It’s a well-known fact that online marketing is mandatory for all businesses. In fact, 74% of all consumers who need legal advice visit law firms’ websites before ever contacting a law office. However, online marketing is not a one size fits all endeavor. A practice that is effective for one industry can be completely bust for the next! So, what is right for your law firm? Here are 5 online marketing laws to help you reach digital success in your legal practice.
Responsive Web Design (RWD)
Having a responsive web design is arguably the most important part of your online marketing. Your website is likely the first impression prospective clients will have of you and you want to make a good one.
When clients are looking for you they could be in any number of scenarios. Whether they’re searching on their phone, tablet, laptop, or desktop you want to have a cohesive site with easy navigation. A website with RWD ensures the optimal functionality and viewing experience for your clients.
Your call-to-action (CTA) is your chance to motivate prospective clients into taking real action. CTA’s are also important because people expect them. If there isn’t a clear call-to-action a client won’t know what you want them to do. Do you want them to call? Email? Be clear and be concise. A good and simple way to have a clear CTA is to have a “Call Now” button at the bottom and/or top of each page of your website. This way you’re truly only one click away.
An FAQ page may not be right for every website but it’s a good idea for law offices. The average-Joe can get easily overwhelmed with all the legal and technical jargon on a good day, but chances are they’re under extra stress when they’re coming to you for help.
An FAQ page truly has two main benefits. The first is perhaps the most obvious: 1) it offers answers to commonly asked questions. This helps reduce the number of phone calls so that when a prospective client calls you they are able to quickly describe their needs. 2) The second reason is that the FAQ pages add a lot of keywords to your website. By having a page that uses both legal jargon and the terms your clients are more familiar with improves your chances of being found by search engines, such as Google.
A Regular and Informative Blog
Why should your legal practice have a blog? Simply, it’s part of your site’s Search Engine Optimization (SEO) program. For example, Bill finds out his neighbor wants to sue him. Not knowing what to do he turns to his main source of answers – Google. When he searches “my neighbor wants to sue me” your blog post titled “What to Do When You Get Sued by Your Neighbor (Or any other people) will appear. Once Bill reads your very informative article he’ll know you have the expertise to help him.
Having a robust blogging program takes time and effort, but when done correctly it can be the difference between prospective clients choosing you rather than your competitors. If you don’t have the time or resources to dedicate to a well-rounded and professional blog contact a marketing agency with experienced writers to help.
Pay-Per-Click (PPC) with Google Ads
PPC is a great way to find your next clients based on where they live and what they search for. For example, let’s say your law firm is located in Burnaby and you have set up a Google Ads PPC campaign. You will set up a variety of ‘keywords’ which will trigger your ad when a prospective client searches on Google. The better your keywords and SEO the closer to the top of Google page 1 you’ll be.
Google Ads also uses geo-targeting through GPS location this means you can easily find prospective clients within a set boundary. By targeting specific areas you don’t have to worry about wasting your money and efforts on unnecessary hits. As an online marketing tool PPC ads are a cost-effective way to find specific clients easily. This is important for your legal practice because personal injury clients are likely to be in a hospital or at a chiropractor’s office, whereas your potential business clients are likely to be downtown or at a conference. If you’re not familiar with PPC ads or Google Ads contact Strategis Consulting for assistance with all of your marketing and business development needs.
These are just 5 online marketing tips for lawyers. For more information on bringing your law firm to the masses contact Strategis Consulting today.
Allemande After earning her degree at Simon Fraser University for New Media Journalism and Editing, Allemande has become an accomplished writer and editor. She is also certified in strategic social media marketing, Google Ads, Google Analytics, and digital sales.
Allemande fluently identifies the channel and content mix that is precisely right for your business and audience. She conducts in-depth analytics for continuous improvement in your audience engagement and generation of sales leads through strategic planning and search engine optimization (SEO), establishes KPIs and related metrics and prepares meaningful reports that you can quickly action. Connect with Allemande.