Lawyers thrive on hard work, which is why many professionals are averse to spending money on marketing. However, the right marketing tools can save law firms time and money by improving their conversion rate and generating more traffic. So what can lawyers get for their marketing investment to ensure success?
Marketing investment practices to consider include:
- Marketing leads
- Calls-to-action on the website
- Social media marketing
- Optimized landing pages
- Search engine optimization
- Content marketing
- Return on investment
- Pay-per-click advertising
- Online reviews
Marketing Leads
Most law firms do not view marketing leads as a profitable investment. However, if you use the internet to create a prospect list, you can earn a profit by charging interested parties for access to your information or offers.
The entire legal industry is vulnerable to this practice and susceptible to many other forms of direct marketing, such as fax marketing, direct mail, and email marketing.
Creative Calls-to-Action on Law Firm Websites
Lawyers should use their websites to encourage clients to take action. These actions might include submitting requests for more information, requesting a consultation, or scheduling an appointment. A clear call-to-action on your website will make it easier to convert leads into clients.
In your search for personal injury lawyer marketing, try to think outside the box when it comes to how you invest your law firm’s marketing budget. For example, creative and unexpected calls to action may lead to a higher conversion rate.
Social Media Marketing
Many companies are using social media marketing to promote their brands and generate new business opportunities. If you have staff adept at blogging and networking, you may get a lot of value from social media marketing.
Be sure that your online profiles are up-to-date with your firm’s latest news, such as new accomplishments, changes in employment status, and the addition of new staff members.
Optimized Landing Pages
When you convert a lead into a paying client, your firm will want to capture as much of their contact information as possible. One way to do this is by having a landing page for getting clients to fill out contact forms and request information about the firm’s services.
You may also consider sending prospects a follow-up email after completing your contact form. This email should include valuable insights that are designed to serve as an incentive for them to take action.
Search Engine Optimization
Optimizing your website, so it comes up in search results is essential if you want to build your online presence. You can add keywords to your website, links on social media, and image tags relevant to your law firm’s field of practice.
Content Marketing
By using content marketing techniques, you can get potential clients interested in your legal services. Consider writing blog posts or creating videos showcasing how you approach cases and keeping readers up-to-date on newsworthy events in your firm’s industry. Also, look into syndicating content from other sources when appropriate.
Return on Investment
Marketing is an investment, and your law firm needs to be able to measure its ROI. If you do not measure the value of your firm’s marketing efforts, you will never know what works and what does not. You can measure search engine optimization with Google Analytics. This tool provides multiple tools to help you gauge the effectiveness of your online marketing.
Pay-Per-Click Advertising
Law firms may want to try paying for ads on search engines like Google in addition to investing in SEO. Pay-per-click advertisements are more expensive than SEO and other forms of marketing, but you can control your budget regarding PPC.
Online Reviews
It is important to have positive reviews from previous clients on your website and sites like Yelp and Avvo. These reviews make it easier for potential clients to see the value in working with your firm. By continuing to provide high-quality legal services, you can ensure that you have positive online reviews.
Invest in Law Firm Marketing
By using a mix of marketing tactics, you can improve your conversion rate and produce more traffic for your website. When it comes to making money, return on investment is vital, so continue looking for ways to improve efficiency and make more money from the same amount of online traffic.
Kerry L. Tucker
Early in his journalism college years, Kerry had a revelation: there were not nearly enoughlaw communicators. Peoples’ difficulties in understanding the law, procedures, and how the justice system worked stemmed from the fact that no one took the patience to explain complicated matters to them. Therefore, he took upon him the task of helping people navigate legal matters easier. He works with attorneys and other legal journalists, and spends time doing research so that everyone – from a mother whose child got a bike injury to a company needing insurance counsel – to find the actionable answers they are looking for.
