11/01/2019
Law Firm Marketing Strategies to Overrule the Competition
Every industry is unique when it comes to marketing. And the intricacies that law firm marketing strategies present are no exception.
Gone are the days of relying on walk-ins and word of mouth to propel your business to the next level.
In this new digital era, where all the information you could want is at your fingertips, people are flocking online before spending the money on a consultation fee. Even lawyers who offer free consultations have their work cut out for them to capture the market before their competitor.
Like most industries, the marketing landscape has moved online – and you will too if you want to secure clients. Traditional marketing prioritized grabbing the audience’s attention to set them apart from the rest. In an age where reviews, testimonials, and hundreds of options for any business are just clicks away, you will have to prove your worth to the customer first. Not just grab their attention.
When people are looking for legal counsel there are usually two paths they take.
Going straight to the lawyer. In which case you need to be highly visible and present yourself as the best option.
Doing independent research online.
By establishing a robust digital marketing plan that incorporates the law firm marketing strategies we will discuss, you will be setting yourself up for future success. Not only will establishing an online presence create a sales pipeline. But it will also promote your business as a highly credible firm.
And as you know, in the law industry, credibility is everything.
SEO for Lawyers
Let’s begin the discussion about the most effective law firm marketing strategies with SEO.
According to a Google Consumer Survey, 96% of people will flock to a search engine when searching for legal advice. Being amongst the first few results can do wonders for your business. And that is where SEO comes into play.
If you are unfamiliar with SEO, it stands for Search Engine Optimization. SEO is the process of tuning your website to achieve higher rankings on a Search Engine Results Page (SERP). This translates to higher visibility in the unpaid results section of Google and increased organic traffic to your business’s website.
By making SEO a priority among your law firm marketing strategies, you will gain a competitive edge over your competitors.
It comes down to understanding Google’s algorithm and what they value out of a website. More importantly, the algorithm is always changing. Staying on top of SEO will surely put you ahead, especially when only 1/3 of law firms have updated their website in the last 3 years.
Did you know that 3 out of 4 people will not make it past the first page of a SERP?
That is a substantial falloff in organic traffic if your website cannot make the cut.
SEO is an investment into your future pipeline and will take time to see results. However, as far law firm marketing strategies go, it has one of the best ROIs. The main components of SEO include technically optimizing your website, creating targeted content, and generating backlinks.