Law Firm Marketing Strategies to Grow Your Practice in 2023
20 years ago, the question of marketing a law firm was simple. You can watch TV, listen to the radio or look up a phone book. Advertisements asking if you need a lawyer were ubiquitous in those mediums as well as in print and on billboards They worked to bring attention to organizations of various sizes. If a firm is lucky, those ads create an impression that sticks in the minds of potential clients, so they think of a particular firm when they need legal services. In the modern age, the best law firm marketing strategies are much more targeted at reaching your clients when they need you and the specific services you provide.
In the post-COVID-19 era, when developing marketing ideas for law firms, it’s important to remember how much people’s habits have changed to do more of their business online. With some businesses not fully returning to the office for some time (or ever), marketing relying on the eyes of commuters has lost even more value than reaching telecommuters. Getting the most out of your legal online marketing dollars in 2023 and beyond means taking into account the changes the pandemic has brought to consumer habits.
In the post-Covid-19 era, when marketing evolves
Concept For law firms, it is important to remember how much people’s habits have changed to do more of their business online. With some businesses not fully returning to the office for some time (or ever), marketing relying on the eyes of commuters has lost even more value than reaching telecommuters. Getting the most out of your legal online marketing dollars in 2022 and beyond means taking into account the changes the pandemic has brought to consumer habits.
Marketing services for law firms
Law Firm Marketing Strategies
In this article, we will share strategies to help you see the importance and benefits of digital marketing for law firms in 2022. In an era when people spend more time-consuming content on their phones and computers, law firms have many new opportunities to reach clients. A law firm marketing consultant can help you use all of these new tools to take advantage and are an important piece of the puzzle to take your firm to the next level.
Why is law firm marketing important and what is it?
Imagine you are a law firm that specializes in accident and personal injury claims. Someone is standing on the side of the road, looking at what their car was, and they know they need someone to represent them. The first thing they’re probably going to do is pull out their phone and look for a lawyer nearby who can help them. If you’re not on the first page of search results, they’re less likely to find you.
Competition in legal marketing
The legal field is increasingly competitive and over the past ten years, the need for your firm to stand out has become even more important. Law firms need to be at the top of search results. And, a good digital law firm marketing strategy is going to get you out there and people clicking on your website. Potential clients need to be able to find your website quickly and once they click on it they need to be quickly presented with content relevant to their search. The days of a few ads on TV and in print are in the past and your firm needs to be prepared for the future of marketing a law practice.
The key to successful law firm web marketing is to take the tools available and use them to drive potential clients to your site. A law firm marketing agency like ComboApp knows how to combine these tools to effectively market to your clients and help you grow your business. In the rest of this article, we’ll look at the 14 best marketing strategies to use in 2023.
14 Best Law Firm Marketing Strategies to Grow Your Practice
Knowing how to market a law firm is important and there are strategies that will make your firm stand out from the rest. These strategies are the tools that drive your success, and we’re going to look at 14 tips for marketing legal services online.
Create a law firm marketing plan
Establishing a marketing plan is the first step in successful law firm marketing. Before you spend a single dollar on an attorney marketing campaign, your firm needs to have a clear plan. Here’s a quick look at how to create an effective strategy.
- Set goals
What do you want your marketing efforts to achieve for your law firm? Define specific goals with a time frame to achieve, such as Increase revenue by $2,000,000 in 2 years. Or Add 100 new clients in 1 year. Just make sure these goals are achievable and easy to measure.
- Define your clients and how you will reach them
Figure out who you want to reach with your marketing. Who is your ideal client? What are their legal problems? How are you most likely to reach them? What will be your message to them? This will help you know how to best target your marketing efforts. Tailoring your law firm’s marketing to reach your target audience will help you achieve the goals you set for your firm.
- How much your firm is willing to spend
Marketing is an investment in the success of your law firm. As with any investment, the ROI of your law firm’s marketing budget will be based on what you put in. If you go with the lowest-budget marketing agency, you risk losing out to competitors who understand the importance of a proper marketing budget. Hire the best agency for the job that has a proven track record of success.
Basic Law Firm Marketing Strategies
- Build your brand
Your company has a specialty, but what makes you special is not who you are. Whether you are a personal injury firm, or if you focus on legal services for businesses, you still need to tell clients who you are and not what you do. Your branding is an opportunity to put potential clients at ease and make them feel like they can relate to you and trust you.
This is your opportunity to sell the aspects of your business to clients that make you unique. A well-designed law firm website and content can be used to showcase your company’s personality, giving clients a first impression that lets them know why they should choose your firm over other available options. Connect with potential clients and tell them your firm and its story. If you build trust with them with your online presence, you’ve already built a lead over your competition.
- Demonstrate your firm’s credibility and authority
Potential clients need to know why they should hire you. They want to feel that they are incompetent and comfortable hands which will lead to the victory and satisfaction of their legal complaint. Legal website marketing messaging should establish your authenticity as a legal firm. Focus on your firm’s experience, achievements, and expertise. Show that your firm is an authority on solving your ideal client’s legal problems.
- Work with a law firm marketing agency
Your focus is on the operation of your law firm and winning cases for your clients, as it should be. Hiring a full service digital marketing agency for law firms allows you to focus on your work. Let a team of professionals create your digital marketing strategy and put it into practice. You would never ask a potential client to represent themselves in court, so choose an agency that specializes in digital marketing to represent you to the world.
A law firm marketing company like ComboApp can bring your ideas to life and develop strategies to help connect with clients, including creating an app, creating video content relevant to your business, and reaching potential clients on social media.
Law Firm SEO Marketing Strategy Gain Organic Traffic From Search Engines
- Optimize your website for search engines
SEO (Search Engine Optimization) is one of the most important tools in your law firm website marketing toolbox. This means creating a website and content designed with Google algorithms in mind so that you rank high in the SERPs (search engine results pages). SEO for law firm websites is going to focus heavily on local search rankings, which means your off-page stuff like your Google My Business listing needs to be fully optimized.
75% of users never get to the first page of a Google search, so if you’re not on the first page, 3/4 of the people searching will never know you exist. Your digital law firm marketing agency will ensure you get into the top search results by using their knowledge of lawyers’ search engine optimization to build your site following best practices:
Creating a mobile-friendly website to comply with Google’s mobile-first indexing policy.
Performing page speed optimization for mobile search by addressing round trip requests, render-blocking, lazy-loading, compression, caching, and accelerated mobile page HTML code options.
Improving the technical SEO of your website so that search engines can crawl and index it without any problem.
Research target keywords.
Creating and optimizing both your content and keyword placement within it.
Creating SEO-friendly metatags.
Optimizing your site for voice search is a rapidly growing source of potential traffic
Link-building to establish, maintain and increase website authority.
Reach out to media outlets to spread your content and increase inbound traffic.
Correct schema markup for legal services.
Having an SEO-optimized site is critical to the success of your law firm marketing plan. ComboApp’s law firm marketing services include leveraging law firms’ and attorneys’ knowledge of SEO to get the rankings you deserve.
- Make sure your website is mobile-friendly
81% of Americans own a smartphone and 3-in-4 of them use their phone to search for immediate needs. People take their mobile experience seriously, and 52% of users said they would be less likely to engage with a company if their website had a poor mobile experience.
These bits of information alone are good reasons to make sure your site is optimized for the mobile experience, but in 2021 Google made mobile-first indexing their primary ranking and indexing tool. This means that when Google crawls the web, it primarily looks at your mobile site to decide where you rank.
Your law practice needs a website that’s built for the mobile experience to be competitive and get that first-page ranking on Google in 2023.
ComboApp will also recommend using tools like Google PageSpeed Insights to track and improve your site’s speed on a variety of devices. Investing in sites optimized for both mobile and desktop is an investment in your attorney’s website marketing success.
- Content marketing gets your message out
Content is king. This has been the rule on the internet for so long. Website marketing for law firms is going to focus on content that tells clients who you are and what services you provide to your clients. Pages that discuss each service you provide will ensure that potential clients find exactly the content they are looking for. If a client is looking for bankruptcy services, they are more likely to stay on your website and contact you if they are presented with that information on the first click. Rather than if they have to find your site.
SEO for law firm websites includes creating dedicated landing pages for each of your services and blog posts as this gives you more opportunities to optimize your content with related keywords and improve your search rankings.
A complete content strategy is required
Beyond just pages for your services, content marketing for law firms should focus on a complete content strategy, including videos, blogs, and social media posts such as:
Legal advice including answers to questions from visitors and potential clients.
Updates and opinions on legal cases and rulings, both local and national, that may affect your clients.
Interviews with staff and client testimonials.
Your digital marketing agency will work with you to create the best content strategy and law firm marketing ideas to make you stand out from the crowd.
- Voice search optimization keeps you ahead of the curve
Voice search begins its rapid ascent as a major driver of traffic in 2023, as more and more devices are listening to the questions users ask out loud and giving them the answers they’re looking for.
You want to be the provider of this answer.
Voice search is the next big change in Internet marketing, and it’s going to create a whole new set of challenges and opportunities. Rising to these challenges and seizing the opportunities presented will be key to continued success in 2023 and beyond. SEO for law firm websites needs to take voice search into account, and law firm marketing strategies will increasingly incorporate it.
Getting into it now means getting your results featured when someone asks a question like do I need a lawyer to file articles of incorporation? Or who is the best lawyer near me? to their Alexa, Siri, Cortana or other digital assistants. Voice search will soon be important for law firm SEO marketing, so now is the time to be a leader and get a head start on the competition.
- Local SEO to find local clients
Clients tend to look for their local lawyers, so you need to make sure they find you. Making sure your website is optimized for Google’s local stack is a very important bit of digital marketing for lawyers. A Google MyBusiness page that is claimed and updated is an excellent tool for your local marketing. Your law firm should also participate in the community to help generate good PR and backlinks, as well as local-focused content.
Getting traffic from sources other than search engines – Off-Site SEO
- Digital PR to build trust in your firm and establish you as an authority
One of the challenges for legal firms in the market is gaining the trust of potential clients. A great digital PR team is a fantastic tool for marketing a law practice. A PR specialist can help you establish an online reputation that shows your community that you are a valuable resource that can help them when they need it most.
A PR person or team can write press releases that have local news sites writing about some of the good news you’ve won, or have you contribute guest articles to sites to allow you to share your knowledge and expertise. Perhaps the local news has a case that you can share some insight into, they’ll give you an interview that allows you to give your thoughts. These are just some of the ways that public relations can be an important component of marketing for law firms.
- Social Media Marketing for Law Firms
70-80% of adults are on social media. This means that it is incredibly possible that your law firm’s ideal client is waiting to see your ad or posting at the right time. From Facebook to YouTube, social media is an important part of content marketing for lawyers. Social platforms allow your firm to interact with potential clients and convey your message to them in an interactive and educational way.
- Get listed in legal directories
Legal directories are a great resource when it comes to online marketing for law firms. These directories, such as FindLaw and Justia, receive millions of monthly visitors and rank high in Google searches You can get listed on these sites and drive their traffic to your advantage. Citations are an important part of your ranking in Google and other SERPs, and citations from highly ranked sites help increase your site’s authority.
Legal directories are a simple method of Internet marketing for lawyers that can offer many benefits at a low cost. Some of them offer more marketing tools that allow you to further build your brand and showcase your knowledge, such as contributing to the Q&A section.
Marketing a law firm has many challenges, from overcoming people’s mistrust of lawyers to a crowded market. Your marketing agency is your partner in moving to the next level of business operations. Your law firm marketing plan should consider all the best marketing strategies for law firms. Putting these tips into practice will effectively ensure that your website shows up through searches, and also converts users into paying clients.
Online marketing for law firms uses all the tools mentioned in this article to stand head and shoulders above the competition. SEO for law firms will include a heavy local focus and measurement, ensuring that the site is optimized for mobile and voice searches and that your keyword-optimized content will get you rankings.
Frequently Asked Questions About Law Firm Marketing
- Why does my law firm need a website and SEO?
Law firms these days need more than a few TV and print ads to reach their potential clients. More people consume content on computers and smartphones, and you need to be where they are. With a great SEO-friendly website, you can ensure that your potential clients will have no problem finding you when they need you.
- Why is marketing a law firm a challenge?
Marketing presents challenges for attorneys and law firms because it is a highly competitive field as well as one that people are conditioned to distrust. Not to mention, fraught with compliance and quality issues. A good law firm’s digital marketing strategy will overcome these challenges by building trust and helping you stand out from the crowd with great content and SERP rankings.
- Does ComboApp provide law firm marketing services?
ComboApp is a full-cycle digital marketing agency that brings our experience and expertise to the legal industry. We will help you develop a comprehensive digital marketing plan as well as execute it.
- What can our law firm expect from online marketing?
By allowing potential clients to find you before the competition, you can expect to grow your business and increase your client base. A digital marketing plan for a law firm will let potential clients know what services you provide when they need them most. A good marketing strategy will make your firm a top competitor in the market.
- What are the best marketing strategies for law firms?
A holistic, 360 approach to building your brand is the No. 1 best marketing strategy for law firms. Ensuring you have a mobile-friendly website that is optimized for search engines, content strategies that educate potential clients about your services, and voice optimization is essential in 2023. Want to learn more about how ComboApp can help grow your practice? Reach out to email@example.com and let’s start the conversation
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