Is your law firm getting enough business from the Internet? Or could it be getting more?
Today, there are more opportunities than ever for targeting your most ideal legal clients online and marketing your firm. With a smart and diverse digital marketing plan, you can get in front of the right online users at the right time wherever they are in their online journey, whether that’s in Google searches, on social media, or while they are just browsing the web.
To understand why online marketing is so important, consider these facts:
- 84% of Americans used the Internet in 2015, up from 52% in 2000. (Pew Research Center)
- 4 in 5 consumers use search engines to find information about local businesses. (Google / Ipsos MediaCT / Purchased)
- 68% of people use online search to look up information they want to address at some time in the future. Of those people, 97% conduct their searches on mobile phones. (Google)
- 66% of smartphone users turn to their phones to look up something they saw in a TV commercial. (Google)
- 84% of people trust online reviews just as much as a personal recommendation. (BrightLocal)
With the majority of Americans turning to the Internet to find answers to their questions, find service providers (including attorneys), and compare their options, the last thing you want to do is ignore your web presence. Instead, you should be proactive with a legal Internet marketing plan that will help you drive more business to your law practice.
Not sure where to start? Below are 5 digital marketing strategies that are a must for every competitive law firm.
1. Responsive Web Design
A responsive design ensures that your website is compatible with all devices, including desktops, tablets, and smartphones. This is extremely important, especially at a time when more Google searches are performed on mobile than on desktop. Responsive web design allows your website to automatically adjust to the screen size of the device being used, therefore creating a better experience for your web visitors. Because responsive websites are mobile-friendly, they are able to rank higher in search results on mobile devices, which means your law firm will be easier to find by mobile users.
2. Search Engine Optimization (SEO)
Google takes searchers’ queries and looks for the most relevant webpages to feature in the organic (free) search results. More than 200 ranking factors are used in Google’s ranking process. The search engine looks at the quality, relevance, and uniqueness of your web content, your keyword optimization, the quality of your links, and much more. With SEO, you optimize your website so it can rank higher in organic search results for the queries that are most important to your practice.
3. Online Advertising (Including Paid Search Advertising)
Online advertising allows your law firm to target your most ideal audience and show them your ads where they are already spending time online. One powerful strategy is paid search advertising, which also known as pay-per-click (PPC) advertising. Paid search allows you to have your website appear either at the top or bottom of the page in the search results, which gives your law firm greater exposure to potential clients who are actively searching for legal services like yours. Other important strategies to consider include display ads, which appear on other websites; social media advertising; and video advertising.
4. Online Reputation Management
In today’s Internet-centric society, a lot more rides on your law firm’s online reputation. The majority of consumers believe online reviews just as much as personal recommendations, so it’s crucial that you have as many positive reviews online ratings and reviews as possible. Stay active by monitoring your reviews, responding to them in a way that does not cross any legal boundaries, and reminding happy clients to review your law firm online.
5. Comprehensive Data Tracking
While tracking your digital marketing data might not sound like much of a strategy, it’s one of your greatest tools for success. Without the full picture of how your marketing is performing (your organic rankings, your web traffic, your PPC ad campaign costs and conversion rates, and so on), you have no way of knowing if your current strategy is working and actually earning your firm a positive return on investment. With the right data tracking technology, you can run more successful legal marketing and ad campaigns that actually generate the type and volume of business you are looking for.
Scorpion Takes the Hassle Out of Legal Marketing
Successful legal marketing doesn’t just happen overnight. It takes a lot of time, effort, and use of the most up-to-date industry practices. We know this can be challenging for attorneys who like yourself who are busy representing clients and running a legal practice. That’s why Scorpion steps in to make the process hassle-free. Our legal marketing experts can handle your online presence and work to drive quality leads to your law firm so you don’t have to worry about a thing.
Contact Scorpion to learn how we can help you grow your web presence and your practice!
About the Author
Nicolas Gomez is Senior VP of Sales at Scorpion. He helps law firms generate more business and increase their revenue through customized online marketing strategies, including strategies that incorporate website development and search engine advertising. Nicolas has more than 15 years of marketing, technical, and industry experience. During his personal time, Nicolas enjoys exercising, playing golf, playing in poker tournaments, and traveling.