Your firm is not garnering enough traffic and attention. Simply put, nobody can find you. Leads are important to law firms because they turn into potential customers, but if your firm’s presence does not have established topical relevancy, how are customers expected to find it, especially with the high volume of access to social media and the internet? Stop waiting for a customer to land on your doorsteps. Go out and find them. Utilize Array Digital’s proven digital marketing strategies that help customers find your firm online.
There are many ways that new customers and clients can find your law firm online. When potential customers are looking specifically for a law firm, they head to a search engine like Google or Bing and input information about what they are looking for specifically. Just like an e-commerce business, when a person wants to buy something, they look at the results from the search engine, determine which one seems like a good fit, and then visit that website. In this case, search engine optimization (SEO) works to help websites land on that search results page, so the client clicks on it.
Yet, there is much more to your marketing strategy than just creating a website and ranking well (though that is the foundation of being found online). For example, social media is a part of the process. You do not have an online store to sell your products. Rather, you need to convince would-be clients who are within your customer base that you are the right person for the job. Once you know your demographic (the target audience or typical client you want to work with), you can then use social media to help you.
Having a social media presence and profiles set up on various local directories, including law directories, is a very important part of this process. To find a law firm, many people head to social media with the goal of requesting information from friends or family. They may turn to strangers in a Facebook group to ask for recommendations. That means you need to have a presence on social networks. If you don’t use social media platforms for your firm, it’s hard for a person to find out if you are the right person for their needs.
You may know that business owners of all types create websites and social media platform profiles that showcase who they are. It is a type of branding. A person recognizes the brand, talks about that brand with friends, and trusts it for their needs. As a law firm, it’s just as important for you to have a presence online that creates a positive first impression. Social media marketing helps make that possible.
With it, your small business creates quality content through blog posts and social media content to share on social media. Over time, your followers on these sites learn about who you are and what you have to offer. Unlike an e-commerce business, you do not have new products to sell, but you have a breadth of information to share. That could include insights into recent cases, information about a person’s legal rights, or thought leadership about topics that are so important in the industry. Social media allows you to build your presence online in a positive way.
Social media is not something just for teenagers and young adults. It is one of the most important tools you have for reaching a large audience of adults, people who need your services and want to work with you. Pew Research Center found that in 2005, just 5% of U.S. adults were using social media and present on one site. By 2011, that number was 50% of all U.S. adults. Today, it is about 72% of all U.S. adults. Considering this, it’s clear that this is where your target audience of people who need your legal services are spending their time. If you are not there, where they are, you cannot create an important connection with them and tap into this lead stream.
There are various ways that social media can help your law firm:
Social media is one of the most important types of marketing campaigns you can do to build your new business and online presence.
With social media accounts, you create a way to engage with and provide for the needs of your would-be clients. You do not provide legal advice on social media. Rather, you educate and inform people about their rights and the opportunities to get help. This allows you to position yourself and your law firm as a solution to them. Good information leads curious traffic to your website.
A quality website is a very important part of the sales process for law firms. You may not have product photos to display or special offers to provide customers. However, you do have the ability to answer their questions, tell them how to take action, and get them the help they need to solve their problems. This can only happen if your website provides them with this type of quality information and insight.
There are a few core components that make a website effective like this. As a business owner, you need to be sure your website provides this type of connectivity with your clients. Your website can do this in various ways:
When you have a better quality website like this, it creates a better customer experience. That leads to higher conversions. They see what you have to offer and want to engage with you.
Going back a bit, let’s consider SEO. To be found in search engines, websites need to have good search engine optimization. That is, the website needs built in such a way that the search engines find it, scroll through it, and then see the value of the content on the website. When this happens, it shows the search engines that people who need information like this can find it on this website.
For search engines like Google, their business is ensuring that the search results meet consumer needs. Google’s consumers are searchers. It is in the tech giant’s interest to ensure the highest quality websites are placed on the first pages of the search engine results. SEO is a tool that allows you to show search engines what your website has to offer and the quality of that content.
There are various digital marketing strategies that can contribute to this. Here’s a look at some of the most important components of this:
All of these components work together to provide your website with quality content that meets the website visitor’s needs while also ensuring that your website ranks well in the search engines. Good SEO helps you to get leads into your business. It helps build your online presence and ensures your law firm is reaching the people it should.
Another component to building a successful online presence is using email marketing. Email marketing is a way of keeping a connection to your clients and prospective clients through the use of widespread email campaigns. When you send people interesting content that you know they have some interest in, that can help your business in various ways.
When someone comes to your website and fills out a form or otherwise provides their email to you, you can then send them emails as long as they continue to be interested in them. Why do this? What would a law firm need to do this for? Here are some examples.
Email marketing allows you to create lead generation funnels. Perhaps a prospective client was not ready to secure your business before, but the information you provided to them in your emails, on your blog, and on your website has shown them that you can help. It also builds your brand awareness.
There are many tools available that can help your law firm’s website do well with Google. Remember, the more ways you can show Google how valuable your website and law firm are, the more leads this could help you to bring into your business.
Most of what’s been mentioned are tools you can use to create organic ranking in the search engines. It is also beneficial to consider paid advertising. Often referred to as pay-per-click (PPC), this type of marketing is a viable way to get very targeted leads to your website quickly. You can do this in various ways.
Google Ads is one of those ways. Google allows you to create short ads that can include very specific keywords. If you provide family law in Florida, you’ll want to include keywords like this in your ad. Then, Google will place those ads in front of people who are looking for the services you are offering. Do a quick Google search now like this. You’ll see these ads pop up at the top of Google’s search engine pages.
With these types of ads, you only pay for them when a person clicks on them. That means you are not paying endlessly for them. While the cost structure is a bit more confusing in that you have to compete against others selling the same service (i.e., formulate and adjust your bidding structure frequently), this is a very good way to get highly qualified leads to your law firm in a short amount of time.
Ads are not just for Google, however. Facebook Ads are another viable tool. This is one of the best ways to reach people on this social platform. For example, if a person is looking for a car accident attorney in New York, they may be talking about it in their social groups or on their page. Facebook realizes this and places ads that relate to it on its Facebook page. If your law firm fits their need, your ad appears there. Again, you only pay for that ad when they click on it.
This type of ad structure is an excellent investment for many law firms. It provides a fantastic way for you to build your leads, coming in not just with anyone but with people who are looking for the specific services you offer. That’s key when it comes to marketing online. You do not want to spend money on ads that are not fitting to your needs. It often brings a solid ROI when it comes to legal marketing methods.
Are you overwhelmed yet?
It’s easy to start reading all of these things you could do to help your website to rank better and then feel like it is all too much. Don’t worry about the details too much. Array Digital is here to help you determine which methods to use and which are going to be best suited for your long-term outcome. We can do that because of our experience.
Consider a few more ways that you could help to build your business’s presence online:
Each of these methods helps to get the word out that your business is available and ready to help people. As you can see, the most beneficial way to get your law firm found online is to use a variety of marketing tactics. The strategists at Array Digital will help you identify the best tactics to use to maximize your budget. All it takes is a quick phone call to get started.
Build your business’s presence online. Contact Array Digital to learn more about what we can do for you. Request a free consultation by calling 757.333.3021 or complete the online contact form now, and we’ll call you. Let our experienced digital marketing experts help your law firm.
“Erik and the Array Digital team are top notch in the digital marketing spaces, particularly for SEO. Their understanding of Google, the algorithms, and the work involved to get websites ranking on the first page is unparalleled. Thank you Erik!!”
“I had a chance to consult with Kevin Daisey for my law firm’s marketing needs. He is knowledgeable, kind, and helpful. He provided me with a great marketing analysis. He also invited me to their podcast as a guest speaker. Thank you Array Digital!”
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“The legal profession needs more architects and designers…folks who are thinking about the future of the profession and who are assembling a tribe of like minded lawyer leaders. Erik and his team are certainly ‘that’.”