Owing to the digital revolution every law firm today has a website. And like any other websites, law sites to search for organic website traffic increased phone calls as well as develop continuous referrals.
These sites also want to ensure that there’s repeat business. Similar to any other industry verticals, even for online marketing campaigns for a law firm, trust is an essential element.
The marketing plan must start by developing a reputable website and brand. It needs to be followed by end-to-end strategies that update the website visitors and transform them into permanent clients.
Is yours a law firm and you want up your marketing campaign? If yes, then you can take reference from the marketing strategies discussed below and make the most of your online presence.
- Give importance to website optimization
A website should be something more than a mere site. There should be more to look forward to in a law firm website that just a primary "About Us" and the "Contact Us" page. It needs to be a something that connects with the users.
Just like any other business that gets invested in developing a website, even a law firm needs to know their target audience, their requirements and the services that need to get highlighted to ensure that people browse through the website and place a service request. Hence, it is vital for the site to:
- Cone with a specific messaging and branding
- Have simple navigation, irrespective of the device it getting viewed on
- Load fast
- You need to ensure that the website is mobile friendly
Gone are the days of long hours of desktop browsing! Today, people mostly use their mobiles and tablet devices to browse through a website to decide if they want to transact in the site or move on.
Hence, it is essential to optimize your website for Smartphone and tablet devices. Make sure that your website looks and functions with the same ease that it does in a desktop.
As you optimize the website for your mobile, ensure that the content is simple and easy to read.
Go an extra mile to make sure that the page navigation is accessible on mobile and that people can reach out to you through the contact details that you've shared.
You might also want to add a CTA right below the page, making it simple for your audience to contact you. If you want you can create a section in your website where you can share essential resources in the form of articles and blogs.
- Ensure that you showcase your expertise
Doing a competitive analysis and also thinking akin to your target consumer, will enable you to develop informative and useful resources.
If you want to place yourself in the law department as an expert, ensure that you answer the FAQ's (Frequently Asked Questions) and also share vital data on the significant topics that are based on your practice and geographical areas.
Simply put, you need to be the “go to” centre for all the legal data.
- Make sure that you are offering value
Just in case your target audience bounces away from a website page that they intended to brow, then there’s a high chance of the search engine to reduce your significance for a particular advertising campaign and keyword.
You might also want to get more visitors to your website and motivate them to browse more and stay longer on your website. It can only happen when you provide good value to the ones browsing through your site.
One of the smart ways to make your online audience stay longer on your website is to provide informative videos addressing the various aspect of the law that your company specializes. It will keep your online audience engaged and also reduce the bounce rates.
The other to provide value to your customers is to provide content via an online guide or downloadable checklist. It is one of the interesting ways to assimilate email addresses for the next targeted email marketing campaign, and nurture leads much deeper in the sales funnel. Make sure that your content is useful and it comes with keyword-rich data that helps to define your expertise area. And this will pool in more online traffic as you follow the best SEO practices.
- Develop a smart content marketing strategy
Other than downloadable content and informative videos, it is essential to develop a smart content marketing strategy. It will enable you to develop a favourable reputation and help you to enjoy the best SEO benefits.
One of the best ways to do this is by promoting credible backlinks. You might want to develop content on the website that hints at several other pages that your site contains as extra resources, for instance, blog posts, articles, press releases, and the likes.
You might also want to contribute to other sites as well. It will enable you to generate extra website traffic for your own site. Simultaneously, you might also want to offer useful data that can develop trust with other clients as well.
- Make the most of social media
One of the essential ways to stay relevant online today is through social media. Today, most brands are creating their profile on social media that enables them to communicate seamlessly with their clients and online audience at large.
Also, when you are on social media, you have the chance to have a close encounter with the market trends and even the audience requirements. Selecting your social media mix is something that you need to do with smart thinking and analysis.
Take a close look at the channels like Facebook, Twitter and Instagram, and others and decide which social networking sites to opt-in for. There's no rule that you have to be present on all the social networking forums. You can determine the ones that work best for you.
These are some of the essential online marketing strategies that every law firm can use. More strategies can be used other the six guidelines discussed above. However, it is recommended that you reach out for professional assistance to ensure your online marketing campaign is going in the right direction.