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Do you need help finding your way in the online legal space?
This guide will teach you everything you need to create a digital strategy as a lawyer.
According to a survey in 2020, law firms place a high value on their website, social media, LinkedIn, and email marketing as part of their marketing strategy.
The survey showed that firms implementing a digital strategy have a higher competitive advantage than those not.
You may find that some of these strategies are more suitable for you than others. It is important to give each marketing tactic time to work.
These digital marketing strategies are beneficial to both solicitors and law firms. These best practices will influence your marketing strategy.
Find the best marketing channels to promote your law firm
You may not think there are many options for solicitors, but you will be surprised by the number of choices you have.
Remember that your clients regularly use social media; check their email and Google for answers. You can reach clients in many ways. All you need is a clear idea of the people you are trying to reach.
You can identify your target customers
Knowing who you’re talking to is the foundation of a good marketing strategy. It will affect your voice, website, PPC advertising, social media channels, and more.
Targeting everyone who may need your legal services when you first start out is tempting, but focusing on a few clients is more effective.
You can ask several questions to determine who your audience is.
What is the age of your target customer?
Where is your target customer located?
Do you have a local firm or travel to clients to provide legal services?
What is their most common gender?
How can you reach them? You could offer legal advice via YouTube. However, your clients are likelier to be interested in a detailed blog.
Where do they get the information from?
Are they more likely to learn about new information on social media or by visiting a particular online news website?
What type of content is most effective? Your audience will get enough value out of blogs to become clients. Or could you go further and help them with tools, testimonials, downloadable content, or free consultations?
What kind of cases are you interested in? You’ll need to focus on blog topics, keyword pages, and service pages if you prefer civil law over family law. You might want to run specific ads if you’re offering will writing services. You should know what niche or niches to target.
Goals are important
After identifying your ideal customer, identify your goals for digital marketing.
You can measure your progress by setting clear goals. You can also see what marketing strategies work best for your firm and concentrate on them. You may want to change your strategy if you are not achieving your goals.
We prefer to set SMART Goals. These are the goals that are:
Specific Be specific in what you are trying to achieve
Measurable- You must be able to measure your goals, or you will not know when you have reached them.
Achievable- Be sure to set realistic goals, or you will not be able to achieve them.
Relevant- Make sure your goals are relevant to your business. What will be the overall benefit of this goal to your business?
Time-Based- Setting deadlines for your goals helps you focus and achieve them.
Goals for a lawyer could include:
“Get five qualified leads per day via our website before the end of Q3”.
“Add six new law guides to the website by July’s end.”
“A/B Test two calls to Action on our Homepage by 15th August.”
Goals help guide your marketing strategy. You’ll need to optimize your online sales funnel if you want more leads. You can increase traffic by improving your website’s content and ranking on search engines.
Find the best marketing channels to promote your law firm
After defining your target audience and marketing goals, you can determine which channels will best help your law office achieve its goals.
The effectiveness of these channels also depends on where your client is in the sales funnel.
Your potential client will benefit from the following:
Social media posts
PPC awareness campaigns
Blog content
Video Content (for instance, YouTube)
The type of content you should use to attract users is:
Blog content
Downloadable content
Automated Email Campaigns
Social media posts
Video content (for instance, YouTube)
PPC targeted (for instance, a law that can be downloaded for free)
On-site quiz or tool
Well-optimized category pages
Reviews and testimonials
If they are at the stage of desire, they will likely be moved along the funnel by
Downloadable content
Custom landing pages
Optimized service pages
Reviews and testimonials
Automated Email Campaigns
Automated chatbot
Video content (e.g., YouTube)
Targeted PPC: (Retargeting visitors to your contact page).
SEO is a great way to optimize your law firm’s website
Your goals will likely attract more traffic and convert this traffic when they arrive. Your website should be a 24/7 lawyer, available to offer advice and to sell your services. It’s important to have abundant educational material on your website and to make it simple for people to convert, even at night.
Your website should be available 24/7 to help you. Many people worry about their legal situations, whether family law, business law, personal law, etc.
There are a few things you should consider to ensure that your website will bring you, new customers:
Above the fold is what visitors will see on your first landing page
Social Proof and Testimonies- Reviews and testimonials from previous or current clients
Accreditations are important for a law office to prove its trustworthiness.
Knowledge base/blog content Articles covering common questions that potential clients have before becoming customers
Exit popup- a call to action, possibly a downloadable piece of content that allows you to grab the user’s attention before they depart and potentially get their email addresses as well
Why not contact our team if you haven’t created a website or need assistance updating one?
Optimize your heading
The heading of your website is usually the first thing a visitor will notice when they arrive. This heading should be clear and concise, telling the visitor what you do.
Good website headings for solicitors
“Your Local Solicitors
“Legal Services for Businesses in Nottingham”
“Award-Winning Solicitors”
Bad website headings for solicitors
“Need advice?”
“Local Experts”
“Getting things done.”
Visitors should know the purpose of your website when they arrive. They may bounce back to Google if they can’t identify you as a law firm.
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