Digital Marketing for Law Firms: 6 Ways to Get More Clients
Pursuing new clients is not just a goal but a necessity for the sustained success of law firms. Embracing digital marketing has become crucial for firms looking to maintain a steady stream of high-quality leads and billable work. Navigating digital marketing channels can be challenging, but your firm can excel with the right tactics.
This blog post discusses six digital marketing strategies tailored for law firms. These strategies will extend your reach and connect with those seeking legal services. Let's explore how to harness everything from search engine optimization to website design to transform your digital marketing strategy and see a real difference in your client acquisition and retention.
The Digital Marketing Landscape for Law Firms
Navigating the digital marketing landscape can be challenging for law firms, but it's essential for staying competitive in today's market. The legal industry has shifted from traditional marketing methods to more online digital strategies. This change in legal marketing is not just a trend but a reflection of where your potential clients spend their time and how they seek legal services.
One significant trend on the rise is short-form video content, particularly on platforms like TikTok. Despite being unconventional for the legal sector, TikTok's growth and the popularity of legal-related content on the platform demonstrates the potential for local law firms to reach a broader audience. The hashtag #lawtok has amassed over 1.8 billion views and continues to grow daily.
A well-known lawyer in the space is Erika Kullberg. She is known for her unique approach to blending legal advice with personal finance tips. Her content on TikTok mainly revolves around providing viewers with practical advice, often through engaging and relatable scenarios. Here is an example of Kullberg talking about Nike's terms and conditions.
While billboards and print ads still have their place, your law firm's online marketing presence is essential to capture potential clients online. These digital channels offer the flexibility to tailor your marketing messages and target specific demographics, which is something traditional marketing struggles to achieve. Embracing digital marketing helps reach a wider audience and build a more relatable and accessible brand for your law firm.
6 Digital Marketing Strategies to Get More Clients
There are many digital channels, and learning how to utilize them can be difficult. Below, we'll provide some tips to get you started and see results. Let's dive into the key marketing channels to help your law firm thrive.
Strategy #1: Search Engine Optimization
Search engine optimization (SEO) ensures your website ranks higher on search engine results pages, making it more visible to those needing legal services. By optimizing your website with relevant keywords and high-quality content, you can attract more potential clients. Furthermore, listing your firm in online lawyer directories enhances your online reputation, visibility and credibility, making it easier for clients to find you.
Conduct keyword research with SE Ranking to optimize your law firm's website for search engines. Identify terms your potential clients use when searching for legal services, such as "personal injury lawyer in [city]" or "estate planning attorney near me." Incorporate these keywords into your website's content, titles, and meta descriptions. Additionally, ensure you list your law firm in prominent online legal directories–this improves SEO and increases your firm's credibility.
Strategy #2: Content Marketing
Content marketing involves creating and sharing valuable content to attract and retain clients. The type of content can include blog posts and infographics that address common legal issues or discuss changes in the legal industry. High-quality content educates your target audience and positions your law firm in search engines as an authoritative industry source, building trust and respect among potential and existing clients.
Create a blog section on your website to add published articles relevant to your practice areas. For instance, if you specialize in family law, write informative pieces about navigating divorce, child custody, or adoption. This approach positions your law firm online as a knowledgeable and helpful resource, encouraging potential clients to seek more personalized advice.
Strategy #3: Social Media Marketing
Social media platforms are powerful tools for law firms to engage with their target audience. Regularly posting relevant and engaging content on social media channels can enhance your law firm's online presence. It's an excellent way to communicate your expertise, share insights, and build relationships with current and potential clients. Remember, each social media post is an opportunity to show your law firm's personality and values, making it more relatable and accessible.
Develop a social media calendar for platforms like LinkedIn, Facebook, and Twitter, where you share a mix of content such as legal tips, firm news, and community involvement stories. For example, use Twitter to comment on legal trends or new legislation and Facebook to showcase your firm's involvement in local events or pro bono work.
Strategy #4: Pay-Per-Click (PPC)
Pay-per-click advertising is a cost-effective way to drive traffic to your website. By targeting specific keywords related to legal services, you can reach potential clients actively searching for your services. Google Ads is a powerful tool that allows you to appear at the top of search engine results, increase your visibility, and attract more clients to your law firm website.
Set up a Google Ads campaign targeting keywords specific to your law firm's services. For example, if you're a personal injury lawyer, bid on keywords your prospects are likely searching for, such as "car accident attorney" or "slip and fall lawyer." Create compelling ad copy that addresses the pain points of your target audience and direct them to a landing page or opt-in page on your website specifically designed to convert leads with clear calls-to-action.
Strategy #5: Email Marketing
Email marketing remains an invaluable tool for companies in all industries. By sending targeted and personalized emails to potential and existing clients, you can inform them about your law firm's services, successes, and updates. Using automated email software and writing well-crafted email marketing campaigns can help nurture leads and keep your law firm top-of-mind when legal services are needed.
Build an email list by offering a free legal guide or newsletter signup on your website. Use this list to send out weekly or monthly newsletters that include insights into legal issues, updates about your firm, and links to your latest blog posts. For example, a tax law firm might send an email series during tax season with tips for filing taxes and avoiding common mistakes.
Strategy #6: Website Design
Your law firm's website is often the first point of interaction with potential clients. A well-designed website should be visually appealing, user-friendly, and informative, providing visitors with an easy way to learn about your services and contact you. A website optimized for desktop and mobile users ensures a positive user experience, which is crucial in converting visitors into clients.
Ensure your website is professional, easy to navigate, and mobile-friendly. Include clear sections about your services, attorney profiles, and client testimonials. For example, add a 'Client Testimonials' section highlighting case studies of how you've helped clients. Make sure your contact information is on every page (having it in the footer is a great option), and consider adding a live chat feature for immediate inquiries.
Measuring Success for Law Firms: Analytics and Adjustments
Digital marketing doesn't end after you've implemented the strategies. Measuring their success and making necessary adjustments is critical to ensuring your law firm's digital marketing efforts reach and resonate with your target audience. Let's explore how to adjust your online marketing efforts based on data analytics.
Refine a Digital Marketing Strategy with Data Analytics
Data analytics provides invaluable insights into the effectiveness of your law firm's digital marketing efforts, guiding you in making informed decisions. Whether your website performance or social media campaigns, data analytics helps identify what works and needs improvement.
Utilize tools like Google Analytics to track website traffic and user behaviour. For example, if your blog posts about family law receive more views and longer visit times, it indicates a high interest in that area. This insight can direct you to focus more on that topic in your content marketing and SEO efforts, tailoring your strategy to what engages your potential clients the most.
Website Traffic, Conversion Rates, and Client Engagement Metrics
Diving deeper into your law firm's digital marketing analytics involves understanding key metrics like website traffic, conversion rates, and client engagement. These metrics show how effectively your law firm attracts and engages potential clients online.
Monitor your website traffic to understand which sources (search engines, social media platforms, or email marketing) drive the most visitors. Pay attention to conversion rates, which measure how many visitors are taking desired actions, like filling out a contact form. For social media marketing, track engagement metrics like shares, comments, and likes to analyze audience interaction. If specific social media posts consistently perform well, consider incorporating more of that content into your strategy.
Improve Digital Marketing Tactics Based on Performance Data
Continuous improvement, driven by performance data, is essential to stay ahead and maximize your internet marketing efforts. Regularly review the performance data of your different digital channels, such as PPC campaigns, email marketing efforts and SEO rankings.
If a particular PPC campaign generates a high click-through rate but a low conversion rate, it might need to revise the landing page design or the call-to-action used. Similarly, experimenting with different subject lines or email content might be necessary to re-engage your audience if your email newsletters have a declining open rate.
Conclusion
Digital marketing offers many opportunities for law firms looking to expand their client base. Each strategy provides a unique way to reach and connect with potential clients, from search engine optimization to content marketing. By implementing one or more of these six digital marketing tactics, your law firm can effectively enhance its online presence, establish trust with your audience, and secure a steady stream of high-quality leads.
Furthermore, by using the right tools, you can dramatically cut down on the time spent working on your marketing strategies. Read our recent blog post on the AI marketing tools we use to save hours on our marketing campaigns.
Book a Free Consultation
If you need help with your next campaign, we offer customized, full-service digital marketing services for professional service providers. You can schedule a free consultation with one of our experts to learn more about our services and how they can help your business grow!
Who We Are
Noetic Marketer is a full-service digital marketing agency with roots in Ottawa and the GTA. We specialize in creating and optimizing digital marketing campaigns for higher education, e-commerce, professional services, and contractors.
Over the past few years, our team has developed and implemented complete digital marketing solutions for professional service providers across North America.
Our services include digital strategy consultations, search engine optimization, pay-per-click advertising, social media advertising, content marketing, website design, email marketing, CRM implementation, and conversion rate optimization.
About the Author
Krystal Wiltshire first entered the digital marketing world when she interned at a small agency in Montreal, Quebec, where she discovered her knack for blog writing.
Since then, she has continuously improved her skills, working closely with small business owners and marketing teams in larger-scale businesses.
As a Digital Marketing Coordinator at Noetic Marketer, Krystal strives to create content that positions our clients’ brands or companies in a positive light and uplifts them to become industry leaders.
When she’s not working, Krystal loves to break into spontaneous dance sessions, look up new cooking recipes, and watch her favourite crime shows on Netflix.
