You would have to have your head in the sand to not know that online marketing is kind of important for business.
You can’t avoid it, even as a law firm. The majority of traffic comes through internet searches these days, and people will take literally seconds to decide if what you show them online is enough to make them contact you.
If you know that you need to grow your law firm online, but are unsure where to start, I have some great tips to help you on your way.
Understand & Define who your Target Audience is
Understanding who your target audience is a crucial part of your law firms online success. You can have all the greatest strategies, but they will be less effective if you don’t understand who you’re talking to.
Take some time to really delve into what their demographic, income & employment status is to tailor your marketing message to them. If you’re a firm that has many areas of law, break each one down & structure content around each area.
Create a Website for a Client Experience
Your website should be entirely crafted to provide an optimum client experience. This means that it looks good, is easy to scan and to navigate, has no errors and is in compelling but simple English.
But it means a lot more than that…
People who search for help through the internet will be asking the following question, ‘How can you solve my problem?’ Your website should be written to answer this question. It is not about selling yourself and your qualifications or beautiful offices in the city. It is about how you can solve this customer’s problem.
Your web content should be written with this in mind, and written to make solving the problem as easy as possible for the visitor. Written testimonials from former clients, for example, are a very good way to answer this question; it allows your website to use the exact search terms that a new customer would be using.
Make it mobile friendly
Most of your potential clients will be searching for a law firm using smartphones, either at home, on public transport or while they are at work. Your website needs to be just as clean, clear and attractive on a mobile screen as it is on a PC.
Make speed times fast
It also needs to load fast. Even if you don’t have weighty media, there could be other reasons why your website isn’t loading as quickly as it could. Make sure that you check loading times and talk to a digital expert about how to speed optimise your site.
Use call to action buttons and online booking options
Make sure that your website clearly leads to calls to action, so that your potential customers can easily make that final leap. Put the opportunity for the customer to connect with you all over your pages and down the bottom of any article or blog written. What is a call to action? A call to action is a prompt or button to encourage your target audience to engage with your business.
One final feature that your website needs if it doesn’t have already is the capacity for clients to book appointments online. You need to spend sometime looking at who your ideal client is and consider their age bracket. If they fall under the age of 40, most often than not they are open to booking most services online. If you don’t offer this feature you are more than likely losing clients, even if you do everything else considerably well.
The Power of Content Marketing
The purpose of content marketing is to connect with clients who are early in their decision-making process. Online clients do most of their research before they hire a law firm marketing expert, so you need to get your name out there as a trusted expert in your field, and content marketing is how you do it.
This is not salesy stuff, but should show your useful knowledge within your field. High quality, interesting and dynamic content makes you look very good to search engines like Google as well. There are a multitude of ways to do this, but some ways can include:
- Post relevant keyword articles and blogs on your own website
- News items – talking about new court rulings, new legislation, legal trends within your practice area etc
- Include FAQ pages
- Link to content on social media groups and online forums
- Guest blog on other respected websites
- Encourage clients to post reviews on Facebook and Google about your services
Including videos in your content is a fantastic place to start, although it can terrify some people to get in front of a camera! Posting videos on your own website, social media and on Youtube as well will engage and connect better than any written content can.
Videos are a wonderful way to show that you are the face behind the law firm and it will allow some of your personality to shine through. People will always relate to this more than information on your home page for example. Potential customers are looking for a lawyer who is experienced, but they also want someone they can understand, who listens to them and who can be trusted. These are the qualities you can get across in your videos.
Analysing the Numbers
It is important to analyse how well your website is doing at bringing customers in, and at getting them to link through to making contact.
Google Analytics has some incredible powers really, and can tell you so much about where your customers are coming from. You need to regularly assess what marketing leads are working for you, and which ones aren’t, and then tweak your website and strategy to see some improvements.
You can also use Google to conduct competitive analysis and check out how your biggest competitors are going at engaging customers. You can also analyse what search terms they are targeting, as well as the ones that are getting missed.
Invest in Online marketing
There are many aspects of digital marketing that you can DIY, but sometimes it can be easier to call in an expert.
The keywords and search terms that your potential customers are using are the treasure maps that you need to put your X on. Search engines update regularly, and you will find that keywords that once worked well for you will also change dramatically.
A digital marketing expert can help with:
- Working out which keywords to target
- Helping you to target alternative search terms that people use as well, including longtail keywords
- Optimising your website so that it ranks highly on search engine results for the relevant keywords
- Optimising your website for local searches (such as when customers ask for ‘law firms near me,’)
- Making the most of quality backlinks on your website to help improve your search engine rankings
- And so much more…
If your law firm ranks anywhere below the third page on search engine results you might as well be in marketing wasteland.
Right now, there are a multitude of things you could improve on your website to increase your ranking, including things you are doing wrong and new changes that you can make. It takes a digital marketing expert to know all these.
As you can see, there is so much you can right now to grow your audience reach and grow your law firm online. Check out part two of this blog to find out more….
Kaylee Chirichiello is the founder and lead strategist of KMC Consulting Solutions. With 8 years of experience consulting to law firms, she uses leading digitial marketing strategies to help you reach your ideal clients.
Want to discuss your law firm’s digital marketing strategy? Book a free 30 min consultation today.