At present, the legal industry is undergoing a drastic change. While technological advancements are making law firms faster and easier to access, attorneys and law firms are constantly striving to keep up with the new legal landscape. In addition, you might be dealing with numerous challenges, such as reaching your target audience and retaining your potential prospects. Which is why lawyers are employing technology and investing heavily in digital marketing.
To strengthen your position in the market and to stay ahead of your competitors, it’s imperative to implement smart marketing strategies, specifically digital marketing. Fortunately, we have researched and compiled best practice digital marketing strategies that can take your law business to new heights of success to help you market smarter and harder than your local law firm competitors
1. Make Your Website Fast & Responsive
This is definitely a basic and beginner checklist item but one we still find ourselves telling law firms around the country. If you are unfamiliar with the term responsive design, it simply means that your website responds to the platform it is being accessed on; ie, looks equally great on a phone and desktop.
As per a report, 57 percent of searches in the US are done on tablets and smartphones compared to laptops and computers. Not to mention, the desktop site design has unaligned buttons and texts, which makes it difficult for users to stay on your website. Moreover, Google statistics published in 2018 indicate that half of mobile searches—as they’re usually location-based (near me)—result in a visit to a store within 24 hours. This clearly highlights the importance of digital technology in attracting a greater number of clients and driving more traffic to your website.
In addition to mobile-friendly and responsive design, your website must be fast. You can use a variety of tools to check your website speed but make sure to find one that also gives you tips for improving the speed. Images and videos are often the culprits of slow sites, so make sure to compress those a tool that keeps the quality image but reduces file size.
2. Track Your Potential Clients
Law firms are getting savvier when it comes to their client development and intake process but if your firm has yet to invest in a CRM (client relationship manager), it is advisable to find a system immediately. Beyond a simple CRM, your lead marketing can go to the next level with marketing automation and sales funnels. These systems will re-engage dormant leads that aren’t responding or booking a consultation immediately.
If your law firm uses Facebook as a business, you will have access to a Facebook Pixel. The Pixel allows you to install the code on your website, which would build a custom Facebook audience that you can advertise to.
You may already be using GoogleAnalytics to monitor site traffic and more, but are you using GoogleTagManager to track website visitors? This will allow you to remarket to your website visitors and stay top of mind for a period of time after their site visit.
3. Boost Your Online Listings
Online listings are a combination of everything from your Google My Business listing, Avvo profile, to your Yelp profile. Any place your law firm or professional information are listed online, you should be aware of and monitor for accuracy and information.
Many of those who once turned to family, friends, and acquaintances for referrals are now using the internet to find dependable law firms. If you encourage your current clients to share their experience and positive reviews on your website or social media platform, it will create a positive impact on the viewers seeking legal solutions. In addition, because these reviews will remain relevant for several years, it will allow you to receive benefits in the long run.
A few advanced review tips: Add review schema to your website, so the reviews are in front of potential clients even after the search results page. Use a service like Grade.Us or GatherUp to help get more reviews from clients by making it easier to leave the review. You can also create a testimonial page on your website that includes reviews, photos, and videos from satisfied clients; it will show the services you offer and the benefits your consumers have reaped from your law firm. Of course, we must note that states have varying rules on testimonials, so make sure to consult your state’s rules before creating a testimonial page.
Adding your law firm to primary legal directories can actually help your business build recognition in the industry. Creating listings online not only enhances your efforts but also solidifies your firm in the legal community, representing your legal services as a reputable business.
While creating listings on the websites, make sure to include the information uniformly across all the sites. This will help attract a greater number of potential customers to your legal practice through different websites because the uniform information helps Google by associating your firm’s NAP data and visibility in Local Map Pack results. Moz has a great tool that will help you track and monitor your online listings.
Link-building takes time, effort, and strategy. Learn how we conduct link-building for our clients. Download Our Guide
4. Keep an Eye on your Competitors
Looking at what digital marketing trends your competitors are following will help you evaluate your own position in the marketplace. While most law firms overlook the marketing strategies of their competitors, keeping an eye on their efforts will provide you with a clear picture of the strategies that you can leverage to increase your firm’s productivity.
How to Monitor Competitors:
- Run a competitor keyword audit with something like SpyFu and AccuRanker, to see what keywords your competitors are ranking for in both paid and organic search.
- Go to their Facebook pages, click on “Info and Ads” on the lefthand column, and you will see all of their current ads.
- Search for your own firm on Google and Bing, to see if competitors are bidding on your name in PPC ads– this will help you see if you are losing possible clicks to competitors.
- Monitor your competitors’ links with Google Search Console, Ahrefs, Majestic, Moz, or others. This will keep you on top of the content competitors are getting traffic and online notoriety with.
5. Work with an Experienced Partner
There is no denying that your law firm might have survived and thrived through traditional advertising. However, the future belongs to attorneys that have knowledge and experience along with a strong online profile. Make sure to follow the above-mentioned checklist to market your services effectively in the online marketplace.