Law Firm Marketing
Law Firm Marketing in 2023 – Full Guide
As the legal industry continues to evolve, so too does the need for effective law firm marketing initiatives that can help law firms stand out from the competition and attract new clients.
While classic marketing channels such as print advertising and direct mail are still relevant, in recent years there has been a shift towards digital marketing techniques that offer a more targeted and cost-effective approach.
What Is Law Firm Marketing?
Law firm marketing is the practice of generating new clients through online channels. The process utilizes digital tools and platforms to connect with potential clients and build relationships that result in new business.
With the growing reliance on digital marketing you need to pay heed to two fundamental facts:
- First, there are increasingly more opportunities for your law firm to recruit prospective clients and increase revenue; and
- Second, there is more competition to overcome in order to do so.
The legal industry is one of the most competitive markets in the world. Thus, it’s essential to put a marketing plan and budget in place to ensure your law firm’s marketing efforts are as effective as possible.
Also, choosing the right legal marketing agency is crucial to your success. Not only does the agency need to have significant experience in lawyer marketing, but they also must understand your specific goals and objectives. Furthermore, being familiar with the strict guidelines on advertising set forth by the Canadian and American Bar Association is non-negotiable.
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Law Firm Marketing Terms You Need to Know
PPC is an online advertising model wherein advertisers pay a fee every time one of their ads is clicked on. Essentially, it’s a way of buying visits to your website rather than earning them organically through search engine optimization (SEO), which we’ll also tackle in this list.
A marketing lead is an individual or organization that has shown interest in your firm’s products or services. These leads can come from various sources, such as online form submissions, phone calls, or even in-person meetings.
The key to successfully converting these leads into paying clients is to follow up with them in a timely and professional manner. It can be done through phone calls, emails, and personal visits.
This is the percentage of website visitors who take a desired action after seeing your ad or visiting your website. These actions, such as filling out a form or subscribing to a newsletter, translate to law firm marketing leads that connect you with potential clients. The higher your conversion rate, the more effective your law firm marketing efforts are.
Return on Investment (ROI)
ROI is a measure of the profit you’re making relative to your investment. In other words, it’s a way of calculating the money you earn for every dollar spent on marketing. To compute your ROI, simply divide your total revenue by your total marketing costs. The higher the number, the better.
A CTA is a piece of text or an image that encourages website visitors to take the desired action, such as filling out a contact form for an initial consultation or calling a legal hotline. Some common examples are “Sign Up Now,” “Book Now,” and “Call Now.”
As such, CTAs should be used sparingly within a page—and only when you’re confident they will result in a conversion. Otherwise, you run the risk of overwhelming potential clients and driving them away, as too many CTAs may seem like you’re desperate for business.
Search Engine Optimization (SEO)
SEO is the process of optimizing your website and content so it ranks higher on search engine results pages (SERPs), such as Google. A high ranking translates to more people finding your law firm online.
Several factors contribute to your ranking, such as the relevancy of your keywords, the quality of your content, and the number of backlinks to your website.
Keywords are words or phrases that potential clients are likely to use when searching for a law firm like yours. For example, if you’re a personal injury lawyer in Manhattan, you’ll want to target a keyword phrase like “Personal Injury Lawyer NYC.”
The purpose of this web page is to convert visitors into leads. It usually includes a CTA, such as “Submit your email address for a free consultation” or “Download our ebook on personal injury claims.”
The purpose of a landing page is to funnel website visitors towards a specific goal, such as subscribing to your newsletter, making a phone call, or booking a consultation.
How We Can Help Your Law Firm
dNOVO is a world-class, full-service digital marketing agency that specializes in helping law firms grow their business online. We offer a wide range of services including SEO, PPC, and website design and development.
With dNOVO, you can be assured you will not receive cookie-cutter law firm marketing campaigns or strategies most agencies apply, that generate little to no results. Our team of legal marketing experts will work with you to create a custom law firm marketing plan tailored to your law firm’s unique needs.
Browse through our legal marketing case studies at your leisure. Among our clients are top law firms and trusted names in the legal industry. You’ll see the exact results, theories, marketing strategies, and processes that go into growing our clients’ law firms.
We’ve worked with hundreds of businesses across various industries as well, mastering our marketing strategies in the process. As such, we understand how to get you in front of your target audience so they find you easily and engage with your content.
If you’re ready to take your law firm marketing to the next level, contact us today for a free consultation.
Law Firm Web Design and Development Services
Your website is often the first impression that potential clients get of your law firm. Hence, it’s important to ensure it is designed and developed to reflect your practice’s professionalism.
At dNovo Group, our team of experienced web designers and developers are well-versed in the latest trends and best practices in law firm web design. We’ll work with you to create a website that is both visually appealing and optimized for SEO and conversion.
These are some of the web design and development services we offer:
- Web Design
- Web Development
- Responsive Web Design
- WordPress Development
- Custom Website Development
- E-Commerce Web Development
Lawyer Search Engine Optimization (SEO)
For your legal business to grow, your law firm’s website must be visible to potential clients searching for a lawyer online. Our team of SEO experts will work with you to ensure it is optimized for search engines.
We’ll also help you create high-quality content relevant to your practice area and target audience. In addition, we will build backlinks to your website from high-authority law firm directories and websites.
This will result in an increase in your law firm website’s organic traffic and search engine ranking.
Turnkey Lead Generation Services
Generating leads is vital to any law firm that aims for business growth. But with the stiff competition in the legal industry, it can be difficult to stand out from the crowd.
At dNovo Group, we offer a range of lead generation services designed to help you attract and convert more leads. We’ll create targeted campaigns tailor-made to your firm’s practice area and target market.
Law Firm PPC Advertising Services
PPC (pay-per-click) advertising is a form of law firm internet marketing wherein you pay to have your law firm’s ads displayed on search results.
When done correctly, PPC is an effective method to generate leads and help your law firm grow. But creating and managing a successful PPC campaign takes time and effort.
This is where our legal marketing experts come in. Together, we will create and manage a PPC campaign designed to generate leads and expand your client base. We’ll also assist you in tracking and measuring your results so you can review the ROI of your campaign.
Law Firm Blog Content Marketing Services
Blogging is another effective way of generating leads and growing your business. However, it’s neither fast nor easy to create high-quality blog content relevant to your practice area and resonant to your target market.
Our comprehensive blog content marketing services are developed to help you save time and get the most out of your blog. We’ll help you come up with topics appropriate to your practice area and target market. We can also write and publish the blog posts for you if you choose.
Law Firm Social Media Management Services
Social media is a powerful tool you can leverage in your lead generation and business growth strategies. Our team of legal marketing experts will collaborate with you on the creation and management of a social media campaign that meets those objectives.
Law Firm Videography and Video Marketing Services
Video is another powerful marketing tool that can help you attract more leads which lead to higher conversion rates. At dNovo Group, our range of video marketing services are designed to optimize your firm’s video content and make those results possible.
Consider us as your own one-stop-shop for producing engaging and informative audio visual content. These will focus on your specialization and capture the attention of your target market. In addition, we’ll promote them on social media and other channels.
Law Firm Reputation Management Services
A law firm’s reputation is among its most valuable assets. But with the rise of social media and review sites, it’s become easier for unhappy clients to leave negative reviews about your firm.
If you’re not proactive about managing your firm’s online reputation, such published feedback can damage your firm’s name and deter potential clients from doing business with you.
The dNovo Group’s team of legal marketing experts boasts an extensive experience in proactively managing a law firm’s online reputation. Our process involves monitoring the Internet for mentions of your company name, and taking action to remove any negative reviews we find. But we don’t stop there. We’ll also help you generate genuine positive reviews and authentic testimonials from your satisfied clients.
Law Firm Copywriting Services
Your firm’s website content is one of the most important factors in determining whether or not potential clients will contact you. We address this need with compelling and persuasive website copy that converts visitors into leads.
Our team of copywriters will first work to understand your business through research, interviews, and brainstorming with you or your team. They will then craft an engaging and well thought out website copy aimed at attracting and converting your target clients.
Law Firm Logo and Branding Services
A firm’s logo and branding greatly contribute to its success in achieving the top spot in the minds of prospects. Our dedicated team of designers will partner with you to establish a recognizable brand identity.
Our professional logo and branding services involve building a persona of your organization based on your practice and target clients. This will create a cohesive and consistent voice across all your website pages, social media accounts, and marketing collateral.
Law Firm Review Generation Services
In consonance with our reputation management services, dNovo Group helps you acquire more reviews and testimonials from satisfied clients.
We’ll work with you to create an efficient system that guarantees your clients will happily oblige to your request for their feedback. And to further boost your reputation, we’ll promote them on both your website and on social media.
Browse through our list of resources to know more about the services listed above:
- Lawyer Marketing
- Legal Practice Management
- Google Ads For Lawyers
- Lawyer Advertising Rules in Ontario
- Content Marketing for Law Firms
- PPC For Personal Injury Lawyers
- Client Retention
- Client Referrals: Your Best Customers
Law Firm Marketing Guide for 2023
Our comprehensive marketing guide will take you through the most effective digital and traditional law firm marketing strategies accessible. This will give you a better understanding of how you can partner with dNOVO to effectively serve your legal clients.
1. Your Law Firm Website Must Be Up to Date
In the digital age, websites are the present-day business card. Having an outdated website may cause a drop in web traffic and a loss of potential clients. It’s therefore critical to brand your legal business in a professional light using a contemporary website. Take a look at this website we designed for our client, Matthew Jeffrey, Barrister & Solicitor:
Toronto-based Canadian immigration lawyer Matthew Jeffrey’s ask was to improve his law firm’s position on SERPs, drive more traffic to his website, and increase conversion rates.
Our marketing objectives were to establish Jeffrey’s law firm as an authority in its field, drive additional website traffic, and increase brand recognition. All of these come under the umbrella of our lawyer marketing methods and content strategy.
After an initial consultation with the client, we decided the best route towards getting the highest ROI was to concentrate on traditional marketing but also support it with SEO and digital marketing. After all, other law firms, including dNOVO’s legal clients used similar methods with great success.
And true enough—now, Matthew Jeffrey ranks among the top on Google’s map pack and organic search results page. We successfully increased the firm’s digital presence, helping the firm attract better prospects, and convert website visitors into prospective clients.
Update Your Metadata
What are the most vital aspects you should look for and optimize to take your lawyer marketing and business to the next level? The first thing to do is streamline the metadata of every page on your site, namely, the title tag, URL, and meta description.
Google’s algorithm, and that of other search engines as well, scans all of these data to determine context and quality. You can use a free plugin like Yoast (if you’re on WordPress) to do this quickly.
Web Design Matters
Whether you are a personal injury or a family law firm, the design and branding of your website should look clean and professional. While it may seem surface-level, market research has proven that web design accounts for the first impression of a business or establishment in about 94% of clients.
Furthermore, research has also shown that it only takes people 50 milliseconds—or 0.05 of a second—to “judge” a business based on its website. That’s why a well-designed website is important to law firm marketing.
Here are some key points to consider when designing (or revamping) your website:
- Use typography that is easy to read
- Stick to a limited colour palette
- Use whitespace effectively
- Post high-quality images
- Employ calls-to-action sparingly
- Follow a logical structure and search engine-friendly hierarchy
- Compartmentalize major sections
Want to climb to the first page of Google and increase your paid search and organic traffic?
Learn more about dNOVO Group’s lawyer marketing services and the digital marketing approach that most law firms find beneficial.
2. Use Google and Facebook Ad campaigns to drive immediate results
We’ve previously mentioned that PPC ads (such as Google and Facebook ads) drive traffic directly to a web page through paid search. These digital ad campaigns include Facebook Ads, Google Ads, and similar platforms.
Businesses spend most of their marketing budget on Google and Facebook, which is recommended because they have the largest audiences relevant to most law firms. When set up correctly, PPC ads are an effective way for law firms to acquire new leads and potential law firm clients.
Get your law firm’s marketing department to sign up for an account here and get started with Google Ads if you haven’t already,
Select “New Campaign” from the dashboard.
Choose one of the three PPC campaign options: leads, website traffic, or brand awareness. This will change depending on individual campaigns and your law firm’s marketing goals.
In the example below, we show you how to set up ads to generate leads.
The next step is to enter the URL of your firm’s website if you wish for more leads via your contact page. Else, you can select one of the other options.
Assign the paid search campaign a name and choose between Google’s display network, search partners, or both.
Under the “Locations” tab, we recommended niching down to the exact city you serve. This will help you reduce costs and improve your ad’s performance.
You can then adjust the marketing budget according to the ad spend your marketing department has and choose a bidding option, like maximizing clicks.
Extensions like site links and callouts are suggested as well since they increase the click-through rate by up to 15%.
On the next page, assign an ad group name and keywords, including long-tail keywords that match your ads.
The final URL of the ad is where users will land once they click on it. This can be a contact page, services page, or another important part of the funnel prospects go through before contacting you.
Remember that headlines for Google Ads should accurately describe your law firm, state a benefit, and use a call to action. This also applies to Facebook Ads. The description should then elaborate on these details further.
Once your ad is complete, save it and publish it for review. You can track the conversion rates of both Google or Facebook ad campaigns and other metrics from the main dashboard.
If you need help setting up PPC ads, don’t hesitate to reach out to us for a free consultation. And for more in-depth information on this topic, check out our PPC guide for personal injury law firms and individual lawyers.
3. Market on socials to push your lawyer marketing
Social media marketing may not be traditional marketing per se, but it is essential for any law firm looking to grow. You cannot reach your target audience, connect with prospective clients, and expand brand awareness through social media posts by investing only in traditional channels and paying no mind to online marketing.
Instead, leverage the most commonly-used social networks today, such as Facebook, YouTube, WhatsApp, Facebook Messenger, WeChat, and Instagram to build your social media presence.
Your work does not end once your legal practice is live and kicking on all major platforms. To increase your law firm brand recognition, in addition to regular social media postings, you also need to work on creating more avenues to reach out to new prospects.
Your social media accounts, like your website, should also be professional and accurately represent your company.
Let’s take the international law firm Fasken as an example:
Note how Fasken uses its logo in both the cover photo and display picture areas. Its description also accurately represents the firm while neatly summarizing its values and company size to establish credibility.
By being active and providing high-quality content regularly, you can keep your law practice top of mind by keeping your prospects’ attention focused on you. Legal material should also be tailored to both your company and the people it serves.
Paying clients need to see that your legal practice is developing in different ways. Therefore, make the effort to publish news, guest blog posts, practice area updates, blog entries, in-depth articles, and other quality content on your website.
4. Optimize on-page SEO
Search engine optimization is one of the most critical lawyer marketing methods and practices. This is because every web asset you own can be found on Google and other search engines. Neglecting law firm SEO (especially local SEO) will result in lost traffic and opportunities.
On-page SEO is the process of tweaking elements on a web page. You will be learning more about this ahead. Off-page SEO is the process of improving ranking factors found on your website.
Local SEO is optimization specifically designed to acquire more leads from local searches, such as from Google Maps and Google My Business. This will require claiming and optimizing your Google My Business listing, improving on-page SEO, building local citations and links, conducting keyword research specific to your location, and more.
According to the SEO authority Moz, these are some of the important ranking factors to consider for any business:
Digital marketing departments that wish to take on these tasks manually should begin with optimizing on-page factors. As previously discussed in the website section of this law firm marketing guide, metadata is the first step.
Use keyword research tools like Ubersuggest to look for terms and phrases relevant to the page you’re creating. Try to include long-tail keywords in your content as well, to address specific problem areas.
Find terms and keywords phrases that have low competition, high volume, and search difficulty on par with your domain authority. This will improve your chances of ranking on the first page of Google searches and perhaps other search engines, and drive visitors. Place them in the following sections:
- Meta description
- Header tags
- Alt text of media
5. Optimize off-page SEO
Optimizing elements that affect a law firm website’s organic rankings and performance are called off-page SEO. This is primarily done through link building (adding more quality links), social media platform engagement, and reputation management. Google’s algorithm, particularly, favours trustworthy and authoritative brands which are regarded as credible in their respective fields.
The first step in optimizing off-page SEO is building more high-quality backlinks. Good backlinks act like votes of confidence for your site. The more links that point to your firm’s website, the more authoritative it appears to search engine algorithms.
Another strategy we recommend for law firm SEO is registering with directories. We’ll discuss this in greater detail in the next section. Directory listings help generate and increase traffic and new leads, as well as include a link to your website. Since they are contextual and often authoritative, they have a positive impact on a firm’s search engine performance.
If you want someone to handle SEO and brand recognition, while simultaneously building a stronger social media presence for your legal practice, contact us at dNOVO to discuss how we can help you develop it.
6. Take advantage of legal directories
As mentioned above, getting listed on law firm directories is highly recommended if you wish to quickly place your law firm in front of a large target audience. Law firm directories are websites that compile lists of attorneys and law firms in certain countries, cities, and practice areas. There are both free and paid directories that list local, national, and industry-specific attorneys.
Directories are an effective approach if you want to be discovered by potential prospects as well as to develop backlinks. You can visit a directory like Lexpert, for example, and sign up for a free account:
Simply fill out the required information such as your full name, job title, email, company name, address, etc. Remember to add practice areas to help prospective law firm clients find you. Also, write a thorough description.
Learn more about advertising on legal directories here.
7. Learn better practice management
Even if your firm’s marketing campaign is the most effective in the world, it could still fall short of its potential if you’re not practicing good law firm management. This means understanding your clients, your cases, and your staff so you can function like a well-oiled machine.
Failing to do this can create all sorts of problems down the line, including:
- Inefficient use of time and resources
- Poor communication between team members
- Unclear instructions to support staff
- Inadequate case and client management systems
As such, mastering management techniques that will help your legal practice run smoothly and stay on track is critical. dNOVO offers practice management services to relieve you of administrative burdens so you can free up time and marketing dollars that can be used elsewhere.
Our advisory board, Rolodex, and experience working with hundreds of clients will help you make better business decisions.
We also deliver consulting advice that improves our client’s operations and customer retention. dNOVO consults on everything, from business development and HR policies to client retention practices and staff training.
8. Use email marketing to build a private audience
Email marketing is another law firm marketing strategy based on using email as a channel to acquire prospective clients and nurture relationships. Marketing departments use email to generate more leads, and email campaigns to improve conversion rates, connect with past clients, and boost media engagement.
Email can be an extremely effective law firm marketing channel when used correctly and consistently. Your law firm can use email campaigns as part of your content marketing to acquire more leads, generate trust, schedule meetings, connect with past and current clients and convert new clients.
It’s also a simple and convenient medium for keeping in touch with a long list of prospective clients at once, which gets you closer to achieving your business goals. Get started with email marketing today by using a free tool like Sendfox. It enables you to launch email campaigns, collect emails, build subscriber lists, and send out newsletters from one place.
Here’s how to get started:
Begin an email campaign by first creating a list of subscribers to whom you can send newsletters and other fresh content regularly. It’s wise to segment lists based on behaviour, demographics, etc.
Next, assign a name to each list and choose a source such as CSV, Mailchimp, or Google contacts. Click “Create List” when you are finished.
You will then require a form that prospective clients need to fill out. This form needs to be added to a list. Click “Forms” and “Create Form.”
Assign the form a name, list, and layout. Optionally you can add reCAPTCHA (recommended), a URL redirect, and GDPR consent.
Click the “Publish” button once you are finished and it will give you a code to paste onto your website. Hand this off to your lawyer marketing team or a developer if needed.
You can send out weekly or monthly newsletters and share new and informative content such as law firm updates, legal news and any valuable information that can bring your business more leads.
Doing this will help you establish relationships with your subscribers and remind past clients about your law firm—all while increasing brand awareness and getting your site more visitors.
Next, click “Emails” from the Sendfox navigation and create a new email to begin.
The subject line should be relevant to the newsletter as a whole. Open rates can be improved by employing copywriting tactics such as urgency, benefits, and curiosity.
Write high-quality content in the body section and use links and formatting to make it more interesting. You can also schedule for your emails to be sent at a specific date and time.
9. Implement lead magnets and lead generation funnels
Maximize email marketing ROI by using lead magnets and lead generation funnels. Lead magnets are free resources you offer, such as free e-books, templates, and reports, in exchange for a prospect’s information.
On the other hand, lead generation funnels are automated sequences you send prospective clients to convert them in the backend of your marketing process. In other words, it is how a legal client’s buyer journey goes.
It begins at the top of the funnel, also known as the Awareness stage, where the prospect becomes aware they have a certain problem that needs to be solved.
The middle of the funnel called the Consideration stage is where law firms can capture the attention of prospective clients searching for an attorney. Case studies, reports, and client testimonials are all valuable information that help attract these visitors.
Lastly, people in the Decision stage can be closed with another type of lead magnet — free consultations. Other sites may not have lead magnets whatsoever, so producing blog posts, videos, guest posts, free ebooks, and podcasts are great ways to capture potential clients.
If you want to learn more about getting your prospects to the first stage of your lead generation funnel, read our blog article on building effective top-of-the-funnel awareness.
10. Develop a referral program
Imagine if every client you’ve worked with or prospective clients you talked to not only left positive reviews but could also bring you another client. How fast and large could your law practice grow?
By developing a referral program, you give your existing clients an easy way to refer you to their friends and family. You can offer them a discount, free consultation, or even a percentage off of their bill.
The best part of this method is you’re paying only when you get results, so it’s a low-risk way to bring in new business. Customers are also very likely to give your firm referrals if there are direct incentives or recognition.
For further information, read dNOVO Group’s blog article on why referred clients are the best customers to work with.
You can create a referral program by using a program like ReferralCandy. Here, you can create a program to reward people for giving you legal clients. Rewards are paid out automatically, which frees up massive amounts of time. Data-driven dashboards also help you track traffic sources and give more attention to top-earning referrals.
You can then create a page for referrals on your website. Promote it on social media to communicate to prospective legal clients and followers that they can be rewarded for referring the right client to you. When done correctly, a solid referral program is potentially more effective than client testimonials on a website. In addition, it helps build brand awareness, increase web traffic, and solidify your firm’s digital presence.
11. Leverage the power of video
In today’s digital world, marketing through video is a significant approach to promoting your business. Video marketing is an extremely effective technique of digital marketing in general, and of law firm marketing in particular.
According to a recent survey, 91% of companies find video content and video marketing an important part of their overall marketing strategy.
Your law firm can leverage the power of video to reach more potential clients, increase brand awareness, and drive targeted traffic back to your website. It is still a relatively untapped channel in the legal industry, which gives you a competitive edge. Something law firms usually miss out on doing is taking advantage of video content and video marketing to tap their local area.
As part of your law firm marketing strategy, we recommend beginning with legal video marketing on YouTube. And no, we don’t mean spending a lot of money on YouTube advertisements or TV commercials in general.
Consider this example of a lawyer who produces videos educating viewers on contextual legal topics. This YouTube channel attracts viewers that match the firm’s desired buyer persona:
Take advantage of the fact that you already have a social media following to share videos on legal subjects, introduce your team, or show behind-the-scenes footage. These may be uploaded to YouTube, Vimeo, and other platforms or used in TV commercials.
12. Add a live chat to your legal website
A lot of visitors to a legal website likely have some sort of concern or urgent question that needs to be answered. If you don’t have a live chat feature on your website, you could be missing out on potential clients.
People are used to being able to get an immediate response to their questions, and if they can’t find it on your legal website, they’ll likely go to another site that offers live chat.
Adding a live chat feature to your legal website demonstrates your responsiveness and availability to help potential clients with their legal needs. It also builds a relationship bridge and gives you an idea of their concerns, which you can address in future blog posts or articles.
As the process gets automated, you will no longer need to hire as many representatives for customer support. Or, at a minimum, the live chat bot can be used to start the interaction before a live agent can take over. Also, live chat solutions are 17-30% cheaper than a phone call.
One good example is the Hummingbird Lawyers LLP website where visitors are greeted by a live chat option on the bottom right corner of the homepage:
Clicking this instantly connects a visitor with the law firm. They can ask questions and receive immediate help, which can be very valuable for potential clients.
If you’re interested in a live chat solution for your law firm website, Drift is a great option to consider. It’s one of the leading platforms for live chat and provides a number of features beneficial for law firms.
13. Get organized with a CRM
Your law firm is going to have a lot of data. This includes information on potential clients, meeting dates, and more. For this reason, it’s critical that you remain organized.
Otherwise, you might miss out on opportunities or make law firm marketing efforts more difficult than they have to be. A customer relationship management tool, or CRM, is the perfect solution.
Such tools neatly organize contacts, client intake, calendars, and tasks for your entire law firm. Teams can log in directly to follow up with leads, call prospective clients, and perform other important tasks.
CRMs centralize the firm’s employee data and performance, providing a clear picture of how everyone is working together and what needs to be changed. The type of CRM you need largely depends on the size of your law firm and your budget.
We recommend beginning with a CRM like HubSpot, which is free and includes up to one million contacts. There is an abundance of marketing sales features that will help you connect with potential clients and close more as well.
Learn more about dNOVO Group’s lawyer lead generation services that can help you increase the number of prospective clients you acquire, and all of which you can organize in a single CRM tool.
14. Remarket to prospects that didn’t take action
Regardless of the quality of your website’s CTAs, many people who browse, watch a video, or visit several pages may leave without taking any action. They include people who may not need legal assistance right now or are looking for more information. Without a marketing plan for retargeting in place, a law firm will miss out on countless prospective clients, and thus, revenue.
As you already understand, remarketing has nothing to do with traditional law firm marketing — it is the process of tracking and targeting people once they leave a website. This allows you to have several touchpoints after the initial one to potentially close prospective clients.
It can take many different interactions before potential clients are willing to become actual clients, so do not give up after just one or two interactions. Check this out if you’re interested in understanding how leads become paying clients.
The most popular and effective way to remarket is through retargeting campaigns and retargeting ads. This is done primarily through Facebook Ads. The first step is to install a Facebook Pixel on your website. Have your digital marketing team or a developer complete this. Facebook Pixels collect and track user data. This can then be used to create “lookalike” audiences to directly target the people that visit your firm’s website and leave without taking any action.
Retargeting ads allow firms to segment users based on different criteria. For example, you may target people who scheduled a free consultation, came to a contact page, or visited a legal services page. You can create unique ads and messages for each of these different groups, for the highest conversion rate.
15. Develop a clear unique value proposition
Why should someone choose your law firm over others? What makes your legal practice stand out from the competition? Why do you think your personal injury or family law practices are better or different compared to others? Your responses to these questions are what we call your unique value proposition.
Having a clear value proposition is extremely important in business development as it gives potential clients a clear reason to hire you. You can highlight your law firm’s USPs on various digital marketing assets like web pages, social media, emails, organic search results, and even yellow pages.
While it seems like a small detail, branding has a tangible return on investment and impact. As a matter of fact, it has a better return than direct mail, public relationships, guest posting, and other popular forms of advertising.
Begin developing a unique value proposition by analyzing what makes your law firm different. Do you offer specific help or have technology that others do not? Do you solve the client’s pain points in a unique way? Keep in mind that value propositions don’t have to be large.
You can take small aspects of your practice areas, move them to the forefront of marketing, and suddenly you’ve gained a leg up on your competition. Propositions used wisely with calls to action, Facebook Ads, and SEO campaigns impact the way a personal injury or a family law firm stands out and improves its client experience.
16. Improve your website’s user experience
Visitors’ experience on your website plays a large role in whether they convert or not. A delightful user experience will give prospective clients a better impression of the law firm. Slow and poor experience will increase their chances of leaving and visiting another law firm’s website. Forrester discovered that businesses can generate $100 for every $1 they spend on user experience.
What contributes to a positive user experience that increases conversions? These are some aspects to consider:
- Speed: The speed of your website affects how people interact with it. Not only does this impact SEO, including local SEO, but it also has a direct effect on how potential clients interpret your practice areas.
- Navigation: People should be able to easily navigate through your website’s pages and content. Optimize the header, footer, and link structure to achieve this.
- Layout: Regardless of whether your law firm has a new website or one that has been around for years, it should be laid out in a strategic way that helps readers understand and engage with the content. Your marketing tactics behind it should be well-thought-out, to say the least. Each section and page of a website should have a specific topic and purpose. Separate ideas with headers, contrasting colours, and individual sections.
- Colours: Each colour evokes a psychological connection and elicits specific emotions in visitors. Strategically use them to create different experiences and improve branding. Take advantage of whitespace as well to make designs visually appealing and the pages easier to navigate.
- Journey: Map out a clear journey that potential clients should experience from start to finish. For example, you might optimize everything from the homepage to the about page and services pages where prospective clients funnel through before booking a consultation.
17. Use testimonials as social proof
One of the first steps prospective clients take before deciding which legal service provider to choose is reading case studies and testimonials from paying clients. These show potential clients the type of experience they will have working with you. It also tells a story, showing a previous client’s pain point and how you solved it.
Online reviews are believed to be as authentic and trusted as personal recommendations. Therefore, watch out for negative reviews and remember to respond to any testimonials your clients leave.
The first place to leverage testimonials or so-called online reviews is on your law firm’s website. These can be placed on the homepage, about page, service pages, and other important areas potential clients will see. Look how one of our clients, Grillo Law, has Google reviews on the homepage to build credibility and trust:
The dedicated testimonials page includes video testimonials as well as positive reviews written by happy clients. A bold call to action is placed underneath to increase the number of visitors to the website that convert after viewing them.
18. Save time and energy with automation
There’s no shortage of things to do while running a law firm. Your time is probably spent speaking with existing and prospective clients, managing your associates, and doing paperwork.
On your law firm marketing side, your firm’s team will spend countless hours on promoting, scheduling posts, and sifting through analytics. All of these things and more can be taken off their shoulders through automation.
Automating routine tasks and processes allows considerable savings on time and energy. This can then be invested into higher ROI activities for the law firm. How can a law firm or any other business take advantage and put this into practice?
We recommend beginning with a platform like Zapier. It connects different software, websites, and marketing tools you’re using to create “Zaps,” combinations of sequences that automate things you do every day. Register for an account and click “Make a Zap” from the left sidebar.
The first step is to choose a trigger, which will begin the automation. Search for an app to connect such as marketing software, an email inbox, etc. This will change depending on what you want to automate.
For example, we chose Google Calendar with the “New Event” trigger. When a new event is added to our calendar, we can automate another task to be performed.
We can then connect the SMS by Zapier action to have a text message sent to a phone number.
Be creative when using marketing automation. You can utilize it to automate client meeting reminders, file information, or automate anything else you do on a regular basis.
19. Use analytics to improve campaigns
How do you know how your firm’s marketing campaigns are performing? How can you determine which ones to focus on and what needs to be dialled back? Through the use of analytics and data. Both digital and traditional marketing efforts are shots in the dark if they can’t be measured and analyzed.
We recommend law firms get set up with Google Analytics, a free platform that connects to your website. It collects information like bounce rate, time on page, user behaviour, and more. Most importantly, it enables law firms to discover more about prospective clients, website performance, and marketing efforts.
Visit the “Acquisition” section to learn more about your firm’s traffic sources. These include direct, organic, social, referral, and more. Analyze which ones generate the most traffic and conversions. Focus on these to optimize marketing efforts.
“All Pages” under “Behavior” will display the top pages on your website. We recommend optimizing these by applying lawyer marketing strategies and the marketing methods covered in this in-depth article. In particular, write better copy, optimize for search engines (especially Google search) and leverage testimonials (online reviews) to increase conversions and thus target clients.
20. Study and learn from competitors
There is no need to reinvent the wheel. You simply have to out-market and out-perform competing law firms. Do not underestimate the value of the law firm marketing strategy small law firms are able to use. Learning from as many law firms as possible is a staple practice as you can uncover new law firm marketing ideas without needing to research them from scratch.
How can you do this? Start with their social media platforms or by analyzing the specific legal services they provide and the practice areas they advertise on their entire website.
Alternatively, we suggest entering competitors into a tool like SimilarWeb. This competitive intelligence and analysis software will help your law firm uncover insights into competing practice areas.
SimilarWeb displays a company’s traffic, website metrics, top landing pages, top keywords, and more. We recommend using this competitive intelligence to refine your practice’s marketing strategy, backlink profile, and advertising.
While it may not give you a detailed picture of Facebook Ads or retargeting campaigns approach, the tool is still considered great for analyzing practice areas of your competitors and their ways of targeting clients.
21. Apply conversion rate optimization
A legal practice can have the nicest looking website, social accounts, and digital marketing assets overall, but they need to convert. Conversion rate optimization is the practice of fine-tuning business material like web pages to generate more search results without completely rehauling them.
If you follow the techniques explained in our law firm marketing guide, you will see positive results of your law firm marketing plan as conversion rates increase. Here are some of the main things your law firm should be doing moving forward:
- Update your websiteto be more professional, modern, and easy to use. Contact dNOVO if your law firm needs a new website or to upgrade an existing one.
- Produce content on a regular basis to boost trust, authority, and to drive as well as increase traffic.
- Optimize web pages for SEO together with local SEO to generate organic traffic and new leads.
- Use analytics and data to find the best channels for driving performance.
- Run tests on landing pages, social networks, and other channels to find winning legal marketing strategies and improve your marketing plan.
- Offer free consultations to get your foot in the door with potential clients.
- Use high-quality images and videos on assets like web pages.
- Leverage customer testimonials, stories, and case studies as social proof.
- Develop a unique value proposition to stand out from competing law firms.
- Streamline the customer journey that prospective clients go through from finding your practice to converting.
22. Start a legal podcast
Podcasting is one of the fastest-growing content distribution channels. In fact, 155 million people in America have listened to a podcast and 104 million have listened to one in the past month.
It’s a popular yet untapped channel for law firms and attorneys to market their practice areas, showcase their authority, and generate new leads. According to data, business and law-related podcasts make up a very small percentage of categories. This means that there is a great opportunity to create a competitive advantage.
Speak about legal topics and practice area updates that your potential clients would be interested in. Prove your expertise and also bring on other experts as guests. Upload episodes to platforms like Spotify, Soundcloud, Google Play, and iTunes.
Share these on social accounts and to your email list. You can also turn your podcasts into a guest post, and when optimized right, this law firm marketing strategy can be used to your business advantage as well. As we mentioned, guest posting is another great example of informative content. It’s also a business development tactic most attorneys and even small law firms include in their SEO campaigns to target clients and bring more leads. Why miss out on such an opportunity?
Final thoughts on law firm marketing
Marketing is one of the most important steps in generating business, prospecting, and increasing brand awareness. Many law firms, qualified but not limited to personal injury and family law, market their practice incorrectly and end up falling behind the competition.
However, if you use the digital marketing strategies outlined here, you can expect to:
- improve your SEO campaign and retargeting campaigns,
- set up Facebook ads right,
- generate more prospective clients and leads, and
- become a market leader.
However, these processes take time, energy, and resources which could be better dedicated to client relationships. That’s why dNOVO offers legal marketing services including digital marketing help with web design, SEO, practice management, lead generation, link building, directory listings, landing pages and more.
Many of our clients have already benefited from the customized and specific services the dNovo group provides. Reach out to us for a free call and learn how we help law firms like yours grow.