July 7, 2022

Melissa Baker

Digital marketing for law firms: How to stand out

Law firm marketing is just as diverse as the industry itself, especially when it comes to content creation. Depending on your target market, location, clients, and specialty, your digital marketing initiatives could be simple or complicated. However, all successful firms do require a strategy.

How to Make Your Law Firm Marketing Initiatives Stand Out

Lawyers can utilize digital marketing to quickly promote their websites, social media accounts and grow their client pool.

Here are a few tactics you can use to truly stand out from the crowd.

Invest in a Quality Social Media Presence

Social media marketing is nothing new, but platforms like Facebook, Twitter, and LinkedIn are still the best way to engage with potential customers. For example, LinkedIn for lawyers and other LinkedIn Groups can help you network with other clients and lawyers in your field.

While social media mainstays work well for lawyers, you can’t just stick to the big three if you want to separate yourself from the competition. TikTok can help law firms receive engagement from a younger audience, meaning they’ll make you their first choice when they need you.

Start Building Your SEO Strategy Now

If you want an inexpensive but effective way to market your law firm, start building your search engine optimization (SEO) strategy right away. Since it can take a few months before you start attracting organic traffic to your website, you’ll need to use traditional ads and SEO in tandem.

For example, SEO for personal injury law firms will include personal injury law-based keywords, backlinking, technical optimization, and more. This can take up a lot of your time, so consider hiring an SEO specialist or an agency if you need help writing content or improving website UX.

Concentrate on Improving User Experience

UX or user experience is a metric that measures how a user interacts with a product, service, or system. A website that’s easy to navigate would rank high in user experience, but a slow site would rank low. The goal of user experience is to reduce frustration and keep visitors engaged.

Law firms should create websites that are straightforward to use and contain vital information clients should know before they contact your lawyers. Be sure to include your operating hours and links to social media pages. A live chat function can help clients get in touch with you.

Prioritize Local Search and Google My Business

Some think local marketing is dead, but that’s far from the truth. According to Nectafy, 88% of people who search local businesses on mobile either called or visited said business within 24 hours. That stat alone should convince you to optimize your Google My Business profile.

Google My Business populates business info based on a user’s geolocation. It’s the first thing users will see when they Google “law firm near me” or “law firm in X city.” Besides your law firm’s name, address, and contact info, add a “schedule consultation” button to your profile.

Take Advantage of Email and SMS Marketing

While the other marketing tips in this article focused on attracting clients, email and SMS (text message) marketing helps you retain them. If you keep clients on retainer or market to clients with ongoing legal requirements, you can use email/SMS marketing to keep them in the loop.

You can get a current client’s email or phone number by looking at their submitted paperwork, but don’t add them to your subscriber list without their permission. Use disclaimers to ensure you’re staying legally compliant. If you break these rules, it’ll reflect poorly on your law firm.