If you feel that your expensive marketing strategies are not delivering the expected results for your law firm, you may be making some serious mistakes. An effective marketing plan should be evaluated regularly. Adjustments should be made based on the market, the economy, and what works for your specific industry. Learn how to avoid costly legal marketing mistakes in this article.
Outdated websites
An outdated website will have higher bounce rates than a consistently current website. A high bounce rate will reduce your search engine optimization (SEO) because when visitors bounce, it means your potential customers aren’t getting the answers they’re looking for on your website.
Also, if you don’t maintain your website regularly, links stop working, material gets disorganized, and navigation becomes difficult. This will drive users away from your site and onto another competitor’s site. Make sure whoever you have updating your law firm’s website is doing so consistently and accurately.
Wrong demographics
Smart marketing efforts include demographic research to ensure you are reaching quality leads. Content, tone and voice will attract your target audience to your site. An effective way to attract your ideal prospective clients is to provide user-friendly legal content, such as Q/A posts that provide simple answers to common questions. This helps establish credibility while providing useful service to potential customers. They’ll remember your clear and concise advice when it’s time to hire or recommend a lawyer.
Disorganization and/or lack of planning
Not having a clear digital marketing plan is a mistake. It is important to set goals and incorporate strategies to achieve them. If your plan isn’t clear, your marketing efforts will seem disjointed and won’t generate quality leads. If you’re not sure how to create a digital marketing plan, consider visiting a professional legal SEO agency that can work with you to create a structured plan and help you follow it.
Low quality content
Relevant and useful content is a must. Being sloppy with your content can lead to a high bounce rate. You need to establish your business as an expert, and providing irrelevant or low-quality content will hurt your reputation and your SEO ranking will plummet.
Discounts on social networks
Social media is an efficient way to drive traffic to your site. Linking blogs, posts and important content to your social media accounts is like free advertising and should never be overlooked. Consumers spend a lot of time on social media accounts and often click on posts and links that interest them, often leading to purchasing services and/or products.
Not compatible with mobiles
Most people use their phones for more than just texting or talking. They shop, search and purchase services on their mobile devices. If your law firm website is not mobile friendly, Google will lower your SEO ranking. This will prevent you from acquiring the leads you need. What potential customers see on their mobile devices should match what they see on their desktop computers. A mobile friendly site should be easy to use, fast and professional.
Google Business Profile not in use
If you want your law firm to appear on Google Search and Maps, you must claim your Google Business Profile, which is a free business profile provided by Google. A Google Business Profile lets you:
Complete and claim your business profile listing Use current contact information Add relevant and timely links Publish consistent and regular posts Add relevant pictures and images Stand out from the competition
Not using this free service could be the difference between first page search results, third page search results, and not showing up on a Google map.
Not optimizing for search engines
To compete in the digital marketplace, your law firm must rank high on search engine results pages. Your website should appear before a search, so potential customers have the ability to find you easily. Search engine optimization is crucial to successful marketing plans and cannot be ignored.
How can you optimize for search engines?
Keyword Research – This is an important aspect of SEO. An effective SEO legal agency will know how to research the best keywords and identify the terms you need to capitalize on to drive that targeted traffic to your site. Relevant Content: A successful marketing plan identifies specific demographics and the type of content they want to read. Your content should be aligned with the needs of your potential customers. Meta descriptions and title tags: Meta descriptions and title tags are the first things users see when they search. It is essential to pay attention to these features of your site. Keywords in descriptions and tags help your site with searches. Efficiency: Many factors are taken into account when Google sets a ranking for a website, but usability is a key factor. Slow speeds and missing links will lower your rankings. Make sure you provide potential customers with an efficient and easy-to-use desktop and mobile site. Backlinks and Internal Links: Strong internal backlinks will improve a visitor’s experience on your website. Make sure your links work and send users to current and relevant sites online.
In addition to the above aspects of your site, you also need to optimize all other features, including alt tags, URLs, and images.
Not being data driven
Free platforms like Google Analytics and Google Search Console will provide important data about your site’s ranking and performance. This data will help you update and improve your website to ensure a higher SEO ranking. Using this data will give you a better understanding of how your website is performing to generate quality leads. You can build customer lists and profiles and use marketing strategies to drive them to your website. Today’s businesses and law firms are data-driven. Make good use of this crucial information, as neglecting it could be costly.
Digital Marketing Next Steps
Do you know the mistakes your company may be making when it comes to marketing? If not, you could be costing your business thousands of dollars in wasted digital marketing dollars. Consider taking the time to analyze what is working (and not working) for your law firm in terms of your digital marketing strategy.
Annette Choti, Esq. graduated from law school 20 years ago and is the founder of Law Quill, a legal digital marketing agency focused on small law firms and solopreneurs. Annette wrote the best selling book Click Magnet: The Ultimate Digital Marketing Guide for Law Firmsand hosts the podcast Legal Marketing Room. He is one of the most sought after CLE conferences and speakers in the United States and Canada. Annette used to do theater and comedy professionally, which isn’t that different from the legal field if we’re all being honest. Annette can be found LinkedIn or the annette@lawquill.com.
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