Lawyers thrive on hard work, which is why many professionals are averse to spending money on marketing. However, the right marketing tools can save law firms time and money by improving their conversion rate and driving more traffic. So what can lawyers get for their investment in marketing to ensure success?
Marketing investment practices to consider include:
Marketing Contacts Website Call to Action Social Media Marketing Optimized Landing Pages Search Engine Optimization Content Marketing Return on Investment Pay Per Click Advertising Online Reviews
Marketing Leaders
Most law firms do not see marketing opportunities as a profitable investment. However, if you use the Internet to build a list of potential customers, you can make a profit by charging interested parties for access to your information or offers.
The entire legal industry is vulnerable to this practice and susceptible to many other forms of direct marketing, including fax marketing, direct mail, and email marketing.
Creative call to action on law firm websites
Lawyers should use their websites to encourage clients to take action. These actions may include sending requests for more information, requesting a consultation, or scheduling an appointment. A clear call to action on your website will make it easier to convert prospects into customers.
In your search for personal injury attorney marketing, try to think outside the box when it comes to how you invest your law firm’s marketing budget. For example, creative and unexpected calls to action can lead to a higher conversion rate.
Marketing in social networks
Many companies are using Social media marketing to promote their brands and generate new business opportunities. If you have blogging and networking savvy staff, you may get a lot of value from social media marketing.
Make sure your online profiles are up-to-date with the latest news about your company, such as new achievements, changes in employment status and new staff additions.
Optimized landing pages
When converting a lead into a paying customer, your business will want to capture as much of their contact information as possible. One way to do this is to have a landing page to get customers to fill out contact forms and request information about the company’s services.
You may also consider sending a follow-up email to potential customers after they fill out your contact form. This email should include valuable information designed to serve as an incentive for them to take action.
Search Engine Optimization
Optimizing your website to appear in search results is essential if you want to increase your online presence. You can add keywords to your website, social media links, and image tags relevant to your law firm’s practice area.
Content marketing
By using content marketing techniques, you can get potential clients interested in your legal services. Consider writing blog posts or creating videos that show how you approach cases and keep readers up to date on news events in your company’s industry. Also, look at syndication of content from other sources when needed.
Return on investment
Marketing is an investment and your law firm needs to be able to measure its ROI. If you don’t measure the value of your company’s marketing efforts, you’ll never know what’s working and what’s not. You can measure search engine optimization with Google analytics. This tool offers multiple tools to help you measure the effectiveness of your online marketing.
Pay per click advertising
Law firms may want to try paying for ads on search engines like Google in addition to investing in SEO. Pay-per-click ads are more expensive than SEO and other forms of marketing, but you can control your budget when it comes to PPC.
Online reviews
It’s important to have positive reviews from previous customers on your website and sites like Yelp and Avvo. These reviews make it easy for potential customers to see the value of working with your company. By continuing to provide high quality legal services, you can ensure that you have positive reviews online.
Invest in law firm marketing
By using a combination of marketing tactics, you can improve your conversion rate and generate more traffic for your website. When it comes to making money, ROI is vital, so keep looking for ways to improve efficiency and make more money with the same amount of online traffic.
Kerry L. Tucker
Early in his journalism college years, Kerry had an epiphany: There weren’t enough legal communicators. People’s difficulties in understanding the law, the procedures and the workings of the justice system stemmed from the fact that no one had the patience to explain complicated matters to them. So he took on the task of helping people navigate legal matters more easily. He works with lawyers and other legal journalists, spending time doing research so that everyone from a mother whose child was injured on a bike to a business in need of insurance advice can find the actionable answers they’re looking for .
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