Law Firm Marketing: 6 Spring Cleaning Tips
Are your law firm’s marketing strategies stale and dusty? Shake them out with these expert digital marketing tips.
It’s spring, which is a perfect time to spruce up your digital law firm marketing approach, and give it some extra polish to last through the rest of the year. Here are six tips on how to revamp your online marketing efforts:
1. Make the prospective client’s decision easy: refresh and update those noteworthy settlement notifications, case studies, and client testimonials.
Clients see your website, and often, they will make a decision based on what they see on your website. What you have done for past clients is a key indicator to your new customers of what you can do for them. Capture their interest before they contact you so it’s less of an interview and more of a hiring.
Make sure the rest of your landing pages are relevant and fresh, too—not just the home page. Home pages aren’t the main entry point anymore, says Website Magazine: 54 percent of consumers find websites through search engine results, 32 percent through social networks, and 28 percent through links from other websites.
Articles, blogs, and case studies all attract traffic, so make them great and keep them fresh. Remember: statistics show you only have between 10 and 20 seconds to capture the attention of your readers before they leave.
2. Avoid confusing your customers: update your online listings.
Do you know your contact information on local directories and listings could be wrong? Wrong or incomplete info can drive traffic away from you and destroy your reputation. A whopping 73 percent of people say they lose trust in a local business when an online listing shows incorrect information, and 67 percent say the same if they get lost due to faulty location information, according to Search Engine Watch.
Accurate, up-to-date listings are crucial, especially considering that 71 percent of people look up and confirm the location of a local business before patronizing it. Most people do this on the way to the business, using their smart phones. Send your potential client to the wrong address, and you’ll have a hard time regaining their trust.
The most common problem with local business listings is incorrect or missing addresses, business names, website URLs, phone numbers, as well as listings that don’t show up. In order to build SEO and consumer trust, name/address/phone number (NAP) citations must be accurate and above all, consistent.
3. Show your customers your human side: blog, and blog often.
Perhaps you had a well-thought-out plan for law firm marketing a year ago, but your efforts have been going by the wayside. Reassess the state of your blog and ask yourself the tough questions: Are you updating it as often as you should? Are you writing about relevant topics that affect your readers? Are you approaching your blog as a marketing tool? If not, you should.
It really does work—that is, if you offer relevant, quality content. Don’t hire a “resource” that throws nonsense onto a page just to hit some keyword-stuffed SEO targets. Poor content will hurt you. Period.
When you publish fresh content on your blog, Search Engine Journal says this is akin to putting a human face on your brand, working to educate clients while setting you apart from the competition. A blog is essentially a platform on which you can establish your industry expertise in anything from dog bite accidents to medical malpractice.
Solve your clients’ problems, show them information that hits home, and keep it current. Having a blog on your site from a year ago only serves to show your potential clients that you don’t maintain your website. Stale websites show neglect, and your visitors will sense that right away.
4. Stay modern: review and overhaul your website.
Once a year, you should take a good hard look at your website. Is it converting like you want it to? When’s the last time you updated it? Have you removed old staff members and added new ones?
If the answer is no, ask yourself: do I have the time to update my website? If not, you may need help with planning your law firm website. After all, your website is often the first touchpoint your customer will see; if it’s not the first touchpoint, then it will certainly be second after they Google your name and law firm name. Give your prospects that vote of confidence, as it can lead to many more customers entering your sales funnel.
5. Find out where customers come from and meet them there.
Understand how people are finding you. This knowledge will help you improve your law firm marketing tremendously.
When new prospects contact you, train your staff to ask how they found you. Have them get specific; if the answer is, “On the internet,” follow up with, “Where on the Internet? Google? Facebook?”
Also make sure your webmaster has installed Google Analytics on your website so you can set up automatic reports or log in any time to check your metrics. Focus on your key metrics such as overall traffic, referral sources, conversions, time spent on site and bounce rate.
6. Keep your friends close but your enemies closer: perform competitive analysis.
To get ahead, you need to know who you are competing against. There are many ways to find out what your competition is doing online. Search analytics websites can help you achieve this, such as SEMRush, ahrefs, and SpyFu—all designed to browse millions of keywords on the web to compile information on a database.
Such information can be broken down by category—for example, organic/paid search, backlinks, display ads, organic keywords vs. ad keywords, etc. Find out which keywords your competition has purchased on Adwords, what ad variations they’ve had in the past decade, and what online and traditional lead methods they’re employing.
What’s working for them? And, perhaps more importantly, what’s not working for them? Fill the gap and emerge victorious.
When it comes to digital marketing for lawyers, you can’t afford complacency. It’s time to do some spring cleaning on your website. Get rid of the old, welcome in the new, and freshen up your online brand to attract and retain clients.
Rahul Alim is the founder and CEO of Custom Creatives, a digital marketing agency in Agoura Hills that specializes in attorney marketing and website design.