Why Marketing For Lawyers Matters in 2024 and Beyond

November 7 , 2023 | BY Matthew Stark

In the ever-evolving legal landscape, marketing for lawyers has transcended from a mere option to an absolute necessity. As we step into 2024, the legal profession faces unprecedented challenges and opportunities. Whether you’re a seasoned attorney or a fresh graduate, understanding the significance of effective marketing can make or break your legal career. Let’s explore why marketing matters for lawyers and how it can shape your success in the years ahead.

The Digital Transformation of Legal Services

The legal industry is undergoing a digital revolution. Clients now expect seamless online experiences, instant communication, and transparent information. Here’s why lawyers need to embrace digital marketing:

Online Visibility

In the past, law firms relied heavily on word-of-mouth referrals and traditional advertising methods such as billboards and TV commercials. However, with the majority of people now turning to the internet to find legal services, having a strong online presence is essential for law firms to stay competitive. Potential clients search for legal services online. A robust digital presence ensures that your law firm appears in relevant search results. Invest in search engine optimization (SEO) to enhance your website’s visibility.

The Power of Search Engines

When someone needs legal assistance, the first thing they do is search online. In fact, 96% of people seeking legal advice use a search engine. This means that if your law firm doesn’t have a strong online presence, you’re missing out on potential clients.

By implementing SEO (search engine optimization) strategies, your law firm can improve its ranking on search engine results pages (SERPs) and increase its visibility to potential clients. This includes optimizing your website with relevant keywords, creating high-quality content, and building backlinks from reputable sources.

Content Marketing

Legal blogs, articles, and informative videos establish your expertise. Share insights on legal developments, case studies, and practical advice. Content marketing not only educates your audience but also positions you as a thought leader. This is one of the best things that a lawyer can do to market their firm and also one of the most underutilized. You must understand that if you are operating a website you are now a publisher and Google expects you to post on a regular basis.

Social Media Engagement

Social platforms are powerful tools for lawyers. Engage with your audience, share legal updates, and participate in discussions. LinkedIn, Twitter, Facebook, and even Instagram can connect you with potential clients and other professionals. Internet users expect to see your law firm on social media and will check your reputation on those platforms as well as Google and others. If you tend to have a younger demographic you’re going to want to include TikTok as well.

Building Trust and Credibility

Legal matters are deeply personal. Clients seek trustworthy advocates who understand their concerns. Effective marketing contributes to building trust:

• Client Testimonials: Showcase success stories and testimonials from satisfied clients. Authentic feedback reinforces your credibility.
• Thought Leadership: Publish articles, whitepapers, and legal opinions. When clients see you as an authority, they’re more likely to trust your advice.
• Transparency: Be transparent about your fees, processes, and case outcomes. Transparency breeds confidence.

This is another important ranking factor that Google announced a couple of years ago when the search engine giant introduced E-A-T, which means Expertise, Authoritativeness, and Trustworthiness. Toward the end of 2022, Google added an extra E that represents Experience. As quoted from the Google Search Central blog:

“Does content also demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced? There are some situations where really what you value most is content produced by someone who has first-hand, life experience on the topic at hand.

For example, if you’re looking for information on how to correctly fill out your tax returns, that’s probably a situation where you want to see content produced by an expert in the field of accounting. But if you’re looking for reviews of a tax preparation software, you might be looking for a different kind of information—maybe it’s a forum discussion from people who have experience with different services.”

Navigating the Competitive Landscape of Law Firm Marketing

Competition among law firms is fierce. A solid legal online marketing strategy helps you stand out:

• Branding: Develop a strong brand identity. Your logo, website design, and messaging should reflect your values and expertise. This is a crucial aspect of your overall marketing strategy that shouldn’t just be a secondary thought. Invest the money in a professional logo, don’t use something that looks like decades-old clipart.
• Differentiation: Highlight what sets you apart. Do you specialize in a niche area? Are you bilingual? Emphasize these unique selling points. Google has added attributes that you can choose in your Google Business Profile such as black-owned, Hispanic-owned, woman-owned, and veteran-owned.
• Networking: Attend legal conferences, webinars, and industry events. Networking isn’t just about handing out business cards; it’s about building relationships. Some of the law firms that we work with have had lots of success locally sponsoring sports teams and events and offering college scholarships.

Adapting to Changing Client Behavior

Clients today are informed and discerning. They research extensively before hiring legal services. Comprehensive law firm marketing helps you adapt:

• Mobile Optimization: Ensure your website is responsive and mobile-friendly. Clients often search for lawyers on their smartphones. As a matter of fact, Google just finished a years-long update to how they index pages on the internet called “mobile-first indexing.” If your website is outdated and doesn’t render properly on mobile devices potential clients are likely to just hit the back button and search for a better option.
• Online Reviews: Positive reviews on platforms like Google My Business and Avvo can influence potential clients. As mentioned above when talking about social media platforms, reviews are important. Not only do potential clients read reviews but they also read your responses or judge your lack of response. Timely responses can actually impact your rankings, especially in local search results and Google Maps.
• Virtual Consultations: Offer virtual consultations via video calls. Convenience matters and after people got used to this choice during COVID, they now tend to expect it to be offered. It’s not difficult to get set up and can greatly increase your bottom line.

Ethical Considerations For Attorneys

While marketing is essential, lawyers must navigate ethical boundaries:

• Confidentiality: Avoid disclosing sensitive client information in marketing materials. This really shouldn’t even need to be stated. Most bar associations have rules forbidding such practices anyway.
• Truthfulness: Be accurate in your claims. Avoid misleading statements. Again, such things are forbidden by bar associations, and for good reason.
• Avoid Solicitation: Respect professional rules regarding solicitation and advertising. There are particular rules for soliciting legal clients be sure you know what they are in the area where you are licensed to practice law.

Looking To The Future Of Marketing For Lawyers

In 2024 and beyond, marketing for lawyers isn’t an optional extra; it’s a strategic imperative. Whether you’re a solo practitioner or part of a large firm, invest in your marketing efforts. Remember, effective marketing isn’t about flashy ads; it’s about building relationships, earning trust, and serving your clients with excellence. As you’ve no doubt discovered, a comprehensive law firm marketing strategy isn’t easy and is best left to professionals.

Contact us at Forward Lawyer Marketing to discuss how we can increase the revenue of your firm with law firm marketing that converts into clients. Call (888) 590-9687 for a free site audit and consultation on how we can help your law firm be more successful.