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5 Marketing Tips for Lawyers to put Your Firm Above the Rest
Standing out as a law firm today is more competitive than ever. Alongside providing quality services, effective marketing approaches are also necessary to get noticed amongst the vast competition. With that in mind, taking the time to think about implementing a proper legal marketing strategy will not only help your firm gain more clients and revenue but also enhance the image of your law firm and gain maximum exposure on the internet.
Law firm marketing doesn’t need to be very expensive and sophisticated. With well-thought approaches and effective implementation, you should be able to stand out from the crowd in a fairly short period of time. The key is, however, to identify how to do this in the most cost-effective and least time-consuming way, so you can concentrate on being a lawyer and serving your clients with passion.
Below we discuss some of the main things to consider when thinking about improving the marketing for your law firm online.
Strong Logo Branding and Building a Good Website
If you have just started your law firm then your marketing strategy should begin with branding. When it comes to branding, the first thing you need to take care of is your law firm’s logo and general colour scheme. Your logo should be eye-catching, unique, and, most importantly, portray a visual message about your firm to potential customers. Once you are done with the logo, incorporate it on all other branding materials, including the business card, brochure, website, and social media pages.
Fonts are also of great importance for branding. It is of great importance that you keep consistency with the fonts you choose for your logo and use it across your website as well. This will build mental brand awareness in the eyes of future clients, those who visit your website and consumers.
Law firm website design is essential to attract and guide potential customers to your service. Your law firm’s website should have a clean design, have a fast loading speed and be as user-friendly as possible. If using WordPress, choose a theme that suits the image of your firm and one that does not require too many plugins to be added in the backend, as these will slow down the loading speed of the website.
It goes without saying that your law firms website should include all the detailed information about your firm, your lawyers, the services you are offering and provide a number of avenues that allow the client to connect with you either through the contact us page or also with strategically placed call to action and call buttons. Having contact forms built into the sidebar or in the footer is also not a bad approach.
Properly Researching Keywords for Your Service Pages and Blogs
You need to focus on Search Engine Optimization (SEO) to rank your law firm website in the search engines like Google, Bing, etc. And, when it comes to SEO for law firms, keyword research plays an important role. Conducting proper keyword research and writing top-level content that has been created based on such research is the best way to get your webiste ranking for specific legal areas and allow you to compete with other law firms that are providing the same services.
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There are two types of keywords you need to optimise your site for. These are keywords that have “buying intent” and “informational intent”. Keywords with buying intent are the ones that customers usually search for when they need a service (Example: Immigration solicitors near me). Keywords with informative intent are the ones people search for when seeking information (Example: current UK immigration policy).
In order to find the best keywords for your service pages and legal blogs, you will need to carry out in-depth keyword research to identify the variations of keywords that are available and how hard they are to rank for. After doing this, you can optimise your service pages and write blogs that target specific keywords, which will start to get your site ranking and showing on search engines for these terms and allow you to reach potential customers more easily.
Building Backlinks that are Focused on Keywords Relevant to Your Niche
Apart from keyword research, another important aspect of SEO is link building. A proper link building approach is really what sets apart amateur law firms from those who have invested in real digital marketing strategies aimed at showcasing their firm on page 1 of search engine results without the use of Google ads.
When a site ranks organically on page 1 without the use of an advert, this already means that this particular site is providing value around the keywords that have been searched for, and the site owner has concentrated on getting their website there for this search term. This has most likely been achieved through the implementation of a robust link building strategy.
This is a very relevant and important exercise for law firms because keywords generally in this area are very competitive and have been for the last decade. Link building includes posting articles on 3rd party websites that link back to your site, more specifically to your money page from the relevant keyword in the text. For example, if you are a family law firm in London and your Family Law service is page is optimised for the keyword “Family Lawyers London”, depending on the keywords difficulty of this search term, you would have to acquire guest posts articles that discuss family law nuances and link them back to your site through the keywords “Family Lawyers London”. It sounds easy in principle but can be a time consuming and difficult task if you do not know how to navigate it.
Note that the entire link building procedure is complex, and a wrong step may bring the opposite result instead of doing any good. Therefore, it is better to get professional help designing and implementing link building strategies.
Posting Engaging Content on Social Media
Social media is one of the best ways to build trust for your law firm to stand out from others. It is a perfect place to showcase the firm’s capability as well as engage with your potential customers. In order to capitalise on social media opportunities, you should create organised profiles on Facebook, Twitter, Instagram and LinkedIn and post on these platforms frequently. Apart from sharing the blogs from your website, you can discuss interesting case summaries and talk about hot topics on social media to attract more audiences who can become potential customers in the long run. The key to your social media strategy is to be consistent with the content, imagery and tone of voice you use.
Beating Your Competition on Google My Business
Google My Business (GMB) is critical for law firms to stand out from the competition, especially in their local area/s. GMB is comparatively a new initiative from Google to connect relevant customers and businesses in the locality. Local searches (such as lawyers near me) convert better compared to the usual searches. As a result, if you can dominate the GMB field, you can reach additional potential local customers more efficiently.
Begin with claiming the GMB profile for your business with accurate information. Optimise the GMB profile with relevant keywords and update it regularly. Try to make it appealing to the customers and make it easier for the client base to reach you from GMB.
How can Solicitors Marketing Help?
It is best to leave it to the experts to get the best outcome from your law firm marketing campaigns. Solicitors Marketing is a UK based marketing firm with the sole focus on law firm digital marketing. With five years of experience in this field, we can help you in full-stack digital marketing, starting from website design, SEO, content writing, PPC campaign, and others. Our tailor-made marketing services can help your law firm stand out from the competition and get relevant calls and inquiries to scale up your revenue.
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.Ask our Expert Legal Marketing Team
