7 Easy & Proven Tips for Marketing Your Law Firm
Marketing your law firm isn’t easy, and with lackluster results, it’s hard not to feel frustrated. But it doesn’t have to be this way. These tips will help you attract the right clients, generate more leads, and most importantly–make your job easier.
Tip #1: Up Your Website Content Game
Your content drives your SEO results, period. Without great content, SEO success doesn’t happen. This is a big deal for smaller firms. With the right content, you have the ability to hit above your weight class and thrive in the same league as large, full-service firms.
From well-written blogs to FAQ pages, providing visitors with the content they need will improve your SEO, grow your Google credibility, and increase your leads. It’s time to up your game.
Tip #2: Fool-Proof Your Website User Experience (UX)
Your website’s job is to convert visitors into clients, right? You must provide a fast, friendly experience if you want users to choose you. If your site is outdated or hard to navigate, it will kill your marketing strategy.
Think about it like this. The user experience is not about your firm and the great things you do. It is all about the user. You need to think like a potential client when planning the flow of your website.
Consider these questions about your site:
- Is it mobile friendly so that it adjusts to fit a variety of screens?
- Is it secure with an updated SSL certificate?
- Does it load quickly?
- Is it simple to navigate?
- Is it easy to read?
- Does it have a clear Call to Action?
While these may seem like no-brainer things to consider, it takes them all to achieve a positive user experience. Put your best foot forward and fool-proof your UX.
Tip #3: Think Landing Pages and Not Just Website
When it comes to the messaging on your firm’s site, you could bombard visitors with everything they could be looking for and speak to only one audience. Or, you could oversimplify your services so your home page doesn’t look crowded.
The first option will overwhelm visitors, and the second option makes it unlikely you’ll engage with anyone. Either way, it’s a lose-lose for you.
Landing pages offer the perfect solution. By focusing on specific services and audiences on each page, you win. Potential clients will “land’ on a page with the legal services they’re searching for, and your conversions will skyrocket.
Tip #4: Rev Up Your Reputation with Reviews
Times have changed in how potential clients are researching law firms. Two-thirds are more likely to hire an attorney based on reviews, and 88% of potential clients trust an online peer review as much as a recommendation from a friend.
So, how do you make reviews work in your favor?
Comment on them, especially the negative ones. Negative reviews are inevitable. But what separates average law firms from super successful ones is their response. By demonstrating careful attention and strong character you can turn lemons into lemonade.
Tip #5: Establish Authority with Blogs and Press Releases
Developing relationships and establishing a good reputation is the foundation your firm was built on, but as the world continues becoming more digital, you can no longer rely on word of mouth. A reputation that once took a decade to develop can now be achieved in no time through subject authority.
So how do you get subject authority? Blogs and press releases are a good way to start. Your potential clients have lots of questions and are searching for answers. If you don’t answer them, chances are your competition will.
Blogs and press releases allow you to quickly establish authority and hit above your weight class. Do it right and you’ll become the go-to firm for the issues you write about.
Tip #6: When It Comes to Social Media, Change Your Form to Fit the Platform
Think you already know what social media is about? It’s important to realize that social media isn’t just about sharing flat content or educational information. It’s about giving your audience a place to engage with you and feel like they are part of the conversation.
One of the best ways to maximize your efforts is to approach each social platform differently. Determine your target audience, and focus on the platforms where potential clients spend their time.
Popular platforms on the current social media scene include:
Once you determine which Social Media platforms are most valuable for your firm, adapt your style and message to each while maintaining a uniform brand and voice.
Tip #7: Craft a Bulletproof Strategic Marketing Plan
More often than not, well-intentioned law firms spend long hours putting together business plans, allocating budgets, and talking about the future of their firm, only to turn around and use a half-baked marketing strategy. Don’t let this be you.
Fewer than 20% of law firms have an effective marketing strategy. To run with the big dogs, you have to start acting like one and this begins with a bulletproof strategic marketing plan.
So what goes into an effective Strategic Marketing Plan for a law firm?
- Website content plans
- Landing pages and lead gens to drive traffic
- Reputation management
- Social media plans and content schedules
- Blog strategies and topic planning
This sounds like a lot, right? In addition to these things, a strong Strategic Marketing Plan also includes:
- Primary goal setting
- Marketing and sales processes
- Marketing funnel outlines
- Client personas
- Strategy execution game plan
- A scoreboard for tracking performance toward goals
Marketing your law firm is time-consuming and can be overwhelming. Hiring a full-service marketing agency will enable you to grow your client base while focusing on what you do best–winning cases.
If you’re feeling overwhelmed by the idea of generating leads for your personal injury or workers’ comp law firm, we’d love to talk. Creating and executing a winning marketing strategy takes a full team dedicated to your success, and at Splash Omnimedia, we offer just that. Our full-service marketing team plugs in as an extension of your current team.
Are you ready to get serious about your marketing? Let’s talk.