How to market a law firm in a digital world
- Clients use digital properties like your website and blog to determine if you’re a credible lawyer who can help them
- A polished website is the online face of your law firm and the final step before a potential client reaches out for business
- Customer testimonials and reviews are a significant driver of decision making in the law industry
In years past, law firms turned to billboards and television commercials to advertise and grow their business, but times have changed. While these traditional advertising methods haven’t completely disappeared, consumer behavior has shifted. As a result, you need to know how to market a law firm in a digital age.
Once you’ve established your law practice, it’s time to refine your digital marketing strategy to keep the momentum going and win over prospective clients in a competitive industry. Follow this guide to perfect your law firm marketing strategy.
How to market a law firm online: 6 strategies to try
An effective marketing plan for a law firm puts the customer first. Choosing a lawyer is a critical decision for clients. You must show that you’re an expert in your area of law and build trust with potential clients before they can make a decision.
With that in mind, you can move onto more tactical marketing efforts, like building your website, driving traffic, and finding more leads. Here are six actionable steps you can take to resonate with your target audience and earn more new clients.
1. Establish a recognized brand
Clients must trust the lawyer they choose. First impressions are everything. You can set yourself apart from other law firms by creating a professional-looking brand that’s cohesive across all marketing material.
It starts with a polished logo that’s clean and professional. Be sure to add your logo to all marketing materials, including your business cards, website, and place of business.
Beyond your logo, make sure you have a cohesive brand image with coordinating design elements and colors across all marketing materials. Your website, email marketing, and print material should have the same look and feel.
It’s worth investing in a graphic designer who can create a brand image you’re proud of and that impresses potential customers. Websites like 99designs or Fiverr offer affordable graphic design services like logos, brand style guides, or business cards.
2. Build credibility and authority
Clients turn to lawyers when they need them most. Choosing the right lawyer is a decision new clients don’t take lightly. They want to go with a recognized lawyer they can trust during trying times.
Lawyers typically share these three items to build credibility with potential clients—awards, client testimonials, and case studies.
Awards establish instant credibility with clients. They show you’re a seasoned professional who has been recognized for your craft. For example, if you’ve received recognition like rising star awards, client satisfaction ratings, or bar association badges, display those on your website.
Customer testimonials will make your firm look more trustworthy and legitimate. You can sprinkle testimonials throughout your website to drive home the message that you are an effective lawyer.
Case studies warrant their own section on your site since they go more in-depth. Give some background regarding a case, what you did to help the client, and the case results. You can even provide recent stats of your cases. For instance, explain the different types of cases you handled—like a DWI—and list the results for these cases, such as dismissals or not guilty verdicts.
3. Create a polished website
Your law firm website is the face of your company on the web. It explains all of your services and is one of the first places a potential client will look if they’re interested in your services. At one point or another, all potential clients will likely visit your website.
Effective lawyer websites include a handful of key elements. Be sure to have a standout landing page, different site sections for your services, and easy ways for potential clients to contact you. Here’s a quick breakdown of features that will help you market your law firm:
Your home page—or landing page—should include a unique value proposition that explains what type of lawyer you are and the value you offer clients.
For example, if you’re a personal injury lawyer, you can say something like, “Injured in the workplace? We’ll get you what you deserve and have you back at work in no time.”
You should also have some basic information regarding your law practice at the top of the page or above the fold. This can consist of your specialties, testimonials, or any notable awards you’ve earned. The goal is to lure in visitors and encourage them to explore the rest of your site.
It’s important to segment your legal services if you want to increase the chances of connecting with different target audiences. Your website should have clearly defined sections that separate your different areas of practice.
Clients prefer a lawyer who has extensive experience in the area they need help with. It’s important to find a niche, or at the very least, a range of related services you can offer clients. Focusing on a specific set of law services will distinguish you from competitors and help you win business more easily.
For example, if you focus on family law, create dedicated pages for different areas like divorce, prenuptial agreements, and custody disputes. Each one of these pages can include specific information that goes more in-depth than your home page.
Your website is one of the final steps in the marketing funnel and should be a lead generation machine. Clients need easy access to information like your email address, phone number, or contact form. This information should be listed on every page of your website, not just the home page or contact page. This allows them to easily find out how they can contact you, no matter where they land on your site.
You can take your website to the next level by incorporating a live chat feature, enabling customers to message you immediately with inquiries or questions. This shows you care about clients and can help you convert leads into paying clients.
4. Drive traffic with a blog
A well-planned blog with helpful, relevant content can improve your rankings on search engine results pages. Blogging gives your website authority and can help you show up in search results for different keywords related to your industry. Producing blog content also shows that you are an expert in your domain, boosting the credibility of your law firm.
It’s vital to do some keyword research and come up with a content plan. Your content should be actionable and answer questions from prospective clients. After you’ve determined what topics you want to cover, you’ll need to set a publishing schedule and stick to it.
There are content marketing agencies you can hire to do the writing for you. That comes at a price, but it’s a great idea if you don’t have time to consistently produce content on your own. It might also be worth dedicating some of your marketing budgets to a marketing company that can improve your organic search rankings.
5. Refine your SEO strategy
Having a polished website only means so much if you’re not able to drive traffic to your site. Search engine optimization (SEO) is what helps your website rank high on search engines.
Numerous components go into SEO, some of which are technical and require assistance from an SEO expert. However, you can handle some areas of SEO on your own to drive website traffic, and it won’t cost you anything.
An appropriate first step is doing some keyword research to determine which terms to include on your site. Keyword research aims to uncover terms and phrases that customers are searching. You’ll then include these terms in your website copy to capture this traffic and lift your rankings on search engines. To get started, here are 12 free keyword research tools.
Getting other websites to link to your content is also crucial. Having backlinks that direct to your site tells search engines that you have credibility on the web and other sites recognize that. A few backlinking opportunities include listing your firm on a business directory like Yelp, guest posting on other blogs, or linking to your site in your social media posts.
Another easy SEO strategy you can use is linking to other authoritative websites. Only link to sites you trust and that provide value to your visitors. Use external links within your blog to give your content more credibility.
6. Grow your online reviews
Online reviews have a huge influence on consumer choices. Most consumers read (and trust) reviews before visiting a business, and 72% say that positive reviews make them trust a business more.
Yelp is a centralized location for consumers to review businesses and share their experiences. Customers can look through reviews from past clients on your Yelp Business Page. You can also add details like a business description, photos, hours of operation, phone number, and other contact information.
Claiming your page only takes a few moments and gives you a powerful outlet to connect with potential customers. It’s a free way to expand your online presence and respond to feedback on your page.