5 simple steps to make your law firm more visible online€¦ · advertising on google is super...
TRANSCRIPT
5 Simple Steps To Make Your Law Firm
More Visible Online
Presented by Bryan Lozano (@bryanslozano)
About Me - Bryan Lozano | Digital Marketer
I’m a digital marketer and former Chief
Operating Officer and Chief Marketing
Officer for a law firm. I’ve been running ad
campaigns and social media for lawyers for
over 7 years. My primary area of expertise
is advertising, automation, and analytics.
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THE PROBLEM: PAID ADVERTISING ON GOOGLE IS SUPER EXPENSIVE FOR LAWYERS
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*This study was conducted by Acquisio (a digital marketing company) in 2018 using data from over 50,000 campaigns
- Cost Per Click (CPC) — measures how much an advertiser paid for each click. The Legal industry is the second highest with a CPC of $4.66.
- Cost Per Acquisition (CPA) — measures the number of clicks that convert into a lead. Legal far outpaces every other industry with a CPA of $200. Depending upon what you expect to earn from an average client, this may or may not be a good number for your particular firm.
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How can small law firms bring traffic to their websites, get more phone calls and generate ongoing referrals and repeat business without shelling out a large budget on ads?Based on my experience working with many small law firms, I can tell you that building trust is one of the
most important keys to the success of your online marketing campaigns. Your marketing plan should start
with building a website and establishing a reputable brand, followed by ongoing initiatives that educate
and hopefully turn visitors into loyal clients. It's important to be at the top of their mind when they need
you most.
Let's discuss five digital marketing strategies that can help your law firm reach new clients without having
to spend a fortune on advertising:
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1. Optimize your website.
A website needs to be more than a homepage,
about page and contact us page. It should be a tool
that converts visitors into paying customers.
When designing the layout for your website, the
first thing to ask yourself is: What are my target
customers looking for in a law firm? In other
words, what would make you choose your website
as a potential legal resource?
No matter what, all websites should:
- Have clear branding and messaging- Be fast-loading (your potential customers are
looking for information, and they want it fast)- Include easy navigation, regardless of the
device it’s being viewed on.
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Think Mobile First
Remember, your customers aren’t just using desktops. They’re also using mobile devices to search for legal information and expertise while on the go. In fact the number of users of online users on mobile surpassed those using desktop back in 2016 and about 25% of online mobile users are exclusively mobile, meaning they never look at your site on desktop!
There is a concept in web design called “mobile-first” design. Meaning you start with the mobile layout before considering how it will look on desktop or tablet. The goal is to make sure you maximize the performance and experience on mobile so that you don’t end up working backwards and sacrificing elements when you start with a desktop view.
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Tips for Mobile-First Design
- Be sure your content is easy to read. Fonts, images, and buttons should all scale down in size to fit the mobile screen appropriately and not become distracting
- Avoid popups on mobile. They cover too much of the screen and can be a deterrent for visitors.
- Break your pages up into small digestible sections. Using color to separate ideas.
- Try to keep your contact forms simple and use checkboxes and dropdowns where applicable. Entering text on mobile can feel tedious and can deter people from contacting you
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Showcase Your Expertise
You always have to remember that the
internet is a resource center, so you have to
consider your competition and your content
on your site to be the best legal resource for
potential visitors. To position yourself as an
expert, answer frequently asked questions
and share information on relevant topics
related to your geographical area and
practice areas. In other words, be the go-to
hub for legal information. You can do this by
integrating a blog and showcasing case
studies about recent matters you have
resolved (if you can share legally of course).
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Offer Value
When your site's visitors exit from the same exact page they entered your website on, there’s a higher possibility of a search engine lowering your sites relevance score for the exact keyword or advertising campaigns that drew them to your site. Draw visitors to your site and help navigate them to click more by offering extensive value.
Videos are a strategy to help visitors stay engaged with your sites content and lower the chance of bounce rates. Video content is like a client testimonial or can be a Q&A with an attorney on your team. Using videos on landing pages will increase conversions by 86%. (Wordstream, 2018).
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Other Ways to Offer Value
You can also share content through a
downloadable pdf or guide, and leverage the
value being offered by collecting email
addresses for targeted email campaign going
deeper into the sales funnel.
All content should provide valuable,
keyword-rich information that establishes
authority in your expertise that drives traffic
in search engines with organic SEO best
practices.
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2. Create a Content Marketing PlanEstablishing your strong content marketing plan will help you see the scope on how you will be building your online reputation, while benefiting from your sites SEO efforts. Document content on your website that links to other pages on your website as a resource, such as press releases and blog posts. To do this you can begin by building credible backlinks that navigate to other areas of your site.
Here is a way to add more value for your audience, share your content to other websites. This strategy could help drive traffic to your website, while providing useful info that helps build trust with potential clients.
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3. Leverage Social Media
According to an Attorney at Work study,
they surveyed 302 lawyers, close to all 96%
of respondents said they utilize social media.
LinkedIn ranked the top, with 84% of
respondents saying they are on the platform.
Facebook is the platform drawing the most
business 31% unlike LinkedIn drawing 27%.
Facebook and LinkedIn are two useful
platforms where a lawyer can leverage their
online presence to draw new business or
attract authority in their practice area.
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Types of content that can be shared on social media include:
● Sharing valuable content about industry and practice area
● Sharing valuable info related to your industry will show your followers that your are passionate and care enough to take time out to spread awareness of issue related to your practice area.
● Establish yourself as a community leader: Share dedicated volunteer experiences with your community on social media.
● Answering common questions related to your practice area: You can share your knowledge by educating your social media following.
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Types of content that can be shared on social media include: Continued
Drawing awareness to positive reviews, successful moments and industry awards:
Reviews can influence a potential clients decision on whether they can trust you to solve their legal issues.
Google & Facebook are two of the most used review platforms, you can leverage a positive review and quote it to share on your law firms social media platforms. According to research leader BrightLocal, 97% of consumers search online for local businesses. 12% of consumers do so on a daily basis!
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4. Use Data to refine Strategies and Boost ResultsThe key to a successful law firm marketing plan is measuring and optimizing on results.
The analytics from your marketing efforts will give you the information needed to understand the traffic sources from click-through rates and bounce rates. Analytics can help with improving site navigation and provide needed data to measure organic and paid search traffic, data from analytics also delivers some info on which area your efforts are getting the best results, such as topics, your site’s layout. Data allows the luxury of understanding which strategies perform the best and gives you the advantage to repeat approaches that brought valuable results.
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5. Continually work at it.
Digital marketing isn’t just one strategy, there isn't a set path. Marketing on the web continues
to evolve, and there is always fresh competition ready and informed to compete against the best-ranking law firms.
Consistent effort in marketing for your law firm is essential in helping you not only execute on
methods but optimize on results.
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