Top Online Marketing Tips For Law Firms
No matter now successful a law firm may be, when it comes to online marketing, you can’t afford to drop the ball. High profile law firms such as Lamber Goodnow are well known because of a strong media presence and their innovative technology solutions. However, smaller firms stand a very real chance of being shunted aside in a competitive marketplace. To prevent this from happening to your law firm, or one that you work for, here are some useful online marketing tips.
You Need Exposure
The more online exposure you have, the easier it is to find new clients. Many law firms build their client bases through word of mouth and referrals. This works well, but if a business is to continue growing, it needs to stay ahead of the competition online. What’s the first thing a person does if they need a lawyer? They go online and conduct a search to see which law firms operate in their local area. Once they have a list, they then go and check out the website of each firm.
Build A Website
If your law firm doesn’t have a website, you are effectively invisible. The first action item any law firm needs to do is create a good website. Mediocre isn’t good enough. People expect to see high quality websites with plenty of useful information. Websites also need to be mobile friendly, as increasing numbers of web searches are conducted from mobile devices. Here is where you can highlight the technology you use in your firm that makes an irrefutable case in a court of law.
Work Toward Building Rank
Keep in mind that the person searching for a personal injury lawyer just found your site through the use of technology. They used a PC or mobile device to do their search for a personal injury lawyer. This is why some law firms are able to capture a large market share. They highlight their effective use of technology with a competitive use of SEO.
Build A Brand
Branding is important. Law firms need to develop a strong, recognizable brand, as this is what helps to separate them from the competition. This can be done by capitalizing on each individual lawyer’s personal brand. Clients may go looking for a firm, but it is the individual that they usually hire at the end of day. Online branding should start with each lawyer’s profile, both on the company’s website and in their own social media accounts, particularly on business oriented sites like LinkedIn.
Paid Advertising
Google search advertising is invaluable for lead generation. Avoid using generic keywords in your ad campaigns. Instead, target specific key phrases that are relevant to your firm’s areas of expertise. For example, rather than ‘law firm Denver,’ go with a niche long tail key phrase such as ‘law firm workplace personal injury claim Denver’. This tactic will increase your chances of getting high quality leads.
Target Local Customers
Use local SEO to target people living within your local geographic area. Make sure you list the company’s address and telephone number on the website, as this type of information influences ranking. Law firms also need to be listed in local directories. To build up local awareness, get involved in the community. Sponsor local events, and consider sharing your expertise at community events, schools, business networking events, etc. Once you are involved, you can use these events as a useful online and offline marketing opportunity.
This is not a definitive list. There is so much more you can do to quickly and effectively capture a much larger market share of clients in need of attorneys in your area. We are living in the 21st Century where technology reigns supreme, so learn to utilize the very same technology that wins court cases for you, and you’ll quickly grow your client base exponentially.
