Digital Marketing for Lawyers and Law Firms
Marketing your law firm online can be tough. You’re up against the obstacles of standing out in a busy marketplace, navigating privacy concerns, and, ultimately, reaching your intended audience.
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In this article, we’ll discuss these challenges and show you how to rise to them. We’ll take you through a selection of effective digital tools so you can understand how to build a strong online presence and win new clients. Tap into our expertise in our latest post.
Digital Marketing Challenges for Law Firms
Let’s take a closer look at the challenges law firms face when it comes to digital marketing.
Law is a diverse field, offering many specialties from family law to criminal law. This can make it difficult for potential clients to find the right services for their issue. They may not even know what type of specialization they need or how to search for it. Potential clients may also be concerned with finding the right services in a location close to them.
With targeted digital marketing practices such as SEO (search engine optimization) and local optimization, clients can match with a lawyer who not only deals in the right branch of law but is also located nearby.
The nature of their business is also confidential, which means people needing your services may be reluctant to seek help. You can make it easy for them by using ads such as Google and Microsoft ads, putting your business right in front of them.
Standing out in a saturated market is another issue faced by law firms. You need a strong brand identity across your digital marketing to achieve an identifiable and memorable presence.
We’ll expand on the solutions mentioned here in the next section. You’ll discover that by using targeted solutions as part of a customized digital marketing strategy, you can get great results.
Digital Marketing Strategies and Solutions
There are plenty of strategies that address the challenges we’ve mentioned, helping to strengthen your law firm’s online presence and attract new leads.
SEO
SEO drives traffic to your website from search engines like Google and Bing. A good SEO strategy will ensure that your website ranks highly on search engine results pages (SERPs), making your firm highly visible.
This is achieved by using strategic keywords and metadata (the title and summary that show on SERPs). For example, if you want to be visible to people seeking a divorce, one of your keywords may be “family law firm”.
Good SEO will also ensure that your website ranks highly on the Google three-pack. This is the section on SERPs, which shows a map and the three businesses most relevant to the search along with contact information.
In this way, good SEO highlights your business above others, lets potential clients know exactly what you do, and drives potential leads directly to your website.
Local optimization
Local optimization helps businesses improve visibility in their local area. As a result, people in your neighbourhood who are looking close to home for law services get to see your services.
Local search algorithms are different from the regular SEO ones, so you’ll need to adjust elements like your keywords. So, instead of using the keyword “family law firm”, you can opt for “family law firm Victoria” to show not just what you do but where you practice.
Just like good SEO, local optimization makes you more visible and drives more conversions so that people visit your website and book an appointment. Local optimization can also help build your reputation and brand presence, as you accumulate reviews from local clients.
Google Ads
Google Ads are the ads that pop up at the top of SERPs or if you search for a service on Google Maps. You’ll also notice them on the headers or sidebars of websites you’ve browsed.
As part of the ad creation process, you can specify the kind of people you want to target — for example, by age group or locality. You will also use keywords to make your ads relevant. This makes your ads a great way to raise awareness of your brand. They also capture the attention of people who may need your services now or in the future — you’re placing the information they need right in front of their eyes.
Microsoft Ads
Microsoft Ads work in a similar way to Google Ads. They’re also known as Bing Ads since they show on Bing searches and multiple sites owned by Microsoft, including MSN, Yahoo, and Outlook email. While Google Ads have captured a greater share of the market, Microsoft ads are still worthwhile.
One of the advantages of using Microsoft Ads is that they allow you to target your audience based on information taken from LinkedIn so you can customize your ads according to company, industry, and job function.
This makes Microsoft Ads great for specialties like corporate, banking, or employment law, allowing you to reach these sectors with ease.
LinkedIn Advertising
LinkedIn Advertising is another solution that is helpful for targeting specific law specialties, as mentioned above.
Just as their name suggests, these ads feature on LinkedIn. You can choose from different types of ads — these include:
- Sponsored content, which pops up on your audiences’ feeds
- Sponsored messaging, which lets you send customized messages to individuals
- Dynamic ads, which use profile data to deliver your message
- Text ads, which appear on desktops only
These features allow you to create personalized ad campaigns to reach highly targeted audiences. They’re a great choice if you specialize in a niche area of law.
Turn to 1UP Digital Marketing for Measurable Results
Building an online presence for your law firm and reaching your intended audience may seem daunting at first. But these tools offer effective ways to hit your marketing goals.
An effective digital marketing strategy uses a combination of the tools we’ve listed here to create a targeted campaign to win you new clients and conversions.
If you’re looking for help with crafting your digital marketing campaign, turn to 1UP Digital Marketing. We have the expertise to create a customized digital marketing plan for your law firm that offers measurable results. Reach out to us to know more about how we can get you the results you need to grow your business.