Law firm marketing. If you get it right, you’ll enjoy the benefits for years – but if not, you’re throwing good money after bad, and you’ll end up wasting valuable resources without any return on investment.
But how do you know if your firm is marketing correctly?
Law firm marketing is a bit different from any other kind of marketing, but the basics still apply. In order to get off the sidelines and start to compete, you need, at minimum, website that’s client-focused, responsive and easy to use.
Once you have that, at least you’re in the game. However, unless you only want your existing clients to use your website, you’ll need to do more. This isn’t Field of Dreams. Clients aren’t going to come just because it’s up and running.
That means you won’t see results by putting in minimal effort. If you want to see real results (the kind that translate into profits), you have to have a marketing strategy.
When you’re searching online, which result do you pick? If you’re like most people, you pick from the websites listed on the first page. You’ll pick a sponsored ad if it’s really relevant, but generally, you’ll go for the organic results – the listings just below the ads.
That’s where your firm needs to be. Page One.
Those are the firms getting all of the leads, and you could even say that the number of new clients coming in is directly proportional to the firm’s position on the first page of Google’s search results. The firms on top are getting the lion’s share of cases.
It takes concerted effort to make it to the top of the search engine results pages, or SERPs. You have to employ the latest strategies while dodging penalties from the major search providers (we’re looking at you, Google), and it’s not always easy. Google frequently updates their algorithms – remember, they’re in the business of providing searchers with the best, most relevant results – and if you want to stay in the game, you have to keep improving your firm’s Internet marketing.
In order to build a layer of protection against Google’s algorithm updates, you need high quality backlinks. They need to come from sites that are related to your practice and have enough clout with Google to make a difference. You need to have fresh, engaging content; you need more than what your competitors have.
That means constantly evaluating your competition… and looking for ways to keep yourself firmly rooted in the top spot.
SEO isn’t black magic, but it is a little bit complicated. It requires a delicate balance, all the right numbers, and constant work.
When someone is searching for an attorney, they don’t care about the abbreviations after your name or the clubs you were in while you were in college. They care that you’re approachable, that you have a reputation for caring about your clients, and that you have a track record of results.
That means all of the content on your site, including your “About Us” page, needs to be focused on the reader and how you’ll solve their problems. There’s no room for the details that, frankly, only other lawyers care about. You need to make the most of your space on the web by publishing content that really means something to your readers. All they want is for you to focus on their problem and show them that you’re the one who can solve it.
You can make it to the top spot on Google without great content. It’s completely feasible. However, to lock in those conversions from visitor to client, you need to engage them. Otherwise, they’ll head to the firm sitting in the #2 spot, and that’s the last thing you want.
In addition to having high quality backlinks and great content, a good law firm marketing plan includes SILOs – links to the internal pages of your site that pass authority. When your landing pages are strong, the pages they link to become more powerful; it’s a nice cycle that can help you exponentially.
There isn’t a one-size-fits-all solution to law firm marketing. That’s good, because if there was, everyone would be doing it.
You need a custom-tailored plan that meets your needs. You need individualized attention from real law firm marketing experts – people who are in the trenches all day, every day to learn what works and what doesn’t.
SEO moves fast, and you need to stay on your toes if you want to stay on top. There’s no way around it.
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