As law firms and attorneys have historically been centered on creating advantages for themselves through networking, just about 30% of people say that they find attorneys through asking a friend.
While this remains an effective strategy, there’s a huge percentage of clients who want to be found as they actively seek someone to go with, but are falling to the wayside. Here is a small snapshot of the traffic that is looking for attorneys online right now.
In 2015, it’s exceedingly probable that people in need of the legal help attorneys offer will first look to the Internet, as this chart shows clearly. Thus, lawyers are increasingly turning to the best SEO specialists who can help develop a successful digital marketing strategy for law firms that will help clients be able to find them on search engines easily.
Out of the 65% of people that look online for legal help, there are four main reasons why customers turn to the Internet to consider legal action the first of which is to determine what types of legal actions could potentially benefit them. A little over 60% research the qualifications of the lawyer they’re looking into to handle their case; and over half of this percentage uses multiple sources to do this. About 50% of all searchers using any type of legal professional will find themselves with an attorney as a direct result of a search on Google or some other search engine. This emphasizes the importance of have a presence online that allows this traffic to find you, and find you easily. A successful digital marketing campaign for a law firm helps clients funnel into an online route to land on your website or blog.
SEO for law firms is one of the most critical components to any digital marketing campaigns to constantly maintain a competitive ranking. A site with high rankings in search engine results (with the help of SEO best practices) makes it easier for a user to find the right attorney for the professional services. This is critical early in the search stage when they quickly want the absolute best lawyer to handle their case. These websites should always be quick to find and navigate while giving valuable information to satisfy the searcher’s desire.
Content creation is not only an essential part of any website, but also the number one pre requisite skill for new marketing employees by legal firms. Legal blogs and other forms of on-site content help pull in new clients while keeping older ones coming back to your site and talking about you. Additionally, this is important for all the searchers that are looking to establish credibility in your name. Writing this content in an easily understandable way from anyone’s point of view while keeping the content long enough is also helpful. Keeping up with a blog and its comments also helps to build a sense of loyalty with clients if, all the while, driving metrics are important to an SEO campaign.
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As we know, the Internet has changed from a platform to advertise on a massive scale to a place to have a mutual relationship with the customers. Being active on social media sites is necessary for lawyers to build this two-way street. The most commonly used social platform by lawyers, LinkedIn, offers a professional stage on which you can market yourself non-intrusively. Using a customized URL on social platforms and sharing information routinely, which is helpful to your followers, is an effective digital marketing strategy for the legal industry.
A significant percentage of legal professionals are employing a pay per click campaign in their marketing strategies today. This type of advertising is seen as valuable because cost is only incurred when a searcher clicks through the ad and lands on your website. Thus, legal firms use PPC essentially to funnel the customer traffic that is looking for an attorney onto their webpage. The price per click has a high level of variance per keyword; but you’re marketing your services directly to those people that want them, instead of to those who are irrelevant. This ROI driven strategy is most effective when there is a digital marketing specialist behind the screen, to maximize the amount spent and the amount returned.
Digital marketing campaigns for law firms are becoming more and more refined by the day. Some firms are capturing this traffic that actively seeks to find them, and some are not. Using these strategies can be complex, especially if you want to find the maximum ROI possible.
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