Whether you’re in a partnership at a law firm or you’re running a solo practice, keeping up with the latest online marketing for law firms isn’t always easy. You’ve got your clients to take care of and bringing on new business sometimes takes a backseat.
If you let online marketing fall to the wayside while you’re working with clients, you may find yourself in a bit of a dip when your current cases are closed.
Continue reading this article to learn more about law firm marketing so you can keep the clients coming even when you’re working cases.
The 411 on Online Marketing for Law Firms
Professional firms like Fillmore Spencer Law Firm and other top firms understand the importance of learning new online marketing strategies. You can use the following information to keep in the know about marketing for your law firm.
Focus on User Experience
User experience is one of the most important things you can focus on when you’re working on your website or other parts of your marketing.
Most people aren’t going to call you when they want to learn about your law firm. Most people are going to look at your website to get more information before they give you a call and tell you about their case.
If your website doesn’t provide a good user experience, they’ll likely navigate away.
One major factor of a good user experience is having a website that is easy to navigate. If they have specific questions, they should be able to find the answer on your website.
If you think that hiding the answers or making it necessary to call you is going to help you close more leads, that isn’t the case. Consumers are more informed now than ever and know they have a right to information without a sales pitch.
Another important part of user experience online is making sure that your website is fast. If your website lags and it is difficult to load the page, they will navigate away.
User experience also has to do with how well your website communicates with people. Make sure there isn’t a lot of jargon that will confuse people.
Use Video Testimonials
Text testimonials are old news. Instead of having text testimonials which many people think are easy to fake, have video testimonials so people can see real people your law firm helped.
Video testimonials don’t have to be fancy. You can even have the person shoot the video on their phone or computer webcam. Just make sure it is easy to see their face and to understand them.
Make Your Website Mobile-Friendly
One of the latest updates from Google is they index mobile-friendly websites first. In other words, if your website isn’t mobile-friendly — it is going to be sent to the end of the search results.
Besides for your website being sent to the end of the search results, your website won’t show up on mobile devices properly either.
People are often searching for legal advice on the go. If they got into some sort of legal problem and need help right away, they aren’t going to go back home to their desktop or laptop to search for the information.
Make sure your website is easy to read of any device they are searching on so you don’t lose people for lack of ability to see your information easily.
Online Appointment Booking Availability
People don’t like calling law firms and setting appointments. Many times they have to wait on hold or the receptionist isn’t helpful. Instead of putting your potential clients through these difficulties, you can instead set up the ability to book online appointments.
There are services that allow you to set up your availability so people can book appointments without you having to confirm manually. You can set the hours that you want to make appointments, how much time each appointment is for and how much of a pillow you’d like in between each of your appointments.
Many of the services that allow you to do this are very inexpensive and don’t require long-term contracts.
Content Marketing Is a Must
One of the best things you can do for your law firm’s marketing in 2019 is content marketing. There are many forms of content marketing and let’s look at a few of them now and how you can implement them for your firm.
If your website doesn’t have a blog, you’re missing out on hundreds or even thousands of potential visitors that can turn into leads.
Blogging shows that your website is up to date, that you’re knowledgeable on your topic and it can also help you to gain search engine traffic. Most businesses that see success from blogging post to their blogs on a weekly basis but some do more or less depending on their goals.
If you’re afraid to start blogging, you should know that you can outsource the blogging to freelance writers to an in-house writer. You don’t actually have to write every post personally.
Videos are a powerful way to get attention. People like to watch videos and often they will share videos with their friends.
The old adage that a photo is worth a thousand words is true and a video is worth even more. You can post your videos on your website but you can also post your video on sites like YouTube and Vimeo so people can discover you and make their way back to your website.
There are different types of videos that you can make. Education and how-to videos are very popular in the legal industry.
Infographics are another highly-shareable piece of content. If you’re not a graphic designer, you can provide the information to a graphic designer and allow them to fix it for you so you can post it within your blog or through an email blast.
Make sure that you have your law firm’s information at the bottom of the infographic so if people share it without crediting you, people can still find you.
If you write the book on any given topic, people usually think that you’re quite the authority. eBooks might not be hardback or paperback, they still do give you authority in your industry.
When you give people free eBooks, you can put links to your website within the content. This makes it easy for them to find you so they can request help with any given issue.
Whitepapers are very similar to eBooks but they are usually more information-packed than eBooks. Whitepapers are often the choice for B2B companies since businesses need cold hard facts and information more vs. consumers that often need more of an emotional pull.
6. Case Studies
Case studies are a great form of content marketing that takes a considerable amount of work. Case studies are great for showing potential customers how current and past customers have gotten results using the companies products and services.
To create a great case study, you will need to document everything thoroughly. Every piece of information that you can gather and document will help you drive your point home.
7. Social Media Posts
Posting educational posts on social media will help you get attention from people that might currently need your help. Consistently posting will help you get in front of people at the right time.
Don’t discount Facebook and Instagram for your law firm marketing. Depending on the type of practice you have, you might see one platform that makes more sense than another but make sure that you don’t miss out on potential leads because you don’t see the value in a given platform.
8. GIFs and Memes
Depending on your law firm, you might be able to market using wit and humor. If you are, GIFs and memes can go viral and get a lot of attention from potential clients.
When you make people laugh and feel good, they will have a generally good feeling about you as well. The more you can make people like and trust you, the more likely it is that they are going to choose you to be their lawyer.
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