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If you want to grow your law firm at a reasonable pace, you need to market your services properly. A significant portion of individuals seeking legal services looks online. To grab their attention and show them what you can do for them, you need to present an eye-catching and helpful website. To do that, you need to know how to do marketing for a law firm.
Law Firm Marketing Basics
To get started, you will need to know some basic marketing terminology.
- Call to action. A call to action (CTA) is something like a contact us button that encourages visitors to take a specific action to interact with your site.
- Conversion rate. Conversion rate refers to the number of people that visit your page that eventually turn into leads. A strategic intake process can track your conversion rate.
- Landing page. Landing pages are similar to CTAs, except they incorporate an entire webpage instead of a button or link. They are built to encourage visitors to act by filling out a form, making a phone call, etc.
- Marketing lead. A marketing lead is a user who visits your website and takes action that shows they are interested in your services. They may fill out a contact form or reach out via email or chatbot.
- Pay per click. Pay per click (PPC) refers to online paid advertising.
- Return on investment. Return on investment (ROI) is a way to measure the success of your marketing strategy and determine if what you are spending on marketing is ultimately making you money.
- Search engine optimization. Search engine optimization (SEO) is the practice of optimizing your web pages, so they appear at or near the top of Google’s search engine results page (SERP). There are a number of known and unknown factors that impact SEO, including keyword usage, domain authority, content quality, and more.
How to Create a Marketing Strategy
Once you have a solid understanding of the fundamental law firm marketing terms, you can start building out your marketing strategy. You can execute a plan that helps you meet your firm’s goals with the right approach.
Determine Your Marketing Budget
Before starting anything, you need to figure out how much you want and need to invest into your marketing strategy. If you have never implemented an intentional strategy before, start by considering how many cases you will need to bill each year to meet revenue goals in every practice area you serve.
Then, consider what stage your law firm is at (i.e., just started or well-established). If you are a new firm in a competitive market, you will likely need to invest more money in your strategy than an established firm in a small town. Remember that once you determine your budget, you must stick to it. If you exceed your budget, you could face revenue problems down the line.
Determine Your Target Audience
Once you have a solid idea of what you can spend on your marketing plan, start determining your target audience. You already know your ideal client because of the practice areas you service. Turn that ideal client into a profile by breaking down their age, income level, occupation, and other factors to plan your content and marketing strategies around them.
Conduct Keyword Research
If you want your content to rank on Google, you need to conduct keyword research. No matter what practice area you are targeting, there is likely established competition out there you need to outrank. Tools like Semrush and Google Analytics can help.
Manage Your Law Firm’s Online Reviews
Your online presence can be significantly affected by past clients’ reviews. If your firm lacks reviews, reach out to prior clients to request feedback. If you have negative reviews, you can address them as appropriate or report them if you believe them to be spam.
Stay Active on Social Media
As you build your online presence and start to generate more leads, you can keep the ball rolling by posting regularly on social media. Facebook, Twitter, and Youtube are some of the most common platforms for attorneys. Make sure any personal profiles are private and professional profiles only discuss your law firm’s services, relevant current events, etc.
Analyze Your Marketing Efforts
Once you have learned how to do marketing for a law firm, it is time to evaluate your efforts. Google Analytics and Ahrefs are common platforms used to analyze search engine results, keyword rankings, and ad interactions. A successful marketing strategy can take some trial and error, so if you see results that are not going in the direction you had hoped, consider implementing a new plan or changing what you are currently doing.
Law Firm Marketing: Best Practices
As you continue marketing your law firm online, staying abreast of SEO best practices and changes is crucial. There are also a number of critical principles you should always abide by, including taking a client-centered approach, investing strategically, and analyzing your results. If you are struggling, you can also consider outsourcing your marketing needs to specialists.
Remember Your Target Client
While we talked about identifying your audience, you need to also consider the stages of their journey when it comes to seeking legal services. It is fair to say that most people looking for legal services are dealing with a difficult situation. That situation is what likely brings them to first seek out your services.
Clients expect a certain level of professionalism and care from their attorneys. To convey the message that you can offer what potential clients need, consider their pain points when you are drafting content for your website, ads, and social media profiles. You will want to address those pain points and explain how your services can help. Also, remember to follow up quickly with leads, so clients know you are available and willing to help.
Strategize Before Investing
If you are a solo practitioner or part of a small law firm, you may hear of large firms spendings thousands upon thousands of dollars on marketing while implementing countless strategies. Fortunately, marketing does not need to be that expensive or that complicated.
If you are just getting started, focus on a few strategies that make the most sense to implement, and remember, stick to your budget. For example, if you want to invest in social media marketing, consider which platform makes the most sense for your firm’s goals and start there. There is no need to jump on all of the most popular platforms, as you will likely lose money and attract fewer clients that way.
Measure and Consult Data
While data is not everything, it is crucial to your success. You need to measure your law firm’s marketing efforts to make sure that the work and money you are putting into your strategy is helping your law firm grow and reach its goals.
Track how clients find you, how many people are visiting your site or clicking on your ads, and analyze the success of your keywords and SERP rankings. Once you have collected all of those metrics, you can explore the data and move forward strategically with a new or continued plan that will help you obtain and retain the clients you need to have a successful law firm.
Consider Outsourcing Your Marketing
If law firm marketing seems stressful and beyond your current skills, you have the option of outsourcing your marketing needs. As an expert in law and someone with a business to run, managing your marketing needs on your own or even internally with the help of others could prove detrimental to your overall business.
Depending on your goals and budget, you may want to hire a marketing consultant, SEO specialist, web designer, or all-in-one digital marketing company to manage your law firm’s website, social media profiles, and overall online presence. The right marketing professionals can help you develop a strategy that works for you. They can also introduce you to tools and technology that can help you execute your marketing strategy long-term.
How Law Quill Can Help
When it comes to how to do marketing for a law firm, there are multiple approaches you can take. Getting started typically involves an investment of some size, significant research, and a consistent content schedule. It is vital to keep your goals in mind through the marketing process to ensure your firm stays on track and is more likely to achieve the desired success.
As mentioned, there are professional services out there that can help you manage your marketing strategy. Law Quill is one of those services. If you are looking for content guidance, we can help.
We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at email@example.com.