When it comes to law firm marketing, the world has changed. In the past, the established bar frowned upon most advertising, viewing it as garish self-promotion. Such lawyers could expect barratry charges.
These days legal marketing can take place aggressively, yet, still remain well within the bounds set by bar associations
The Internet has brought this change. Lawyers can create an online profile and allow it to work wonders for them. Most consumers find their professional services online before visiting. Consequently, the average attorney now has just as much of chance to seize a client as the elite firm that can rely on a longstanding reputation.
Here are the top 7 lawyer marketing tips for the Internet that, if followed, can put any attorney on equal footing with the old, venerable firms.
Set Up an Effective Website
Probably the first step in successful Internet marketing is to set up a law office website. Potential clients will visit this site to learn of, and about, the available legal services. To be effective, the pages must appear professional.
It is best to speak to a lawyer website design firm to ensure success. A website that is hard to read and navigate will work in the opposite direction than intended. Users will be driven away rather than enticed to make contact.
Start an Informative Blog
Today’s consumer is much more sophisticated than those in the past. They respect advertising that adds value to their lives. It is no longer enough to claim to be the best attorney in the city. Instead, an informative blog, updated regularly by a legal content writer, is a better approach.
Legal copywriting that answers the types of questions clients ask during initial consultations proves invaluable. Readers will come away seeing the lawyer as an expert, worthy of their patronage.
Sign Up For Attorney Services Directories
Signing up with services that list available attorneys, especially by specialty, comes highly recommended. In the past, directory services, such as Martindale, printed guides presenting attorneys across the nation. Now, anyone can access the same information via the Internet.
To reach the largest audience as possible, it is best to set up a paid profile on as many of these online attorney services as possible.
Begin Making Videos
No Internet marketing strategy is complete without a focus on video. This is a visual age, in which people are used to watching the action rather reading about it. Lawyers can take advantage of this reality by producing a series of informative legal videos that tackle commonplace client concerns.
Youtube is probably the top platform for attorney video marketing. Lawyers can embed their videos almost anywhere on the web. Furthermore, since Google, the primary search engine, owns Youtube, it understandable gives a degree of presence to this video content.
Few law firms have unlimited marketing budgets. Consequently, most need to watch their advertising spending. One way to remain within a set budget is by using Pay-Per-Click (PPC).
The top “PPC for Lawyers” campaigns allow advertising to appear online targeted for specific demographics. Only when someone clicks on the link will the firm accrue a fee. PPC is a good way to limit advertising costs by making promotions visible to those most likely to need the services of a lawyer.
There is perhaps no better means of directly reaching potential clients than by paying for advertising on the major search engines and social media sites. Just be sure to do so economically using PPC.
Utilize Law Firm SEO (Search Engine Optimization)
Along with paid advertising, it is essential to place lawyer SEO keywords on all pages of the firm website and blog. Doing so will make the site appear earlier in online searches than those firms whose keywords, if any, fail to match the average search terms.
Do a Podcast Series
One underutilized form of digital marketing is podcasting. These audio broadcasts remain stored on user computers and mobile devices for convenient listening at any time. Podcasts are a means of providing content information, perhaps a series of interviews on legal topics, in an easy to consume form.