Every lawyer needs a good marketing strategy to get ahead. It’s not like other areas of business where you can get by on word of mouth alone or have some amazing USP that makes you stand out. You’re competing with other qualified and experienced firms working within your area of expertise. The right approach can make you accessible with great organic reach without making you look pushy or desperate. An SEO firm specializing in SEO for lawyers can improve your approach so that you can make the most of traditional marketing, website optimization, and a strong off-site marketing strategy.
Traditional Marketing For Lawyers
Traditional marketing methods are old-fashioned and aren’t always a go-to option for younger companies in contemporary industries. It’s a little different for such a classic vocation as a lawyer. Lawyers are expected to have business cards with their firm’s details ready to hand out as needed. They’re expected to run ads in local papers and on billboards. This sort of strategy can be effective in local communities where you’re trying to help a smaller group of residents. Billboards and flyers help when people are going through their day-to-day lives with a mere consideration about contacting a lawyer for help. Maybe they are on the fence about claiming for a personal injury, but see your firm in the local paper.
A friendly local campaign can make law firms appear more approachable and eliminate the need for unsolicited mail. However, this sort of old-media approach isn’t going to be enough to reach everyone who needs your help. Going digital and taking advantage of SEO for lawyers is essential for reaching more people in need of help. Couples searching for divorce lawyers are more likely to find ads on Facebook or shared links through friends than an ad in a local paper. People dealing with criminal defense charges might not want to be seen taking a physical flyer but will happily search online for local firms. The best place to start there is with an SEO-optimized website.
Website Marketing For Lawyers
Your website is the portal between future clients and your firm’s star legal team. Ultimately, this is where you want people to find out about your services and contact you for an appointment. The only way to do this is to ensure that the site is user-friendly, engaging, and convincing enough to convert visitors into clients. Making a site user-friendly is essential because it means visitors are more likely to stick around to gain information. Mobile-optimized pages with working links are also likely to rank well and get shared with other people.
People expect to be able to navigate a site in minutes, from linking a link on a search engine to finding the information needed and finishing their task. For lawyers, that means finding a relevant service page on the first page of Google’s organic results, learning about the firm on that page, and then getting contact details or a contact form for inquiries. The right keywords on URLs, written content, and meta tags help make relevant content more visible. For example, if visitors need a DWI lawyer in New York, your page should clearly mention the terms DWI lawyer in New York and New York DWI lawyer to catch Google’s eye. It also helps if the website pages load quickly and have a user-friendly layout to stop people from clicking off and going somewhere else.
A well-designed and optimized website can do a lot to bring potential clients to your firm and help you stand out from the competition. SEO on the links and navigation helps, but so does well-written content and good web design. Consider adding separate pages dedicated to each service to make your content easy to find. Add an About Us page to showcase your team and its experience. Get someone to write regular blog posts to make the site even more informative.
Off-site Marketing For Lawyers
Finally, there’s the opportunity to take your online presence even further with SEO strategies for off-site marketing. What this means is you can tap into trends and keywords to get your firm noticed away from your website. This is essential with modern digital marketing because you need to employ as many tricks as possible to get people onto that website. Keeping them engaged with great content and website structure is a must, but you need to get people to click those links first. Guest posts on other blogs help if you have a good writer on your team. Online directories can also improve accessibility. However, the best tools lie with Google and social media.
Specialists in SEO for lawyers can help you improve marketing via social media posts to get more engagement with followers and potential new clients. It’s a good idea to have profiles on as many platforms as possible for shared posts and different forms of media that take viewers straight to your site. You can cross-promote over all of them but focus on the most effective platform. You might find that YouTube is an effective way of producing informative content engagingly. Alternatively, you may prefer to stay within your community through posts, ads, and other interactions on Facebook. X is worth having so you can jump onto trending topics and share news. As for TikTok, you could make this work to connect with a younger demographic.
Teams specializing in SEO for lawyers can also help you make the most of Google tools for increased visibility. Localized SEO strategies are helpful for any company looking to improve its position with the community. You can use keywords centered around your location, such as criminal defense lawyer in Cleveland, to help you connect with Cleveland natives and search for local firms. You can also get yourself set up on Google Maps so you’re immediately visible to those looking for the closest firms to their home or business.
Get Started Today
If your current advertising campaign is nothing more than a radio ad and a billboard downtown, and your website is prehistoric, it’s time for an overhaul. Find an SEO team that knows how to get lawyers more noticeable online, let them revamp your website content and social media strategy, and see how it can bring more clients your way.
