If you want to remain competitive and grow your firm, you’ll need a robust digital marketing campaign. Most law firms have spent a lot of time investing in various forms of law firm marketing, so if you don’t keep up, you’ll be left behind.
At Clicks Geek, we specialize in digital and PPC marketing for legal practices, so be sure to contact us to help you with your campaign.
Design Your Content with Search Engine Optimization in Mind
Every online law firm’s advertising strategy starts with having a website. But merely having a nice-looking website isn’t enough. You also need to stay ahead of your competitors for your clients’ research time and attention.
The way to do this is through SEO, a strategy for including key elements in your site to ensure that search engines prioritize your page over those of your competitors in an online search. Since Google’s algorithm keeps changing, your firm must stay ahead of the curve and continuously re-evaluate your online advertising strategy.
Luckily, most of the things that make a good, user-friendly site are the things that Google prioritizes: mobile-friendliness, high-quality and authoritative content, and a smooth user experience. Focusing on SEO will also make your website more appealing to potential clients and increase lead conversion.
Have a Smart Google Ads Strategy in Place
Most law firm marketing strategies rely on Google Ads’ pay-per-click (PPC) advertising to increase page views, which has led to a massive spike in PPC’s prices through Google bidding. Keywords like “attorney” and “lawyer” can go upwards of $100 a click. If your lead conversion engine isn’t on point, PPC can end up costing you significantly more money than it makes.
If you’re advertising law services, consider using “negative keywords” that eliminate unrelated search terms as a method to refine your paid search terms. Doing so can help narrow down your potential leads to those that will be profitable.
If in doubt, talk to a marketing agency with expertise in law firm advertising ideas, particularly PPC. Contact us at Clicks Geek today. We know our stuff.
Use Lead Conversion to Make the Most of Your Law Firm Marketing Strategy
Unlike traditional law firm advertising strategies, like TV advertising or direct mail, online marketing allows you to target prospective clients, making it significantly easier to convert leads. However, you still have to put in the work, especially if you’re using PPC.
The difference between a 15% and 30% conversion rate is staggering, so make sure your website landing page has calls to action, contact forms, and other methods of engaging leads and turning them into paying customers all over your site.
Set Yourself Apart with Branding
Hundreds of lawyers compete in practice areas like personal injury law, so you need a unique value proposition to stand out. Consider highlighting the large volume of pro bono work your firm does or how much you give back to the community. If you’re a young lawyer from New York, consider highlighting your aggressive determination to fight for every client.
Branding is an essential component of social media marketing, where how you communicate with people is as important as your message. Identify who your target market is in your area, and figure out how to best speak to them. Be sure to keep your brand consistent across all channels to reap the best rewards.
Running a competitive marketing campaign is time-consuming and intimidating. It’s a great idea to have a reliable agency on your side, especially one that understands the legal market as well as we do. Get in touch with us at Clicks Geek to find out how we can take your practice to the next level. Use our Contact form or call us directly at 917-310-1597.