A strong lawyer marketing strategy is more critical than ever in today’s competitive online industry. Due to the high level of competition in the legal sector, a law firm cannot afford to take any chances while establishing a marketing strategy. Even established law firms with impeccable reputations will inevitably require aid in acquiring and converting members of their target audience to clients.
Unfortunately, many lawyers struggle to implement effective marketing strategies and occasionally make serious mistakes that drive away potential clients, tarnish their reputation, or limit their firm’s growth.
The following are frequent law firm marketing missteps that could jeopardize your business’s image:
1. Not Utilizing Pay-Per-Click (PPC) Advertising
Pay-per-click (PPC) advertisements are one of the most effective ways for your legal firm to generate leads.
Unlike SEO, which employs a long-term strategy to convince potential buyers to act, PPC increases brand awareness and generates leads almost immediately after broadcast advertisements. On the other hand, combining PPC and SEO produces the best results. Because you target them with PPC by bidding on them, you can determine keywords’ conversion rate and profitability before implementing them into your SEO strategy.
By utilizing PPC to drive SEO, you can target specific keywords, stress selling points, and tailor your calls to action, all of which can be evaluated to determine the most effective. Additionally, this method boosts your search engine rating and builds trust in your brand among prospective clients.
2. Minimal To No Keyword Research
While keywords drive internet search, it should be self-evident. It’s one of the most underestimated components of a law firm’s marketing strategy. Additionally, to select the appropriate keywords for your legal firm, it is critical to include “geo-modifiers” that have the local towns in which you intend to rank. Few lawyers are adept at web marketing, and even if they are, they lack the time and resources necessary to execute it properly.
In business, one should focus their efforts on excel areas and generate the most profit. As with other aspects of lawyer marketing, keyword research should be delegated to experts with years of experience who have the knowledge and resources necessary to construct a database of the most effective keywords for your practice. The cornerstone of content generation and SEO for lawyers is selecting the appropriate keywords.
3. Having An Out-Of-Date Website
If your website appears neglected and out of date, it sends a message to your visitors. When a website’s content is outdated, the site is challenging to navigate, or the site is not mobile-friendly, among other problems, converting website visitors into prospective clients becomes challenging. Even more frequently, many law firms lack the time necessary to review their website analytics regularly and make necessary modifications based on their findings.
While you may assume that merely having a website “up and running” is sufficient, the objective should be to leverage it as a marketing tool. It requires continuous revisions based on new data and, in some cases, conversion rate optimization strategies to boost lead creation.
4. Failing To Use Various Social Media Platforms
Specific social networking sites may appear more advantageous than others from a legal perspective. That may be true to some extent. On the other hand, focusing your digital marketing efforts exclusively on a single social media platform is never a good idea. Social media is a fluid environment, and netizen behavior is constantly changing. Given this, you will never know where your target audience is unless you identify them.
As a result, the social media strategy for your legal company must include a fair number of social media outlets. This category includes Facebook, LinkedIn, Twitter, YouTube, and Instagram. Your legal practice’s needs determine the amount of time and effort you need to pay to each platform and the specialized strategy you should develop for each.
On the other hand, utilizing numerous social media platforms is fantastic.
5. Refusing To Have A Database Of Online Reviews
In the legal profession, word of mouth is critical. These referrals are still significant today, although most of them occur online. Consider positive reviews, testimonials, and online referrals as an updated form of a friendly conversation. Furthermore, it would be best to gather feedback from the internet.
Look for it after each customer service session, and often check to ensure that your present clients are satisfied with your job. Then, on your website, include case studies and favorable testimonials.
Acquiring positive feedback on your pages contributes to the growth of trustworthiness.
You can efficiently manage your law firm’s online marketing with the right strategies. It should be viewed as a continuous and ongoing activity that spans all social media platforms.
By avoiding the mistakes above, carefully reviewing and enhancing each phase, both internally and externally, you can maximize your marketing efforts and generate more cases and money.