Why Law Firm Marketing Is More Important Than Ever

December 11 , 2023 | BY Matthew Stark

law firm marketing

In the digital age of today, law firm marketing plays a critical role in the success of any law firm. With the majority of potential clients turning to the Internet to find legal services, having a strong lawyer marketing strategy is more important than ever. Whether you’re a law firm in Arizona, California, Texas, Illinois, or anywhere else, a well-designed marketing plan is essential to stand out from the competition and attract potential clients.

Below we’ll explore why law firm marketing is crucial in today’s landscape and provide valuable insights on how to create an effective marketing plan. Let’s dive in and discover the power of law firm marketing.

The Importance of Law Firm Marketing

Gone are the days when law firms could rely solely on word-of-mouth referrals and traditional advertising methods. With the majority of people turning to the internet to find legal services, law firm marketing has become essential for success. In addition, every year more people are using their mobile devices to search which adds another layer of complexity in getting your website in front of them. With Google’s Mobile First algorithm, if your website doesn’t render properly it may not even be indexed in the search results.

Increased Online Presence

Having a strong online presence in 2024 and beyond is crucial for any business, and law firms are no exception. A well-designed mobile-friendly website that is optimized for search engines can help potential clients find your firm and learn more about your legal services.

In addition to a website, law firms should also have a presence on social media platforms such as LinkedIn, Twitter, and Facebook. These platforms not only help with brand awareness but also provide a way for potential clients to engage with your firm and stay updated on your services. Some of the more aggressive law firms are leveraging video-centric platforms such as YouTube and TikTok.

Differentiation from Competitors

With the rise of online searches, it’s easier than ever for potential clients to compare law firms and their services. This means that law firms must find ways to differentiate themselves from their competitors. One thing in particular that potential clients are looking for are good reviews. For example, you should strive for five-star reviews on your Google Business Profile. Anything under four stars is probably going to cost you clients. It is also a Google ranking factor to respond promptly to reviews whether good or bad.

Effective marketing can help showcase your firm’s unique strengths and services, making it stand out from the competition. This can include highlighting your firm’s experience, expertise, and success stories. To this end, About pages are incredibly important and are a great place to showcase your law firm’s experience, mission statement, etc. Attorney pages highlighting education, awards, and experience are equally important.

Targeted Marketing

Effective law firm marketing allows law firms to target specific demographics and audiences. For example, if your law firm specializes in family law, you can target your marketing efforts toward individuals going through a divorce or seeking child custody. This targeted approach can lead to a higher conversion rate and a better return on investment (ROI).This means that you can tailor your marketing efforts to reach potential clients who are most likely to need your services.

Google uses several signals to rank local businesses including the following:

  • Google Business Profile (GMB) for business owners
  • Address of point of Google search
  • A physical location in your city search directories
  • Negative and positive reviews in Google, Yelp, or Bing
  • High-quality inbound links or backlinks
  • Number of “Check-Ins” at location
  • Directory listings for your local business
  • Relevant Citations
  • Consistent search engine NAP information
  • An optimized landing page

Above all, proximity is the number one ranking factor for maps and local three-pack rankings that appear at the top of search results. This is also why you will get different search results on your mobile device than on your home desktop or laptop.

Creating an Effective Law Firm Marketing Plan

Now that we understand the importance of law firm marketing, let’s explore how to create an effective marketing plan for your law firm.

Define Your Law Firm’s Target Audience

The first step in creating a successful law firm marketing plan is to define your target audience. This includes identifying the demographics, interests, and needs of potential clients who are most likely to need your services. Unless you have a nationwide law firm it is also best to focus on your local area. Building out geopages for nearby towns also works very well if they are well written and link to local websites such as a city government page.

For example, if your law firm specializes in personal injury cases, your target audience may include individuals who have been in a car accident or suffered from medical malpractice. Understanding your target audience will help you tailor your marketing efforts to reach them effectively. At Forward Lawyer Marketing, we do this research for all of our legal clients.

Develop a Strong Brand Identity

Your law firm’s brand identity is crucial for standing out from the competition and creating a strong reputation. This includes your firm’s name, logo, website design, and overall messaging. It’s important not to skimp on this. A cheap logo that looks like generic clip art is going to cost you more potential clients than the cost of a professional logo would be.

Your brand identity should be consistent across all marketing channels and reflect your firm’s values and services. This will help potential clients remember your firm and differentiate it from others. You should design all of your social media profiles to have a consistent look as well.

Utilize Online Lawyer Marketing Strategies

In today’s digital age, law firms must have a strong online presence to attract potential clients. This includes utilizing digital marketing strategies such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing.

SEO involves optimizing your website and content to rank higher in search engine results pages (SERPs). This can help potential clients find your firm when searching for legal services online.

PPC advertising allows you to place ads on search engines and social media platforms, targeting specific keywords and demographics. This can be an effective way to reach potential clients who are actively searching for legal services. It is important to contract PPC professionals to run these campaigns for your firm. Someone who is a novice at PPC can go through their monthly advertising budget in hours if they don’t know what they are doing. In addition, some PPC keywords can be extremely expensive. Some personal injury terms can go as high as $300 per click or more!

Social media marketing involves creating and sharing content on social media platforms to engage with potential clients and build brand awareness. This can include sharing informative blog posts, success stories, and updates about your firm. It is important to be active on social media because your potential clients will expect to see you there and will search for you to see posts and reviews.

Track and Analyze Results

To ensure the success of your marketing efforts, it’s essential to track and analyze your results. This can help you understand which strategies are working and which ones may need to be adjusted.

Tools such as Google Analytics can provide valuable insights into website traffic, conversion rates, and other important metrics. This data can help you make informed decisions about your marketing strategy and improve its effectiveness over time.

Learn More About Marketing Your Law Firm

In most law firms, the responsibility for marketing falls on the managing partner or a designated marketing team. This team is responsible for creating and implementing a marketing plan, tracking results, and making adjustments as needed.

However, it’s essential for all members of the law firm to understand the importance of marketing and how they can contribute to its success. This can include sharing success stories, engaging with potential clients on social media, and providing valuable insights for the marketing team.

Contact The Professionals At Forward Lawyer Marketing

Forward Lawyer Marketing is based in the Chicago area but has worked with law firms of all sizes and practice areas nationwide since 2013. Our Founder and our business manager began with Martindale and then formed the agency. We have team members in many locations including our SEO Director based in Arizona who has well over two decades of experience. Contact us via our web form or call (888) 590-9687 for a free consultation and website audit.