Here are the top 5 essentials for law firm marketing.
When it comes to law firm marketing, there are some strict rules that must be adhered to.
Here are the topics we are covering here:
- Lawyer Webdesign
- Law firm SEO
- Law firm Conversion Rate Optimization
- Lawyer PPC
First, let’s just understand this.
Law Firm Marketing is highly specialized and can be extremely difficult.
Well if it was easy, your law firm would be making more money. Simple right?
The realm of legal marketing is difficult can we can break this down into 5 main categories. Hopefully, this information will give you some understanding of what to expect.
Create a great website
This sounds like the easy part but it is not. There are a mind-boggling array of web design companies ready to take your money and produce your website.
With working in agencies for nearly 15 years, I can tell you that choosing the right company that will elevate your business is limited. There are probably more agencies in your area who will promise you the best website you have seen. Whilst there are great agencies who can handle this, you need one with legal marketing experience.
Let’s try an experiment.
Do you think this image is applicable to your law firm website?
Sometimes, the same old websites for lawyers of portraying stuffy images of boring attorneys offices and staff don’t always work. There are a lot of them.
However, let’s look at Paperstreet for example.
Paperstreet has great examples of law firm web design: https://www.paperstreet.com/portfolio/law-firm/
Some of the images they use you would never think would work for legal websites, but they do. Consider a website that has a different angle to the competition. You will stand out.
If you have ever looked at SEO for law firms, you would be forgiven if you thought it is very difficult. Quite simply, it is.
Why is lawyer SEO difficult?
Well SEO is difficult, to begin with. Law firm SEO is no different and in many cases, harder. This is simply because all of your competitors want the same outcome. Every law firm wants to be on the top of Google. The market is saturated. Most of the big legal names use big-money legal marketing companies. They pay top dollar for this.
Is there any way to compete?
What we have found over the years is that the big agencies will charge, but they don’t always deliver. There is another factor that actually makes my blood boil. Many of the top agencies will work with more than one law firm in your DMA. So if we look at this search term “personal injury attorney” and append on to this your area: “personal injury attorney san Diego” you will find that there is more than one law firm represented by the same marketing agency. We all know the importance of no conflict of interest.
Please read the article on law firm SEO for a full explanation.
Conversion Rate Optimization
What is Conversion Rate Optimization? Conversion Rate Optimization or CRO is essentially getting website visitors to contact you. This can be things like visitors filling out a form or simply giving you a call. If we look at Google Analytics data you may have a high bounce rate.
What is a bounce rate? Bounce rates are when visitors come to your website then leave after viewing one page. With CRO, we can turn visitors into new clients.
Please read the article on law firm CRO for a full explanation.
In order for success, we need to understand who your visitors are. Enter then the world of analytics.
If we know how website visitors behave when they visit your website we can ascertain lots of important information. Knowing this information is key to beating your competition.
Looking at metrics like:
- What pages are more popular
- Where your visitors were browsing before they came to your website
- What is your bounce rate
- Setting goals
- Tracking and measuring
This type of data is hugely important and will make sure you can close the gap on your competition.
Read the Analytics article for a full in-depth analysis.