Lawyers are now using advertising to expand their practice due to the stiff competition in the legal profession.
Not only that, there is now a heavy emphasis on online attorney marketing, challenging attorneys to find effective marketing tools that allow customers to choose some firms over others. This content provides you with the Artgro top tips and techniques for attorneys to market through the web, including through website, SEO, directories, and PPC advertising.
Since the website is one of the first impressions people will get of the firm, it’s essential to build a professional website. When planning a design, determine the message you want your website to communicate about the firm, the audience you are trying to engage, and your budget. A strong site could include the following sample elements:
• Firm overview
• Areas of practice
• Frequently asked questions/requests for more information
• Client lists
• Client testimonials
• Publications page
• Resources and related links pages
• Firm overviews
• Practice overviews
Integrating a blog, which can have its own domain, into the firm’s website is a driving factor of additional traffic and increased page rank value of the main domain. Blogging, content writing and using case studies accurately online can have a positive influence on your site’s ranking position. Since search engines place heavy emphasis on new, current and quality content, a blog is a great vehicle to ensure that your site is fresh. Lawyers should routinely generate weekly and monthly blog content on their practice areas as part of an ongoing strategy.
Social Media Sites
The most used social media sites are Facebook, Twitter, LinkedIn, and YouTube. Use of these sites can, most importantly, increase the number of quality organic links to your firm’s website.
Referral Websites and Directories
Referral websites such as FindLaw and Lawyers.com provides public information about attorneys and allow customers to find an attorney based on practice and geographic areas. Between the two sites, Lawyers.com is better in terms of branding, while FindLaw generally creates more appealing sites and achieves better search engine results for its directory.
Though unsolicited faxes are illegal, unsolicited emails are not. One requirement is that the emails must allow readers to choose not to participate. E-newsletters are a useful tool for generating leads, organizations are able to analyze and track recipients who click through. The firm can then follow up with those leads by sending a brochure and making a follow-up call.
AdWords and PPC Advertising
Leveraging on AdWords allows you to manage your budget by only paying for the ads that have been clicked through. In order to increase your PPC budget, low competitive and long-tail keywords with high search volume should be used.
Adwords can drive massive traffic to your firm’s page, especially when the topic is in the news. Learn which keywords are working for your firm, and use them in the website’s SEO. Using these methods to drive customers to the firm’s website is essential since search engine placement and paid searches have largely replaced phone books, especially in today’s “green” economy.
To learn how we can help you improve your law firm web marketing, get in touch with our marketing specialists to discuss your SEO marketing objectives, or to receive an estimate or a formal proposal. We are eager to learn more about your company and discuss creative ways to build your sales lead pipeline.
We are serving Houston, The Woodlands, Spring, Magnolia, Tomball, Conroe, Sugar land, Katy and beyond.
Our phone number is (713) 331-1040.