Marketing Your Law Firm 101

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glasses on papers imageLet’s face it, creating a successful marketing plan for a legal office is different than marketing other professional service companies. Law firms market something unique – a promise. The promise to give their all in the support and furtherance of their client’s needs. How do you sell someone a promise?

Legal firms need to take great care in their marketing to create the right branding that reflects that promise. This need should become the core of the branding and appearance for their website and other marketing materials. Even if SEO is not perceived as important to you, an improperly designed website with difficult navigation or a poor mobile experience can turn prospects off, even if they were referred. Just as it is important to stay up-to-date and publish on timely topics such as recent rulings and passed statutes, it’s important that you market your law firm using the most current methods that will appeal to your visitors.

Digital is the new standard for how prospects perform their research, as well as the main method for contacting and ultimately setting up that meeting that will decide which firm wins their business. With advances in web technology and new trends in online messaging, it takes more than just a flat, static website to create a winning online presence.

The Law Firm Website

The most important element of your firm’s brand presence is its website. Any and all of your other online marketing efforts should direct visitors back to the firm’s main URL.  Let’s introduce a little web marketing jargon into the conversation, the “bounce”. A bounce is counted when a visitor comes to your site and exits without looking at more than one page. In other words, they reject you. Having a website that quickly illustrates authority and trust while being easy to navigate has proven to be the difference between engaging a potential client or a bounce. A clean design with well-organized information is crucial for engagement and marketing your promise.

Having a website that quickly illustrates authority and trust while being easy to navigate has proven to be the difference between engaging a potential client or a bounce. Click to Tweet

Search Engine Optimization (SEO)

As more users turn to the Internet to find businesses, so has the number of searches performed on search engines like Google, Bing, and local directories. Having a higher position on search engines will increase the amount of traffic to your website. It takes a coordinated effort between your web developers and web marketing team to create and maintain a website that gains favorable positioning in your particular industry’s search results. This includes more technical optimization, as well as content that organically uses phrases you believe your clients will search for as it relates to your law firm. Today, metrics like page load speed and mobile compatibility also influence results. Consider this, at the end of 2018 a majority of our clients saw over 50% of their website visitors coming from smartphones and tablets.

By the way, how do you get to know metrics like mobile phone usage and bounce rates for your website? Website analytics. Though there are many analytics tools for you to choose from, without a doubt the free and incredibly robust Google Analytics platform is the best place to start. Any recommendations we make to a client need to be founded in fact-based solutions and then validated through web analytics data.  

Pay Per Click (PPC)

PPC ads are targeted to users that are searching for the terms that you determine are related to your firm. PPC ads cost money and generally dominate a search engine results page (SERP), while SEO optimization involves working to gain a highly coveted spot in the organic listings, which is not always possible on certain popular keywords. As the name would imply, these ads cost money only when a search user clicks on the link in the ad but gives you a better chance of ranking for competitive keywords. PPC ads can also be placed on relevant pages throughout the web, which gives you the chance to engage with prospects beyond the search result page.

Email Marketing

Email marketing is an effective tool because it’s easy to craft a specific message for whom your firm is trying to reach. For example, a client could visit your site and sign up to receive emails regarding regulatory violation representation. You could then add that email to a list that is sent only emails regarding that topic. By targeting the message more specifically, the conversion rate of that particular marketing campaign will likely rise.

How Can We Help?

Unidev offers both products and services that can help you accomplish every goal you may have of promoting your firm. This ranges from Auctori, a Content Management System (CMS) that specializes in creating websites for professional services to a knowledgeable team of digital marketing specialists and web developers that will help create a website that reflects everything your firm represents as well as crafting a unique marketing plan designed to accomplish your firm’s goals. To learn more about what we do, check out our portfolio