Law Firm Digital Marketing: A Comprehensive Guide

Traditional ways of promoting legal services, like television advertisements or word-of-mouth referrals, are not sufficient anymore. In today’s digital era, attorneys and law firms need a robust online presence to attract clients to their legal services.

A reliable digital presence is important for law firms since nearly 76% of consumers find a strong online presence before visiting a company’s physical location. More than 1 in 3 people look for an attorney or legal services provider on the web.

Many law firms have already embraced digital marketing services to publicize their legal products and services. Several surveys on legal marketing report that 83% of law firms use social media to promote their legal services, and 84% of attorneys consider organic social media traffic an effective factor in generating more leads.

A full-service digital marketing agency in Dallas can help you establish a strong online presence to make your service discoverable to a broader audience. Let’s explore more about the importance of law firm digital marketing and its best practices.

Do Attorneys and Law Firms Need Digital Marketing?

Law firm digital marketing is about promoting brands that provide legal services through digital channels. It comprises online marketing activities, like SEO (Search Engine Optimization), social media marketing, email marketing, PPC (Pay-per-click) advertising, and more.

Let’s understand how embracing digital marketing can be beneficial for your law firm business.

• Increases Visibility

When you promote your brand online, you get a better chance to reach more people. The use of SEO tools helps you enhance your brand visibility, making it discoverable to a broader audience.

• Targets Audience

Different digital marketing campaigns help you tailor your audience and target the people looking for relevant services. It will maximize the effectiveness of your marketing efforts and connect potential clients with your service.

• Measures Results

Various social media platforms and marketing campaigns can help track and measure the results of your marketing efforts. Evaluating your marketing performance will help you optimize future marketing strategies and make important decisions for better outcomes.

• Offers Affordable Promotions

A proper strategic digital marketing plan can be less costly and more effective than traditional marketing approaches. You can advertise your service on different social platforms with low charges.

5 Best Practices of Law Firm Digital Marketing

Depending on your area of practice, a digital marketing agency for law firms can guide you on how to reach your service to broader people and get more clients. Here are some of the best digital marketing practices for attorneys and law firms.

1. Creating a Striking Website

94% of law firms already have their digital presence through a website. Although establishing a website is one of the basic steps in digital marketing, avoid opting for a basic website. A well-structured law firm website can boost business credibility, creating an impressive first impression to the viewers.

Here are some notable tips for establishing a user-friendly law firm website:

• Craft your website copies in a way that tells the viewers you understand their concerns. Include content on how your service will help mitigate their problems.

• The language of your website content must be easy to understand, reliable, and approachable.

• Place your contact number and email address in an easy-to-reach place so that visitors do not face trouble finding your contact information.

• Make sure your site looks professional and intuitive and it’s easy to navigate. Keep your service categories organized and streamlined so that the visitors do not get confused.

• Pay attention to placing smart CTAs, like “Talk to an attorney,” to convert the visitors into clients.

• Consider including a testimonial section on your website homepage since people prioritize reading online reviews before choosing an attorney service.

If you run a law firm in Dallas, consider hiring professional website designers to create and manage your well-functioning business website.

    2. Setting a Smart Business Goal

A successful law firm marketing requires a smart business goal based on which the marketing tactics will be implemented. Start with having clear objectives of what type of lawyer you are and what kind of legal services you provide. Then, determine your revenue goals.

A ‘smart’ goal is not like aiming to generate more leads through online marketing. It’s about determining a specific number or percentage you want to achieve. For instance, you might set a goal to achieve a 10% increase in Google PPC ads ROAS(Return On Ad Spend) within three months.

    3. Identifying Target Audience

Law firm digital marketing helps target specific people who can be potential clients. For instance, if you are a personal injury lawyer, your target audience must be people injured during an accident. There’s no point in entertaining people who require help with taxation law, environmental law, or labor law.

At a law firm, there can be one or more lawyers. Therefore, through online surveys, they can create several buyer personas and tailor marketing strategies for different groups. Each buyer persona includes the potential client’s demographic data, needs, interests, and concerns. This approach will help you deliver relevant information and services to all prospective clients with different needs.

    4. Choosing the Right Marketing Platform

It’s important to choose the right marketing platform and tactics as per your law firm’s goals. As per the American Bar Association website and marketing report 2022, the most used social media platform for lawyers is LinkedIn (76%), followed by Facebook (60%) and Twitter (37%).

Millions of professionals, including influencers, are on Linkedin. This platform allows you to connect with the right people, make business connections, acquire clients, and establish yourself as a helpful leader.

Facebook is another good option for implementing digital marketing strategies, like sponsored ad campaigns. Through Facebook, you can make your ads discoverable to people from a specific location and with relevant interest.

Note: Whichever platform you find best for your business, be an active user of it.

    5. Focusing on SEO and Local SEO

An effective SEO strategy is an integral and one of the most important parts of digital marketing for any business, including law firms. The more effective your SEO strategy is, the more chance you’ll get to reach broader audiences.

Since users are less likely to go beyond the first page in search results, your brand must be visible on the first SERP (Search Engine Result Page). An SEO company in Dallas with a strategic SEO plan can help your firm appear on the first result page.

Primary factors that an effective SEO strategy includes:

• Targeted keywords to rank the products, services, and content.
• A properly functional website for a smooth user experience (UX).

Local SEO

Another vital SEO factor to rank your law firm business is integrating local listing in SEO. Most users on the internet prefer to connect with local businesses.

46% of all Google searches seek local information.

When an individual searches for a lawyer, they mostly prefer one from a nearby place. This is because a local lawyer or attorney might understand the clients’ circumstances better. Also, they might be familiar with clients’ local officers.

A Google Business Profile is beneficial for law firms, especially small ones struggling to get a larger audience. Google’s Local Pack algorithm enhances business visibility on search engine result pages and helps improve Local SEO ranking.

If your firm does not have a Google Business Profile yet, then prioritize creating one, since it provides consumers with high-quality and relevant information from nearby locations.

The Bottom Line

Online marketing for attorneys and law firms is about making their services visible to potential clients. The insights from different digital marketing campaigns can help identify your target audience and their concerning factors.

At B3NET, we have an efficient digital marketing team to help you with constructive law firm digital marketing plans. Our experienced professionals understand that lawyers do not have enough time to navigate the tedious world of digital marketing. That’s why we offer complete solutions to help gain online visibility, attract leads, and grow revenue.

Whether you are a criminal defense attorney, personal injury lawyer, environmental lawyer, or family lawyer, our seasoned marketers can help you make a profit with effective digital marketing campaigns.

For any law firm marketing suggestions or advice, feel free to contact us!