprehend as there are so many moving parts, but writing blog content is a great place to start. If you want to know more about SEO for law firms, you can check out a previous post covering search engine optimization in more detail.
How social media can help connect your law firm to your future customer base
You may be wondering how to stand out in your marketplace while adding personality to your social media presence. Social media platforms can help tremendously in showing off who you are to your community. Here are some tips to help you with what kind of content is best to help you stand out in the crowd. Some engaging social content ideas for law firms are:
- Local charity work
- Marathons, bicycling or running competitions
- Attorney spotlights, interviews, birthdays, and work anniversaries
- Case milestones
- Local news articles about your firm
- Blog content
Social media is a great place to find your local and national niche and drive traffic to your URL. Many attorneys leverage an angle with their persona (but don’t forget about compassion.) Why did you become an attorney? What’s the best thing you can do for your community based on your position? There are so many factors to consider when building content for your firm, but remember to be yourself. The best way to sell a product or service is to be an expert in your field and define who you are and why you can help.
Networking, events, and business development
Just because the world is online doesn’t discredit the advantages of having a voice and a presence in the real world. The digital world and the physical world have merged in many ways. Every printed material is an opportunity for digital interactions. It’s all about knowing how to coerce the viewer into taking the next step. This can be as simple as a billboard in your local area, attending a BAR conference, or public speaking in your city. The advantages of covering all the bases are simple, and a lot of it comes down to how you’re marketing your firm. Here’s some data that will help you to understand the best ways to get what you need for ROI:
- Billboards: 71% of customers remember the billboards that they see daily. Billboards are still a viable form of advertising and are not to be placed on the back burner. Remember, your call tracking will help you gain the information you need to obtain valuable analytics.
- QR codes: Every time you hand out a piece of printed or digital material, the call to action should be guiding the user to your URL or landing page. QR codes are a great way to access a digital fingerprint. A 2021 estimation for total QR code usage is at 10.1 million, so this is still a feasible opportunity for law firms.
- Networking/Events: As events start to open back up, it’s vital to stay ahead and prepare for networking opportunities. A slew of online conferences are currently scheduled, so make sure your firm keeps itself apprised by attending the most pertinent for attorneys.