When you’re looking for a service, what’s the first thing you do? If you said ‘do a Google search’, congratulations! Around 81% of buyer journeys begin with an online search, and those looking for legal services are no exception.
Digital marketing has become a vital tool to help lawyers and law firms attract more clients, get more business, create more visibility in their communities and generate more revenue for their business. So while many still rely on the traditional ‘word of mouth’ method for finding clients, those who do will find themselves left behind. Instead, digital marketing is a much more sustainable, long-term strategy to build your business. So, how does it work?
Create a Website
The very first thing you need to do to be found online is create a website. If you don’t have one, then your chances of success are very low indeed! Building a website might be within your skillset, in which case using DIY website builders to create your website might be a viable option for you. But for most of the law firms we speak to it’s not something they have the resources to handle. If this is you, then your best bet is to hire a professional web developer to help you.
A developer will be able to create a unique and comprehensive website for you, as well as provide you with training on how to use it, update your own content and make sure everything is running properly. They will ask you what pages you want, and to get the best from your site you should include:
- Home page
- A main services overview page
- Separate pages for each service you offer
- A ‘meet the team’ page, with photographs and bios of each member of your firm
- An about page
- Testimonials page
- FAQ page
- Contact page
You’ll also need to consider the images you use – making sure they are an accurate reflection of your business and your values, polished and professional without slowing your site down as a result. Once your site is built, it’s time to work on getting your business found online.
SEO
SEO is the practice of drawing in and driving more visitors to your website by appearing on page 1 of the various search engines. It sounds simple, but in reality it’s quite a complex and nuanced practice. Your best bet for long-term success is to focus on two areas – content and technical SEO. If you’ve been working with a web developer, ask them if they can help you with the technical SEO aspects, as these often involve making changes to the back-end of your website.
You then need to write some amazing content! We’re talking regular blogs, case studies with happy clients (with identities protected of course), guides and white paper resources. Make sure all of the right keywords are in that content, and promote it across the internet. This is a key part of establishing both the authority and quality of your website and then
Google Business Profiles
Google business profiles are essentially your golden ticket for local work. This is mainly because over 90% of consumers use online searches to find local businesses, and 42% of them go on to look up directions using Google Maps. Google Business profiles allow you to manage your presence on Google’s platforms and provide an easy way for prospective customers to check you out.
Getting started is simple – claim your Google Business listing and fill out all of the details asked. This includes things like your primary business category, which strangely is often missed. Make sure you use your keywords in this section, and upload high-quality photos of your building, outside and in, as well as your logo and any other relevant images. Once you’re set up, Google will send you a code in the post to verify your business.
Then, it’s all about maintaining it! You’ll need to keep your listing up to date, regularly updating opening hours and other business information as it changes. You can use your profile to post short news items, gather reviews add Q&A sections and more. Make sure you’re actively using and managing your Google Business Profile, and your listing will show up more frequently in search results.
Directories
Another easy win for your marketing is to make sure you’re listed in a variety of legal directories. These are essentially the yellow pages of law firms, and many customers will use them to either find a reputable law firm, or check the validity and credentials of a law firm they are already considering. Having your business listen in a directory provides an independent, unbiased analysis of your firm, and adds credibility to your wider marketing efforts. Many directories will only charge a small amount for a listing (some are even free), and may even offer to promote your firm to their user base.
When submitting your listing, make sure you’re choosing the best category for your business, and that your submission is clear, compelling and well-written. Proofreading is essential here! Each directory will have its own application process, and once you’re approved you can promote your membership in your own marketing too. Just remember to update your business details if things change!
At Lion Spirit Media we’re a legal marketing agency that can do content strategy, marketing, advertising and communications a little differently. For us, marketing isn’t just about ticking the right marketing boxes. It’s about helping you find your ROAR, and spreading that unique message far and wide so that when your target market is ready, you’re the only law firm they think of. If that sounds good and you’d like to know more, all you’ve got to do is get in touch with our team today and book your free, no-obligation consultation.
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