Lawyers and law firms have been slow to adopt online marketing strategies, but that is changing fast. In fact, 65% of a law firm’s marketing budget is dedicated to digital channels. That’s why in this blog post, we will discuss some of the best ways to market your legal practice using the internet. We will provide you with practical advice and statistics that show how online marketing can help you grow your practice. Whether you’re a small or large firm looking for new ways to improve your marketing efforts, read on for some valuable information.
What is law firm internet marketing?
“Law firm internet marketing” is a term used to refer to the use of online strategies like social media, search engine optimization (SEO), and content creation in order to promote legal services. It can also include more traditional methods such as TV ads and billboards, but these have not been very successful for lawyers because they are too expensive relative to other industries like real estate or insurance companies who need large budgets. Alternatively, these online marketing strategies for lawyers are lucrative:
- Social Media: Social media has become one of the most important ways that attorneys reach potential clients. The average person spends about three hours each day on Facebook, Twitter or Instagram which means there is plenty of opportunity for you. You should be active on at least two platforms where your target audience engages, if not several. LinkedIn is also effective for lawyers.
- SEO: SEO stands for “Search Engine Optimization” and it is the process of increasing traffic to your website by making sure that it appears higher up in search results when someone searches for specific keywords (such as “lawyer near me”). The best way to do this is by creating high-quality content with relevant topics so people will want more information from you; another important factor is how many other websites link back to yours because Google considers these links authoritative sources which helps them rank higher in their algorithm.
- Content Creation: Creating content like blog posts, videos or podcasts can help drive traffic towards your website while providing valuable resources related to the legal field which benefit both clients and attorneys alike. Many companies have found success by providing value first before asking for something else in return- this can also work well for law firms too!
- Traditional Media: While it’s true that traditional media (TV ads and billboards) are expensive, they do reach people who otherwise would not be exposed to your message so don’t discount them completely just yet if you want maximum exposure across all platforms possible. The key is finding where there might be an overlap between online marketing efforts with offline ones like these methods listed above because sometimes one strategy works better than others depending on what type of person you’re trying to attract as a potential client or customer.
We will explore these online marketing tips for lawyers and others in-depth below.
You can also enroll in our online courses to learn these channels in-depth.
Why do lawyers need digital marketing?
Lawyers need online marketing for a few reasons. The first reason is that younger generations are increasingly getting their information from the internet and not from other sources like TV or newspapers. This means that if you want to reach people who may need your services, you have to go where they are- and that’s on the internet! Additionally, traditional methods of advertising such as TV ads and billboards are becoming less effective because they are too expensive compared to other industries.
Online marketing provides lawyers with an opportunity to target potential clients more specifically than traditional methods which can be wasteful since many people who see these ads do not end up needing legal services. With online marketing, you can target people based on their interests, demographics or even their location which makes it a much more efficient way to reach your target audience.
Digital marketing is also a great way to build relationships with potential clients by providing valuable resources and information which can help them in their everyday lives. People are more likely to trust you as an attorney if they feel like you’re helping them even before they become a client- so content creation is key!
There are many reasons why lawyers should use online marketing, but the three main ones are that it’s where younger generations get their information, traditional methods of advertising are becoming less effective, and online marketing allows you to target potential clients more specifically. Additionally, digital marketing helps build relationships with potential clients by providing valuable resources and information.
10 Online Marketing Tips For Lawyers
Next, let’s go over online marketing channels and tips for lawyers.
Search engine optimization
One of the most important aspects of online marketing for lawyers is search engine optimization (SEO). When someone searches for specific keywords (such as “lawyer near me”), your website should show up as one of the top results. As a matter of fact, 28% of searches for something nearby results in a conversion.
The best way to do this is by creating high-quality content with relevant topics so people will want more information from you; another important factor is how many other websites link back to yours because Google considers these links authoritative sources which helps them rank higher in their algorithm.
You can also optimize your website for SEO by using keyword placements and titles, optimizing your images and using descriptive URLs. Additionally, make sure your website is mobile-friendly since a majority of people are now accessing the internet through their phones.
Google Ads
Google Ads is another important aspect of online marketing for lawyers. Google AdWords is a pay per click advertising platform that allows you to bid on keywords related to your business. For example, if someone searches “best divorce lawyer near me” and they see an ad at the top of their results page, this person will likely click it because he/she needs help with something legal right now. Furthermore, Google Search ad clicks are up 40% year over year, meaning that your firm can drive more results than ever.
Although Google Ads has its advantages as well such as being able to target specific locations or demographics which helps increase conversions (or people who buy from you), there are also disadvantages like having less control over what shows up when users search certain terms related to your industry so make sure you keep this in mind before deciding whether paid advertising would be beneficial for your business.
This also means you need to be aware of how much money each ad costs because this will affect your total budget as well as whether or not it’s worth investing in paid search results based on what keywords people are searching for related to law firms or attorneys nearby them.
Another advantage is that Google Ads can help you reach a wider audience than traditional methods such as newspaper ads and billboards since more people have access to the internet these days – so if someone searches “divorce lawyer near me”, they might see an advertisement from yours instead! Your website may also show up higher in their list of results if someone has already visited it before which could lead them back again (and possibly convert them into customers).
Content marketing
Content marketing is one of the most effective online marketing strategies for lawyers. The best way to do this is by creating high-quality content with relevant topics and key phrases that people are searching for on Google – such as “divorce attorney near me” or “best lawyer in Los Angeles”. Effective content marketing generates 3x as many leads as traditional methods.
Like we discussed previously with SEO, you can also optimize your website content so it shows up higher in search results which means more people will see your page before other firms online, leading them back again (and possibly converting into customers). This could lead them back again (and possibly convert into customers) but make sure you keep track of how many people visit each month because if there aren’t enough visits then it might not be worth investing time/money into optimizing all of the pages and pieces of content on your legal website.
Social media marketing
Social media marketing is a great way to reach new clients and keep them updated on your law firm’s news. You can use it as an opportunity to showcase what makes your practice unique while also providing useful information such as blog posts or legal tips that might interest potential customers who are looking for lawyers nearby. Seeing as 79% of adults have a social media account, it’s an essential online marketing strategy for lawyers and attorneys.
You should post regularly so people know when they can expect updates from you, but don’t overdo it because too many posts could turn off some users who feel like they’re being sold something all the time instead of just getting helpful content or updates about their cases if applicable.
Facebook Ads
Lawyers can use Facebook Ads to generate leads or brand awareness depending on the campaign type that is chosen. Facebook Ads are displayed on the Facebook newsfeed, Instagram, Messenger, and more. Facebook Ads allow you to target specific demographics, locations and interests which helps increase conversions because people see them as relevant ads rather than random ones they might ignore. Out of all paid ad channels, 97% of marketers use Facebook Ads.
Facebook also offers to target based on age groups or gender so, for example, lawyers who want their ad campaign directed at women between 35-45 years old living near Los Angeles CA will be able to do just that. Additionally, we recommend installing a Facebook Pixel on your website to retarget users and create lookalike audiences to generate a better return on ad spend. That brings to me to my next point.
Retargeting campaigns
Retargeting campaigns are a type of advertising where people who have visited your website before will see ads for your law firm on other websites they visit. This is effective because it reminds potential customers that you exist and that you might be the right lawyer for them, increasing the chances that they’ll reach out to you for more information or even hire you as their lawyer.
Retargeting also helps build brand awareness over time, so keep in mind that this type of marketing should be used in conjunction with other online marketing strategies to get better results. The most effective retargeting channels include Google, Facebook, and YouTube.
Public relations
Lawyers can use public relations to improve their reputation and reach new clients. This could be anything from getting press mentions to writing thought-leadership pieces for popular websites in your industry. Help a Reporter Out is a priceless tool for law firms interested in securing PR opportunities.
Public relations is often seen as a more long-term strategy because it takes time to build a relationship with the media or other publishers, but when done correctly it can result in a lot of website visitors and potential customers coming through your door.
Make sure you pitch relevant topics so journalists will be more likely to write about them, and always follow up after sending a pitch email to ensure that the journalist received it – this will show that you’re serious about working together.
Optimized legal website
An optimized legal website is a great way to attract new clients and keep them updated on your firm’s news. You can use it as an opportunity to showcase what makes your practice unique while also providing useful information such as blog posts or legal tips that might interest potential customers who are looking for lawyers nearby. And, according to Conversion XL, it only takes 1/10th of a second for prospects to judge your website and make a decision.
Make sure that all relevant pages have been optimized with keywords (e.g., Los Angeles lawyer), meta tags title descriptions etc). This will help people find your firm when searching for legal services on Google.
The overall design should make the website easy to navigate while remaining professional and modern. There should be plenty of calls to action for contacting your practice and the benefits of doing so should be clearly stated.
Learn more about our law firm web design services and how our team can help you turn your website into a channel that converts more clients.
Online directories
Listing your firm on online directories is another great way to attract potential clients. Some of the most popular ones include Avvo, Justia and Martindale-Hubbell which allow users who are looking for lawyers nearby to find them based on location or practice area.
You can also use local business listings like Yelp! or Google Places where people might be searching for reviews about other attorneys in their city before making a decision about who they want to hire as an attorney themselves.
It’s important that each listing has accurate information so customers can contact you easily; this includes name address phone number etcetera). In addition make sure any website links provided lead directly back home page rather than some other page within the site (e.g., contact us page).
Final thoughts on online marketing for lawyers
The legal field is extremely competitive and it’s important to keep up with the latest online marketing trends in order to attract new clients. Implementing these strategies will allow you to stay ahead of your competitors by establishing an online presence that people trust, which can result in increased business success over time.
With so many options available today there’s something out there for every budget but remember: Don’t forget about traditional methods like word of mouth referrals! These are still valuable even when using technology-based campaigns as part of a comprehensive strategy.
Contact us today if you need legal marketing experts to help you get more phone calls, leads, and clients.
