Lawyer online marketing is a relatively new aspect of lawyer marketing that must not be neglected by law firms wishing to increase their caseload and revenue in 2022 and beyond. Long gone are the days when you could just put up billboards and buy Yellow Page ads. Potential clients today are more sophisticated and do more due diligence because of easy access to information online today. This is one of the reasons good reviews are so important. If you are an attorney and only have a three-star rating and your competition is rated four-star or above the client is likely to choose them. Let’s take a look at the various parts of lawyer online marketing that must be done to be successful.
If you don’t have a modern mobile-friendly responsive website this is the first thing you are going to have to plan for in order to market your law firm online. The simplicity or complexity of the website will depend upon the size of your law firm. A law firm with only a few lawyers or a solo law firm will not require a website to be as extensive as a larger firm with dozens or even hundreds of lawyers and multiple locations. Also, you want to work with a law firm web design agency that specializes in web design for lawyers because they are experienced in the particular legalities necessary for law firm websites. With Google focusing on mobile-first indexing and outdated website that isn’t optimized for mobile just won’t cut it.
Search engine optimization or SEO for lawyers goes hand in hand with website development and marketing. SEO is what gets your website found for your chosen keywords and phrases and is the difference between being buried in the search results or being on page one. For most law firms, the focus is on local SEO which endeavors to get high rankings in the local maps six-pack and for searches that are geo-specific.
You may also notice that Google will show different results on your mobile device than on your desktop or laptop. This is because Google shows results in the closest proximity of the user first due to data suggesting that most people are searching for something nearby.
SEO consists of multiple factors including the following.
PPC for lawyers, or pay-per-click, is most often done with Google Adwords ads but Bing, Yahoo, and Google Local Services Ads are also employed as well. Google started the online advertising platforms where advertisers bid virtually for their chosen keywords and phrases that they wish to appear at the top of search results for. Some websites also allow Google to place ads on their websites which can also get a law firm more traffic. In exchange for allowing these ads to be placed on a website, Google shares a small part of the ad revenue with the website owner.
Google Local Services Ads are a fairly new offering from Google that features local businesses that have been vetted by Google. They work especially well for law firms due to the trust that they inspire. The three ads with images and reviews at the top are examples of LSAs while the ones below with “Ad” to the left of them are standard Adwords ads.
Another important aspect of online marketing for lawyers is social media management. The vast majority of attorneys are far too busy to be bothered with managing their own social media for their law firm. A lawyer marketing agency with an experienced social media management team can handle all of your law firm’s social media needs. This should include optimizing and posting regularly on your Google My Business Page, Facebook, Twitter, LinkedIn, etc. They should also be very experienced in paid social and be able to use paid ads on social networks to get your traffic and leads.
As mentioned in the first paragraph of this post, reputation management is crucial for law firms today. Potential clients are looking at your ratings not only on Google and Facebook but also on law websites like Avvo, Justia, FindLaw, and more. An experienced law firm online marketing agency will have the expertise to take care of reputation management for your law firm across all platforms. Do not neglect this and make sure that ratings from clients are responded to in a timely fashion, regardless of whether they are good or bad.
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At FORWARD Lawyer Marketing we believe in taking a “leave no stone unturned” approach when it comes to our legal clients. With that in mind, we employ extremely experienced people in the industry. Our SEO Director has been marketing online for well over two decades and oversees all SEO tasks including editing content and performing on-page optimization as well as internal and external linking. Our specialty is law firm marketing and SEO for lawyers at FORWARD Lawyer Marketing, call us at (888) 590-9687 to discuss how we can increase the revenue of your law firm.