Attorney Law Firm Marketing Company

Are You Ready to Build a Unique Law Firm Marketing Strategy?

There are over 1,350,000 lawyers actively practicing in the United States.

Depending on the state where your law firm is located, and what type of law you practice, your competition may be overwhelming, as your prospective clients share the same space and have options.

• Over 95% of people seeking legal advice use a search engine to find attorneys in their areas
• Nearly 75% of people visit a law firm’s website to act on that search

That means searchers want to immediately make contact, form a connection, and find a solution to their legal needs. 

Your legal marketing strategy must begin with that search and continue through conversion.

Here’s how to set your law firm marketing strategy apart from others:

• Commit to building and maintaining your law firm’s brand
• Remain in front of your target audience
• Invest in content marketing to build your brand equity
• Define, expand, and retract your marketing budget when necessary
• Develop law firm marketing strategies that convert leads
• Track, measure, analyze and improve.

Let’s get started.

Commit to Building and Maintaining Your Law Firm’s Brand

Successful law firm marketing strategies begin with creating and maintaining your law firm’s identity.

Your law firm name, logo, corporate colors and tone are all important brand identity factors that will shape the memorable impression that the public — your prospective clients — equates with your law firm.

Properly branding your law firm requires offline, online, mobile, and niche legal marketing outlets that will allow you to reach your target audience where they reside. This includes their neighborhoods, within their social media platforms, and on their screens during searches and retargeting campaigns.

Effective law firm branding allows you to be viewed as a dependable, knowledgeable, and influential attorney who addresses their needs or problems better than anyone else can.

Effective law firm brands:

• Deliver a clear and succinct legal message
• Reaffirm the law firm’s credibility
• Build an emotional connection with target audiences
• Generate goodwill and loyalty
• Motivate prospective clients to take the next step

Branding links your law firm’s name, logo, online presence, and services, and appeals to the masses using consistent marketing content across all channels.

Stomp the Competition with Brand Marketing

Relaying a united and clear message to everyone who sees your identity gives your law firm more exposure in the community with both existing and prospective clients, future partnerships, and competitors.

Your brand is not only what consumers come to know as a trustworthy source for legal solutions, it also protects you from competitors who want to chip away at your success.

While most attorneys provide the same services in their respective practice areas, your style and originality are yours to market.

Exploring each nuance of your law firm’s operations allows you to build a brand that reflects the whole of your law firm.

Promote practices that allow your clients to know who you are, so they can connect with your attorneys and staff. Afterwards, proudly illustrate your services and experience through testimonials, reviews, and referrals.

Get In Front of Your Target Audience

In a recent U.S. Consumer Legal Needs Survey, 78% of people seeking legal representation believed it is important to hire a local attorney.

The key to your law firm’s success is getting in front of your target audience, in the exact places where they search online.

• Nearly 55% of individuals searching for legal information said they were likely to hire an attorney active on social media
• 25% of people actively researching legal topics utilized YouTube for corresponding videos

Does your law firm produce professional videos that share legal information? How does your social media presence measure up? Do you have a YouTube channel?

Law firms can increase their organic search traffic by more than 150% when using video marketing.

When law firms publish video content on social media platforms, they can increase their website traffic by over 41% compared to other types of shared media on social networks.

While your website may hold the key to converting prospective clients from visitors to contacts, your law firm marketing strategy should be unique in a way that your website is among every page of your targeted audiences search.

Your unique attorney marketing strategy must fully encompass the behavioral actions of your key demographic.

This can be accomplished through target market research and focused law firm marketing strategies that are uniquely adapted through:

• SEO
• PPC
• Review Management
• Content Marketing
• Social Media Marketing
• Remarketing and Retargeting Ads

Exceptional customer service, legal experience, and positive online communication will keep your law firm as a priority with prospective clients. It also provides the opportunity for each prospect to contact you in the method they prefer, which can include chatbots, texts, emails, social media, phone, or video conferencing.

Invest in Content Marketing to Build Brand Equity

A recent law firm marketing study found that quality content marketing and blogging made a significant difference in the amount of traffic their websites generated.

Compared with attorney websites that were not actively writing and adding new content, law firms with consistent updated blogs generated nearly 240% more visitors than their attorney counterparts who were not blogging.

Attorney websites that were actively adding new quality content and blogs generated:

• 85% more backlinks than websites that did not contain a blog section
• Over 15 times more traffic than lawyer websites without a blog
• Nearly five times more traffic than inactive law firm blogs

Professionally written content inspires a specific action from prospective clients, which allows you to guide them through the conversion process by:

• Increasing the length of time visitors spend on your website
• Reducing the bounce rate with pages that are highly relevant to your chosen keywords
• Focusing on long-form content marketing to outperform shorter form content that can be shared frequently by visitors
• Use of schema mark up for your law firm to enhance the details on your pages content for search engines

Law firm websites with high-quality content including authoritative supporting pages, landing pages, blogs, and information decks allow your law firm marketing strategy to stand apart from your competitors.

Develop Law Firm Marketing Strategies That Convert Leads

Your online law firm marketing approach will cast a wide net over prospective clients who need an attorney. Your marketing strategy affects all clients respond,  from divorces and child custody cases to criminal defense and bankruptcy cases. 

Once the lead lands at your virtual doorstep and makes contact, those leads must be nurtured to solidify their conversion. Maintaining relationships with your clients is important.

Whether the duty falls squarely on the shoulders of a sole attorney or the support staff, everyone must feel the same pride and work in the same direction to achieve the law firm’s new business goals.

When phone calls and voicemails are not returned, clients feel abandoned and unimportant. When their questions go unanswered, they lose trust in your law firm’s ability to handle their case properly. If clients must continually remind your office who they are, and what their case involves, they may feel insulted.

The success of your law firm requires a cohesive approach to guiding leads through their initial contact, consultation, follow-up support, and the conclusion of their case.

One of the challenges facing small law firms is creating a balance between growth and client satisfaction.

If your law firm is juggling these responsibilities, and potential cases are getting lost in the shuffle, client management software can provide an easily accessible way to return calls, walk prospective clients through the process, and answer questions while gaining and maintaining their trust.

Define, Expand, and Retract Your Marketing Budget When Necessary

Creating a positive online identity requires more than law firm marketing strategies.It requires a budget, investments, and commitments. 

Adapting to an ever-changing market requires extensive research and planning. Additionally, understanding the expense of your campaign is important when considering end results. 

Paid search marketing campaigns are designed to fit the unique needs of each attorney, which allows the firm to pay the actual advertising costs directly, so no mark-up interferes with your overall budget.

That budget will be dictated by your:

• Law firm size
• Location
• Practice areas
• Keyword match types
• Bid strategy
• Bid adjustments
• Ad testing scheduling

Google Ad campaigns can start small or large. They are scaled to fit your budget as new business results and return on investments become clearer.

Once your law firm has a marketing strategy, monthly reviews of the campaign and its overall performance will sharpen your marketing budget’s focus.

Track, Measure, Analyze, & Improve

Your law firm’s ability to track the effectiveness of keywords, website pages, and all online (and offline) advertising campaigns will improve visitor engagement through market research and competitive analysis.

Tracking and measuring the results of your law firm’s marketing strategy can show you what is useful, and what will work in the future. Confidence will start to boost when cases are piling up as a result of your commitment to the marketing process.

It is also important to know what may not be working and to pivot your budget, marketing, and advertising accordingly.

Your unique law firm business strategy should include developing a brand that creates value, and a relaible way to measure its effectiveness.

We can help with both during a free strategy session or conversation today.