How can you increase your law firm’s profitability using digital marketing for law firm strategies?
How can you harness the power of digital marketing for your law firm?
Digital marketing for law firms is not rocket-science, it is achievable!
In this article, we go over how you can effectively use digital marketing techniques to boost your website ranking, capture the trust of your website user and ultimately convert more and more leads to paying customers. We discuss things like website optimization, use of mobile devices for online search, creating online trust, becoming an authority in your legal niche and more.
This article is divided as follows:
- Optimize your website for best digital marketing results
- Digital marketing through mobile devices
- Create trust with your site users online
- Showcase your expertise online
- Create great content for your users
- Social media as a digital marketing channel for your law firm
- Ask for reviews to help market your services online
- Create backlinks to boost your law firm digital marketing
- Digital marketing for law firm takeaways
Let’s dive right in!
1- Optimize your website for best digital marketing results
As a law firm, you should optimize your website as best as you can to turbo-charge your digital marketing success.
There are tried, true and tested strategies to achieve this goal.
One strategy is to optimize your law firm website.
Website optimization strategies
Here are optimization strategies you should consider:
- Have a user-friendly website navigation
- Have a nice and crisp logo and colours to convey your law firm personality
- Your website should be fast and load quickly on desktop and mobile
- Have great internal linking to relevant pages and content
- Make sure your website backend is optimized for search engine optimization
Think about your website more than simple pages you publish online.
Your website is your online salesperson
Think of your website as a sales person, a sales channel, a sales strategy and use it to attract new customers and convert them to paying customers.
With this mindset, taking time and investing in your website optimization strategies will no longer appear to be a burden but an investment in a lead-generating machine!
Website optimization should be priority number one when considering your overall law firm marketing plan.
2- Digital marketing through mobile devices
Searchers today are more likely to search for a law firm or a lawyer using their mobile device than a desktop computer.
A successful internet marketing for law firm strategy will require that your website be optimized for mobile devices.
Think about the typical scenarios where someone is looking for a lawyer.
Imagine a colleague asks you if you know a lawyer and you happened to have a referral to give.
Your colleague will most guaranteed type the lawyer’s name in his or her mobile device to read about the lawyer or get to know their law firm.
If your website is optimized for mobile devices, loads fast and has nice large text that is easy to read, your first impression will be a success.
People use their desktop most of the time to finalize a transaction or shop online but will do their research on their mobile devices when they have a spare moment in the day.
3- Create trust with your site users online
Creating trust online is not necessarily an objective science as each person will assess your website differently, there is some subjectivity in it.
Building trust leads to more sales
You can nonetheless employ the best digital marketing strategies for law firms so as to gain your customer’s confidence and trust when they come on your website.
Trust is significant in your digital marketing as the more a user can trust you, the more they are likely to take a profitable action such as contacting you, submitting an online form or reaching out to your law firm.
Ways to increase your online trust
You can inspire confidence in your law firm and services by implementing some of the following techniques:
- Have a professional looking website design
- Have a story behind your brand
- Have a contact information
- Make sure you have no broken links on your site
- Have your site certified and get a certification seal
- If you have good social media stats, showcase them
- Put customer reviews if you are authorized by your law society rules
- Make sure your website content is up-to-date
These are easy strategies that will get you the best chances of having your users trust your law firm when navigating your website.
4- Showcase your expertise online
To dominate your online presence, you’ll need to showcase your legal expertise.
Afterall, you are a law firm and in the business of law: make sure you show that you are the best at what you do!
Demonstrate your unique value proposition
Use your website to demonstrate how much value you can bring to your potential clients.
Provide reasons to the user why your law firm is “the law firm” to choose.
Sell yourself with your expertise
Essentially, you are using your website to provide your users with a strong sales pitch.
Every lawyer has a unique set of skills and experiences differentiating them from others.
Perhaps you work for a law firm serving a niche industry and you want to showcase that.
Answer common client questions
Try to think of questions a client may have when they first want to get to know you.
Answer those questions while highlighting your expertise.
This is a great digital marketing strategy for law firms helping you convert your leads into clients.
5- Create great content for your users
Provide valuable legal content to your readers on your website.
There are many ways you can achieve this.
You can create an awesome blog so you can continually write and share great content.
You can feature videos on your site relevant to your user’s search.
The idea is for you to create such amazing content that your users will want to stay on your site, keep reading and navigating through your website pages.
The longer a user stays on your site, the more Google and search engines will consider that your content is relevant for the user.
You can create FAQ’s to publish super useful answers to common questions.
Think about providing your users with downloadable forms and documents to help them with a legal issue or situation they are facing.
Consider offering your users a checklist of things they should remember doing to handle their case or to successfully advance legally.
For example, if you are a M&A lawyer, you may want to publish a useful due diligence checklist for your site users to access and use.
To maximize your digital marketing efficiency, you should write content that is keyword-rich, establishes your expertise, is useful to your readers and will help you rank in search engines.
This is the art of law firm SEO!
6- Social media as a digital marketing channel for your law firm
Social media is a powerful digital and legal marketing platform for law firms.
You must leverage social media and tap into its immense benefits.
Social media is used by most lawyers
According to attorneyatwork.com’s study, 96% of lawyers surveyed indicated they used social media where LinkedIn was the most used by lawyers while Facebook the most profitable for them.
Using social media helps you bring more business and elevate your online authority in your legal niche.
Social media is a powerful tool
Social media is powerful when users share your content, potentially getting viral, they give you positive ratings and comments, they engage with you and you actively respond to them and help them.
What’s also very useful is that you can run advertisement campaigns targeting your audience with precision.
After every advertisement campaign, you can monitor your results and assess the profitability for your law firm, adjust if necessary.
7- Ask for reviews to help market your services online
Use it if permitted by your law society
To boost your law firm digital marketing performance, you should get your website users to leave you reviews.
If your local law society rules permit it, you should jump on the opportunity.
Reviews are particularly helpful to users as they can quickly see what others are thinking about you.
We are genetically programmed to trust someone we don’t know when others tell us that we can trust them.
The website reviews achieve precisely that goal.
It’s a way for other users to convince new users that you are a great law firm to deal with.
Social proof in action in all its glory!!
8- Create backlinks to boost your law firm digital marketing
Getting backlinks will demonstrate to search engines that your site has authority on the topic.
Backlinks are other independent websites linking to your website to help their own users.
Getting high-quality backlinks for other authoritative websites in the legal industry will dramatically improve your law firm’s digital marketing results.
It may take time to create high-quality backlinks but the effort is worth it.
9- Digital marketing for law firm takeaways
All law firms should employ digital marketing best practices to increase their client-base and overall profitability.
Digital marketing for law firms is a fascinating segment in the field of marketing.
It’s no rocket-science and all lawyers and law firms can implement the digital marketing best practices quite easily.
In this article, we discussed how you can effectively use digital marketing techniques to boost your website ranking, capture the trust of your website user and ultimately convert more and more leads to paying customers. We discuss things like website optimization, use of mobile devices for online search, creating online trust, becoming an authority in your legal niche and more.
Make sure you implement the strategies we proposed to you here so you can reap the benefits now and in the long-run.
We hope you enjoyed this article.
What type of law firm digital marketing strategies do you employ? Do you have any tips to share? We would love to hear from you. Drop us a comment!