May 23, 2016
Navigating the digital landscape can be a challenging task for any business, and the ideal approach ultimately depends on the industry. The vast majority of Americans use the Internet, therefore it is essential that your website maintains a strong presence and is user friendly. However, performing well online goes beyond having a good website — it requires the right strategy. For law firms in particular, digital strategies should incorporate a variety of different practices. Here are some key elements which should be present in any effective digital marketing strategy for a law practice.
Search Engine Optimization
The goal of search engine optimization is to achieve higher rankings in organic search results. It begins with keyword research — the practice of figuring out which keywords your potential customers are using to find businesses like yours. Once you determine these keywords, you naturally integrate them into your website copy, and regularly post content including these terms. Additionally, it requires design edits that users will see, as well as back end edits to the website infrastructure. Also, it needs code to ensure that search engines are able to find and understand your site.
Establish a Presence on Google
As a lawyer, it’s highly recommended that you create a Google My Business page. This page will allow your company to appear in a Google Maps search, which is essential for bringing in prospective clients. Many Americans utilize this Google feature to locate attorneys nearby. If they can’t find you, how can they request your services?
Maintaining an active social presence on major social media sites such as LinkedIn, Facebook, Twitter, and Google Plus is key for reaching your target audience and building client relationships. Clients want to work with an attorney they can trust, and a strong relationship plays a major role in establishing that trust. Social media also provides a vehicle for sharing original content to help position you as a leader in the legal industry.
Lawyer Referral Sites
Having a presence on legal referral sites such as avvo.com or lawyers.com is an excellent way to attract new clients. These sites bring in strong leads, because the users are actively searching for lawyers. There are also opportunities for your clients to leave reviews on these sites. Having strong, positive reviews online can help convince clients to give you a call. However, getting clients to write digital reviews can be challenging, so having a digital review strategy can be an important aspect of a business’ digital approach.
Google AdWords is a great tool for promoting your business. With AdWords, you are able to reach a large number of customers with the least amount of effort. This tool allows you to create advertisements which are displayed as targeted users surf the web. There are a number of ways to target potential customers, including keywords, interests, or other demographic features. Another advantage of AdWords is the variety of bidding strategies crafted to meet different budgets. For example, you can choose to pay only when someone actually clicks your ad. Additionally, AdWords provides you with copious amounts of data that can help you improve your campaign on a consistent basis.
Videos are a great way to position yourself as a leader in your industry. A series of short videos answering common questions about your area of practice can help engage customers. Not to mention, videos are also great content to share on social media. Videos are also a means of boosting your search results rankings.
As an attorney, chances are your expertise lies in the areas you practice, not in marketing — and that’s okay! If you’re interested in learning more about marketing your law firm, schedule an initial appointment with our South Florida marketing agency today.