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When it comes to legal assistance, people tend to either go with a big, well-known firm or choose someone based on personal recommendation. Obviously, as a solo practitioner or someone working for a smaller company, you’re not going to have the same name recognition as a larger more well-known firm. And while personal recommendations can be helpful, you can’t rely on them exclusively to bring in new clients.
Currently, the most effective way to get clients as a lawyer is through legal marketing. Potential clients are increasingly turning to the internet when they need legal assistance, and by having a solid online presence, you can position yourself as an authority in your field and attract new clients.
However, legal marketing is a comprehensive term and can encircle many diverse actions. Due to the elaborateness, most law firms tend to hire agencies to handle their marketing. However, not all agencies out there have the same level of experience or provide the same services. So it’s crucial to do your research and uncover one that’s a right fit for your firm.
Lawyer Marketing in 2022: Tips and Tricks
As we move into 2022, it’s essential to consider how the landscape of lawyer marketing is changing and what you need to do to stay ahead of the curve. The legal industry has always been a competitive one, but the number of lawyers has begun to exceed the number of available positions in recent years. This means that it’s more important than ever to stand out from the crowd and make sure potential clients can find you easily online.
To get an effective outcome from your advertising effort, you need to clearly understand your target spectator and what they’re peeking for. You also need to acknowledge how they look for legal assistance and information.
In the past, many law firms have focused on print advertisements, but these days, potential clients are much more likely to find you online. In fact, 40% of people find their preferred legal service through an online or Google search, and 30% find the services from directories. Only 30% of the individuals still locate their solicitors through referrals.
This means that if you’re not visible online, you’re missing out on a massive portion of the market so leveraging law firm digital marketing strategies could be in your interest. And even if you are visible online, but your website is slow, isn’t optimised for SEO, or your content isn’t engaging, you’re still not going to attract many clients. So, let’s talk about how to optimize and leverage some great marketing tips for lawyers that are sure to excel your firm to success.
Make Use of Legal Marketing for Exposure, Visibility, and Leads
The fundamentals of a great legal marketing strategy have not changed, but the landscape definitely has. You will need to create a comprehensive, well-rounded strategy that covers all your bases if you want to succeed.
To make sure you’re getting the most out of your marketing efforts, here are some lawyer marketing tips for 2022:
Understand Your Target Audience
Understanding your target consumers is the first step to successful marketing. You’ll need to figure out their demographics, necessities, and information-consumption habits. You won’t be able to develop a strong marketing plan if you don’t comprehend who you’re picking out.
There are numerous routes to accumulate data on your target audience. For example, you can look at your existing client base and see who you’re already helping. You may also use services like Google Analytics to see who’s looking at your website and the items they’re searching for.
Make It Straightforward to Find Your Law Firm Online
You must confirm that your preferred audience can uncover you online quickly once you’ve identified them. You cannot succeed in digital legal marketing if you’re not visible or the targeted customers cannot find you. Here are some of the things you can do to improve the exposure of your law firms:
- Make sure your website is high-performing and adequately optimized.
- Try to rank for relevant keywords on search pages in the highest positions.
- Use social media to reach out to probable clients and attach with them online.
- Add your information to popular directories like Yelp, Avvo, etc.
- Increase your visibility on Google Maps for local search results.
- Make use of PPC advertising to get your law firm in front of potential clients who are already searching for what you offer.
Begin with Improving Your Website
No matter how great your marketing strategy is, it won’t amount to anything if you don’t have a high-performing and fast loading website. Your web pages should be well-designed, user-friendly, and adequately optimized for search engines. It should be mobile-friendly since increasingly more people are utilising their cellphones to use the internet.
If you’re not certain where to begin, here are some fundamental elements of great law firm website design:
- A clear and concise message tells visitors what your law firm does and how you can help them.
- A properly designed and smooth interface that is easy to navigate and fast to load.
- Engaging and informative content that is pertinent to your target audience.
- Prepared for search engines, so that potential customers can easily discover the website.
- A strong call-to-action (CTA) encourages visitors to take the next step.
- A mobile-friendly design that looks great on all devices.
Make Use of SEO to Get More Clients
Even if you have the greatest website on the planet, it won’t be useful if potential consumers can’t find it. That’s where SEO for law firms enters into play. Search engine optimization is the exercise of improving your website and its content so that they rank higher in search engine outcomes. The higher up on Google’s SERP you are, the better result you can expect.
To be precise, you will need to be well equipped with SEO tactics if you want to improve your online visibility. You will be shocked to know that the first website that appears in the SERP gets 4o% of the traffic while the second one gets only 17%. This means if you want to get clients from your website, you will need to appear among the top search results.
There are two types of SEO: On-page SEO and off-page SEO. On-page SEO refers to optimizing your website’s content and design to make it more search engine friendly. Off-page SEO, on the other hand, is about promoting your website through activities like link building and social media.
Currently, On-Page SEO has a greater weightage as compared to Off-Page SEO. This is because the recent Google algorithm updates have focused more on rewarding well-structured websites with high-quality content. That’s why, if you want to improve your SEO, you need to start by creating informative and engaging content that will rank high in search results.
Make sure your content fulfils the search intent and is optimized with title tags, meta descriptions, and keywords. You should also use appropriate header tags (H1, H2, etc.) to structure your content and make it easy to read. In addition to that, your website quality and user-friendliness also play a role in On-page SEO.
Off-page SEO activities include link building and social media activities that link back to your website. Link building is the strategy of acquiring other well-established sites to link back to your website. The more high-quality linkages you have, the more plausible your website will emerge to search engines.
As part of Off-page SEO, you can create profiles on popular online directories and social media platforms. These platforms can also help you increase your reach and build associations with likely consumers. You can also use them to showcase your law firm’s expertise and connect with influencers in your industry.
Use Google My Business (GMB) to Your Advantage
Another great way to get new clients as a lawyer is to set up and enhance your Google My Business (GMB) listing. Google’s GMB is a free service provided by Google that allows companies to maintain their online presence on Google’s many platforms. This includes Search, Maps, and Reviews.
By claiming your GMB listing, you can control how your law firm appears in search results. For example, you can add your law firm’s logo, photos, business hours, contact information, and more. You can also employ GMB to answer online reviews and manage your law firm’s reputation. For more info read our article on GMB for law firms.
As past clients can leave reviews on your GMB listing, it will help the new potential clients choose you. GMB is an extremely powerful tool that can assist you to draw more consumers and expand your law firm. So make sure you claim and optimize your listing today.
Attracts New Clients with Compelling Content
Most individuals nowadays turn online whenever they need any sort of data. You can turn visitors into customers who come for information on your website through compelling and informative content. The contents should be such that it is capable of responding to all the queries of the potential clients.
While legal content writing, it is important that you keep in sense the demands and desires of your target consumers. Write contents that are relevant to their needs and answer their questions. By doing so, you will gain better visibility on search engines and attract more clients to your law firm.
Implement Google Ads and PPC to Capture Leads
Google Adwords for lawyers is a powerful tool that allows you to place your law firm’s ads on top of Google’s search results pages. When someone explores a term that is appropriate to your law firm, your ad will appear at the top of the search results.
PPC (Pay-Per-Click) advertising for law firms is when you only spend when somebody clicks on your ad, and it’s also known as Pay-Per-Click (PPC) marketing. You can create PPC campaigns on different platforms which only require you to pay whenever someone clicks the ads.
You can also climb the top position of search engine result pages through SEO, but it’s a long-term process. On the other hand, Google Ads is a paid tool that helps you get the result immediately.
By implementing Google Ads and PPC, you can quickly capture leads and grow your law firm. You might be sceptical about investing in Google Ads, but the return will be worth it if you can do things correctly. This is the quickest way to get new clients as a lawyer.
Social Media is Important
Social media might not help you much in terms of capturing leads and getting new clients. But it’s still a great platform to build relationships with potential clients and showcase your law firm’s expertise.
You can utilise social networks to share blogs, infographics, and other appropriate content with your target clients. By doing so, you will be able to position yourself as an expert in your field and attract more clients to your law firm.
Consider having social media profiles on major platforms such as Facebook, Twitter, and LinkedIn.
If you are looking for ways to attract more clients to your law firm, the points mentioned above will definitely help you. Implement these tactics and see how it enables you to boost your law firm. If you’d like to learn more about marketing your legal practice, please don’t hesitate to contact us. We at Solicitors Marketing be delighted to assist you.
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.
Call us on 0203 833 4926 or fill out the form below, and we will reply within 24 hours on UK working days.