Updated: Sep 5
Learn the Top 5 Law Firm Marketing Ideas To Get Clients For Small Law Firms in Pennsylvania
The legal niche is competitive. In most cases, older and more established firms get clients through reputation alone. This leaves smaller and newer firms to work harder to get their law firm's name out there.
To get more clients, law firms have to market themselves in different ways—they can be done through word-of-mouth, flyers, or newspaper ads. These strategies can cost a lot of time and money, both of which fledgling firms don't always have.
Fortunately, there are now more accessible ways to implement law firm marketing strategies, and that's through digital marketing. Unlike traditional marketing, digital marketing is way more accessible to most firms. There are a lot of educational materials (like this one!) and free online tools to get beginner marketers started.
So, let's talk about easy and accessible law firm marketing ideas, how to do them, and how they can benefit your small law firm.
1. Build A Law Firm Website
Websites are crucial for digital marketers. It is essentially your online calling card where people can access information about you and your law firm.
In short, you need an online presence.
Remember: A lot of consumers look things up online. Whether it's a physical product, a restaurant, digital tools and services, and of course, legal services. People look for product reviews before buying them, access restaurant menus before visiting, and look up law firm websites before deciding they'll hire lawyers.
Websites can be made to represent your law firm. It can also provide important details like:
Instructions on booking appointments and meetings
A list of offered services
Not to mention, you need somewhere to direct people to whenever you're mentioned anywhere on the internet. For example, if your firm gets featured in a news article, it's always great to link those mentions to your website. This should be applied everywhere on the internet, including social media, guest posts, and review listings. You don't just want to attract people's attention; you need to make sure to keep them interested in your firm for as long as possible.
2. Try Legal Blogging
One of the most accessible ways to market your firm is by writing blogs. Legal blogging is a form of content marketing, and it's a popular law firm marketing strategy with great ROI.
Instead of using traditional ads to market your law firm, law firm content marketing lets you attract potential clients by creating high-quality content. This means you're not just asking them to visit your website, but you're providing something valuable to them as a way to attract them.
For example, writing blog posts like "How To File A Personal Injury Claim" and "10 Ways To Prove Wrongful Termination" will attract people who might need the information you provide.
Remember: People who look up legal guides and tips need them for one reason or another. This means that the people looking for these types of content either need it to inform themselves or have a problem that can be solved by your knowledge of the law.
So, unlike traditional ads, you'll get attention from the right audience. Instead of blasting your law firm's name out to people who may or may not need a lawyer at the moment, you're catering to a specific set of individuals who are most likely to need your legal services.
3. Implement Lawyer SEO
That said, writing blogs isn't enough. After all, thousands of other law firms write high-quality blog posts. In most cases, when people look things up on Google (or other search engines), their attention will be drawn to the highest-ranking results.
So, to make sure someone sees your blog posts, you need to climb up the search result rankings.
This can be done through Lawyer SEO. By optimizing your site through keywords, user experience, and images, you'll start ranking higher.
Fortunately, Google's algorithm has criteria on what they consider "high-quality." If you meet those criteria, you'll send favorable signals that let you outrank websites that don't.
(To get started on your Lawyer SEO, consider reading our beginner-friendly Lawyer SEO Guides.)
4. Use Social Media Marketing
Social media has become a viable channel for business and marketing. It's accessible, fast, and provides excellent ROI for the people who do it right. As a result, businesses of any type and size have a social media presence.
That said, social media marketing doesn't start and end with the creation of your account. Like most marketing strategies, you need to put some time, effort, and a sustainable approach to yield favorable results.
For starters, here are a few essential tips that'll get you started on your social media marketing strategy:
Build A Great Profile. Make sure to add your name, logo, and descriptions to your profile. For more limited bio or "about" fields like Twitter and Instagram, make sure you're composing a catchy description that tells the audience who you are, what you do, and what your social media content is all about.
Post Content. You need to make sure people find your social media profile. A great way to do this would be to post high-quality content that attracts followers.
You can also pay for ads to get some traffic on your profile. However, posting content, engaging with followers, and attracting potential clients are more sustainable strategies.
Post Strategically. Aside from posting high-quality content, make sure you're also posting in a way that yields the most ROI.
For example, you can figure out what and when to post. Some social listening tools will allow you to see when you're followers are most active. This increases the possibility of them seeing your content.
5. Claim And Optimize Your Law Firm Google My Business Listing
Google My Business is often associated with Local SEO. However, it's a great marketing strategy in general.
Since Google is a widely-used search engine, it's become essential for businesses to claim and optimize their listings. These business listings have crucial information, including business name, address, operating hours, phone number, emails, website, and average ratings on Google Reviews.
GMB listings often show up when people do general local searches like "personal injury lawyer near me" or "employment lawyer in california".
Brand searches will also show GMB listings on the search. So, if someone looks up your law firm on Google Search, they'll basically get a general summary of information regarding your law firm.
GMB listings are used by people looking for local establishments and offices. So, make sure you're visible on there, too, because most competing firms will be.
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