Marketing for Lawyers & Attorneys

Marketing terms for Lawyers & Attorneys

• Marketing prospects for lawyers & attorneys 

A marketing lead is a prospective client for your law business. It’s not just someone visiting your website. A user becomes a marketing lead when they take a step that indicates they want to speak with you. They could, e.g., fill out a “Contact Us” form, call your company, or provide their contact details in another way.

• Rate of conversion

Your conversion rate is the proportion of people who visit a specific webpage or ad to those who “convert” to a lead. You can monitor the conversion rate of a single page or the whole website of your law company. You should also consider how well your intake process converts leads into future clients.

• Call-to-action (CTA) 

A call-to-action, or CTA, is a clear request for a visitor or result to proceed to the next step on their way to becoming a paying client. This could be a button that leads to your “Contact Us” form, or it could be a button in a paid ad that interconnects to your lawyer’s & attorneys’ websites.

• Landing pages

A landing page is a website page of your lawyer & attorney’s company designed to entice viewers to perform a particular action, like following a link, filling out a form, scheduling a consultation, or calling. 

• Search engine optimization (SEO) for you lawyers & attorneys website

Search engine optimization, or SEO, is the practice of optimising your; lawyers’ & attorneys’ websites so that they show up near the top of searches for related searches.

Keywords (also known as keyword phrases) are terms or phrases that reflect the topics on which your pages are based. Like, if you’re a divorce lawyer in New York, you might focus on a keyword phrase like “NY Divorce Attorney.”

Simply stated, these are the search words that online users insert into Search engines such as Google. Your key phrase semantically similar variations of it—should show up in key places on your page to indicate to search engines that your page is appropriate to that topic. Yoast SEO is a proper Seo tool that you can easily integrate into your WordPress website.

• Return on investment (ROI)

Return on investment, or ROI, is a measurable statistic used in numerous law business sectors, however, it is particularly vital in marketing. To expand your law firm and keep your company financially viable, you must ensure that you are receiving a good return on your advertising investments.

• Pay-per-click (PPC) marketing to promote your lawyers services

Pay-per-click (PPC) is a method of advertising in which an advertiser pays a publisher each time their ad is clicked on. PPC ads can be found on search engines like Google, social media like Facebook, Twitter, and Instagram, and even in emails.

They’re a low-cost legal digital marketing strategy as you can set your own cost and spend either as much or as little as you want, and are targeted. As a result, you can target your audience based on demographics, gender, age, device, and other factors.

Google Ads ranks PPC campaigns according to audience relevance and usefulness (in the same way they rank websites). Ad copy that is relevant to the keywords you bid on will raise your position, which helps determine in which your ad appears and the cost of each click.

Where else do people in your area need a lawyer? Of course, online. Consider the possibility that they discovered your law firm through a single Google search. Pay-per-click marketing for law firms is an excellent lead generation strategy as it focuses on clients who require specific legal services.

Marketing strategies for Lawyers and Attorney firms 

A marketing plan for a big or small law firm can be easily developed and implemented with the right strategy. You can employ the steps below to help you reach your goal, whether it is to establish a sustainable solo practice or to rapidly expand your firm.

Here are ten strategies to think about when developing a marketing strategy for your law firm:

1. Develop a marketing budget for your law firm

A well-planned marketing budget is an essential element of any law firm’s business plan. To evaluate how much you’ll have to invest in your law firm marketing efforts, first, define your targets and how much profits you’ll need to make t a reality. Then you must consider how many cases per year you must bill in order to meet your revenue target. This will differ depending on your field of practice.

After you’ve made your decision, you’ll be able to calculate your total law firm advertising costs. Take note of your law firm’s stage, i.e., have you just started your practice or is it well-established? Take into account how competitive your market is. Are you, for example, a business attorney trying to establish a client base in a competitive city like New York, or the sole family lawyer in a small town?

Because law firm marketing technology may be a component of your overall marketing strategy, don’t neglect to budget for those financial implications. Examples of law firm technology involve content marketing strategies as well as individual apps for SEO, social media scheduling, and email campaigns.

Once you’ve established your law firm advertising budget, it’s critical to stick to it. Gaining more cases won’t help your firm grow if you’re not keeping an eye on the bottom line.

2. Create an attractive law firm website

Your law firm’s website is often a prospective client’s first impression of you in the digital age. It’s your chance to make a good first impression on website visitors looking for a lawyer.

Use high-quality photographs and a captivating law firm logo as a starting point. Then, state your services and practice areas in a clear and concise manner. Highlight any awards, acknowledgments, or significant experiences you have, and make your contact information visible.

If you already have a website or are considering creating one, make sure you’ve gone over our law firm website checklist. It includes all of the vital aspects of a high-quality and high-converting law firm website.

If you’re looking for someone to assist you in developing or establishing your website, contact us. We are here to help you in this regard. 

3. Make absolutely sure your lawyer’s website is search engine optimised

Will prospective customers be aware of you if you develop a law firm website to market your firm but no one sees it when they search online?

To maximize the benefits of your law firm website, make sure it adheres to SEO best practices. It is critical to ensure that your website is well-designed. This must include relevant, high-quality content. This is exactly what search engines like Google and their users are looking for.

You should also ensure that your content targets long-tail keywords. Rather than just using the word “lawyer,” include the name of your city as well. Using long tail keywords increases your chances of competing with other pages and being noticed by potential customers.

If you need to draw prospective customers in a specific geographical area, create a Google Business listing. Make sure to include contact details as well as a clear, helpful explanation of your services.

Our Marketing Agency has the best SEO experts. If you want to hire professionals for your law firm for this purpose or learn even more about SEO strategy, contact us. 

4. Register for your free online accounts to promote lawyers & attorneys’ services 

Your law firm website is one spot prospective customers can search for you, but it isn’t the just one. There are various alternatives to claim online accounts for free, ranging from review sites to your local state bar listing.

5. Establish a social media presence for your law firm

To attract new customers via digital advertising, you must go where they are. This indicates social media in the internet world. There are numerous social networks to choose from, so you must determine which platforms are best for your law firm and practice area. Using social media with some careful planning can have a significant influence on the expansion of your law firm.

Here are a few ideas for using social media in law firm marketing:

• Follow legal leaders on Twitter and join in on the discussion.
• Create an effective LinkedIn page for your law firm. Make it distinct from your personal LinkedIn profile, which should also be optimised to help you stand out among peers and potential clients.
• Create a Facebook marketing campaign to establish yourself as an expert in your field and attract new customers. 

Finally, ensure that you are following the ethics and advertising rules applicable to your law firm. For example, do not refer to yourself as a specialist or expert unless you have been formally certified as such, and avoid establishing improper lawyer-client connections.

If you want information regarding social media marketing or want to hire professionals for Social Media Marketing, we are here to help you. 

6. Properly manage your law firm’s online reviews

Clients may begin to leave reviews once you have a variety of online profiles for your law firm set up. These must be managed carefully. When seeking legal counsel, 82% of customers looked for client reviews and 81% looked for referrals, based on the 2021 Legal Trends Report. Although a few poor reviews won’t affect it, a steady stream of them may turn off potential customers.

Make requesting an online review at the end of each case a part of your procedure, especially if the client is highly pleased. Even so, make sure your request complies with the advertising rules of your state bar. If you come across a negative review, don’t dismiss it. When it comes to actually responding to your client’s reviews, follow best practices for managing your online reputation for lawyers.

7. Content marketing for lawyers & attorneys 

You already have a talent for the written word; use it to help your law firm grow. Blogging, and, more broadly, content marketing, is an excellent way to establish your brand and authority.

You can use content to demonstrate your expertise in a specific field. If you can offer helpful responses to basic questions that potential clients may have, you will gain their confidence and trust. Showing that you are an official in the law field increases the likelihood that you will be hired.

If you choose to start a blog, take your time and look for legal-related evergreen content marketing topics. Ensure your content has a clear focus, follows a consistent cadence, and provides quality, useful information.

8. Invest time in the lawyer’s business growth and networking

If you’re going to spend some time networking with other legal experts, make sure the discussions are worthwhile. Establish a conversation approach for where and how you’ll spend your time and effort. Make preparations to have meaningful conversations that will help your law brand and result in referrals.

Referrals from other attorneys are an important part of any law firm’s business development and profit generation. 

9. Understand your target market: Who are you marketing to?

Recognizing your intended audience will assist you in creating valuable content that prospective clients will want to interact with. Like, if you’re a divorce lawyer, you probably know the average age of your clients. This may influence which social media apps you use to communicate with them.

All you create and share should be beneficial to your potential clients. Keep them in mind when you’re writing a blog post, sending an email, or upgrading your website.

10. Track the effectiveness of your law firm’s marketing initiatives

Whatever method you choose to market your law firm, it is critical to track the return on investment of your efforts. Without assessment, you’ll have no suggestion of which campaigns are successful and which are not. 

Identifying which marketing technique is undervalued will help your marketing plan succeed by allowing you to stop investing in methods that don’t work and increase your investment in those that do.

Perhaps you want to create a new website to help you gain more clients. Or perhaps you’ve built up a lot of goodwill over the years and have a lot of positive feedback from previous clients. The only method for finding out is to look at the numbers.

Begin by asking clients how they found out about you. While this is a low-tech method with only anecdotal evidence, it’s a good starting point. However, you will need to conduct a more in-depth evaluation to truly understand how your marketing is performing.

Incorporating website tracking is the greatest way to monitor your law firm’s digital marketing efforts. For most law firms, the free version of Google Analytics—an analytics tool that assists website owners to gain insights into traffic to their sites is a workable approach. 

Google Analytics will assist you in identifying useful metrics such as the website people who visited before coming to your site (also known as a “referring domain”), how long a given visitor remained on your site, and, of course, the number of your site’s visitors.

Hire marketing experts for your law firm 

Every attorney and lawyer can and should do something to market their law firm. Use your strengths and/or hire a law firm Marketing Professional to get your name out there to bring in new business. The key to any of your marketing tactics is the follow-up.

To learn how to effectively incorporate marketing into your firm’s business growth, connect with our Marketing Strategist for a one-on-one strategy session today.