Want more clients? Digital marketing for lawyers is a super effective tool to spread your name and branding, bringing in potential clients, referrals, and warm leads that will mean more business for your legal practice. You want to represent your brand (and yourself) as trustworthy, dependable, and hardworking. By letting clients sneak a peek on your website, blogs, email newsletter, and social media, you’ll be more likely to snag them now…or when they need you a year from now!
But where the heck do you start with digital marketing? Here are our top tips and tricks for better digital marketing for lawyers, attorneys, and legal practices.
1. Invest in an SEO Audit
If you’ve never had an SEO audit and technical implementation on your website, you’re likely missing out on local search traffic. That means clients may find your competitors website instead of yours when they search on Google. Who do you think they’ll hire?
A technical SEO audit ensures all of the back-end components of your website are optimized for search engines like Google, Yahoo, and Bing. Witty Kitty audits also include competitive analysis, blog content suggestions, SEO keywords you can use for copy, and user experience and site navigation improvements to better your website. What you get in your report will depend on the SEO or marketing agency you hire. Some do not include the actual implementation and only outline the issues on your site, so make sure to ask. Do your research, and try to choose an SEO expert who is familiar with digital marketing for lawyers.
2. Post SEO-optimized Content on Your Blog
Any good SEO audit will include keywords you can use and SEO-optimized blog ideas. Solid back-end technical SEO is just the first step to ranking in organic search. To really get traction, you should post to your blog two to four times each month, at the very least. Posts should naturally incorporate the keywords you’d like to rank for, so potential clients can find them through search—and so Google sees your website as a contributor of fresh, relevant content in your industry. Posts should be at least 750 words to have the best chance at ranking. Not interested in all that writing? No problem. There are content marketing agencies like Witty Kitty that can help you affordably reach your goals.
3. Make Time for Social Media
We know it’s a huge time and resource commitment, but social media marketing on Instagram, LinkedIn, Google My Business, and even Pinterest can be a huge lead generation tactic for law practices like yours. We’ve seen it work very well when done right! So it’s important to set aside a social media marketing budget for your law practice—and decide if you should hire help to run it efficiently.
If you’re just getting started with a social media channel, post at least three times each week. The more consistently you post using relevant hashtags, the more traffic social algorithms will send your way. Posts should adhere to the 80/20 rule—80 percent educational, personal, and entertaining and 20 percent promotional. Your audience does not want a constant stream of promotions! They want to get to know you and learn why you’re the best attorney to help them.
Here are some examples of lawyer Instagram accounts that do social media marketing right. Take some inspiration from these accounts to get started. Also, use these social media scheduling platforms and content tips to hone your strategy.
4. Run a Campaign for Online Reviews
Did you know that 85 percent of consumers say they read 10 or more reviews before feeling they can trust a business? Reviews are especially important when dealing with digital marketing for lawyers because trust is such a huge factor in an attorney-client relationship. Your clients may rely on you to defend their rights in a DUI case, help them negotiate visitation with their children, and/or protect their intellectual property. They want to know you have the experience to secure the positive outcome they seek—especially when legal fees are steep.
The more reviews your law practice has, the more likely clients are to retain your services. To elicit more reviews, you can craft an email marketing campaign or social media advertising campaign asking past clients for their honest opinions. You can also update your website with a lead capture form to secure more reviews. While there are tricky rules surrounding offering incentives for reviews, there are plenty of ways to gather your reviews ethically. Need advice? We’re always here to answer questions!
5. Create Content Buckets and a Content Strategy Calendar
To make sure your website, social media, blogs, email campaigns, and all the other pieces of your content marketing strategy are cohesive, you need to plan. A content strategy calendar, or editorial calendar, can make digital marketing for lawyers much more organized.
This type of calendar maps out what you should post each week, month, and year across all marketing channels. You can also incorporate what is called content buckets—categories you post about each week or month so you address the educational needs of future clients and incorporate SEO keywords. For instance, a lawyer’s content buckets may include legal tips, employee spotlights, and case verdicts. The content buckets you choose should be tailored to your specific clientele.
6. Create and Promote Honest Testimonials
Instead of talking about yourself, ask happy clients to speak for you! You should incorporate positive testimonials in your website, blog, social media, and email campaigns whenever possible. They help establish trust, build credibility, and increase the odds that potential clients contact you.
Don’t be shy about asking for testimonials. You may be surprised how many of your clients are willing and excited to speak about your services. We generate an outrageous amount of leads from our testimonials page, so we can attest to the effectiveness of this tactic first-hand. Who knows, perhaps that’s how you found this blog in the first place!
7. Try Pay Per Click or Social Ads
You should always build up your organic posts on social media and make sure you’re website is tip-top before investing in advertising. That means an SEO audit and mobile-optimized website that performs well on smartphones. After all, where do you most often engage with social ads and search Google? Like most consumers, probably on your phone.
You’ll also want to have at least three months of posts on each social media channel before running social media ads or PPC. You don’t want to spend money promoting on a channel if you don’t have a great profile or website to send potential clients to when they click on that ad and want to find out more!
With that in mind, Pay Per Click search ads and social media ads can be a great way to get more clients in the door. They can also be a huge waste of time and valuable funds if done wrong. Hire a knowledgeable professional to set up your targeting, determine the best offer type for your legal specialty, and test and retest images, messaging, and calls to action. It may take several months to see the high-quality, low-cost leads you want. If you don’t see results in that timeframe, your ads probably haven’t been set up correctly.
8. Focus on Getting Online Referrals
Referrals are like a warm, personalized testimonial when it comes to digital marketing for lawyers! What could be better? Offer your best, most satisfied clients an incentive for referring their friends and loved ones. Or just ask nicely and reward them with a generous gift. You can even incentivize referrals en-masse by using social media or a strategic email campaign. For example, you might offer 10 percent off their next service to any client who refers a friend. You could require that the friend first sign a contract as a paying client to cover your bases financially. You have complete control over this tactic, and it can be a really effective way to “advertise” while controlling your spend since you only pay for leads that convert.
9. Break Into Video and Stories
If you have limited time to dedicate to social media, we highly recommend focusing your efforts on video content and stories. Video ranks better on Google and will score you major points with the most popular social media platforms. Similarly, Stories content on Instagram and Facebook rank better within their algorithms, making it more likely your content will rise to the top of that future client’s feed. Video and Stories can be time-consuming, but trust us, they’re important! The more comfortable you get posting static and video content, the easier it will become for you to do so.
It may seem daunting to tackle digital marketing for lawyers and legal firms. After all, you’re busy enough representing your clients! Need help? Witty Kitty can set you up with everything you need. We offer affordable services, including a FREE 30-minute consultation where we can answer all your questions about digital marketing. Don’t be shy. Get in touch!
Editor’s Note: This post was originally published in June 2019. It’s been completely updated with stats and tips for 2020.