Marketing For Law Firms:
The Tools You Need To Succeed
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What We Do
Social Media Marketing
SEO & SEM
While law and digital marketing may not immediately appear to go hand in hand, the two have been forced to become fast friends, with the rise of the internet and digital space changing the way businesses advertise, attract new clients, and evolve in a competitive landscape.
While law firms primary responsibility is to offer legal advice and representation to clients, there is no denying that firms are, first and foremost, a business. And just like any other business, surviving can be tough – you need to constantly change, adapt and evolve if you want to succeed. By taking advantage of key digital marketing tools, you can ensure that your firm is at the top of the list of options, and that it becomes the number one choice for clients requiring your services – and all with minimal effort on your part!
There are three main ways you can boost the status and reputation of your law firm and pull off a first class marketing campaign: website design and development, SEO and SEM, and social media marketing. To help you get started, read on to gain an overview of these three essentials, and prepare to take your business to the next level.
Website Development and Design
For many of your clients, the website will be the first real contact that they have with your firm – and it needs to be memorable for all the right reasons. Creating a website instantly helps to make you more accessible, but it is crucial that you use it correctly to ensure maximum impact. Make sure that your site is clear, concise and easy to read, with short sentences and plenty of subheadings. Your visitor should have an instant understanding as to your key practice areas and specialisms, as well as a feel for the firm.
There are a few essential elements to include on your website:
- Your geographical location
- Your main areas of legal practice
- The team members, and their specialities
- Testimonials from satisfied customers
- A clear way to contact you
- Your brand message and voice
Make sure that your site is clear and consistent, with your branding visible, plenty of images, and clear, easy to understand content which encourages potential clients to get in touch and make the most of your services.
SEO and SEM
SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are two more key tools to have in your arsenal, as they allow you to really showcase your stylish new site to its full advantage, by driving organic and paid traffic, and turning enquiries into leads.
SEO focuses on optimizing your website to drive organic traffic; this primarily involves careful placement of specially selected keywords – the very keywords, in fact, that your potential clients are using to find you. As an example, if you are a family law firm based in New York City, you will want to ensure that the key words “family law in NYC” are prominent in your site – this can help to drive organic traffic, and boost visitors to your firm. As an added bonus, this practice targets those who are already on the hunt for your services, and this makes it easier to convert an enquiry into a paying customer.
SEM works in a similar way – that is, driving organic traffic to your site – but also considers the impact of paid traffic via PPC (Pay Per Click). In the simplest terms, PPC refers to the practice of bidding on a specific keyword – the highest bidder sees their ad rank higher than the competition. When a client clicks on your ad, you then pay the amount of your original bid.
Both SEO and SEM can be useful for law firms, who tend to be operating in competitive climates, and can give you the edge over the competition.
Social Media Marketing
With social media having taken over most of the world, this is an excellent tool for increasing and promoting brand awareness, as well as connecting directly with your clients on a faster and more personal level. There are four main platforms to explore:
Each of these have their own strengths, and can be used to make connections, build your brand authority and reputations, and communicate directly with your clients on a more personal level.
The Magic of Marketing
The traditional vision of legal marketing tended to rely on word of mouth, recommendation, and having the monopoly over a specific location, or area of law. While these are still valid, the eruption of digital marketing means that firms need to constantly grow, evolve and develop, if they have a hope of surviving and thriving in a competitive industry. By taking advantage of the tools available, you can increase your client pool, strengthen connections with existing clients, and make sure that you are always top of the list when it comes to seeking reliable, professional legal advice.