Top 4 Legal Marketing Secrets Every Law Firm Should Know
It feels like virtually all the law firms have listed themselves on Google My Business. There are plenty of options for the prospects to choose from, and they are often confused to finalize on a firm among a plethora of the firms. However, law firms can break through the marketing clutter and stand out by taking three critical steps online.
1. Solid Keyword Research That Works For All Digital Channels
Keyword research is the method of finding keywords that are profitable for your law firm. At its simplest, doing keyword research for your law firm enables you to find the terms that potential customers use to locate the legal services they need.
There has been a drastic change in the way clients search for a lawyer. People would ask their friends, neighbors, or coworkers to find a good lawyer, which entails publicizing a private problem. Nowadays, clients turn to their mobiles or laptops and search them on Google or other search engines confidentially. Focus on what they would type on search engines when looking for legal services if you want to stay ahead of the competition.
Therefore, finalizing the focus keywords makes your job easy to rank them on SERPs organically. It will also help you execute search ads very effectively. Use tools like Google keyword planner, SEMrush, and Ahrefs to start your keyword research.
2. Mobile Friendliness And Page Speed Optimization
According to Pew Internet research, more than sixty-four percent of American adults now own a smartphone. And According to Smart Insights, most people spend more time on their cell phones than their computer desktops.
The majority of law firm websites are not mobile-friendly and still easy to find. You will stay ahead of 70% of the competition if you optimize your website for mobile users.
You need to take a look at what your site looks like on a smartphone. Google favors mobile-friendly sites for searches made on a mobile phone. Ensure to have big buttons, tap-to-call, and tap-to-email functionality. Don’t display a shrunken version of your website on mobile devices. Ensure that visitors can read the text or see the telephone number. Prospects should be able to use all the devices like mobile, tablet, or laptop smoothly to get in touch with you.
Another essential factor in improving the performance of the website is page speed optimization. Your conversion rates will likely be the same if your website speed slows and takes time to load. Did you know that if your web page takes more than 3 seconds to load, approximately 40% of your visits will leave your site? Having faster loading pages will not only keep you ahead of your competitors but will also help you in boosting search engine rankings.
3. Get on the first page of Google by putting the right content online
Every law firm marketer’s dream is to get on the first page of Google and drive more organic traffic to their website. But very few marketers will understand that the secret to generating more organic traffic and leads is blogging.
According to Hubspot, the more you publish blogs, the more leads and clients you will get. If you publish only one or two blog posts per month, you’ll get very few responses.
But if you increase this to a minimum of 12 blogs per month, you will double the number of organic leads and triple the volume of traffic you get. Google likes original and new content that doesn’t appear on any other website.
Lawyers don’t have to write their content themselves. Your law marketing agency or your in-house team will take care of producing original content, or you can hire law students who would happily produce content for a small amount.
If you publish a minimum of 12 quality articles per month, you will add 120 new blog posts in a year. It will crush your competition and improve your brand visibility.
Blog about the latest news in the law industry or new statewide regulations that are implemented. Keep the target audience in mind while producing content and ensure that it will benefit the reader. The goal of blogging is to help the target audience in finding a solution for their legal issues.
4. Produce Content For All The States Of Buyer’s Journey:
The buyer’s journey is a process where prospects become aware of a problem. And then, they evaluate their options before deciding to hire a law firm. Produce content to all the prospects who are in different stages of their buyer’s journey.
Awareness Stage: Here, the client realizes they have a problem. Right now, they are aware of their issue but don’t know the solution. They are still unsure if they should hire a lawyer or a law firm to solve their problem—your prospects research at this stage to understand their problem to define it. As a law marketer, you should produce content surrounding topics related to the awareness stage of the buyer’s journey.
Type Of Content To Publish during Awareness Stage:
1. Educational blogs
2. Thought leadership eBooks
3. Downloadable guides
5. Industry reports and analysis
Consideration Stage: Now, the prospect is aware of their problem and has defined it. They want to know the best law firm that will help them solve their issues or pain points. They are looking for someone to suitably fulfill their needs.
Your target audience hasn’t decided yet to contact you. They’re still reasonably uninterested in the end provider during this stage. Before reaching out to your firm or hiring you, they want to work through a list of other law firms that can solve their problem.
Type Of Content To Publish during Consideration Stage:
1. Educational Videos.
3. Online Q&As.
4. Blogs on Legal topics.
5. Expert eBooks with actionable steps.
6. Downloadable tools.
Decision Stage: Now, the prospect has decided on a solution. They understand how to solve their problem and researched specific law firms who would do that. In this stage, they’ll compare and shortlist a few firms – ultimately making a purchase decision.
They’re more likely to trust you if you’ve helped them reach this far with your content.
Type Of Content To Publish during Consideration Stage:
1. Free consultations.
2. Articles on competitor comparisons(published on other law influencer websites).
3. Client case studies.
4. Price guides.
5. Service level agreements.