Law Firm Marketing New York

Website Design for New York Law Firms

Your website is your office. When over a third of clients start their search for a lawyer online, their first encounter with your brand is your website.

Outdated websites cost clients. New York is one of the world’s leading tech hubs, with a client base of technologically literate people. Create that impactful first impression in seconds with the support of the dNOVO web design team.

Do away with standardized templates and stop your legal website from looking like everybody else’s. Some of the areas we focus on as part of crafting a lead-generating machine include:

• Mobile-responsive design.
• Perfecting the user experience.
• Communicating your brand values.
• SEO optimization.
• Attention-grabbing design elements.

Clean, professional design that sends an instant message is the key to turning visitors into clients. We focus not on vanity metrics but on the numbers that ultimately demonstrate a website’s ability to create new business or your law firm.

Crucially, we help you achieve homogenization across all devices to serve the needs of busy New York professionals. That means your website will be equally as effective at delivering value on laptops as well as smartphones and tablets.

SEO Strategy for New York Law Firms

The greatest challenge for law firm marketing in New York is competition. The Big Apple represents the biggest gathering of businesses on the planet, meaning your legal brand must stand out from them all.

Approximately 96% of users learn about local businesses online, meaning this is the starting point for your target audience. How will you stand out?

SEO in the 2020s is more than selecting legal keywords and stuffing them into your content. It combines on-page and off-page SEO strategies that are constantly tweaked and adapted to navigate growing competition, core algorithm changes, and an evolving legal landscape.

New York’s boroughs and neighborhoods are effectively self-contained cities themselves, meaning law firms must take a hyper-localized approach to reach potential clients. Some of the strategies we use to hit people where they are include:

• Niche Keywords – Forget generalized legal keywords but niche ones derived from intricate market research focusing on separate boroughs and districts.
• Hyper–Local Content – Speak to your audience on their level. We generate content based on unique insights from individual markets.
• Local Social Proof – Prospective clients are heavily influenced by reviews. Let dNOVO support your outreach campaigns to generate reviews that provide vital social proof to build trust among prospective clients.

To compete effectively in the New York market means drilling down into the quirks and nuances. Our New York-based SEO experts empower you to move beyond generic SEO strategies and deliver messages that resonate, enabling you to soar in Google SERPs.

Paid Search Campaigns for New York Attorneys

Demand for law firms in New York is at an all-time high. Paid search, or search engine marketing, enables your firm to capture this demand at the right time. But Pay-Per-Click (PPC) is not a set-it-and-forget-it strategy. It comes with a steep learning curve that, when mastered, delivers incredible results quickly.

Together with our paid search professionals, you can enjoy:

• Increased sales
• Better rankings
• Remarketing campaigns

Unfortunately, there’s no hiding from the fact that New York is one of the most competitive paid search battlefields on the planet. High competition means high costs and little room for error. Outsourcing paid search to dNOVO gives you a competitive edge that reduces wastage and nets results.

We support our legal clients by providing regular analytics reports, helping them to understand their audience and their behaviors. Through hard numbers, we position your law firm for further success through other forward-thinking marketing strategies, including remarketing campaigns.

Social Media Marketing for NYC Law Firms

Social media is integral to how we socialize, shop, and do business. You’ll be hard-pressed to find anyone who isn’t on at least one social media network, and that’s where you must be, too.

Strategic social media marketing efforts in New York provide you with a highly engaged following that creates brand awareness and new business. The power of social media in modern marketing is unparalleled, and our niche knowledge of the New York market helps you appeal to your target demographic.

Simply put, 78% of local businesses rely entirely on social media for their brand awareness. Plus, 76% of customers expect to receive customer service directly through social media, illustrating that your social media presence is not just a promotional avenue but an integral part of the customer experience.

Let’s expand your reach through the following:

• Asset creation
• Social media audits
• Social media management
• Paid advertising
• Engagement building campaigns

Social media is a unique opportunity to banish the stereotypical image of the cold, stuffy legal trade. Introduce your team, demonstrate your values, and show who you are through multimedia content to make yourself a firm part of your local community.

Reputation Management for New York Law Firms

Reputations take years to build and only minutes to destroy.

Your reputation is your greatest marketing asset. Approximately 90% of online purchases are made based entirely on reviews, and that principle doesn’t change when it comes to legal services.

Every business faces the prospect of negative reviews – as you’ll never please everyone – but fighting back means drowning out the haters through a wave of positive feedback. One study says 70% of customers will provide genuine feedback if asked. Listen to them and use their experience to fly the flag of your legal brand as emissaries.

At dNOVO, we believe the key to unlocking the power of brand reputation (other than superb service) is to control the narrative. Here’s how that works for digital marketing for law firms in NYC:

• Build a Powerful Online Presence – Create a user-friendly website, establish your SEO, and publish helpful content on your site and social media. Over time, your authority will soar.
• Review Management – Reviews are the fulcrum of your online reputation. We work with you to reach out to current and former clients to leave reviews across the web on platforms like Google and Yelp.
• Continuous Improvement – No marketing papers over the cracks of bad service. Utilize existing feedback from your customers to address potential pitfalls that could damage your firm’s reputation.

Controlling the narrative means being on the platforms that matter to New Yorkers and making a concerted effort to leverage positive reviews and feedback to gradually build your authority in the Empire State’s legal landscape.

Content Marketing for NYC Legal Practices

Content is king – and it always will be.

Creating helpful, engaging content remains the cornerstone of law firm marketing in New York. According to one study, 87% of marketers said this was one of their leading lead-generation strategies.

Content is one of the simplest ways to drive value for free and keep customers from clicking away. It’s a chance to establish thought leadership within the Big Apple’s legal community and become the go-to source of information on specialist legal topics.

Whether it’s criminal law, personal injury law, or fighting on behalf of tenants who have had their rights violated, the best way to approach content is through the local approach. Our content marketing experts examine what’s on the minds of New Yorkers and then tailor your content to match what’s current yet provide an evergreen resource.

Great content supports your online marketing efforts on multiple fronts, including:

• More traffic.
• More conversions.
• More backlinks.

Ultimately, without content marketing, you have zero chance of ever rising up the rankings and achieving that coveted number-one spot. Our approach means we don’t focus on generic legal content but on relevant, niche information that drives value and conversions.

Video Marketing for New York Law Firms

Video content is the most engaging type of content, with higher engagement rates than text and video combined. In 2024, Americans spent an average of three hours and 50 minutes per day watching digital videos.

Publishing regular videos brings your law firm to life, delivering a brand-new flavor to your brand. Through cutting-edge production, video provides an additional outlet to promote your brand on leading platforms like YouTube, TikTok, and Instagram.

Examples of legal videos that resonate with the New York audience include:

• Legal explanations
• Legal humor
• Client testimonials
• Office tours
• Staff introductions

But creating Hollywood-standard video content is no guarantee of success. All video marketing campaigns must be paired with impactful distribution strategies to maximize your visibility on the ground.

That’s why teaming with dNOVO delivers the pinnacle of top-quality video marketing and production to your doorstep. With our experienced film crews, state-of-the-art equipment, and the experience to turn a vision into an attention-grabbing asset, we transform how your law firm portrays and expresses itself.

Professional Photography for NYC Law firms

First impressions are everything, and images shed light on who you are, what you stand for, and how you do business.

Put down the smartphone and do away with a reliance on amateur selfies to promote your brand. Our photography team uses industry-graded equipment to compose images that draw the eye to where you want them to be.

In the highly competitive New York legal landscape, professionalism is the defining factor separating the industry’s leading lights from everybody else. Work with us to showcase your office and team and provide insights into what goes on behind the scenes in your legal firm.

Generic legal websites use generic images. Outstanding legal websites create assets that are unique to them to stand out from the competition.

Conversion Optimization for New York Legal Websites

Traffic and web visitors are vanity metrics. They don’t mean anything because a visitor who clicks on a site and then clicks away has a value of $0 to your business.

At dNOVO, our integrated marketing approach focuses on the ultimate goal of attracting visitors and then converting them into paying clients. Our targeted strategies rely on conversion optimization strategies to deliver the return on investment you expect.

Here are some examples of the conversion optimization techniques we deploy to help you conquer the Empire State’s legal market:

• Landing Page Design – Our agency builds and tweaks landing pages to be 100% geared toward conversions. We strive to generate a memorable customer experience infused into each element, including compelling headlines, eye-catching calls to action, and user-friendly capture forms.
• Web Copy – Copy will either turn prospective clients away or encourage them to learn more. We ensure that your copy has the appropriate design, structure, and language to push visitors into doing what you want them to do next.
• Call to Action – Ineffective calls to action diminish all of your hard work. Through constant testing and our knowledge of the New York market, we find the calls to action that spur readers to action.
• Site Structure – Make your customer journey seamless with a site structure that lends itself to the best possible user experience. Our designs guide visitors to where they want to be with minimal friction.
• Forms – Drive clients through your sales funnel with well-structured forms that deliver both volume but also high-quality leads.

We meticulously comb our way through every element of every page of every piece of content on every platform. Our approach to digital marketing for law firms in NYC means we leave no stone unturned, employing A/B testing with the approach of a perfectionist to discover what works best for your practice.

How Can a Marketing Agency Help Me to Attract New Clients to My Law Firm?

All New York law firms live and die on the capacity and quality of their marketing. Legal marketing agencies play a pivotal role in building your brand and generating leads over the long haul.

We offer a la carte and full-service options to law firms in the New York area, but why should you choose a marketing agency instead of doing it yourself? Here’s an overview of the results that law firms have already enjoyed:

• Return on Investment (ROI) – Law firms investing in SEO experience a three-year ROI of 526%.
• Lead Generation – Lead generation campaigns on social media and online review sites have resulted in new business for 71% of lawyers and 33% of legal professionals, respectively.
• Content Marketing – The effectiveness of content marketing is undisputed, with law firms maintaining active blogs receiving 97% more links to their website.

Investing in your online marketing strategy in New York also happens to be one of the most cost-effective ways of growing your business. For example, did you know that for every $1 spent on SEO, law firms make back $22?

Working with professionals is paramount to acquiring the expertise without the expense of employing an in-house marketing team. Partnering with dNOVO successfully outsources the business of marketing while eliminating the day-to-day disruption of the average busy New York law firm.

We go the extra mile to understand your business and determine how to craft a vision that resonates with the New York market. By accounting for the unique nuances of every New York law firm, we ensure that your brand is primed for success.

How Do I Choose the Best Law Firm Marketing Agency in New York?

Hundreds of agencies specializing in law firm marketing in New York are vying for your custom, but how do you know which one is right for you?

Never opt for the first law firm marketing agency you encounter. Build a shortlist of candidates and drill down into what makes each agency tick to determine the most suitable option to project your law firm’s brand.

Some of the key factors to focus on include:

• Real-world results
• Experience
• Reputation
• Strategy customization
• Reporting transparency
• New York Bar Association advertising compliance
• Next-generation technology integration

Likewise, steer clear of marketing agencies that are thin on results and transparency. Sadly, there’s no shortage of shysters looking to take advantage of legal professionals with limited marketing knowledge and experience.

Ultimately, there’s no single way to achieve your marketing goals; otherwise, there would be no need for online marketing agencies. Any successful agency understands that strategies are tools that must be adapted to the needs and intricacies of the business.

Questions to Ask Potential Marketing Partners

Get in touch with the agency you want to work with and question them about their marketing expertise in the legal sector. Ascertain how they operate and how they achieve success for NYC law firms today.

Examples of questions to ask include:

• Which practice areas do your legal customers operate in?
• Are you experienced with legal industry advertising restrictions?
• Can you provide relevant, recent case studies?
• How often do you provide analytics reports?
• How does your firm stay on top of legal marketing trends?
• Can you provide the contact information of past clients to verify their results?

Prioritize the transparency and the willingness of agencies to volunteer information. Marketers who gloss over the details or refuse to provide firm numbers should be avoided at all costs.

Setting Expectations With Your Marketing Partner

No marketing partner – no matter how good – can ever guarantee specific results. Agencies that promise you will be the number one result on Google are best avoided because this is simply beyond a marketer’s control.

It’s vital to set expectations early to prevent conflict further down the road. At dNOVO, we take the time to get to know our clients and establish realistic expectations to set the stage for a fruitful partnership.

So, how do you set expectations to avoid disappointment and conflict?

• Define specific marketing goals.
• Create a list of the most essential key performance metrics.
• Establish reporting frequency.
• Determine your preferred communication frequency.
• Set a specific yet realistic timeline.

The goal of setting expectations is to ensure that both sides are on the same page regarding where you’re starting your journey and where the destination is. It’s equally crucial for the client and us to collaborate in setting this course before any work begins.

When to Turn Away

The wrong partner can cause lasting damage to your law firm and eat up your marketing budget. Sadly, countless lawyers work with low-performance operators because they don’t spot the red flags.

Here’s what to avoid:

• Agencies with a lack of NYC legal experience.
• Unrealistic guarantees.
• Slow response times.
• Vague information.
• Cookie-cutter marketing approaches.

Let an agency’s results do the talking. Just as you wouldn’t expect a client to hire you based on fancy marketing speak, you shouldn’t hire a marketing agency for the same reason, either.

Level Up Your Law Firm With the dNOVO Group

New York’s cut-throat legal landscape makes it tough to succeed when tens of thousands of practices are all competing for the same online real estate. With the support of the dNOVO Group, we’re there to empower you to supercharge your law firm’s growth through cutting-edge, results-backed tactics to help your brand fly.

Succeeding in NYC’s legal sector means doing things differently, and for over 12 years, we’ve prided ourselves on doing things differently. When it comes to digital marketing for law firms in NYC, don’t accept second best.

Get your pick of clients with online marketing from dNOVO. To learn more about our law firm marketing services, contact us today.