If there is one failing that nearly all modern legal firms are guilty of, it is their failure to market their firm properly. In one sense, law firms are traditionalists and this means they are loath to try out anything new. This is a bad tactic. A failing tactic. A loser tactic.
Most law firms are stuck in the ancient bygone days where the only marketing they do is on the yellow pages or in some crappy local newspaper that people throw into the bin.
Also, another common mistake is they create a website and they think “bingo, the traffic will just roll in!” Wrong. These old outdated tactics are cumbersome, ineffective, and will lead to poor results.
Modern legal marketing tips and tricks
By embracing modern marketing techniques your law firm, whether a start up or an established firm, can increase their client base exponentially. At the end of the day, who doesn’t want more money?
A legal digital marketing agency will understand the importance of keywords
One of the key areas that a legal digital marketing agency should be skilled in will be SEO keywords. A top legal digital marketing agency will understand the importance of growing your keyword base, thereby increasing your chances of getting found on Google.
But your legal digital marketing agency shouldn’t be simply targeting keywords simply because they have a high volume of traffic. The keywords you’ll want to target should have commercial intent or buyer intent because these types of keywords will be far more likely to lead to conversions.
Creating blogs that have commercial intent keywords is like a farmer planting seeds throughout his farm. Over a period of time these blogs will reach maturity and they’ll sprout out of the ground and will be ready for the picking.
What I mean by this, is that once you publish a blog the traffic won’t start flowing in. Studies suggest that blogs reach their maximum potential about 6 months to 1 year after publishing them.
So the more seeds (ie) blogs and keywords that you plant, the more crops you’ll be harvesting come harvest time. Plant the right seeds( keywords) and in the long run, you can expect to be on the receiving end of bumper harvest after bumper harvest.
This is why you should always hire a professional law firm digital marketing agency so that they can personally select the perfect keywords for you.
Check out my blog on legal content writing
A digital marketing agency for lawyers will analyse your competitors
A digital marketing agency for lawyers should know how to analyse your competitors. By conducting a competitor analysis you’ll be able to gather information in relation to your competitor’s strengths and weaknesses, and then you can exploit any weaknesses for the benefit of your own business.
So what kind of weaknesses should a digital marketing agency for lawyers be seeing to exploit?
For example, if there is a certain blog or piece of content on your competitors website and its getting a lot of traffic but this content looks weak (ie) Not many words, poor H1’s, weak internal links, etc, you could decide to create a piece of content is bigger better and more likely to rank on Google!
This way, all of a sudden, your competitor might find that they have been pushed out of the way by a younger, fresher, and more vibrant piece of content.
An optimized website will be a key goal when it comes to marketing for law firms
If your website is running slower than a Donkey at the grand national, you’re going to be setting yourself up for complete and utter failure. A basic tactic in respect of marketing for law firms will be ensuring that your website is responsive and loads fast.
Why? Because studies suggest that if your website or webpages take over 3 seconds to load people will be gone faster than Usian Bolt in an 100 meters sprint.
Not only should your website be extra responsive on desktops and iPads, you should ensure that the website is equally as responsive on mobile phones.
When it comes to marketing for law firms, ensuring that a website is running fast is a basic tactic, but it’s a basic tactic that is absolutely vital for your business.
Law firm marketing tips
Another area where a lot of law firms fail is the style of their website. Most times, some law firms might have gotten a website made 10 years ago, but in the modern era the website looks like a horse and cart entering a formula one race!
Always ensure that your website looks slick, and professional, and is ready to land customers in the net. An old outdated website is akin to having a hole in the net where all the hard work is done and next thing the fish slips back into the sea because of a gaping hole in the net.
A superior level of marketing for law firms will stop any of these issues and will set about correcting them to ensure that you can minimize your exposure to unnecessary mistakes of mishaps.
Law firm web marketing needs exceptional content
If there is one area that law firm web marketing needs to be successful at it is going to be the creation of exceptional content.
The fact is, great content will keep people engaged with your brand and will keep them coming back for more and more.
In the modern era, people are getting more and more savvy when it comes to deciding what is bogus on the internet and what isn’t, and this is one of the reasons why you should always strive to create content that is better than your oppositions.
So when it comes to law firm web marketing, what type of content should you be trying to create?
Principally, you should be creating content that revolves around Q&A’s and answering people’s questions. Once you answer people’s questions, or a portion of them, this will ensure that they have entered the first area of your marketing funnel and hopefully they will need further advice which will lead them right down into your nets of conversion.
Backlinks are going to be vital for any law firm digital marketing agency
Any law firm digital marketing agency worth its salt will appreciate the importance of building up quality backlinks. If there is one thing that could be deemed as being the lifeblood of SEO and law firm digital marketing, it is going to be the acquisition of quality backlinks from higher authority domains.
If your website isn’t ranking anywhere on Google, and suddenly you get a number of backlinks from established websites with high DA’s this is the equivalence of a gold miner suddenly hitting a vein of gold underneath the rocks.
An elite law firm digital marketing agency will have the proper skillset and will know the skills required in securing and cultivating backlinks that will make a massive massive difference to your success in the legal digital marketing sphere.