20 Law Firm Marketing Ideas [2018 Edition] Digital Logic™
LAW FIRM MARKETING IDEAS INTRODUCTION
Law firm marketing doesn’t have to be difficult, in fact, attorney marketing results should be predictable with the right strategy. As an attorney, it’s difficult enough to keep up with all of your cases, new clients, organization memberships, and local events while also trying to spend enough time on proper law firm marketing.
At Digital Logic, we understand how difficult digital marketing can be for your law firm, big or small, and that’s why we’ve put together a list of 20 Law Firm Marketing Ideas. These ideas are here to help you get an understanding of the fundamentals of law firm marketing today vs the olden days. The focus of these marketing ideas is specifically for law firm internet marketing.
Since 99% of your new legal clients are on the internet now, we’ve focused the topics to primarily cover items around law firm and attorney internet marketing ideas and reference points.
While some of these law firm internet marketing ideas will be easy to implement, it is always good to have an experienced guide to help you through some of the more advanced digital/internet marketing tactics and ideas.
Although we do not have a full and complete instruction manual on how to implement all of these internet marketing ideas and techniques, we are skilled at using these ideas and tactics to grow our law firm clients’ practices using many of the items in the list. Please leave a comment at the bottom of this post with any questions you may have, or let us know if we can help you, or if there are any other ideas you’d like us to cover.
WHAT YOU WILL LEARN:
- Quick steps you can take to understand how your law firm internet marketing measures up today
- Where to go to acquire information about your law firm’s competition
- How to develop a roadmap for your law firm’s digital marketing success
- Easy ways to build your law firm’s brand (for free) using social media
- Where to invest your money online to get high-quality leads and referrals to your law firm
THE LIST OF 20 LAW FIRM MARKETING IDEAS
1. EVALUATE YOUR LAW FIRM’S WEBSITE PERFORMANCE
Your law firm website is the core focus of your law firm’s marketing initiatives, therefore, one of the first things you should do is measure your law firm’s website performance to see if everything is working the way it should. Site speed is extremely fundamental; your customers don’t want the site to take a long time to load and have a poor user experience.
40% of people will leave your website if it doesn’t load in 3 seconds. Your website page load speed is a high-value indicator for website performance, so making sure that your website is serving static pages or uses a CDN may help reduce the load time for your visitors. Google offers a free PageSpeed Insight tool for you to utilize.
This report from Google will let you know how quick your site loads and will also provide guidance on quick steps you can take to optimize your website’s performance. From there, you can forward this information to your web developers to make immediate improvements on your site.
2. CHECK YOUR LAW FIRM’S SEO PERFORMANCE AND SCORE
Another very easy and important first step is to evaluate the SEO performance of your website as a part of your law firm digital marketing strategy. Again, you may never have a “perfect score” on this report, but the analysis will make recommendations that you can implement immediately to advance your website’s search engine performance.
This is not a complete SEO Audit, but it will give you an overview of what your website “looks like” to Google and other search engines. With this, you can make certain that your website is meeting the preferred criteria to achieve the results you expect. We recommend using SEOPTimer.There are roughly 200 ranking factors that determine how well your law firm’s website will rank on Google. You can boil down the top Google SEO ranking factors to 4 principal items for Law Firm Search Engine Optimization.
- Legal Website Content
- Quality content on your law practice website is the most important ranking factor for law firm SEO / search rankings. This is pretty obvious- but if you don’t have content that matches up with what people are searching for and the practice areas that you work in, it is unlikely that you will rank very well on Google. Be extensive with the amount of content you have on your website. For every practice area, make sure you have a page of content that matches to the practice area. As an example: if you’re a personal injury attorney, you’ll want to have a comprehensive page on personal injury law as well as sub-pages that cover each of the specific practice areas in personal injury law.
- Backlinks to your site
- You will want to be sure that you have as many relevant links to your website as possible. With that being said, don’t just go out and get “any link” possible to point back to your website; you want to get links that have law firm/ attorney/lawyer related content. There are various free lawyer listings and profiles that you can easily set-up, which will all link back to your website. One key to generating quality backlinks is by publishing quality content that is relevant to your target audience. In doing this, you can begin to perform outreach campaigns so other websites will link back to you. You may also want to consider Guest Posting for link building. This is a great resource for Guest Posting Tips by Authority Hacker.
- Mobile First User Experience
- Google is switching to a mobile-first index, meaning that mobile is more important now than ever. Google is beginning to crawl the mobile version of websites first, giving them more priority over desktop versions. You want to make sure that you have great page speed for mobile and that you don’t have two separate websites for mobile and desktop. Go with a mobile first design and mobile first experience since the vast majority of users are now mobile.
- Technical SEO
- With a few simple Google searches, there are plenty of free resources available that will let you run a free site audit to determine the technical issues with your website. Fixing the technical SEO issues on your law firm’s website will be the foundation work for your for your law practice’s SEO.
3. DIG INTO YOUR LAW FIRM’S WEBSITE GOOGLE ANALYTICS DATA
Google Analytics is the preferred platform for most webmasters and law firm digital marketers, but you may have another tool in mind to examine your website’s traffic. By digging into your website traffic, you will notice trends that develop such as peak visitor hours, viewing devices, actions, and behaviors, as well as finding out where your traffic is actually coming from.
By taking note of these trends, you will notice changes over time that allow you to move your focus from one aspect of your law firm’s digital marketing strategy to hone in on another – such as amplifying your Twitter outreach if there is a higher percentage of actions taken on links posted to that platform.
4. AHREFS AND LAW FIRM MARKETING COMPETITOR SEO/SEM RESEARCH
Ahrefs is an amazing tool for competitor link profile research for law firm and attorney SEO. In fact, we believe it to be the best tool available for this purpose. Law firm marketing is extremely competitive, but with this tool, you can examine the keywords that competitors are ranking for along with a list of their backlinks acquired an estimated paid search spending.
Of course, there is no way to guarantee complete and accurate information, but you will be able to gather a large amount of data about your competitors that can help you determine the best course of action for your digital marketing strategy, as well as ongoing progress tracking for link building.
The easiest way to do competitor research is to do an online search using the same keywords that your law firm targets. If your law firm specializes in immigration law, you know that you’re not the only one doing this and will want to know who is already successful in the space you are targeting.
Unless you’re starting out with millions of dollars in capital, you’re more likely going to compete with much larger firms, as well as some smaller firms who are using digital marketing to the fullest potential. Ahrefs is a fantastic tool to determine what you’re up against. We use this program for all of our law firm clients’ SEO. Below is a great example of Ahrefs on how to do a competitor law firm domain comparison.
When you run the domain comparison with your own domain and all the local law firm domains you compete with, you’ll be able to get an idea of how many inbound links you’ll need to acquire in order to meet or exceed what your competition is doing. With Backlinks being a major factor for Law Firm SEO, pay attention to the backlinks your competitors have vs. the backlinks your law firm has.
5. GOOGLE & BING SERPS FOR LAW FIRM, ATTORNEY, AND LAWYER + GEO SEARCHES
Google’s SERPs, or Search Engine Results Pages, is a great method to learn what is going on with certain keywords or competitors. By typing in the search terms you’re hoping to rank for, you can find out where your website ranks among competitors and also interpret what is considered to be “good content” by the search engine ranking factors.
You will be surprised at what floats to the top – and if you hope to get there, you’ll need to understand what makes it happen and how to overcome it. Make sure you are logged out of your Google account and know that the results are different depending on your location.You may not rank for all of the lawyer, law firm, attorney + city + practice area related keywords you hope to, the keywords you are ranking highly for on Google will be different on other search engines like Bing and Yahoo. This is because each search engine has its own users with different behaviors, in addition to the algorithm which calculates your website’s value and relevance in a different way.Make sure that search engine optimization is a part of your long-term digital marketing strategy if you hope to compete online today. The first thing you want to take care of on the search engine results page is making sure you can own as much of the real estate for brand related search terms.
You can do this by setting up directory listings and making sure you are getting client reviews. There are hundreds of law firm business profile pages you can set up to help control exactly what users find when they search for your law firm + city name.
6. DEFINE YOUR LAW FIRM’S MARKETING GOALS
Many law firms do not focus on digital marketing because they’re used to the things “traditional marketing” or print, radio, and billboard advertising can do. These days, digital marketing should be a cornerstone of law firm marketing because of the ability to target and measure your law firm’s marketing efforts.
Spending a large sum of money for some amount of “impressions” or value-added placement is common in this realm. With digital marketing, you can segment your budget into many categories that will reach different audiences with different messages – thereby increasing the effectiveness of your overall marketing strategy. Your attorneys may want to take part in this process so they are able to connect field work with your digital strategy, leading to the most effective results company-wide.
By spending some of your digital marketing budgets with online video advertising through YouTube and Facebook, along with remarketing to bring visitors back to your website, you could earn far more targeted views than you would receive with “traditional marketing” methods. Additionally, you’ll be able to track your metrics ongoing and make adjustments as necessary! Our law firm clients are always satisfied with our results using search engine advertising campaigns because we’ve done them for so many clients over the years; we know exactly which pitfalls to avoid and which areas to target to start bringing new legal leads to you sooner.
Sample Goals For Your Law Firm Marketing:
- Monthly Revenue Target
- Number of phone calls from your website each month
- Number of visits to your website
- Number of online forms
- Number of new clients
7. A/B TESTING WITH SEM & PAID DIGITAL MEDIA
One important tactic to conserve your law firm digital marketing budget is operating several A/B tests with your law firm’s paid advertising campaigns. By running the same ad for multiple audiences, you can discover which audience responds best to each advertisement in addition to testing different ads on the same target audience to find out which message is the most impacting on that group. Your Lawyers would be able to tell you that each client is unique, therefore, the approach to dealing with that client needs to be different – this is where the messaging can have a huge impact in connecting with your potential audience and taking the case versus a competitor who is not relatable.Once you find the best ad for your ideal target audience, you can allocate more of your budget to developing new content focused on bringing in quality leads, eventually spending less money on the paid search advertisements that don’t. Since we’re able to pull all of the analytics data about how your tests are performing, we can quickly discover the best ads to spend your budget on compared to outdated methods that relied on much more guesswork.
The other part of your A/B testing is to make sure you are using landing pages that match up with user intent. For example, you don’t want to send all your traffic from digital advertising campaigns to your homepage. If you’re targeting personal injury cases, then make sure you are sending users to each section of your site that matches the specific user intent.
You can also read more about law firm search engine marketing in this comprehensive guide Search Engine Advertising for Small Business Guide.
8. OPTIMIZE YOUR LAW FIRM’S WEB PAGE CONTENT
By adjusting your website’s content engagement with the data you collect from paid search campaigns, you can further amplify your message to the audience you intend to target. Since Law Firms are highly competitive on the internet in order to rank high on search engines, you will need to use every tool in your arsenal to get traffic to your service offerings and land the big-ticket clients you are aiming for. Make sure you list all of the attorneys at your firm on the website because potential clients may also be seeking your Law Firm based on the individual Lawyers that work at your company.You’re going to need to spend a lot of time doing search engine optimization by yourself, but if a DIY doesn’t seem like a good idea, we offer specialized law firm SEO marketing / search engine optimization services to keep your website bringing in high-quality leads. If you don’t have time to constantly work on adding new content and doing link outreach campaigns, then hire an expert law firm marketing company (like us) or someone else that has a proven track record.
9. CATEGORIZE YOUR LAW FIRM WEBSITE ON DIRECTORIES
Many Law Firms and their Attorneys fail to indicate which practice areas they specialize in, or which locations they are able to cover for their clients. This is vital information for your firm’s website visitors as they’ll be searching for you all across the internet.
This is a great resource for free directories that you can publish your information to. A major ranking factor on Google is making sure your Name Address and Business information are consistent across the web (NAP). Leverage the free tools available and go through the steps to list your law firm across as many online directory sites as possible and fill out the profiles.
10. EMBRACE LAW FIRM SOCIAL MEDIA MARKETING
Social media marketing for law firms is such a powerful influencer, you simply can’t ignore it if you’re planning to market your practice online. Facebook is probably the most effective social media platform to connect with your potential clients (since everyone is there), and to keep existing clients informed about changes in your law firm or new practice areas being covered.
Consider developing social media marketing content so existing clients will want to share it with their network, simply because it’s useful information. If you can tap into this wealth of connectivity online, you’ll find that the rewards are potentially great for your law firm once your social media referral funnel has been established and you’re staying top of mind.The only caveat to social media marketing we have to point out is the increased sensitivity potential clients may hold with current events or heated topics. We know that your experienced lawyers know to stay away from trouble on the internet, but a poor reputation on social media could reflect very badly on revenues for your organization if the wrong things are done using this digital marketing technique.
To read more about social media marketing for law firms, you can take a look at this comprehensive guide we wrote:
10 MORE LAW FIRM MARKETING IDEAS TO GO
11. STAY UP TO DATE WITH YOUR CLIENTS
By keeping up with your existing clients using social media marketing, you’ll start to understand the trends that they are following in order to make more relevant content that they would be willing to share with their network.
12. POST BLOGS REGULARLY ON YOUR LAW FIRM’S WEBSITE
While most Law Firms do this step poorly, you should use this opportunity to really connect with your audience and prepare them for working with your law firm. By having high-quality content marketing rather than useless legal mumbo jumbo updated regularly on your website, both search engines and your website visitors will appreciate your site more and interact with it.
By focusing on very high-quality law firm blog content, and posting blogs regularly, you can really dig deep within your law firm’s practice area niche and become the ultimate authority for the area of law you most desire to practice. While this effort does take time, the results are amazing once the search engines start to agree that your website is the most relevant for the keywords you are targeting.
Google really likes fresh content to be published. If lawyers from your firm are able to share the results of recent cases with your website visitors and social media followers, they may want to reach out to that individual attorney for his experience working with similar cases.
13. WRITE FAQS FOR POTENTIAL CLIENTS
FAQ’s (Frequently Asked Questions) pages are a great way to preempt qualified responses from your legal team about the type of services you provide and the manner you wish to convey to your potential customers. As voice search becomes more relevant to search engine ranking, questions such as “How can I get my immigration visa renewed?” through voice search on a mobile device may bring a potential client to your website because you’ve already supplied a direct answer to this question on your FAQs page.
By giving a sample of the voice that you present to your clients, prospects can begin to relate to your law firm’s brand and build the confidence in your legal team to consider you for their important case. There are hundreds and hundreds of questions you could write down that potential clients and current clients ask you. Get these questions indexed on search engines.
Think about how many previous client questions you’ve had in the past that could all be written down and answered in a blog or a section of your website.
14. SHARE ON TWITTER FROM YOUR LAW FIRM’S PROFILE
Although we do not necessarily recommend spending much time on Twitter to directly bring in leads for your law firm, we do recommend utilizing the platform in some capacity – as it grows in popularity and because of the way search engines pick up on content shared across Twitter.
It would be wise to have your law firm’s Twitter feed publishing content from your website like new blogs or press releases, as well as re-sharing your content from Facebook to bring some of your followers to your more attractive digital assets. The more social platforms you share on will also play a role in SEO with linking and content discovery.If you are able to build a base of potential clients in your region, you can advertise special offers to these specific target audiences very cheaply through Twitter. This is something we think will help boost credibility online in general, as well as create unique opportunities to reach out to a new client base. Social media marketing requires companies of all types to be engaged across different platforms to meet the demands of clients in the information age.
15. LAW FIRM SPONSORSHIPS
Since your law firm’s website will be needing backlinks from high authority websites in your area, contributing some of your marketing budget to events, causes, and charities in your region can help boost your brand’s recognition in the area, as well as deliver high-quality SEO to your main website.
Funding a scholarship for a local university is another creative way to connect your law firm with a highly reputable university. This will lend its credibility to your website for such an honorable placement, in addition to the lasting appreciation the community will give back to your law firm’s contribution – oh, and a .edu link back:)We believe that building relationships with the community you hope to serve is the absolute best way to reach out to clients. This opportunity will not only help your law firm’s brand grow and build credibility, but you will see an improvement over time with your digital marketing efforts because of the relationships that your website is building with others which are relevant to your potential client’s interest.
16. USE VISUAL AIDS WHEREVER POSSIBLE
Law firms can sometimes be seen as “dry and boring” online, mainly because of the high volume of text content necessary to cover all the legal material on one’s website. By developing unique visual aids such as photographs, images, info graphics, or other custom design, you will be giving your audience something valuable to share with their network through social media. Allow the attorneys and staff at your law firm to participate in developing your brand’s image online, because they are the ones that clients will face when they actually interact with your law practice, they will feel much more satisfied with the experience if your marketing efforts are genuine and accurate. Interesting visual content, if it provides real value to its viewers, will increase your law firm’s brand reputation and encourage people to connect with you through Facebook, Twitter, or other social media platforms. They will likely even check your website out on their own to see what else you might have to offer if they are interested in your visual content, and that doesn’t cost a penny!
17. EMAIL MARKETING
Did you know that email marketing has the highest ROI of all digital marketing strategies? While it’s not typical for law firms to use this common tactic- if you can creatively connect with and pitch your existing client base, you might be surprised at the results you’ll get! Lot’s of the email marketing for your law firm can be setup using sequences and it much of it can be automated after the initial setup for your law firm.
Since nearly everyone on Earth uses email, you’ll need to make sure yours sticks out and has value to its reader. By writing relevant blogs and sharing advice with existing or potential clients through email marketing, you can ensure that your articles have more visitors as soon as you publish them, and continue to provide value to your clients even before or after their case. You may also try asking followers from your social media platforms to connect with you via email subscription to boost your connected readership. Content marketing can take place off of your website so make sure your content is getting viewed by sharing it with the people who are most likely to read it first.
18. ONLINE TESTIMONIALS OF YOUR LAW FIRM
One of the most important aspects of law firm marketing is establishing credibility and trust with the potential client. By sourcing your testimonials directly from your clients, you’ll be able to share your expertise confidently with potential clients as they view your website to decide if your practice is able to handle their important case.You’ll want to ask directly through social media, email marketing, and even face-to-face for written testimonials to add to your website. Even sending links to law firm directory listings you own like FindLaw and Avvo might be a good idea to put your law firm’s reputation above the competition when it comes to digital marketing. Each attorney representing your law firm should able to bring in positive testimonials to your practice, so make sure to inform them on the best strategies to earn these reviews and have them posted on your website.
19. OPTIMIZE FOR MOBILE VIEWERS
Make sure your site is mobile optimized. With 95% of smart phone owners using their device to search for local info, it’s important that when they find your site, theycan get the information they need quickly and efficiently. Utilize click-to-call buttons; create a site that automatically resizes for all mobile devices and ensure the page loads quickly.Google updated their algorithms to prefer websites that have mobile-ready versions available back in 2015. If you want to rank for the keywords that are important to gaining clients in your practice areas, make sure you have a good mobile experience on your firm site and users mobile users can get the information they need quickly and easily. If you’re going to hire a law firm marketing agency for your next web development project, consider using our team to ensure your law firm’s online success.
20. REMARKETING FOR LAW FIRMS
Have you ever visited a company’s website and later noticed the same company’s banner ads on another website, mobile site, or even on Facebook? This is a simple yet effective marketing campaign called remarketing, and you can implement it for a very low cost to make sure that your visitors keep coming back to see more of your pitch before deciding which law firm to represent them.
Retargeting also supports an extremely important marketing strategy known as brand differentiation. By remarketing your firm across many channels online, you will get more cases by staying top of mind.
How Much Should Lawyers Spend On Marketing?
Most lawyers want to have a better understanding of how much money they should spend on marketing and advertising, considering the large budgets that law firms will want to allocate to new client acquisition. The amount of online advertising spend you should run will vary significantly depending on case type, case value and the practice areas you work in, along with many other variables with the total population target and geography.
For lawyers determining marketing budget size, the basic premise is to know what the average new client’s potential value is. Not just the one-time value, but also the annual value and lifetime value of this average client – this is important, but understand it’s also going to vary for each practice area. We’ve seen lawyers start out doing family law because there is a higher case volume in that area and you’ll get to bring in a customer for the first time who will end up using you for another type of case later on (such as personal injury, criminal, business, etc).
LAWYER MARKETING MATH
Let’s take a look at case values, then we’ll be able to set a goal of how much you want to acquire new customers for (be realistic). When you start out, you won’t know what your cost per customer acquisition is, so it’s something that you’ll need to test and always keep experimenting with to improve your cost efficiency. If a case value is worth $2,500, then you could spend up to $1,000 on advertising to get that case and still make a little bit of money, but more importantly, bring someone new in to do business with you for the purpose of lifetime client value. The referral value of a new customer that came in from your brand’s marketing is fantastic when you think about the number of referral cases you’ve received from word of mouth from previous clients.
Some attorneys spend a significant amount of their operating budget on advertising (i.e. big personal injury lawyers), and it’s because the value of a new case can be extremely high, though marketing investment will pay off if the reward is there. If a lawyer is collecting a 30% fee on a personal injury case, then the value of that potential client could be anywhere from $30,000 to $200,000, or even much higher. The 30% value on a personal injury case at $30,000 is $9,000, and on a $200,000 case at 30% it’s $60,000. For Criminal cases, the average fee in most cases is between $3,000 to $5,000, so to break even on a $3,000 monthly advertising expense, a lawyer just needs to get one new customer; with a good size personal injury case, one good settlement could cover advertising for a half a year or even more!
When my company (Digital Logic) runs online marketing for attorneys, we build out custom dashboards so there isn’t any guessing on overall marketing costs or the cost per acquisition. It’s important to use tools like Google Analytics and Call Tracking to measure what your cost per case acquisition is, and then optimize future campaigns around the target CPA.
A FEW ROAS (RETURN ON AD SPEND) SCENARIOS, JUST USING GOOGLE SEARCH CAMPAIGNS:
Scenario 1: Criminal Attorney
- Average Case Value: $5,000
- Monthly Ad Spend: $3,000 Web Visits: 1000
- Phone Calls: 50
- Phone Call Conversion Rate: 5%
- New Customers: 2.5
- Total Customer Value: $12,500
- Return on Ad Spend: 416%
Scenario 2: Personal Injury Lawyer
- Monthly Ad Spend: $10,000
- Phone Calls: 20
- Phone Call Conversion Rate: 5%
- New Customers: 1
- Total Customer Value: $30,000
- Return on Ad Spend 300%
For most lawyers, it doesn’t take a large number of new clients to break even and make a fantastic spread through online marketing. The reason for the elevated costs is that the value of a new client acquisition is generally high. Granted, there are sizable investments on personal injury cases when money has to be floated on cases going into medical bills, travel, wage losses, etc. before a settlement is reached.
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