The legal services industry remains robust, accounting for $713.7 billion globally as of 2020. That figure will climb to $908.26 billion in 2025 and surpass $1.14 trillion by 2030.
As the law firms industry continues to flourish, attorneys stand to enjoy good business for the foreseeable future. But that doesn’t necessarily mean that all legal firms will thrive as the industry grows.
With 443,558 law firms as of 2021, the US legal services industry is incredibly competitive. Attorneys need to get creative when marketing their services to stay ahead.
Law firm internet marketing is increasingly becoming popular among attorneys, and it’s easy to see why. 96 percent of clients looking for legal advice turn to search engines. A robust law firm digital marketing strategy can ensure that potential clients find you easily when they go online to look for legal representation.
In today’s guide, we highlight five law firm internet marketing tips for the best returns.
Build an Outstanding Website
Among the challenges growing firms face is establishing an enduring online presence. The best place to start is to have a dedicated website for your law firm.
Don’t just settle for a basic website if you want to compete in the incredibly competitive online marketplace. What you want is a superior website that radiates authority, commands attention, and inspires confidence.
A good law firm website forms the foundation of your digital marketing efforts. It also acts as a reflection of your law firm, values, and practices. That’s why you want to make sure that people who visit your website leave with a powerful impression of your firm.
When it comes to building and maintaining your law firm website, it’s best to leave the work to the professionals. A competent web developer can ensure that you have a website that provides visitors with an unforgettable user experience.
Utilize SEO Effectively
Search engine optimization (SEO) entails using different online strategies to rank highly in search engine result pages (SERPs). It’s hardly possible to overstate the importance of SEO, seeing as 91 percent of all content online gets zero traffic from Google. Effective law firm SEO can rank your website on the first page of SERPs, increasing your chances of getting organic traffic.
One of the most practical law firm SEO tips is to target local keywords. When you use local keywords, it becomes much easier for your website to show up for relevant searches by potential clients in your area.
You also need to optimize your web pages for search so it’s easier for web crawlers to read your content easily. Optimize everything, from text to images to HTML tags.
Leverage Social Media Marketing
Social media has taken the world by storm, with billions of internet users actively using at least one social media platform currently. Businesses of all styles and sizes are taking advantage of the massive population of social media, creating profiles on these platforms to engage with their clients.
Take the time to create and maintain authoritative and professional profiles for your business on major social platforms. These platforms include LinkedIn, Twitter, and Facebook.
One of the biggest advantages of social media is that creating a profile and posting content is free unless you opt for paid advertising, which is also quite affordable. This is great news for smaller law firms with a limited marketing budget.
Social media helps establish a relationship with potential clients long before they walk through your office door. Use it to post relevant content and respond to messages, tweets, and comments from people who follow you.
Consider hiring a social media manager to oversee your social media marketing strategy. Such an expert can ensure that you consistently post fresh, relevant, and high-quality content.
Embrace Content Marketing
The vast majority of US internet users regularly read blogs. That means that having a blog on your website can attract visitors and keep them engaged.
Many visitors to your website aren’t just looking for your service pages. They want to read content that provides answers to their burning questions. These answers are usually in the form of articles.
Keep publishing unique, top-quality content to establish yourself as an industry leader. The more authoritative your information is, the more trust you build in people who visit your website.
Note that blog posts aren’t the only forms of content you can have on your law firm website. You can also include PDFs, ebooks, and video content. Remember to include well-crafted CTAs to encourage users to take the desired steps after reading or viewing your content.
Once you’ve developed great content for your website, consider promoting it through your social media platforms.
Invest in Email Marketing to Current Clients (Note: Key is “Current Clients”)
Legal marketers worldwide swear by email marketing to get referrals from current clients, and it’s easy to see why. Of all digital marketing tactics, email marketing has the highest ROI. Every dollar you spend on email marketing gives you a return of $42 on average.
So how do you tap into the strength of email marketing? Start by opening a company email account, and encourage visitors to your website to subscribe to your email.
Once clients subscribe to your email list, you can then send relevant content to them through their email. That includes any new services or offers you have in your law firm, as well as free legal information.
Take Your Law Firm Internet Marketing to the Next Level
Marketing your legal practice in today’s highly competitive marketplace can seem like a time-consuming and expensive affair. However, that doesn’t have to be the case. With a well-thought-out law firm internet marketing strategy, you can start to attract more clients to your firm.
Are you interested in attorney marketing services you can trust? Contact us today to learn how we can help.