A number of Law business make the mistake of relying on only their skill and reputation to maintain a steady flow of customers. For some, this may be effective enough for them to be successful. However, having a concrete online presence can be a huge advantage for any law firm.
A good digital marketing strategy can set your law firm apart from its competitors and appeal to new clients. It can improve search engine rankings, help your site reach its target audience, and build relationships with possible clients quickly.
Have a look at these 3 tips to help boost your online law business.
Utilise Pay-per-click (PPC) Advertising
Natural marketing and developing brands is fantastic and should not be overlooked, but that alone cannot be relied on to send a firm surging to the top of the search engine results pages (SERPs). As a result, pay-per-click (PPC) advertising stands as one of the quickest marketing ideas a law firm can try.
Google Ads, previously known as Google AdWords, is an outstanding advertising platform for a law firm. It allows you to generate ads which will be seen by users that search for precise queries, meaning your ads will be the first shown to clients that are actively looking for your services.
The hiring of a lawyer rarely happens, because somebody simply saw an advert. Usually, the need for a lawyer has to come before a person considers searching for one. Google Ads is one of the most productive PPC platforms a law firm can invest in. Using Google Ads automation tools can give you many benefits. Results can even be improved by organising campaigns with close-knit ad groups, making appropriate offers and copy for the particular niches of your audience.
If you start Facebook ads, it is important to re-target your audience. You can do this by setting up a tracking pixel. This will target users that have visited your site, but failed to contact you. These ads can then provide the extra push they need to get back in contact with your firm.
Have a look at instaon.oi, it is a great website that uses the latest algorithms to improve your ads and your keywords.
Use top quality SEO
Search engine optimisation (SEO) helps you improve your search engine rank in search results, by utilising specific goal-oriented strategies. If you are experienced, or you are willing to learn the technicalities you can complete the work yourself. Conversely, if you prefer you can hire a copywriter that specialises in SEO writing or an SEO expert to help overhaul your online presence.
If you choose to do the work yourself here are some best practice tips
• Provide links to high quality sites within your content
• Use plugins such as Yoast SEO to evaluate a page’s SEO potential
• Encourage backlinks by providing quality content and placing CTAs for viewers to share
• Research keywords and use relevant ones in the copy and alt-text tags for your images
If you want to know where your firm ranks in terms of existing SEO ranking, tools such as SEMrush’s Site Audit can be used to help you find out. As well as your rank, it can give you an in-depth breakdown of your site’s present SEO health, and even flag areas for improvement.
Design specialised pages for each service provided
Even specialised law firms will be composed of multiple specialities offering different services. For example, a company that specialises in family law might provide custody arrangements, divorce services, and prenuptial or postnuptial services.
Separating their pages on your website will help customers quickly find what they are looking for. Clickable CTA menus or a drop-down menu can help you clearly define your segments. If a client is unable to quickly see the service they desire, they are likely to leave the website.
To keep clients on your site, have assigned landing pages and segments for each of your specialised service. Give details on what you can do, and how you can help. This will not only increase retention statistics and produce more clients, but it will also help you optimise keywords for each area within your firm.
Since the invention of the internet, a firm’s online presence and effectiveness has become of vital importance. Following these three top tips can help you maximise a company’s potential.