Whether you are a personal injury attorney, criminal defense attorney, family law firm, or anything in between, you provide valuable service to your clients and your community. And even if the demand for legal services is high, it is not always easy to attract new clients.
Market competition can make it difficult to stand out from other law firms. Legal marketing is often a pay-to-play game, and some tactics are more effective than others.
The Best Legal Marketing Platforms Today
A recent legal marketing survey conducted by Justia asked law firms which marketing channels their firm used the most in 2021. The results revealed:
78.2% of businesses have used a website to attract customers
58.2% have used online directories to market their business
43% used social media marketing
23% used paid Google ads
3.6% invested in billboard marketing
7.3% ran print ads (such as in newspapers or magazines)
5.5% have used podcasts for marketing
These statistics show a strong preference for online marketing methods over traditional ones. This makes sense, as more and more clients are using the Internet to find legal services.
Launch a successful website
Your law firm’s website is one of your company’s most important assets when it comes to attracting clients. Not only can this actually drive customers to your business (via traffic), but your website content plays a crucial role in communicating what your business is and why customers should work with you.
A professional and interactive website puts your business in the best light. At the same time, a successful website – fast, user-friendly and built for conversion – will be one of the most effective marketing tools for your business.
Make your law firm easy to find
Once you have a website, you want to make your website (and other marketing platforms) easily discoverable by potential customers.
For your website, this means setting up a good search engine optimization strategy to get your site found in Google search. You also need to run a Google My Business Profile in order to rank high in the local “card pack”.
The goal here is to be where your ideal customers are looking for services like yours – Google, Facebook, LinkedIn, etc. Submitting your business information to law firm directories (like Avvo or Findlaw), creating a business Facebook page, and posting videos to YouTube offer several ways to help people find your business.
Use content to your advantage
Great content is the cornerstone of all success law firm marketing strategy. Your content not only describes what your business is about, but can also help attract more potential customers through social media, search engines, and other platforms.
Your law firm’s website should have descriptive, well-written web pages — including your homepage, About page, and services pages — and ideally, informative blog posts. Use these opportunities to describe your services, answer common questions about your practice, provide valuable information, and tell website visitors how to reach you.
Here are some content best practices to follow:
Do SEO keyword research using tools like semrush.com to come up with ideas for web pages and blog posts
Offer valuable and accurate information; be the subject matter expert or hire a subject matter expert to write your content
Include internal links in your content to related pages or posts on your website
Use headings and subheadings to organize your content
Talk about the interests of your target audience; spend less time talking about you and more time talking about their needs
Experiment with different content types like videos, images, PDFs, and email marketing
Attract customers with SEO
SEO is a method of marketing that involves optimizing your website to rank in search engines – namely Google – and redirecting traffic to your website. SEO is important for law firms because most potential clients search for lawyers and legal services on Google rather than any other platform.
There are 4 SEO Essentials for law firms: technical SEO, content strategy, link building and local SEO. All of these components work together to make your website more crawlable (by search engine crawlers), indexable (by search engines), rankable (in search results), and user-friendly.
Use SEO to attract new clients to your law firm – organically – and save money on paid marketing.
Grow your social media platforms
Social Media Marketing isn’t a juggernaut for the legal niche, but it can still be useful for building trust in your business, getting reviews, and attracting clients. Platforms like Facebook, LinkedIn, and YouTube are great platforms for lawyers looking to increase their brand presence.
Each social media platform has its own strategy and it can take some time to figure out what works best for your particular audience. For example, some brands do well with Facebook posts or live videos, while others can grab more attention with YouTube videos or LinkedIn articles.
Try to engage on at least one social platform to increase your law firm’s online presence. Ideally, choose a platform that allows you to earn customer reviews so you can build trust with your new followers over time.
Invest in paid advertising
Paid advertising (for example, Facebook Ads, Google Ads, and LinkedIn Ads) can be very effective for law firms looking to attract new clients quickly. Paid advertising is often best used with organic methods such as SEO and social media to secure long and short term gains.
But paid advertising for the legal niche can be expensive. In fact, “lawyer” and “lawyer” are the two most expensive keywords on Bing Ads, costing over $100 per click!
With that in mind, it’s best to work with an advertising professional who can set the right parameters for your ads, target the right keywords, and get the most out of your advertising budget. A data-driven strategy is the best way to reach new customers without wasting your ad spend.
Generate leads through attorney directories
Lawyer directories like Justia, Lawyers.com, and Super Lawyers allow you to publish your law firm’s business information, making it easier to find your law firm. Some directories even help generate direct leads, directing users to your website, contact form, or phone number.
Keep in mind that not all directories are created equal, however. Look for directories that seem to have a positive reputation and a great website interface. “Low-level” directories can often be an invitation for link spam or spam traffic to your website.
Maintain your referral network
There’s a saying that “the best compliment for a business owner is a referral,” and this is especially true for lawyers. Maintaining positive relationships with your customers is one of the best ways to win referral business.
After a contract ends, don’t let the relationship cool. Instead, first ask the customer to leave you a review on Google My Business, Facebook, LinkedIn, or your directory platforms. Then follow up with them about every quarter, again thanking them for their business and updating them on any events or offers. This can help keep your law firm in mind.
At the same time, legal industry events such as meetups and conferences can be a smart way to get referrals from other lawyers. Get ready with your business card and get ready to start conversations. Genuine professional connections can generate leads to your business for years to come.
Publish thought leadership content
Telling your accolades only goes so far in terms of building trust with your audience. What potential clients are really looking for is that you know your stuff, are able to communicate your expertise, and are talkative enough to provide a positive client-attorney relationship.
This is where thought leadership content comes in. Use your blog, social media platforms, guest posting opportunities, speaking events, and more. to provide expert level content. This can be “how-to” content, case studies, informative guides, legal resources, or other types of content that provide value to your audience.
Great content speaks for itself. You don’t have to tell people you’re the “best” when you can effectively communicate your knowledge and share your data.
Don’t forget the follow-up
Finally, all of the above marketing methods are wasted if you don’t close the deal. And before you do that, you’ll want to follow up with new leads in a timely manner. Every day that passes without a response (to an email, form, or phone call) increases the chance that you’ll lose that lead forever.
Be sure to train your team and employees to follow up on leads quickly. This can be done by email, telephone or automated software. Your goal should be to follow leads within 30 minutes or less.
Then follow your usual process for booking that first conversation with a potential client. For most companies, this takes the form of a free consultation. After the call, follow up with the prospect, thanking them for their time, sending them the contract (if applicable), and providing next steps.
Get more law firm clients
Each law firm’s marketing strategy is different depending on the niche, audience, and market. The strategies above are general recommendations for attracting new customers, but expect to put your own spin on this process based on what works for your ideal customer audience.
My main recommendation would be to start with one marketing strategy – ideally, SEO – and follow it through so you can start seeing results. Then you can expand to new platforms and try new strategies. Master one method of generating leads and you’ll be set to win across multiple platforms.