6 Digital Marketing Strategies Every Law Firm Should Be Using for Growing in a Legal World
Legal practice and consultation are one of the most competitive industries online. That’s why, if you own a law firm and you have an online presence, it is important to be one step ahead of the competition.
These days, staying on the first page of the
search engine results page is a tough feat. However, time and effort is the key
to maintaining your online visibility. Which means, it is also the secret to
having a steady stream of potential clients.
From search engine optimization, social media marketing, content marketing to link building, planning a powerful digital marketing strategy can be overwhelming.
Lucky for you, you do not have to do everything to see results. All you need is to pick which one is the most relevant and beneficial for your law firm at the moment. That way, you can keep yourself from biting off more than what you can chew.
That said, here are six digital marketing
strategies that can help your law firm’s website rank on SERPs and attract
1. Search Engine Optimization
WebFX defines Search Engine Optimization (SEO)
as “process of using the right words and online strategies to rank in search
engine results pages.”
So, how can a law firm’s website benefit from
SEO? Here are some quick tips:
Local keywords mean there are people in your
area who are looking for your services.
Say, you are a corporate lawyer based in Dallas,
TX. Targeting local keywords means that your website should appear on the
Google search results when someone typed in “corporate lawyers in Dallas.”
Doing so can help your website appear on relevant
searches, thus increasing your visibility and the chance to drive traffic and
generate warm leads.
An optimized web page makes it easier for
search engines to crawl and index your content for relevant terms.
According to Brian Dean, the anatomy of a well-optimized page has the following:
- SEO-friendly URLs
- Important keywords in the title
- Uses H1 tags for the titles
- Uses different types of media
(images, videos, etc.)
- Uses ALT Text for images
- A healthy ratio of internal and
- Loads fast
- Incorporates keywords in the
- Easy to share on social media
If your law firm offers different services,
then you should categorize your web content properly. That way, your visitors
can easily navigate on your site to find what they want.
2. Mobile Advertising
According to the Global Digital 2019 reports, there are now over 3 billion active mobile internet users. Which means that you need to make sure that your law firm is part of your target clients’ mobile browsing experience.
Enter, mobile advertising.
advertising is described as any advertising that
appears on mobile devices. This includes text (SMS) ads, banner ads on mobile
websites, ads on your favorite mobile games and apps, and more.
Whether you are running your mobiles ads on your own or hiring one of the top mobile advertising agencies to do it, here are some best practices to keep in mind:
- Keep your ads simple
- Keep your target audience’s
demographics in mind
- Monitor your performance data
- Always test your mobile ads
When implementing mobile ads, always keep the
mobile best practice in mind. That way, you can provide a non-disruptive
browsing experience to your audience.
3. Content Marketing
High-quality and relevant content is a great
way to showcase your lawyers’ expertise. Not to mention that it helps position
your firm as the go-to professionals.
To do that, you can publish educational
content (e.g. a blog post or a video) regarding your legal practice.
Using our corporate lawyer example earlier,
you can use content to inform your audience of what a corporate lawyer does.
What kind of legal matters do you handle? What makes a corporate lawyer
different from, say, an employment and labor lawyer?
You may even publish content about your law
firm advocacies. Such as small business owners that you were able to help
through pro bono.
In addition, your content can be a great tool
to generate leads. If you want potential clients to choose you instead of other
lawyers, publishing authoritative content can help.
4. Pay-per-Click Marketing
Pay-per-click (PPC) marketing is a great
strategy to have to amplify your overall digital marketing strategy.
For one, PPC ads allow you to place your law
firm’s website at the top of search engine results.
So, when someone types in “corporate lawyers
in Montgomery,” and you are running a PPC ad that targets that keyword, then
your ad is likely to appear on top.
The only caveat: PPC for law firms can be
In general, PPC requires users to bid for a
keyword that they want to target. Your ad platform, such as Google AdWords,
will then charge you a particular amount whenever someone clicks on your ad.
What determines your ad’s cost per click
(CPC)? It is actually a combination of your bidding strategy, competition,
Quality Score, and a lot more.
The good thing about these factors is that
these same factors can also help you lower your CPC. For example, you can lower
your CPC by having a high-Quality Score.
5. Social Media Marketing
A lot of businesses are making social media as
an essential part of their marketing strategy. Thus, you should not be
surprised if a competing law firm is now on Facebook.
But just because they are on Facebook does not
mean that you should, too. Finding out which social media platforms to have
will depend on your target clients’ behavior.
Conduct market research, and figure out where
they usually hang out. Perhaps, they ask legal questions on Quora or Reddit.
That means you need to build a presence there.
There is no one secret formula is building an
effective social media strategy. Just keep in mind that each platform has its
own set of dos and don’ts. So it is best to learn the marketing fundamentals
for every social media.
Remember, marketing agency for lawyers doing social media marketing for your law firm can help you build an effective online presence and win clients.
6. Email Marketing
Let’s face it: It is difficult for lawyers to
have a steady stream of clients.
Good thing, email marketing can help you
generate clients since it is (1) cost-effective and (2) a lot of adults use
email for communication.
That said, the easiest way to stay a
top-of-mind choice for your potential clients is by sending a regular
newsletter. However, to do it effectively you need to stand out from a sea of
You can use email marketing to promote free
legal consultation or to discuss some frequently asked legal questions, as well
as share content about your advocacies.
Just keep in mind that your email subscribers
are in different stages of the buying scale. To create and send emails that are
appropriate for each stage. That way, you can easily compel them to act on your
Your law firm’s website can be one of your
biggest marketing assets. That’s because it can bring in leads, allows you to
showcase your expertise, and build credibility for your firm. And you can
maximize its impact by implementing at least one of the digital marketing
strategies mentioned above.