Updated: Aug 20
A Quick And Easy Guide To Get Started On Digital Marketing For Small Law Firms
The legal services industry is unsurprisingly competitive. Lawyers and law firms compete with each other for clientele, and most times, newcomers struggle to break into the market. While clients decide which lawyers and firms to hire due to their skills, more established names tend to get the most attention.
As a small or newly-established law firm, you build a good reputation by getting as many clients and coming out with satisfactory results for their legal concerns. However, clients still have to know about your firm before they even set up appointments with you. This means that you will have to find a way to stand out from a sea of competitors.
One way to stand out is to effectively market your law firm to a target clientele. Of course, this calls for you and your colleagues to actively compete with other firms. Fortunately, there are different ways to do so.
1. A Website For Your Firm
Millions of people use the internet, so establishing an online presence is a great way to let people know about your firm. It's also likely that someone might look your firm or your legal profession up on Google to find or learn more about it.
Having a website is similar to having an online calling card. Users should be able to know what you do, where you are, and how to contact you. Search engines can detect this information, so it will benefit you to lay them out where people can see them.
Here are a few ideas on what you can put on your law firm's website:
Your firm's history
Basic contact information (i.e., office hours, contact number, office address, and emails)
Your lawyer directories
Areas of law your lawyers specialize in
Past successful cases
Awards, achievements, and official recognitions
Social proof, like photos of you and your colleagues
Depending on your budget, you can also incorporate online features into your law firm's website. For example, you can let users set up an appointment through an online submission form or answer queries through an online chat.
2. Law Firm SEO
Lawyer SEO is a good marketing strategy to start on. It only requires a website and some knowledge of SEO practices.
As explained in a previous post, Search Engine Optimization (SEO) is the practice of optimizing your site so it ranks high in the search results. The main goal is to compete for the most common keywords users type into the search engines. Therefore, the closer you are to the top of the results, the more people will see and click on links to your page.
While there's a lot of things you have to manage in SEO, it is one of the easiest ways to improve brand awareness for your law firm. Users looking up certain keywords at the very least have an interest in them, so you know your law firm can provide something that they need.
3. Content Marketing
Content marketing pertains to the production of consistent, high-quality content that targets your chosen clientele.
In Lawyer SEO, you can use your content (such as blog posts and articles) to compete for rankings in the search results. More people stick around and read, the more the algorithm boosts your page rank. You can look at content ideas for Lawyer SEO here.
One way easy way to start a content marketing strategy is to start a legal blog. It's accessible, the settings are easy to learn, and most domains allow you to add photos, links, and videos with ease.
The important thing to remember is that content marketing is a business strategy, so it should be planned out and implemented correctly for your law firm to reap its benefits.
Here are a few tips for maintaining your content marketing strategy:
Your content should be useful, high-quality, and well researched.
You should be consistent. Create a writing, editing, and posting schedule to streamline your process.
It would be best if you actively promoted them.
You should avoid posting duplicate content.
4. Social Media
Social media is a cost-effective way to boost your Lawyer Marketing Strategy. You can create accounts for your law firm quickly, easily, and for free. When done right, you can attract enough users and promote content on your legal blog.
Millions of users also have social media accounts, and the sheer size of that user base can make promotions and marketing worth it. The more people to market to, the more chances you have of catching someone's attention.
As a general rule, expanding your online presence directly benefits Lawyer SEO. As long as you can direct interested users to your site and contact information, it can help you get clients for your law firm. Therefore, your main SEO goal should be to lead users to your domain and convert them into clients.
What Can LawyerLeadMachine Do For You?
Lawyer SEO gives you an advantage in a highly competitive legal services industry. With the right strategy, you can improve site traffic and attract more clients.