Everyone seems to have an opinion on the best way to market a law firm. Facebook! SEO! PPC! Email Marketing! LOUD NOISES!!!
So, which strategies will yield results? Which ones are a waste of time? And why did I start this article by yelling at you? These are all great questions.
Here’s the key takeaway: doing something is usually better than doing nothing. In fact, if you’re reading this article – you’re already a winner.
I get it, you’re busy. It’s not easy running a law firm. That’s why I appreciate the time you are investing right now. I’ll make sure it’s well spent.
Now, let’s take a look at 12 proven law firm marketing strategies.
#1 – Develop Your Law Firm Marketing Plan
Where do you want to go? How will you get there? What will life be like when you’re sipping an espresso martini on a tropical island?
The best way to answer these questions is to create a marketing plan.
It doesn’t have to belong. In fact, it should be one page. Simple, right?
So, what should it include? I’m glad you asked. Your law firm marketing plan should cover the following:
Do you want to become a thought-leader? Get new clients? Branch into a new practice area? Develop your firm’s reputation?
What are the things you (or your agency) will do? Examples include SEO, PPC, Email Marketing, SMM, etc. More on these later.
This is how you measure the success of your marketing efforts. How many leads or new clients do you want? How many new cases do you need to generate sufficient ROI?
#2 – Design an Amazing Law Firm Website
This is the hub of your online presence. It’s the light that shines into the interweb – guiding clients to your sensational legal practice.
All your other marketing efforts lead back to your website. That’s why your law firm needs to invest in an amazing website with modern design features.
Is your website looking a bit dated? Not happy with it? Don’t bother with SEO, PPC or any other marketing ventures. You’re fighting an uphill battle.
Does your website satisfy the following criteria?
- Responsive on mobile, tablet and computer
- Engaging and informative copywriting
- Easy to Navigate
- Multiple pages for practice areas. Broken down into specific topics.
- One Page per Lawyer or Professional
- Clear Call-to-Action / Contact Info
- News / Blog Section
- Built-in Security (HTTPS)
- Up to date headshots
- Professional logo
Most lawyer websites commit the following sins:
- No HTTPS/SSL. This means it’s not secured. Google will reduce your ranking
- Too many dense paragraphs with long sentences.
- Not enough eye-grabbing headings
- Not enough content on the homepage
- Tonnes of cliche lawyer stock photography
- Microsoft Word fonts. Okay, serif fonts are fine. But, you can easily make your website look premium by adding basic web fonts (e.g. Roboto, Open Sans or Lato). These are free.
Additionally, many law firm websites fail to fulfil the previous criteria in full.
It’s REALLY hard to demand the attention of people nowadays. That’s why it’s essential that your website is captivating and informative.
Remember that all your marketing initiatives will drive traffic to your website. It’s essential that you maintain a high standard across the board.
#3 – Local SEO – Get into the “Google 3-Pack”
The Google 3 Pack is often the first thing that people see. Thus, you must do everything possible to get on this list.
Is it difficult? Well, nothing worth doing is ever easy. In saying that, it’s much easier than you might think.
Here’s how you get started:
- Create (or update) your law firm’s listing on Google My Business.
- Follow every step until your profile is complete. Google walks you through this.
- Ensure all contact information matches other relevant online profiles. For example, online directories. This is important for SEO.
- Add photos, create posts and do everything that Google suggests. Personalise your listing with pro images of your team and office. This will set you apart from the pack.
- Include your website address wherever relevant
Ensure your listing is up to date. Google will email you from time to time. This is usually before a long weekend or a routine check. Will your office hours change over the long weekend? Have you changed address? Stay on top of it.
#4 – Add Your Law Firm To Online Directories
Okay, I don’t use online directories either. Yellow Pages? Local Search? Lawyerist? True Local? Nup. I haven’t used them in years. In fact, I’ve never used most of them.
So why should you bother?
Large corporations fund these websites. They also invest tonnes of coin into SEO. Thus, your ranking improves when you create a profile.
Most of them offer a free listing. So, you can boost your SEO and still afford a sneaky smashed avo on sourdough.
This article outlines some of the listings you should consider.
#5 – Generate Content for SEO
What is SEO? It’s a set of activities that moves a website up in Google search results for a particular keyword. If someone searches for ‘best property lawyer in Brisbane’, SEO will help you show up in the results page. That’s why it’s called search engine optimisation.
How does SEO compare to PPC?
SEO improves your organic/unpaid ranking. Thus, you can receive website traffic at no direct cost. PPC (pay per click) gets you in the game faster, but it’s generally more expensive.
It doesn’t stop there.
For example, PPC allows you to test keywords and ideas without delay. This can be a great way to research the market before diving in. Whereas SEO can take months to produce fruit. PPC also lets you customise your ads and URLs. The list goes on.
So, how does Google decide which websites should show up in search results?
You need lots of alluring and irresistible content. Why? This drives traffic and tells Google what type of users would enjoy your website. After all, Google’s job is to direct people to the best website for their needs. Thus, the best way to appease Lord Google is to generate regular content that satisfies its users.
What type of content?
Blogs, e-books, infographics, case studies, guides, charts, FAQ’s, checklists, videos and more. This drives traffic and increases social shares. As a result, Google will reward you by boosting your website ranking.
How often? I generally recommend the following:
- Blog/News: Fortnightly (at least)
- Ebooks and similar content that goes in more detail: Quarterly.
Ensure you publish content on your website and share it on social media platforms. I also upload my articles to Medium.
Remember to flesh out your practice area pages
#6 – (Consistently) Publish Blog Articles
Does anyone read blogs in 2019?
The answer is – yes.
Well, a more accurate answer would be – kinda, sorta.
What do I mean by that?
Blogs are important for many reasons. But, it’s not essential that your audience actually reads them.
Releasing consistent written content provides the following benefits:
- Establishes authority and expertise
- Attracts positive attention from Google. Why? New content and keywords. This tells Google your website is active and committed to providing relevant content.
- Set a release schedule and stick to it. I set up a reminder in my digital calendar. Aim for once a week. If you can only do once a month, do that. Consistency is key.
- Ensure your website has a built-in blogging platform. Every post should comply to the same design standards. Design consistency is important. It will also make it easy for you to publish new content.
- Don’t think you can be consistent? You have two options: hire an agency or remove date/time from posts. It looks unprofessional if your audience can see you haven’t posted in a while.
- Download the Yoast WordPress plugin. This will help you optimise your blogs for SEO.
- Include a CTA (‘call to action’) in every blog. I add this to the blog post template for my clients. This means the CTA is automatically added to every blog post. What should the CTA be? ‘Join our Newsletter’, ‘Download This Guide’, ‘Contact our office’, etc.
What should you write about?
- Under what circumstances should someone hire a lawyer in your practice area? People are often unsure if they need a lawyer. Answer this for them.
- What are the most important factors when selecting a lawyer?
- Write about frequently asked client questions
- What outcomes can a potential client expect if they choose your firm?
- Relevant current events
- Explore other articles on the LegalSites blog. I’ve written about this topic before.
There are many things you can write about. Listen to your audience and create content based on their needs. Notice a problem that pops up often? Solve it by writing an informative article.
Also, the act of creating content will inspire more content. Just get started. Motivation often comes from action.
#7 – Advertise Your Law Firm On Google Ads (PPC)
This is the fastest way to get your website seen on Google searches. It’s achieved by advertising with Google. How? You tell them what keywords you want to bid on. You’ll only pay when someone clicks on your ad. Thus, it’s essential to have an effective PPC campaign with a great website.
Your ad will usually show up in the first three search results. They also appear in the last few.
Remember that the conversion rate for PPC leads is lower than organic search. Thus, it’s important to manage your expectations. We guide our clients through the process. This helps them gain perspective. ‘Are my ads doing well?’ This is a common question. You really need experience to judge the success of a PPC campaign.
There are many other benefits to using PPC. One of them is market research.
For example, you can create an ad with a landing page. This could promote a new service or product. Look at the PPC data to gauge market interest. Many book publishers will launch PPC campaigns to determine the best title for a book. They did this with the ‘4 Hour Work Week’ by Timothy Ferris. It was originally going to be called ‘Drug Dealing for Fun and Profit’. I’m sure the police would’ve been curious, even if self-help addicts weren’t.
Here are a few tips:
- Create a landing page. Don’t send people to your homepage. Your landing page should be specifically created for the ad. This will keep them more engaged. If they can’t find what they’re looking for quickly, you’ll probably lose them. Maybe your ad promotes something specific? Your landing page should explain how they can receive the promotion.
- How much should you spend? Refer to this article. I provided a complete breakdown. It generally depends on your practice area(s). Most of our clients spend at least $1000 a month. Otherwise, you’re wasting your time. Competitive practice areas will need more AdSpend (e.g. personal injury and bankruptcy).
- Your PPC campaign will be time-intensive. It’s not ‘set and forget’. What’s involved? Monitoring data, testing ad copy, testing landing pages, reviewing, refining, etc. I suggest you set aside the time to do it properly. Or, consider hiring an expert.
#8 – Produce Videos & Webinars
Gary Vee buys ‘attention’. How do I know? His Youtube videos pop up on my feed. I’ve clicked on a few, at the behest of my partner. She’d rather watch ‘Rake’ or something good.
But, Gary Vee makes a good point. ‘Attention’ is a commodity. Why? Distraction is everywhere.
Every business is vying for your eyeballs. That’s why your Facebook feed shows you stuff that’s designed to upset you. But, it pays the bills for Mr Zuckerberg.
Why am I talking about this? Well, video is possibly the best medium to grab the attention of your audience. The data shows that video is growing much faster than other types of content.
It’s never been easier to produce decent video content. Thus, your law firm can leverage the fastest growing medium. This can help you build expertise, boost authority, stand out and generate new clients.
Build A Library Of Educational Videos
Rome wasn’t built in a day. But, with time, you can create an impressive educational resource. Just think – how impressive will your firm look with informative videos? You can show your expertise, build rapport and answer frequently asked questions. Saving you time and money.
The fact is, websites visitors LOVE video. It’s possibly the best way to maintain engagement. Better yet, the longer they stay engaged with your website, the better your SEO becomes.
Create a realistic production schedule and stick to it. Before too long, you’ll have an impressive library of educational videos.
Also, media outlets will be more inclined to reach out if you have video content. They’re generally time-poor and on the hunt for expert opinions. Once they see that you have high-quality video content – doors will open. Your videos can be shared on social networks and embedded in articles. The benefits are limitless.
The audio is more important than the visual. I suggest you invest in a professional microphone. Also, try to film in a quiet location.
Your smartphone will produce an acceptable visual. Just ensure the setting is well-lit and clean.
I guarantee you would give up on a video quickly if the audio was bad. Conversely, you’ll persist if the visual is average but the sound is great.
This is where most people go wrong. So, get your audio sounding great, then consider upgrading your camera.
Remember the days when lawyers would host in-person educational seminars? Oh, how the times have changed.
Your audience can get all the benefits of a seminar without leaving the house. This is the future of education.
Reach unlimited people, leverage your time and save money. Better yet, the webinar can be recorded. Thus, your audience can engage in the replay. If they missed the live recording, no worries. How good is that?
Once again – stick to a regular schedule. Quarterly is fine.
How can I get started?
Have a go at GoToWebinar
This service will let you host, record and manage webinars.
#9 – Boost Your Client Reviews With Automation
Authenticity and trust. This is everything. How do you master these qualities? Well, there are many factors to consider. Most importantly, reputation management.
Client reviews are incredibly important. So, how do you get them?
I suggest you check out ‘5 Easy Steps To Boost Website Traffic In 2019’. This article provides more detail on getting client reviews. Specifically, how to automate the process.
We offer a ‘Review Booster’ service. This will skyrocket your positive reviews. Best of all, it’s totally automated.
Which platforms should you focus on?
Google and Facebook. That’s it. Ignore all other review platforms. Why? It’s best to have a lot of reviews on 1-2 platforms, then a few reviews on numerous platforms.
It’s also much easier to get reviews on platforms that most people are familiar with.
#10 – Email Marketing
At 31 years of age, I’ve learned a few things. One of them is – no doesn’t always mean no. It often means ‘not right now’.
Business will teach you this lesson very quickly. In fact, I’m warming up my audience right now. Yes, I enjoy creating this free content. But, it also brings in regular work.
How can you warm up your audience? One way is with email marketing.
Staying In Touch
I’m so happy to have your attention. But, I realise you could click away at any point. That’s why I provide free content on a weekly basis. How? I send out a weekly newsletter to my email list. It provides them with the best law firm marketing advice. Want to join?
You control your email list. But, you don’t control other platforms (e.g. social media and Google). So, what would you do if Facebook or Google drastically changed its business model? Those 10,000 Facebook followers might disappear. What would you do?
That’s why businesses are turning to email. It’s one of the few things we can control. Building an audience is tough. Do everything you can to sign them up to your email list.
Email is still a great platform for selling products and services. In fact, it’s generally more effective than social media. Like, substantially more effective. That’s why every half-decent retail store is fighting for your address. The big players understand how essential email marketing is. Law firms are also getting in on the action.
Here’s what you’ll need to get started with email marketing
- A system to sign people up to your list
- A system where you communicate with your list
Please set a regular schedule. Consistency is key.
Topics can include:
- Links to the most recent blogs
- What’s been happening at your law firm? Provide news and updates
- Commentary on a recent court decision or ruling
- Frequently-asked-questions by your target audience
Main goals of law firm email marketing:
- Stay top-of-mind
- Generate referrals
- Warm-up leads
- Build your email list. (Tip: Would you like to sell your business one day? A large and engaged email list has significant proprietary value. Get started now. By the time you’re ready to sell, you’ll be glad you go into the game).
#11 – The One That Got Away
Have you ever shopped for something and saw a Facebook ad for the same product? Then you turned to the person next to you and said, ‘Look at this! My phone is listening to me!’
The marketing world calls this ‘stalking’. No, I’m kidding. It’s officially called ‘Retargeting’ or ‘Re-Marketing’.
This is the art of advertising to people who have already visited your website.
As your website grows, traffic will increase. Only a minority of visitors are ready to buy. They call this the ‘buying cycle’. If they’re not ready to hire your services, they’re towards the beginning of the buying cycle. But, many of these people will be ready in the near future. Thus, a retargeting strategy can bring them back in.
How Retargeting Works
You can target interested leads through advertisement. This is often through Facebook and/or Google. If you switch off your ad-blocker, you’ll see what I mean. Ads will be literally EVERYWHERE. (I highly recommend Bose noise-cancelling over-ear headphones. They’re great for long overseas flights).
Heck, if you shop for those headphones, they’ll pop up in an ad. I guarantee. After browsing for my favourite headphones, visit a few popular websites. Look at the Google ads in the sidebar. Your law firm could use the same marketing strategy to increase client intake.
- Google Ads
#12 – Law Firm Social Media Marketing
I’m really excited about social marketing for law firms. The main reason is that there’s an untapped marketplace. Why? Too many law firms aren’t even using social media. Or, they’re not taking it seriously. This makes it easier for LegalSites to help our clients succeed on social media.
Here’s some quick advice.
Never place all your eggs in one basket.
Social media is an extension of your overall marketing strategy.
Focus on these platforms
Get professional photos
Content, content, content.
Approach a photographer and arrange a session. Get a bunch of photos that can be used for a variety of purposes. In other words, get shots in generic/non-specific locations. These should also be usable on your website.
You’ll be glad you invested the time and money. It’s never been more affordable to get professional photos.
I suggest you do your shoot early in the morning or at sunset.
Boost/Advertise posts that perform well
Throw money at a winner. So, if your post performs well without money, it will perform even better with money behind it.
Don’t advertise a post that performed poorly. The ROI will be underwhelming.
That was a big one.
’12 proven law firm marketing strategies’
It’s time to get results. If implemented right, these methods will grow your law firm.
1+1 = 3
Yes, if implemented as a package, these strategies can enhance your efforts. For example, retargeting will enhance your PPC efforts. Email marketing will connect people who found you via SEO. Finally, webinars can be effectively promoted through social media. And so on.
These strategies complement each other. Think of them as chocolate and peanut butter. Or, chocolate and coffee. There’s also chocolate and hazelnut. (Okay, get a grip, Brendan).
Need help? We would love to chat. Get in touch today.
If you decide to go it alone, no harm done.
We wish you the best of luck.
To infinity and beyond!