Law firm digital marketing is one of the most competitive fields in the internet marketing profession, especially in larger metropolitan areas. Much of the results that a law firm can expect depend upon the size of their marketing budget.
Those with larger budgets will see results faster because more can be done in a shorter period of time. This is why you often see larger law firms at the top of rankings, it is because they allocate more money to this aspect of their business.
Digital marketing for attorneys is very complex and includes several different marketing channels including the following:
Below we will describe these and go over them briefly so you will have a better understanding of each aspect so that you can make an educated and informed decision about hiring a professional digital marketing agency for your law firm.
First, let’s go over keyword research. Keyword research and data analysis are crucial before even getting started with SEO, website design, or writing content. This step is what helps you put together a blueprint and marketing plan to help increase rankings and traffic. At FORWARD Lawyer Marketing we utilize numerous tools to give us this data, including one that gives us keywords people use to find your website that Google usually hides.
We will use the information we get from keyword research and data analysis to build a responsive website or to redesign an old one and bring it up to date. Responsive means mobile-friendly and ready for Google’s new mobile-first indexing initiative. Google is beginning to penalize websites that do not offer an optimal experience for mobile users. This includes fast page loads and overall site speed.
Now, we will go over SEO, also known as search engine optimization. SEO for lawyers is a very competitive field and requires internet marketing professionals with experience in working with law firms. SEO includes both on-page and off-page optimization.
On-page optimization includes writing keyword-rich content as well as writing optimized title tags and META tags for descriptions so that the search engines will display them in the search results properly.
Local SEO is a very specific part of an overall SEO plan and focuses on writing content that is geospecific to a particular location in order to rank higher in Google maps and the top of local rankings.
Another thing that helps a lot with local SEO is linking to local non-competitive businesses and getting backlinks from them as well as sponsoring local events. Local SEO also must include optimizing Google My Business pages which we will cover below.
Many businesses fail to even claim their Google My Business pages and lawyers are no exception, this is a huge mistake. Your Google My Business is basically free advertising from Google. It is like having your own full-color Yellow Pages ad back in the day when they actually worked.
All you have to do is claim your GMB page through Google via a phone call or postcard. Once you have your page claimed, you then must optimize it. Rather than go into a lengthy explanation of what needs to be done you can read more details in our Google My Business Optimization And Best Practices Guide.
Reputation management is also important to attract potential clients. People today rely on reviews when looking for someone to do business with, this is even more true when looking for a reputable lawyer. This is why it is not only important to ask clients for reviews but to also maintain a high percentage of top-rated reviews.
If your review rating is poor it will hurt your conversion rate from prospects to actual clients. At FORWARD Lawyer Marketing our reputation management specialists can help you with this
Content marketing consists of writing quality copy for your web pages as well as writing and posting consistent blog posts. Unless you are a law firm that does business nationwide, it is also crucial that you create posts and pages that are optimized for the local area that you want to rank for. A good example would be like this page we did for a Naperville Illinois divorce lawyer.
Another key point is that you must write longer content. The top 10 pages in the search results usually average over 2,000 words. If you are in a competitive area you aren’t going to knock anyone out of the top 10 writing content of 500 words. This is why we always try to encourage our clients to allow a budget for at least 1500 words or more whenever possible.
Many of your prospective clients will look for you on social media, especially Facebook, to see if you have a social media presence and what others think of you by virtue of reviews. You can also do a lot to show your authority and build a following by posting regularly and interacting with those followers.
Of course, most lawyers don’t have the time, nor the inclination for dealing with social media. This is why agencies like ours offer social media management for lawyers. Our social media marketing specialists have years of experience managing social media for attorneys nationwide.
Pay-per-click advertising, known in the industry as PPC, is a must for most law firms, especially just starting out. That said, someone that is inexperienced can burn through a monthly budget in a matter of hours.
The keywords that attorneys bid on are expensive and just because someone clicks on your ad it doesn’t guarantee they will become a client. Imagine if you are bidding on keywords that cost $50 per click and you don’t know how to set the account up properly and put limits in place. You could spend thousands of dollars in one day.
This is why it is intelligent to allow professionals that have years of experience in PPC advertising. PPC management should be always be allotted to qualified PPC experts that know how to write the best ad copy and landing pages and how to optimize ads to increase click-through rate and return on investment.
They will also be able to set ads up to retarget visitors to your site that have done certain actions or visited specific pages. This is important because people seldom become clients on their first website visit.
Paid social advertising is exactly what it sounds like. This is advertising on social media platforms like Facebook, Instagram, Twitter, and LinkedIn. For the majority of our clients, we focus mainly on Facebook and Instagram, and sometimes LinkedIn.
Paid social is a great way to target potential clients because there are numerous things you can do to target your ideal client. With Facebook, for example, you can extrapolate all kinds of information such as age, gender, interests, and more to target specific groups of people with your paid social ads.
If you have set up the Facebook tracking pixel on your website, and you should, you can retarget visitors to your site and also create lookalike audiences of people similar to display your ads to. At FORWARD Lawyer Marketing we have paid social experts that have been performing paid social for well over 10 years.
Law directory submissions are another crucial piece of the lawyer online marketing puzzle. These legal directories include sites like Justia, Avvo, and FindLaw. Getting links from these directories goes a long way to helping to build authority and credibility for your website.
At FORWARD Lawyer Marketing we have specialists that work on these every day for law firms across the country. We will work to get you listed in the directories that you are not currently in.
A local citation is any online mention of the name, address, and phone number of a local business from sites such as Yelp, FourSquare, YahooLocal, MapQuest, and more. Citations can occur on local business directories, on websites and apps, and on social platforms.
Citations help Internet users to discover local businesses and can also impact local search engine rankings. Below is an example of one of our attorney clients in Dallas that does it right.
This is another part of lawyer internet marketing that is mainly unseen and done behind the scenes. We have contractors that we work with that work consistently to build quality backlinks to our clients’ websites to increase authority, credibility, and rankings.
This is part of attorney marketing that is often overlooked and it shouldn’t be. At FORWARD Lawyer Marketing, we don’t neglect any part of the process, including building quality backlinks.
At FORWARD Lawyer Marketing we are experts in the marketing of legal services for attorneys and law firms nationwide and have years of experience and success doing so. Our SEO Director has been marketing online since 1993, most people haven’t even been online that long! See some testimonials from our satisfied clients.
See some of our case studies below:
If you want the best opportunity to increase rankings and traffic for your law firm you owe to yourself to contact FORWARD Lawyer Marketing via our contact form or give us a call at (888) 590-9687 for a free no-obligation consultation and audit of your website.