Many businesses find themselves in an increasingly crowded marketplace where traditional marketing methods are no longer enough on their own. Law firms are no different as they strive to stand out from their competitors and attract new clients. Digital marketing can be a powerful tool for any business trying to increase its online visibility and expand its reach, but digital marketing for attorneys can be especially effective for educating and attracting clients and positioning themselves as trusted authorities in their area of practice.
Having a great website is a good first step to establishing a strong online presence, but there’s so much more. Using tried-and-true digital marketing strategies, like search engine optimization (SEO), content creation, local search optimization, and reputation management, law firms can maximize their online presence to engage, attract, and convert potential clients, giving them a competitive edge.
As you develop a digital marketing plan for your law firm, consider the following tips to help you make an impact.
Use Legal-Specific SEO
When potential clients are seeking legal services, it’s likely they are using online search engines. Employing SEO strategies helps your law firm’s website rank prominently on search engine results. Starting with keyword research and making your SEO relevant to the specific work you do will further increase your visibility to your target audience.
Include keywords that are particular to the type of law you practice. Long-tail keywords such as “estate planning attorney in San Jose” or “personal injury lawyer in Arizona” will enable potential clients to find you more quickly.
In addition to keyword optimization, on-page SEO is another way to boost your rankings and improve your digital visibility. Incorporate legal keywords such as “family law,” “medical malpractice,” or “divorce attorney” into meta titles and descriptions, header tags, and URL structures to clearly inform both visitors and search engines what your page and content are about.
Develop Authoritative Content
Content marketing helps law firms offer real value to potential clients. Authoritative content creation not only demonstrates expertise but can also provide answers to common legal questions, helping you build relationships and establish trust with clients. Think about adding the following types of content to your website:
Blog posts
Informative blog posts about legal topics of interest to your audience can draw users in and keep them on your site. Update your blog regularly so there is always fresh content for repeat visitors. You might also include case studies or recent legal news.
Practice Area Pages
For each area of law that your firm practices, create a well-structured, informative, comprehensive page so that potential clients know exactly what you offer. For instance, a family law firm might have separate pages for “Divorce and Separation,” “Prenuptial Agreements,” “Adoption,” and so on.
FAQs and Resources
Spend some time putting together common questions that clients have and their corresponding answers. FAQs should be short and to the point but provide helpful information to your visitors. You can also think about providing resources such as informative guides, pamphlets, or links to websites to further establish your credibility and enhance user engagement.
Video Content
When you add high-quality video content to your website, it can help drive traffic to your site from search engines and provide your audience with an improved experience. Introductory videos for each attorney, client testimonials, or brief explainer videos all add valuable content and make your firm more approachable.
Optimize for Local Search
Most people in need of legal assistance want to work with a local attorney who is licensed in their state and familiar with their county’s justice system. When you optimize for local search, you increase the chances that potential clients will see your firm’s name and address on Google Maps results when they search for legal services nearby.
To optimize for local search, make sure your Google Business Profile is accurate and current, including the listing for your law firm’s name, address, phone number, office hours, and services. Check local online directories, such as Avvo, Justia, Yelp, and FindLaw, to ensure your information is included and is correct. Finally, as mentioned above, incorporate city and region-specific keywords throughout your website and content.
Build a Mobile-Friendly Website
One other website feature that can impact both your search engine ranking and user experience is keeping your website mobile-friendly. Search engines, especially Google, prioritize websites that work well on mobile devices, which makes sense since around 64 percent of internet traffic comes from people using these types of devices to shop, conduct business, and communicate. Compressing images, making sure your website design is not cluttered, spacing out your links, and using a larger font that is easier to read on a small screen are a few ways you can make your website more mobile-responsive.
Manage Your Online Reputation
When it comes to legal services, clients want a lawyer they can trust. Managing your online reputation can make a big difference in separating you from your competitors.
To build a strong online reputation, encourage your satisfied clients to leave reviews on Google, Yelp, and legal directories like Avvo. Regularly check reviews and respond in a professional manner to both positive and negative feedback. This helps establish credibility.
Consider adding written or video client testimonials to your website, as well as showcasing positive case outcomes. These additions are a great way to highlight your firm’s success and experience to help instill confidence in potential clients.
Another way to enhance your law firm’s online reputation is by engaging in community events or partnering with local businesses, charities, and organizations. Posting about these partnerships and other community engagement demonstrates to your audience your commitment to your city and will further strengthen your law firm’s public image.
One easy way to manage your online reputation is by using monitoring services or tools. Google Alerts, Mention, Reputation.com, SproutSocial, and many other platforms allow you to track mentions of your firm online and on social media so you can be proactive in responding to feedback and managing any issues that might harm your firm’s reputation.
Need Help with Digital Marketing?
At InnoVision, we have the digital marketing expertise you need if you’re interested in digital marketing for attorneys. From web design and development to SEO, content creation, video production, and even social media and reputation management, we offer all these services and more. Contact us today to find out how we can help your law firm expand its reach and thrive in a competitive digital space.
