Around 70% of law firms have brought in new cases through their website. Is yours giving you the same value?
Over the last two decades, the legal field has become somewhat saturated. As more practices have entered the fray, the digital landscape has become mission-critical in generating sustainable high-value leads that can support your revenue outlook.
Here is an in-depth look at some tips to improve strategies geared towards marketing for law firms.
1. Develop a Compelling Brand
Generating quality leads consistently is a result of having a compelling brand. No matter how good you dress up a practice, if it does not meet customer needs, then the attrition rate will be high.
Contrary to popular thought, a compelling brand goes beyond having great business cards and logos to make a mark.
A compelling brand needs to have a unique selling point (USP) that your customers intuitively connect with. Your USP is that secret sauce that makes clients resonate with what your firm stands for.
Another building block for a compelling brand is an attractive value proposition. You need to have a driving reason as to why your customers should come to you and not any other firm.
Developing the expectations that your law firm can consistently deliver helps you set yourself from the pack. What you can do for your clients, again and again, is a big draw to why they should listen to you.
Once you have these building blocks in place, you can now shape and package your brand.
Whether it’s making business cards or a website, you will be able to clearly and effectively articulate who you are, what you stand for, and how you benefit your clients.
All your other marketing efforts to generate leads can then rest on this strong foundation.
2. Make Your Website Faster
Did you know that 70% of people who look for a product or service online say that how fast a website page loads impacts their desire to buy from a seller?
Your website is one of the most critical marketing assets that works for you around the clock. However, the kind of experience leads get when they land on your site determines if you will draw them in or not, without you even knowing they are checking you out.
When your site is slow, a lead does not know how much longer it will take to load. There are no progress bars to show how much longer they need to wait, yet the back button is right there.
To avoid losing leads due to slow website speeds, you need to find tools that can help speed things up.
Optimizing your images, caching your files, cutting down on redirects, and technical optimization are just some of the ways you can deliver a better experience.
A fast website won’t keep leads waiting, which translates to new clients who lift your overall revenue.
3. Make Your Site Authoritative and Credible
Along with being fast, your website needs to come across as both authoritative and credible.
The goal behind this would be to ensure that any lead landing on your site feels comfortable trusting you with their fate while knowing you can deliver.
Has your law firm won any awards or received recognition? Those should go on your website.
You can use text when adding the awards, which is good for your search engine optimization (SEO) efforts. However, any images or logos of your awards go a long way in making the site more visually appealing.
Client reviews are critical in conveying credibility, and as such, you need to feature them prominently on your site. Ensure that the case details are part of each client’s testimonials for leads to see what the issue was and how you resolved it.
You can also incorporate case studies on your site to demonstrate your expertise in your area of specialization. In-depth but well-summarized case studies help leads see the depth of your experience, which is a vital draw in converting them to clients.
When your site is both authoritative, credible, and conveys expertise, not only will you earn more business, but it will boost your SEO. You will receive incoming organic traffic from leads as search engines will rank your site higher.
4. Invest in Search Engine Optimization
Your site can’t attract leads if they can’t see it when they need it. You need to ensure you draw the right kind of traffic so that your marketing return on investment (ROI) can make sense.
Many people who go online to look for services and products don’t look past the first result page. To put it in context, 75% of your potential clients won’t look beyond page one of Google’s search results.
It’s therefore critical that you make your site highly visible through high ranking as that’s how you’ll get clicks and traffic from leads.
Optimizing your images, using proper title tags, and conducting quality keyword research are some SEO basics you need in place.
In addition to this, you need to develop content that boosts your ranking. Long-form content marketing performs better and earns more social shares.
Part of your SEO strategy should also look at making your site mobile friendly as that’s where the highest organic traffic originates from.
Don’t forget to address schema markup issues so that search engines can better understand your site’s content and offer it to more leads via search results.
A combination of all these SEO tweaks will not only assist your site to rank higher but also enable your website to deliver information that can solve the problems leads have when they need it most.
5. Hire Lead Generation Companies
Partnering with lead generation companies can be a powerful way to develop a pipeline that always delivers new business.
Firms that provide leads for lawyers help you prospect for clients, which can supplement your in-house lead generation strategy.
A quality legal leads generation company has deep experience that helps them filter the probability of a prospect’s viability before they turn them over to you, effectively lowering the risk.
Drive Revenue With Impactful Marketing for Law Firms
It’s a fact that the legal field is packed. To stand out from the competition, you need to identify impactful strategies for marketing for law firms to generate sustainable yet high-quality leads.
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