Looking to attract more clients online? In this blog, we explore five key areas of digital marketing that law firms must embrace in order to create a successful online strategy.
According to a 2013 survey, 96% of people use the internet when searching for legal services. And although we’re now twelve years removed from this decade-old statistic, it’s hard to imagine that too much has really changed.
With continuing technological advancement and a trip to the digital world always just seconds away from a multitude of devices, cultivating a strong online presence is more vital than ever for legal practices looking to capture new business.
Read on to discover five things you must consider if they want to create a successful digital marketing strategy for your legal practice.
Firstly, it’s hard to overstate the importance of having a high-quality website. This digital shop window should feature everything you want your clients to know about your firm and present your values and services in an enticing, professional manner.
Key things to remember when creating a website for your legal practice are to include pages that detail your practice areas, an informative and engaging ‘about us’ page, and reviews of your services from past clients.
As modern users want to find information quickly and get in touch with you at the click of a button, you should also ensure that your site is easy to navigate, optimised for mobile devices, and contains persuasive calls-to-action that provide a direct line of contact to your business.
Social media platforms such as Facebook, LinkedIn and TikTok are invaluable channels on which you can promote your services. Making strategic use of these platforms will allow you to broaden your firm’s reach and share content to increase engagement.
Before venturing on to social media, you should spend time thinking about who you are trying to target and conduct research into which of your audiences are most active on these channels.
Once you have completed your research, you should use your social platforms to communicate key marketing messages that not only raise awareness of your services but also give some personality to your brand.
Remember, you’re more likely to enjoy high engagement levels if you lean into the visual aspects of social media and use your channels to share high-quality photos, videos and infographics related to your services.
In addition to building a user-friendly, informative website, you also need to ensure that people can find it on search engines.
This might sound complicated but it’s actually much easier than you think.
Simply creating content that is easy to follow, provides readers with useful information, and answers key questions associated with your practice areas is a good starting point for any law firm aiming to increase search engine visibility and drive more traffic to its website.
The likes of Google and Bing also tend to favour websites that produce valuable content on a regular basis, so don’t be afraid to make frequent changes if you think this will add value to your pages.
Another way of boosting your firm’s position in the search engine results pages is to create a blog. This will give you a ready-made platform for you to publish regular updates, whether you’re commenting on industry news, sharing company announcements, or writing opinion pieces on specific topics.
If you need help creating a comprehensive organic search strategy for your legal practice, check out our law firm SEO services.
It’s a safe bet that most of those looking for legal advice and representation online will also be scouring client reviews and comparison sites for impartial assessments of your services.
You can get ahead of the game here by encouraging past and existing clients to leave feedback of their experience on your Google Business profile or popular review sites such as Trustpilot and ReviewSolictors. This will give prospective clients access to a range of perspectives on the quality of your services and help your firm build trust and credibility.
To make leaving and reading reviews easier, you can embed feedback on prominent areas of your site or include a direct link to your Google Business page and relevant comparison sites from your homepage, testimonial or contact pages.
Did you know that 95% of people are more likely to retain marketing messages when these are delivered in video form?
This means that creating videos to promote your law firm is a sure-fire way to keep people engaged and increase your content’s conversion rates.
If you choose to embrace this medium, there really is no limit to what you can do. Whether you film fee earners and legal staff answering common queries or ask clients to provide testimonials to camera, creating good-quality video content and publishing these on your website and social media channels is a great way of humanising your firm and highlighting its expertise.
At Lawsyst, we understand that the day-to-day running of your firm often trumps its ongoing marketing efforts. It’s for this reason that we have developed a range of comprehensive digital marketing services for legal practices seeking to boost their digital footprint and attract clients online.
Whether you are looking for a new website, help with SEO, PPC and lead generation campaigns, or support in creating rich, informative legal content, we can cover all of your digital marketing requirements.
Get in touch today to discover how we can help you achieve your objectives.
