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Laura Nicholson

Online marketing for law firms | Increase leads & brand awareness

When it comes to your legal firm, it’s understandable that you want to shout from the rooftops about what you do and how well you do it, but if you don’t do so on the right platform, no-one’s going to hear it, let alone listen. The ultimate aim of any successful legal marketing strategy is to show the world what your business can do. So, don’t sit back and let your competitors talk for you, begin your journey to mastering online legal marketing, today. Successful online marketing for law firms depends on having a coordinated plan of joined-up activity that all works towards your business goals. This is likely to include a tailored blend of search marketing, social media activity, digital PR, paid media and email marketing. 

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At Hitsearch, we've done lots of work in the legal sector over the last 13 years, helping a wide range of law firms to improve their online presence and lead generation. Our team of experts in legal marketing have extensive experience across all of the marketing disciplines and know what it takes to get results for law firms. Take a look at our case studies to see some of our previous campaigns in the legal sector. 

We typically see three main issues that get in the way of successful law firm marketing campaigns. 

  1. Plan continuation bias - law firms carry on doing what they have always done from a marketing point of view. The team can get tunnel vision and be resistant to trying new things in order to achieve new results. The legal industry is understandably quite risk averse in general. However, this can work against you in relation to marketing and can cause your online presence and visibility to go in the wrong direction.
  2. Law firms often have a tendency not to coordinate marketing activity fully. Digital and the various platforms within are often treated different to traditional marketing activities. This can mean wasted resource that is focused on the wrong things and mixed messaging for your audience in different areas.
  3. There can be a tendency to focus on competitors so much that it's to the detriment of your own strategy. While it is important to track what your competitors are doing, your true focus needs to be on meeting the wants and needs of your own clients with your activity.

Bearing these things in mind, we've outlined an approach that we've found successful below.

For most people that require the help of a professional, a search engine is often now their first port of call; so, if you’re a law firm that provides the services that they’re looking for, you’re going to want to appear in their search results. Put it this way, if you’re not appearing high up in the SERPs as a direct result of your legal website marketing strategy, then a competitor will. It’s as simple as that. If you’re wondering how to market a law firm online, it’s important to remember that there are several components that make up a successful online legal marketing strategy and this guide aims to explain them all a little more clearly. Marketing techniques are used for a whole range of different business niches, but with a lot of law firms previously relying on word of mouth and recommendations to get by, it’s especially important that they’re brought up to date with a digital strategy.

Content marketing and SEO (Search Engine Optimisation)

At the heart of any legal web marketing strategy is a strong content marketing plan. As a law firm, you have plenty of information that needs to be shown to your target market in a way that enables them to read it quickly and efficiently and gather the information that they want. Your content marketing plan will not only involve creating high quality content but will also be optimised with relevant keywords to ensure that Google is showing your content to those that really want what you’re offering. Your content should be focused, yet in-depth and both authoritative and valuable, demonstrating knowledge and expertise, without being overwhelming. Your website should include useful information that is enough to answer your potential client’s initial questions, helping to position your company as an expert in its field, which is a great way to build trust. With the majority of your target users using search engines, your content should include the relevant keywords that your potential clients are searching for, all of which can be determined by undertaking in-depth keyword research. Ranking for specific keywords in search engine results makes it easier for your potential clients to find your firm online and is a key part of any strategy including SEO for solicitors.

Embrace social media marketing

For word of mouth and trust-based advertising, there’s no denying that social media is a powerful tool and should be included in any strategy for web marketing for law firms, as long as your audience are present on those platforms. Social media offers the opportunity to build a relationship with a client before they’ve even walked through the door and should therefore be used wisely. You can use social media organically to respond to direct messages and comments as a way of quickly answering the questions of your audience or you can elevate your presence online by taking advantage of paid social media to attract new potential clients to your profile and website.

Paid social for law firms

Picture2-4Facebook ads allow text and supporting images to really speak to your target audience. The ‘get a quote’ button finishes the advert with the perfect CTA.

If you would like your legal web marketing strategy to be as effective as possible, then paid social is a great way to speak directly with your target audience. Whilst once upon a time, a small, organic social media marketing strategy for your law firm was enough; things have now moved on and for many businesses in this sector, it makes total sense to include paid social media in your law firms marketing strategy. This is because paid social media allows you to curate and execute social media posts that are targeted specifically at those who are looking for this type of information, whether that’s through a boosted Instagram post, a sponsored Tweet or a Facebook ad. This type of approach, when showing the ad only to your chosen demographics, can result in quality lead generation, and thus a return on investment, pretty much straight away. The beauty of paid social media is the versatility of your ads. Not only can you decide exactly how long you’d like your ads to run for, you can also decide where in the world they’re shown – which is perfect for law firms who often operate only in specific areas. Developing ad creative that will resonate with that particular audience segment is key. If you seek out a law firm internet marketing company with experience working with firms in the legal sector, they’ll ensure that your social media ads are optimised and displayed only to the most relevant users - helping provide a great ROI.

Pay-per-click Advertising

Picture3-3Pay-per-click advertising will allow your law firm to appear at the top of your target audience’s search results.

Pay-per-click advertising can often play a significant role in delivering ROI as part of a wider strategy for legal website marketing. With PPC advertising, your company can appear at the top of Google’s search results for relevant keywords and you’ll only pay if someone clicks through to your site. However, the cost of bidding on the more competitive keywords does need to be balanced with the potential rewards, based on your usual conversion rates, to ensure you get value for money from this type of activity. These adverts are highly targeted and so are extremely effective when it comes to generating leads that are looking for your specific services.

Email marketing

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These days, tapping into email marketing is worthwhile for your law firm simply because the whole entire world uses email. There are several ways in which law firms can tap into this strategy, including asking users to subscribe on your website, asking users for their email address when filling out an enquiry form or even offering a discount on important services in exchange for an email address, so that you can build a list of opted in people who have a strong potential for becoming a client or a repeat client. This might seem like it’s only suitable for retail-based businesses, but if a client has used one of your legal services, you never know if they might need another in the future, too.

Get expert help with online marketing for law firms

Want to know how our digital marketing agency can help take your marketing strategy to the next level?

  1. We're legal marketing experts, with the industry knowledge and marketing expertise needed to get results
  2. We offer a free, no obligation, 15-minute consultation with one of our law firm marketing experts to give insight into your current strategy and present opportunities for growth
  3. We have lots of free in-depth resources for legal marketers that you can access at any time
  4. Call us today to find out more - on 0800 011 9715

 

Download our organic step guide for law firms

 

 

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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