Attracting high-value cases can be daunting for law firms due to limited funds, marketing expertise, and brand awareness. It can also be overwhelming if you have a small — or no formal — marketing team.
That's where Scorpion's digital marketing services for law firms come in. We can help you land big cases by helping you understand your ideal clients, developing a website that attracts those clients, and implementing marketing tactics to land high-value cases. Read on to learn how Scorpion can help you attract ideal clients.
Schedule a free consultation with our team today!
Understand Your Ideal Clients
Like other businesses, law offices must identify their ideal clients to succeed. Otherwise, they are unlikely to attract big cases.
Scorpion can help you understand your ideal clients with the following tactics:
1. Gather Current Client Data From Reliable Sources
First, we will gather data from reliable sources to better understand your current client base. Some sources we may collect data from include:
- Google Analytics reveals how clients interact with your law firm's website. We will pay special attention to client behavior on certain pages, such as practice area and "contact us" pages. We will also answer the following questions:
- Which pages attract the most attention?
- How do leads find your site?
- Which landing pages are converting the most leads?
- Lead generation forms are website forms that collect email addresses and other data from website visitors. A thorough analysis of your lead generation forms can reveal how prospective clients found you, what they want from your firm, and how they expect you to meet their needs.
- Your customer relationship management (CRM) platform stores vital information about your client base, including age, gender, and location.
When you sign up for Scorpion Connect, your Chat AI feature will automatically collect your visitors' details and preferences, so you can learn about them while they learn about your law firm. 55% of businesses are using chatbots to generate high-quality leads, so stay ahead of the competition and get started today.
2. Interview Your Current Client Base
We will also interview your current client base to learn how they discovered your firm and what attracted them to you. We may ask your clients the following questions to learn about their client journeys:
- Did you find [your law firm] online, through referrals, or word-of-mouth?
- How much research did you do before committing to [your law practice]?
- Why do you continue to use [your law firm]'s services?
- What primary problems do you want [your law firm] to solve?
3. Conduct Competitive Research
90% of Fortune 500 companies conduct competitive analyses, and we believe it is just as important for local businesses. That is why we will research your competitors' websites, social media platforms, and online reviews to identify challenges, trends, and opportunities. Competitive research helps us understand why competitors are attracting clients and how they are marketing their services. This helps us refine your marketing strategies, brand image, and ideal client profiles.
4. Create Personas
Did you know that 70% of law firms don't use client personas, but the ones that do use them generate 20% more leads? When you work with Scorpion, we'll look for common threads among the highest-value clients. We will then use our findings to create ideal client profiles. Also known as personas, ideal client profiles are fictional characters representing users who may use your site, services, or brand. Our marketing experts will use these personas to assess your design development and user experience.
Here is a sample persona for a personal injury law firm specializing in traumatic brain injuries:
Goals and motivations:
- Obtain fair compensation to cover ongoing treatment and rehabilitation costs.
- Ensure financial security for himself and his family during his recovery period.
- Hold responsible parties accountable for his injury and prevent similar accidents in the future.
Preferred communication style:
- Empathetic and responsive
- Clear and concise explanations of legal options
- Video conferences and in-person meetings
5. Website Design, Layout, and User Experience
We will design a visually appealing website that captures prospective clients' attention. Besides using high-quality images and a clean design, we will incorporate visuals and copy that evoke trust, empathy, and professionalism.
User-friendly websites are essential to keep leads engaged and encourage them to explore further. We will boost your site's user experience by:
- Optimizing your site's navigation.
- Ensuring critical pages are easily accessible.
- Providing easy-to-use contact forms.
- Incorporating clear calls-to-action (CTAs) that prompt leads to book free consultations for additional information.
- Optimizing your site for different devices and screen sizes, such as mobile phones and tablets.
Scorpion designs your website to help you tell the right story, generate more leads, and increase revenue. Over the last 20 years, our websites have generated over 100 million leads, over 70 million phone calls, and over 1 billion new visitors. Contact us today to find out how we can help you.
6. Search Engine Optimization (SEO)
After building your site, we'll implement effective search engine optimization (SEO) strategies to improve your site's rankings on search engine results pages (SERPs). This will make it easier for prospective clients to find your website. 79% of law firms consider SEO to be the most effective marketing channel, and we want to make sure you utilize its full potential.
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Here are some of the SEO strategies we may use for your site:
On-site SEO
On-site SEO optimizes site elements, such as the HTML code and content, to boost SERP rankings. Examples of on-site SEO strategies include:
- SEO keyword research means identifying relevant keywords (search terms) that leads are searching for and using these keywords strategically in website content to improve SERPs rankings.
- Quality SEO content involves creating content that's both search engine and user-friendly. Our content will use the right keywords, focus on the interests and needs of the ideal client, and attract shares and links to boost SERP rankings.
- Metadata SEO optimization involves optimizing your site's HTML elements, including header tags, title tags, and meta descriptions.
Off-page SEO
Off-page SEO involves improving your site's SERP ranking by optimizing factors outside the website. We can boost your off-page SEO by:
- Guest blogging is when we write an article for another site and add a backlink to your law firm's website.
- Placing paid ads on search engines and external websites to drive traffic and generate new leads.
- Brand signals refer to your online presence and brand reputation, which is established through online directory listings, social media activity, and mentions on other sites. The more brand signals you have, the higher your SERP ranking.
Technical SEO
Technical SEO optimizes your website to help search engines crawl and index it more easily. We can improve your technical SEO by ensuring your robot.txt files are correctly configured, optimizing site load time, and establishing redirects properly.
7. Content Marketing
Our content marketing strategies are tailored to showcase your thought leadership and expertise in handling high-value cases in your practice area. We can help you develop SEO-friendly content that addresses the needs of your ideal clients, including:
- Blog posts
- eBooks
- Videos
- Infographics
- Podcasts
8. Social Media Marketing
A vast majority of lawyers, 71% to be exact, are currently landing clients through social media, and we want to make sure your firm is too.
Scorpion's digital marketing experts can help your law practice leverage social media platforms to expand your online presence and attract high-value cases. We can assist with:
- Content creation: Our marketing experts can create and schedule engaging content for your social media channels, including short videos, images, and tweets.
- Performance monitoring and analytics: We will closely monitor the performance of your social media campaigns, tracking key metrics like conversions, engagement, lead generation, and reach. We will continually analyze this data to optimize your social media strategy.
- Community building: We can help you build a strong online following by responding to messages and comments and fostering meaningful conversations with other legal professionals on social media.
- Reputation management: Scorpion can also monitor your online reputation by addressing negative reviews promptly and highlighting positive client experiences to boost your firm's credibility and reputation.
9. Targeted Paid Advertising
Lastly, Scorpion can help you land high-value cases through paid targeted advertising. Targeted advertising is directed toward audiences with certain demographic (i.e., race, sex, generation, or income level) or psychographic (i.e., personality, opinions, lifestyle, and interests) traits.
Some of the targeted advertisement platforms we can help with include:
- Google Local Services Ads (LSAs) display when people search for services or products like yours. Your ads can appear on Google Maps and Search and across Google's network of partner sites.
Statistics show that 42% of the time, law firms take an average of three or more days to respond to a message from a new potential client. When clients are looking for an immediate response, this can take a major toll on leads. With the latest Scorpion dashboard, your leads will receive an instant automatic response, which will help you uphold an impressive average response time that will be displayed right on your Google LSA ad!
- Facebook Ads displays ads to over 1.2 billion Facebook users. Types of Facebook ads include images, videos, carousels, and slideshow ads.
- Twitter Ads show ads to Twitter users that fit your personas. Twitter ad types include Promoted, Follower, and Takeover Ads.
Experience the Scorpion Difference Today
Understanding your ideal clients, developing an attractive website, and implementing marketing techniques to attract high-value cases can be an uphill battle, especially if you're already wading through an abundance of client files.
Scorpion's experienced digital marketing team is here to help. From website development and brand building to SEO optimization and targeted ads, we have the law firm marketing skills to help you stand out from competitors.
Interested in experiencing the Scorpion difference? Call us today to learn more about how we can help you.
