If you’re like most lawyers, marketing your law firm is likely the last thing on your to-do list. You’ve got paying clients to worry about, not to mention all of those pesky court deadlines. But even if you’re swamped with work, it’s still important to make sure you’re doing what you can to promote your organization as an authority in its field—or else you might find yourself losing out on potential clients who are looking for legal representation but aren’t seeing your name come up when they search online.
So how do you ensure that people searching for a lawyer will see yours come up at the top of search engine results? It all comes down to understanding how people find lawyers today and then executing a strategy accordingly with a law firm marketing strategy.
Use a content marketing strategy
Content marketing is the best way to market your law firm, but it’s not as simple as producing a few blog posts or videos and calling it a day. You have to have the right strategy in place if you want content marketing to be effective.
It allows you to build trust with potential clients and help them understand how you can help them solve their problems. It’s also a great way for you to stand out from other firms by demonstrating that you know what your customers need, which makes it easier for them to reach out when they need legal services in the future.
In addition, using content marketing allows you to get more leads and sales for your firm because potential clients who are interested in hiring lawyers will notice all the valuable information on your site and sign up for the newsletter so they don’t miss anything important from this point forward (and hopefully become clients down the line). Finally, creating a good reputation online will help attract more people who are looking into hiring attorneys in general, which gives even more exposure because each new person knows exactly who wrote those articles or produced those videos—you.
Use a combination of paid and earned digital media to promote your law firm’s brand
The best way to promote your law firm’s brand would be to combine both types of promotion into one cohesive strategy. Paid media is advertising that you pay for in some form; this could be paid digital advertisements or even TV commercials. Earned media is free publicity that you gain through positive mentions in news articles or social media posts by customers and other people talking about your business.
Offer e-books, whitepapers, webinars, and other value-adds
Offering ebooks, whitepapers, webinars, and other value-adds that position your law firm as a thought leader in your area of practice is one of the best ways to make money from marketing. It allows you to educate prospects on topics relevant to them while positioning yourself as an expert in the field.
A well-written ebook will go a long way toward building trust with your audience by showing that you’re knowledgeable about their problem or need. It will also build authority through its use of research data which supports claims made within it. Most importantly though, this type of content positions you as an industry leader who has valuable information for people who need help solving problems related to your areas of expertise or simply want some legal knowledge they can use in their daily lives.
Optimize your website for mobile devices
Your website should be optimized for search engines and social media. This will help your law firm rank higher on Google, Facebook, Twitter, and other search engines and social media platforms. Your content must be relevant to your target audience and should hit them where they are most likely to find it—on their mobile devices at the time they’re searching for legal services.
If a potential client is searching for an attorney on his or her phone, it must be easy for them to complete the call-to-action that leads them to engage with you. You also want your website design itself to look sharp when viewed on a mobile device so that visitors don’t lose interest before getting through all of the content you have provided.
To do this, make sure there are no unnecessary animations or graphics that distract from the message you wish to convey. You also should make sure all links work and are directed to the areas of your website you intend them to be directed to. Finally, use simple fonts like Verdana or Arial rather than Times Roman which can become unreadable when zoomed out.
The key to effective law firm marketing is consistency. You should always be striving to make your brand stronger so that when people are searching for the services you offer, they will find you. To achieve this, it’s important that you consistently produce content that provides value and helps potential clients learn more about what makes your organization unique from others in your field