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If you have just started your legal practice, you’ll need a stream of clients in order to succeed. However, while you’re busy handling your legal and administrative chores, looking for new prospective clients should also be a top priority. That’s why having a thorough law firm digital marketing strategy is vital.
It’s not an if-you-build-it-they’ll-come situation with online marketing. You have to think about digital ways to maximise your legal marketing opportunities. A strong website and excellent content are a winning marketing approach, but it is also a long game. Let’s dig deeper. Read this article to learn about some great marketing tips for lawyers that’ll give you some insights on how to generate clients as a law firm and what strategies you can implement to achieve this efficiently and consistently.
Create a List of Achievable Goals and Formulate A Plan on How to Meet Them
When thinking about how to generate clients as a law firm, you must first think about creating your law firm’s business plan. This will lay everything out in a structured way and give you a general idea of what you want to accomplish. It’s time to convert that into achievable objectives and actionable activities now that you’ve got it.
If you a determined to make a certain amount of money per year, you’ll need to figure out how many clients you’ll need for the year and work backwards. Perhaps you will need 80-100 clients for this to happen; in this scenario, you’d have to get around eight new customers each month. You’ll next need to evaluate what measures you can take to fulfil your monthly aim of acquiring five customers.
It may appear to be a lot at first, but after breaking it down, it will seem rather manageable. While keeping the bigger picture in sight is advisable, breaking ambitious objectives into smaller activities will encourage you to progress and pace yourself appropriately.
Research and Identify Your Ideal Target Market
After you decide on that, you will then have to think about who to target with your marketing. A target market is a term used in marketing for the sort of clients you wish to attract. If certain types of customers and issues seem to be low-effort, low-reward, you might want to avoid advertising your services to them.
That said, you should not turn down work from clients outside of your target market. The ideal client for your legal practice is the one for which you will spend the most time and effort marketing it.
Knowing your target market begins with determining what your clients want. If you specialise in family law, for example, you might wish to establish a reliable foundation of marital contract work that is simple, quick, and highly rewarding for your company. Young married couples in long-term relationships would be the target market.
Think About What Marketing Channels You Want To Utilise
SEO, Content Marketing, PPC, GMB, Social Media, Word of Mouth, and Networking Events are all ways and avenues you can think about to promote your legal practice when you begin. We recommend you concentrate on having a robust website, a consistent content marketing strategy, and a set of hard-hitting PPC ad campaigns is a great place to start.
Once you’ve done more research on your target audience, you’ll have a greater understanding of where you should direct your marketing efforts and how to target these specific demographics.
Calculate Your Budget
So what should you set aside for marketing? Some people advocate spending 10% of your yearly income, while others recommend investing more. It is no secret that the legal industry in most countries is very competitive, so it is likely you will need to spend more at the beginning to gain vital exposure so you can capitalise on leads quickly.
A reasonable amount to set aside is about 10% – 12% of your revenue objective for marketing and see whether there’s room in your entire business budget. This will cover the costs for building or managing your website, any staffing you intend on employing, SEO insights, content marketing and advertising fees, which would all be included in this price.
Create a Marketing Plan
Creating a robust marketing plan is really important to make sure that you stay on top of your objectives and do not fall behind.
When developing your marketing plan, consider the following:
- How much should you spend on marketing? (as described above)
- Is my website good enough?
- Do my content ideas add value to the legal industry?
- Am I using the best SEO practices to drive organic traffic to my website?
- Are my PPC ad campaigns bringing in enough leads?
- What sort of material should I be producing for social media?
- How will I know if my marketing strategy is working?
Is My Law Firms Website Good Enough to Generate Leads?
It’s a common misconception that just having a website is good enough for your law firm, but this is not true. Your law firm’s website must be properly designed to create a great user experience in order to retain visitors and make them actually reach out to you. Driving traffic to your website is one thing but actually keeping people on your site and showcasing a high level of trust in your law firm is something that you must take very seriously.
A great website will:
- Load within seconds – your website must be very fast to reduce its bounce rate
- Use a fast and robust website hosting server
- Provide a clean design which will deliver a very user-friendly experience
- Be loaded with “call to action” buttons in the right places so that people can reach out to you
- Showcase the amazing reviews you have on Google or other Review portals
- Be optimised with regards to on-page and off-page SEO
- Have a blog that is updated frequently to drive traffic
The great thing is that we are a team of professional law firm website designers. We can share our ideas on how to create an optimal law firm website for your firm’s niche and even build your firm’s website for you, so it meets all of the above criteria and more. For more info, visit our law firm website design page.
Should I Run PPC Ad Campaigns to Drive Traffic to My Law Firms Website?
In a nutshell, yes, you should. Google Ads are a fast and effective way to generate relevant leads and bring them to your website, and they are commonly used by attorneys and lawyers worldwide. However, the important thing to consider about them is that they will work if your campaigns are set up correctly and optimised in a way that is geared toward delivering “leads of value” to your website rather than website visitors that have no intent.
What you must remember is that Google Ads are PPC campaigns, meaning that you will pay every time someone clicks on an ad. So, every time someone clicks on your ad, you will be charged, and at the same time, your firm is competing in an auction-style system against other firms bidding for the same keywords, so costs vary significantly and deepen during peak times of the day etc. If your daily budget is not high enough, you may get priced out of showing your ads at popular times of the day, so it’s important to dedicate a good budget to run these ads and scale them to produce a good data set to which you can then tweak them. The great thing is that this kind of advertising is quite easy since it’s all set up.
It’s critical to handle your PPC advertising strategy carefully—there is no limit on how much money you can spend inadvertently because of a few minor oversights on a lawyer’s account. If you want Google Ads to function (and it does if done correctly), engage an expert, set a budget that is acceptable to you, and let the professional handle it. Learn more about our PPC advertising for law firms services.
How do I Implement a Robust SEO Strategy for My Law Firm?
SEO, or search engine optimisation, is a key component of any successful law firm’s marketing strategy. In order to optimise your law firm’s website for high search rankings and increased visibility, it is important to implement a number of strategic SEO tactics that will help you improve your site’s on-page and off-page ranking signals. Some key steps in this process include:
- Carrying out a competition analysis and keyword research to identify how you can beat your competition and to learn about the best keywords related to your practice area that are relevant to your target audience.
- Legal content writing or writing blogs on long-tail keywords that will allow your firm to show for specific detailed search terms on Google and other search engines. This will drive traffic to your site for specific legal areas.
- Optimise your website content by including these keywords within your web copy, titles, headings, meta tags, image descriptions, and other elements.
- Building backlinks from authoritative websites in your industry to help improve your website’s authority and trustworthiness in the eyes of Google.
- Creating a well-rounded social media presence for your law firm across popular platforms like Facebook, Twitter, LinkedIn, and Google and sharing the content from your website here, this will increase your exposure and aid your SEO strategy.
- Monitor your website’s SEO progress on a regular basis to ensure that your efforts are paying off and that you are consistently improving your rankings over time.
If you need help getting started with SEO for your law firm website, be sure to check out our SEO for law firms services.
How can a Law Firm Leverage Google My Business(GMB) to Bring in Relevant Leads?
Google My Business (GMB) is a powerful tool that all law firms should be utilising to help generate relevant leads and bring them to their website. When potential clients search for legal services in your area, your Google My Business listing will appear prominently in the search results, along with important information like your firm’s phone number, address, hours of operation, reviews, and more.
To get started with Google My Business, simply create a free listing for your law firm and verify your business through Google. Once your GMB profile is created, be sure to populate it with as much information as possible, including photos, short blogs, reviews from past clients, videos, service descriptions, and anything else that would be useful for potential clients. You can post updates about your firm, special offers, or anything else that you think would be of interest to your target audience on your GMB profile.
In short, if you can rank your Google My Business profile on the top of Google maps for your legal services, this is something that is free and can bring you any leads in the long run. If you need help getting started with Google My Business, be sure to check out our GMB for law firms services.
There are many digital legal marketing strategies that law firms can use to bring in new leads and grow their business. However, SEO and PPC are two of the most effective and powerful strategies that should be a part of every law firm’s marketing plan. If you need help getting started with SEO or PPC for your law firm, be sure to check out our services. At Solicitors Marketing, we specialise in helping law firms grow their business through these digital marketing channels. Thanks for reading!
Ask our Expert Legal Marketing Team
At Solicitors Marketing, we are a one-stop-shop for law firm marketing solutions based in the United Kingdom. With over five years of experience in the game, we are committed to the legal industry as marketing experts who are here to deliver an outstanding experience to all our clients by providing top-of-the-range digital marketing services that will boost your law firm’s online presence, increase your exposure and bring you more clients.
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