Questions To Ask A Potential Lawyer Marketing Company

January 16 , 2024 | BY Matthew Stark

lawyer marketing company

Are You A Lawyer Seeking To Grow Your Practice?

In today’s digital age, having a strong online presence is crucial for attracting new clients. That’s where lawyer marketing companies come in. These companies specialize in helping lawyers increase their visibility and reach potential clients through various marketing strategies.

But with so many lawyer marketing companies out there, how do you choose the right one for your practice? Below, we’ll discuss the questions you should ask a potential lawyer marketing company to ensure they are the right fit for your needs.

What Experience Do You Have in Lawyer Marketing?

When it comes to marketing, experience is key. You want to work with a company that has a proven track record of success in lawyer marketing. Ask the company about their experience in the legal industry and if they have worked with clients in your specific area of law.

It’s also important to ask for case studies or examples of their past work. This will give you a better idea of their capabilities and the results they have achieved for their clients.

How Do You Measure Law Firm Marketing Success?

A reputable lawyer marketing company should have a clear understanding of how to measure the success of their strategies. Ask them about the metrics they use to track progress and how they report this information to their clients.

Some common metrics used in lawyer marketing include website traffic, lead generation, and conversion rates. Make sure the company you choose has a solid understanding of these metrics and can provide you with regular reports on your progress.

What Lawyer Marketing Services Do You Offer?

The first question you should ask a potential lawyer marketing company is what services they offer. Some companies may specialize in one specific area, such as social media marketing, while others may offer a range of services including website design, search engine optimization (SEO), and content marketing.

It’s important to have a clear understanding of the services they offer and how they can benefit your practice. This will help you determine if they are the right fit for your marketing goals.

Types of Lawyer Marketing Services

Law Firm Branding

Branding is the process of creating a unique identity for your law firm. This includes your firm’s name, logo, website, and overall image. Effective branding helps you stand out from the competition and creates a strong, recognizable image for your firm. Branding is important for lawyers because it helps establish trust and credibility with potential clients. A strong brand can also help attract new clients and retain existing ones. It is imperative that you invest in professional branding because nothing will turn off potential clients more than a cheap clip art look.


PPC For Law Firms

Pay-per-click (PPC) advertising can be a powerful tool for lawyers looking to attract new clients. By running targeted ad campaigns, you can reach potential clients at the exact moment they’re searching for legal services related to your expertise.

Why PPC Can Be Beneficial For Lawyers

  • Highly targeted: Reach potential clients actively searching for specific legal issues or keywords.
  • Measurable results: Track clicks, conversions, and ROI to optimize your campaigns.
  • Immediate impact: Get your ads in front of potential clients quickly, when they’re most likely to engage.
  • Cost-effective: You only pay when someone clicks your ad, minimizing wasted spending.
  • Brand awareness: Build brand recognition and increase website traffic alongside client acquisition.

Types Of PPC Ads For Lawyers

  • Search ads: Appear on search engine results pages (SERPs) when users search for relevant keywords.
  • Display ads: Banner ads placed on websites across the Google Display Network.
  • Social media ads: Targeted ads shown to users on platforms like Facebook and LinkedIn.
  • Local Services Ads (LSAs): Exclusive ad format for service-based businesses, appearing prominently on Google Maps and search results.

Keys To Successful PPC Campaigns

  • Keyword research: Identify relevant and high-volume keywords your target audience is searching for.
  • Ad copywriting: Craft compelling ad copy that resonates with your ideal clients and entices them to click.
  • Landing page optimization: Ensure your landing pages are relevant to your ad copy and convert visitors into leads or clients.
  • Bid management: Set competitive bids and optimize your budget to maximize ROI.
  • Campaign monitoring and analysis: Regularly track campaign performance and make adjustments as needed.

Doing this effectively requires an experienced Google Certified PPC management team that understands all of the intricacies of creating and managing effective PPC campaigns. Someone who doesn’t know what they are doing can burn through your budget very quickly.

content marketing

Legal Content Marketing

Content marketing involves creating and sharing valuable, relevant content to attract and retain a clearly defined audience. This can include blog posts, articles, videos, and social media posts.

Content marketing is a great way to showcase your expertise and establish yourself as a thought leader in your practice area. It also helps improve your website’s search engine ranking, making it easier for potential clients to find you online.

Law firm content marketing is a powerful tool for attracting new clients and establishing your firm as an authority in your practice area. By creating and sharing valuable content, you can educate potential clients about the legal issues they face, demonstrate your expertise, and build trust with them.

Benefits Of Content Marketing For Law Firms

  • Increased brand awareness: When you create high-quality content that is relevant to your target audience, you’ll start to show up in search results and on social media. This can help people become familiar with your firm and what you do.
  • Improved lead generation: Content marketing can be a great way to generate leads for your law firm. By providing valuable information and insights, you can attract potential clients who are already interested in your services.
  • Enhanced credibility and trust: When you share your knowledge and expertise with the world, you show potential clients that you’re a thought leader in your field. This can help you build trust and credibility with them.
  • Cost-effective marketing: Content marketing is a relatively cost-effective way to market your law firm. Once you’ve created a piece of content, it can continue to generate leads and attract clients for months or even years to come.

Tips For Creating Effective Content Marketing For Your Law Firm

  • Know your audience: The first step to creating effective content is to understand your target audience. Who are you trying to reach? What are their needs and pain points? What kind of content are they interested in?
  • Choose the right format: There are many different formats you can use for your content, such as blog posts, articles, infographics, videos, and podcasts. Choose the format that is best suited to your audience and your message.
  • Create high-quality content: Your content should be well-written, informative, and engaging. It should provide value to your readers and help them solve their problems.
  • Promote your content: Once you’ve created your content, you need to get it out there. Share it on your website, social media, and other channels. You can also submit it to guest blogs and other online publications.

Examples Of Content Marketing For Law Firms

  • Blog posts: Write blog posts about common legal issues and updates to laws in your practice area.
  • Articles: Write articles for online publications and legal websites.
  • Infographics: Create infographics that explain complex legal concepts in a visually appealing way.
  • Videos: Create videos that answer frequently asked questions or provide legal tips.
  • Podcasts: Host a podcast on a legal topic that is relevant to your audience.
  • Case studies: Share case studies of successful outcomes you’ve achieved for clients.
  • Client testimonials: Get testimonials from satisfied clients and share them on your website and social media.
personal injury lawyer SEO

Search Engine Optimization (SEO)

In today’s digital age, having a strong online presence is essential for any business, and law firms are no exception. Search engine optimization (SEO) is the process of improving the ranking of your website in search engine results pages (SERPs). This means that when potential clients search for legal services in your area, your website is more likely to appear at the top of the results.

Why SEO Is Important For Lawyers

There are several reasons why SEO is important for lawyers:

  • Increased website traffic: When your website ranks higher in search results, you’ll get more organic traffic from people searching for legal services. This means more potential clients for your firm.
  • Improved brand awareness: A strong SEO strategy can help to raise your firm’s profile and make you more visible to potential clients.
  • Cost-effective marketing: SEO is a relatively cost-effective marketing strategy compared to traditional methods such as advertising.
  • Builds trust and credibility: Ranking high in search results can help to build trust and credibility with potential clients.

How Law Firms Can Improve SEO

There are a number of things that lawyers can do to improve their SEO:

  • Keyword research: Identify the keywords that potential clients are using to search for legal services in your area.
  • On-page optimization: Optimize your website content and title tags for your target keywords.
  • Link building: Build backlinks to your website from other high-quality websites.
  • Local SEO: Optimize your website for local search if you serve a specific geographic area.
  • Content marketing: Create high-quality content that is relevant to your target audience.
  • Mobile-friendliness: Make sure your website is mobile-friendly.
  • Social media: Promote your website and content on social media.

Law Firm SEO Tips

  • Focus on your local area: When people search for legal services, they often add their location to their search query. Make sure your website is optimized for local searches by including your city, state, and zip code in your website content and title tags.
  • Create valuable content: Potential clients are looking for information and advice when they search for legal services. Create high-quality content that answers their questions and provides them with valuable insights.
  • Get listed in online directories: There are a number of online directories that list lawyers and law firms. Make sure your firm is listed in these directories and that your information is accurate and up-to-date.
  • Get reviews: Encourage your clients to leave positive reviews of your firm on Google My Business and other online review platforms.
  • Be patient: SEO is a long-term game. It takes time and effort to see results. Don’t get discouraged if you don’t see results overnight. Just keep at it and you’ll eventually see success.

Law Firm Social Media Marketing

In today’s digital age, having a strong social media presence is essential for any business, and law firms are no exception. Social media platforms like LinkedIn, Twitter, and Facebook provide an excellent opportunity to connect with potential clients, build brand awareness, and establish yourself as a thought leader in your field.

Keys To Effective Law Firm Social Media Marketing

1. Define your target demographic.

Who are you trying to reach with your social media marketing? Understanding your ideal client’s demographics, interests, and pain points will help you tailor your content and choose the right platforms. This is why it pays huge dividends to know the demographic that best converts into a client for your law firm’s particular practice areas.

2. Choose the right platforms.

Not all social media platforms are created equal. LinkedIn is a must-have for any law firm, as it’s a professional networking site with a large audience of potential clients and colleagues. Twitter is great for sharing news and updates, while Facebook can be used to build a community and share more personal content.

3. Create valuable content.

Don’t just post self-promotional content. Instead, focus on creating informative and engaging content that your target audience will find valuable. This could include blog posts, articles, infographics, videos, and even podcasts.

4. Be consistent.

Social media is a marathon, not a sprint. To be successful, you need to be consistent with your posting. Aim to post several times a week on each platform.

5. Engage with your audience.

Social media is a two-way street. Respond to comments and questions, participate in conversations, and join relevant groups and communities.

6. Track your results.

Use analytics tools to track your social media performance. This will help you see what’s working and what’s not, so you can make adjustments to your strategy.

Additional Tips For Law Firm Social Media Marketing

  • Use high-quality visuals. People are more likely to engage with content that includes images and videos.
  • Use relevant hashtags. Hashtags can help your content reach a wider audience.
  • Run social media contests and giveaways. This is a great way to generate excitement and engagement.
  • Partner with other businesses. Partnering with other businesses in your community can help you reach a new audience.
  • Get your team involved. Encourage your team members to share your content on their own social media profiles.

By following these tips, you can create a successful social media strategy for your law firm and attract more clients.

Examples Of Successful Law Firm Social Media Posts

  • LinkedIn: Share a link to a recent blog post about a new legal development that could impact your target audience.
  • Twitter: Retweet a relevant article from a legal news source.
  • Facebook: Share a behind-the-scenes photo of your team working on a case.

social media

Social media marketing involves using social media platforms such as Facebook, Twitter, and LinkedIn to promote your law firm and engage with potential clients. This can include sharing content, running ads, and responding to comments and messages.

Social media marketing is a great way to reach a wider audience and build relationships with potential clients. It also allows you to showcase your firm’s personality and build trust with your followers.

Law Firm Video Marketing

Video marketing involves creating and sharing videos to promote your law firm and engage with potential clients. This can include educational videos, client testimonials, and behind-the-scenes footage of your firm.

Video marketing is a great way to showcase your firm’s personality and build trust with potential clients. It also allows you to reach a wider audience, as videos are highly shareable and can go viral. Law firm video marketing is a powerful tool that can help you attract new clients, build trust, and establish yourself as an authority in your field.

Benefits Of Using Video Marketing For Your Law Firm

  • Increased engagement: Video is more engaging than text, so viewers are more likely to watch a video all the way through than read a long article. This means you have a better chance of getting your message across.
  • Improved brand awareness: Videos can help you build brand awareness and recognition. When people see your videos, they’ll start to associate your law firm with expertise and trustworthiness.
  • Higher conversion rates: Videos can lead to higher conversion rates than other forms of marketing. This is because they can help you build trust with potential clients and make them more likely to contact you for a consultation.
  • Better SEO: Videos can help improve your search engine optimization (SEO). This is because Google and other search engines tend to rank video content higher than text content.

Tips For Creating Effective Law Firm Marketing Videos

  • Know your audience: Who are you trying to reach with your videos? What are their needs and pain points? Once you know your audience, you can create videos that are relevant to them.
  • Create high-quality content: Your videos should be well-produced and professional. This means using good lighting, sound, and editing.
  • Keep it short and sweet: People don’t have a lot of time, so keep your videos short and to the point. Aim for no more than 2-3 minutes per video.
  • Have a clear call to action: Tell viewers what you want them to do after they watch your video. This could be contacting you for a consultation, visiting your website, or subscribing to your YouTube channel.

Law Firm Video Marketing Ideas

  • Client testimonials: Let your clients tell their stories about how you helped them. This is a great way to build trust and credibility.
  • Explainer videos: Explain complex legal topics in a clear and concise way. This is a great way to educate potential clients and show your expertise.
  • Behind-the-scenes videos: Give viewers a glimpse into your law firm’s culture. This is a great way to build rapport and show your personality.
  • Case studies: Share your success stories. This is a great way to show potential clients what you can do.
  • Facebook Live Videos: We have clients who have had good success with Facebook Live videos to discuss current events that may be relatable or answer potential legal questions.

If you’re not sure where to start, there are a number of video production companies that specialize in law firm marketing. They can help you create high-quality videos that will get you results.

Other Law Firm Marketing Questions To Ask

How Do You Stay Up to Date with Industry Trends?

The world of marketing is constantly evolving, and it’s important for a lawyer marketing company to stay on top of industry trends and changes. Ask the company how they stay informed about the latest marketing strategies and techniques. A good lawyer marketing company should be able to provide you with examples of how they have adapted their strategies to keep up with industry changes and trends. At Forward Lawyer Marketing our marketing professionals have decades of law firm marketing experience and our SEO Director has been a leader in the industry for over two decades. He follows numerous other top-level SEO experts as well as the SEO leaders at Google.

How Do You Tailor Your Strategies to My Law Practice?

Every law practice is unique, and your marketing strategies should reflect that. Ask the company how they tailor their strategies to fit the specific needs and goals of your practice. A good lawyer marketing company will take the time to understand your practice, your target audience, and your goals before creating a customized marketing plan for your practice. At Forward Lawyer Marketing we handle a variety of law firm marketing tasks for firms of all sizes across the United States. From single-attorney law practices to large firms with multiple locations. Some firms only do PPC, some do a mix of PPC and SEO, and some take advantage of our entire range of services.

How Do You Handle Communication and Reporting?

Communication is key when working with a lawyer marketing company. Ask the company how they handle communication and reporting with their clients. Will you have a dedicated account manager? How often will you receive updates and reports on your progress? It’s important to have a clear understanding of how the company will communicate with you and how often you can expect to receive updates on your marketing efforts. We provide regular monthly marketing reports to our clients but also make ourselves available for calls with any questions or concerns.

What Is Your Pricing Structure?

Before signing on with a lawyer marketing company, it’s important to have a clear understanding of their pricing structure. Ask them about their fees and if there are any additional costs you should be aware of. Some companies may charge a flat fee for their services, while others may charge based on the results they achieve for your practice. Make sure you understand the pricing structure and how it fits into your marketing budget. Forward Lawyer Marketing has completely transparent pricing and the monthly budget we agree upon will not be exceeded.

Can You Provide References?

A reputable lawyer marketing company should have no problem providing you with references from past or current clients. This will give you the opportunity to speak with other lawyers who have worked with the company and get their honest feedback on their experience. If a company is hesitant to provide references, this could be a red flag and you may want to consider working with a different company. At Forward Lawyer Marketing we not only have hundreds of satisfied legal clients all over the country but we have clients that are happy to speak to you by phone as well.

How Do You Handle Confidentiality?

As a lawyer, confidentiality is of the utmost importance. Make sure the marketing company you choose has a clear understanding of this and has measures in place to protect your confidential information. Ask them about their policies and procedures for handling sensitive information and make sure you feel comfortable with their approach before moving forward. We handle all communication with privacy and confidentiality.

Contact Forward Lawyer Marketing

Choosing the right lawyer marketing company is crucial for the success of your practice. By asking these questions, you can ensure that the company you choose has the experience, expertise, and strategies to help you achieve your marketing goals. Don’t be afraid to ask for references and examples of their past work to make sure they are the right fit for your practice. With the right marketing partner, you can take your practice to new heights and attract more clients than ever before.

Our specialty is law firm marketing and SEO for lawyers at FORWARD Lawyer Marketing, contact us for a free site review and consultation at (888) 590-9687 to discuss how we can increase the revenue of your law firm.