In the United States, one out of three people will seek legal counsel in their lifetime, and three out of four people looking for attorneys will use online resources.
Since so many people begin their hunt for legal information on the Internet, it’s important for your law firm to maintain a presence online – right where your best prospects are searching.
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What is digital marketing?
Internet or digital marketing includes a series of online strategies to drive qualified traffic to websites, convert leads, and increase revenue for companies.
An affordable option for businesses in all industries, Internet marketing helps law firms increase their reach and engage more potential clients.
6 digital marketing strategies for law firms
Let’s take a look at some Internet marketing strategies that work well for law firms.
1. Search engine optimization (SEO)
Search engine optimization is the process by which websites are optimized to rank higher in search engine results for targeted keywords or phrases.
When people search for legal services in their area, you want your law firm to appear at the top of search engine results. The higher your website ranks, the more clicks and views it will receive, and more people will find out about your services.
You can be the best lawyer in your area and have a beautifully designed website, but without SEO strategies, people may never find you.
2. Pay-per-click (PPC) advertising
With pay-per-click (PPC) advertising, lawyers can choose which keywords and phrases they want to trigger their advertisements. If their bid is among the highest for a specific term, their ad will appear above organic results.
However, legal terms are among the most expensive keywords on both Google and Bing, averaging upwards of $100 per click.
One of the major benefits of PPC advertising, though, is that results are instantaneous. As soon as you launch a campaign, it can start driving qualified traffic to your website. Unlike SEO strategies, which can take weeks to show results, PPC campaigns can instantly boost your website views and revenue.
If your law firm wants fast results, PPC is a great way to gain a presence in search results while establishing organic rankings.
3. Content marketing
Content marketing includes everything from blog posts to infographics, ebooks, and videos, and it goes hand in hand with SEO since search engines love quality content.
Lawyers typically have a wealth of knowledge on a variety of topics and industries. With content marketing, your firm can showcase thought leadership and position itself as a leader in the field.
If someone searches for legal advice and comes across a helpful post by your law firm, they will be more likely to check out your website and find out more information about the services you provide. This makes content marketing a valuable investment and relationship building tool for law firms.
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4. Social media
Lawyers rely heavily on social interaction with current and potential clients, as well as business colleagues, to drum up new leads.
Social media is a great networking tool, and it allows lawyers to connect with potential clients and increase awareness of their services. In addition, lawyers can use social media to share helpful information and position themselves as industry leaders.
5. Email marketing
Email marketing is a cost-effective way for lawyers to reach new clients.
Skip the legal jargon in your emails. Nobody is going to spend time reading your novel of an email explaining a new law. After all, isn’t that what people are paying you to do?
Instead, focus on providing helpful resources that aid potential clients in their search for legal information.
If recipients like what they see, they can reply to get in contact with you, or easily forward the email to others who may be interested. You can also include links to your website and social media accounts, making it easier for potential clients to take the next step and contact you for more information.
6. Web design
When people land on your website, they have to be able to easily find the information they’re looking for, or they’ll look somewhere else!
A well-designed and organized website contributes to lower bounce rates and an improved online experience for users.
For law firms, it’s essential for potential clients to be able to find contact information. In addition, your website should contain information about your lawyers and can even link to their profiles, blogs, and academic publications to which they have contributed.
In addition, it’s important for law firms to ensure that their websites are responsive. Since so many people search for information on the go, they need to be able to access your site from their phones or tablets.
If they encounter navigation or site speed problems, they’ll waste no time turning to a competitor.
While SEO attracts qualified leads to your website, great design will keep them there and help convert them into satisfied clients.
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How does digital marketing benefit law firms?
Lawyers understand the importance of nurturing qualified leads, and Internet marketing helps them reach prospects online.
Since so many people turn to the Internet for legal advice, it’s crucial for law firms to maintain a presence online where people are searching.
Drive leads with digital marketing for law firms
Interested in learning more about how Internet marketing can increase leads and generate revenue for your law firm?