Lawyers thrive on hard work, which is why many professionals are reluctant to spend money on marketing. However, the right marketing tools can save law firms time and money by improving their conversion rate and driving more traffic. So what can lawyers get for their marketing investment to ensure success?
Marketing investment practices to consider include:
- Marketing leads
- Website Calls to Action
- Social Media Marketing
- Optimized landing pages
- Search Engine Optimization
- Content Marketing
- Return on investment
- Pay-Per-Click Advertising
- Online reviews
Most law firms don’t view marketing leads as a worthwhile investment. However, if you use the Internet to build a prospect list, you can make a profit by charging interested parties for access to your information or offers.
The entire legal industry is vulnerable to this practice and susceptible to many other forms of direct marketing, such as fax marketing, direct mail and email marketing.
Creative calls to action on law firm websites
Lawyers should use their websites to encourage clients to take action. These actions may include sending requests for additional information, requesting a consultation or making an appointment. A clear call to action on your website will help convert leads into customers.
In your search for personal injury lawyer marketing, try to think outside the box when it comes to investing your law firm’s marketing budget. For example, creative and unexpected calls to action can lead to a higher conversion rate.
Social Media Marketing
Many companies use social media marketing to promote their brands and generate new business opportunities. If you have staff who are adept at blogging and networking, you can get a lot of value from social media marketing.
Make sure your online profiles are up to date with the latest news from your business, such as new accomplishments, employment status changes, and the addition of new staff members.
Optimized landing pages
When you convert a prospect into a paying customer, your business will want to capture as much of their contact information as possible. One way to do this is to have a landing page for customers to fill out contact forms and request information about company services.
You might also consider sending a follow-up email to prospects after you complete your contact form. This email should include valuable information designed to inspire them to take action.
search engine optimization
Optimizing your website to appear in search results is essential if you want to boost your online presence. You can add keywords to your website, social media links, and image tags relevant to your law firm’s practice area.
By using content marketing techniques, you can interest potential clients in your legal services. Consider writing blog posts or creating videos showing how you approach cases and keeping readers up to date on newsworthy events in your business’s industry. Also consider syndicating content from other sources where appropriate.
Return on investment
Marketing is an investment and your law firm must be able to measure its return on investment. If you don’t measure the value of your company’s marketing efforts, you’ll never know what’s working and what isn’t. You can measure search engine optimization with Google Analytics. This tool provides several tools to help you assess the effectiveness of your online marketing.
Law firms may want to try paying for ads on search engines like Google in addition to investing in SEO. Pay-per-click ads are more expensive than SEO and other forms of marketing, but you can control your PPC budget.
It’s important to have positive reviews from past customers on your website and on sites like Yelp and Avvo. These reviews make it easier for potential customers to see the value of working with your company. By continuing to provide high-quality legal services, you can ensure positive reviews online.
Investing in law firm marketing
By using a combination of marketing tactics, you can improve your conversion rate and drive more traffic to your website. When it comes to making money, ROI is vital, so keep looking for ways to improve efficiency and make more money with the same amount of online traffic.
Kerry L. Tucker
Early in his college journalism years, Kerry had a revelation: there weren’t enough legal communicators. People’s difficulties in understanding the law, the procedures and the functioning of the judicial system stemmed from the fact that no one took the patience to explain complicated things to them. Therefore, he has taken upon himself the task of helping people navigate legal cases more easily. He works with lawyers and other legal journalists and spends time researching so that everyone – from a mother whose child is injured on a bicycle to a company in need of insurance advice – finds the actionable answers he is looking for.