30 Essential Law Firm Marketing Methods
Lots of great law firm marketing ideas, starting here.
The key to a successful law firm is being able to leverage the multitude skills and tools available, as well as being able to implement a big-picture marketing strategy. Here’s the start of our comprehensive list of methods, skills and tools for successful lawyer/marketers.
This post is a ‘living document’; we update it constantly. If you have topic suggestions, we welcome those too. The titles and pictures for each method are links to the best articles that go into detail the topic. Happy scrolling and clicking!
An attorney Websites, Advertising, SEO, Social Media, Lead Generation and Follow Up, Content Marketing, Outsourcing and Staffing, and Referrals.
Keep in mind that learning these skills will take time, patience and perseverance; you may even need some help along the way. Not every method will make it into your plan. Hopefully, though, you’ll be able to pick up some great ideas that will inspire you and get you started.
To market your practice optimally…
Google rewards mobile friendly sites, and guess what, your clients do to! Law firm marketing increasingly depends on mobile devices, like smart phones and tablets. Would you google “DUI Minnesota” on your 27-inch monitor at work? Or, would you want divorce attorney sites all over your browser history at home? Mobile browsing is discrete and convenient.
When you’re filling your law website with content, it’s easy to take your knowledge for granted. You can’t build a relationship without building common ground (rapport), language is a great place to start. Avoid excessive legal jargon and always define the terms that you use. Use the pronoun ‘you’ more than the pronoun ‘I’.
Here are a few more tips for writing from a client’s perspective.
Most attorneys undervalue the importance of a high quality logo. Clients will visit your site and your competition’s a few times before hiring. Logos can make an impression initially then create familiarity on subsequent visits. They serve as a great mnemonic device, plus, they lend consistency and prestige to all of your digital and printed assets.
4. Have a clear purpose for your website.
You do have a website, right?… Of course, it’s 2016, I shouldn’t have to ask. And you have a marketing plan for your law firm? Ok, well you should have a marketing plan too. You need to know where and how your website fits into your law firm marketing plan.
Websites are the ubiquitous interface for hiring an attorney, or any service for that matter. But why? And, is your website doing everything it can to advance you toward your goals?
The way that you discuss emotionally charged subjects on your site can impact the types of personalities that contact you. The way attorneys approach dealing with client’s emotions vary greatly. Know your style, and write for your ideal client.
We cover all of the inbound marketing methods further down, but in a nutshell, it’s all about attracting clients organically. It’s a good idea know the approach you’re taking so that your web design can facilitate it.
Your web page is full of elements that explain that you’re the best option available. But we can’t assume that a prospect will take your word for it. Compelling testimonials are a great way to formulate a basis for trust. Here’s a few tips to make you testimonials stand out from the crowd.
The world of digital media, as a venue for law firm marketing, is becoming increasingly competitive. Everyone is competing for your customer’s attention. Luckily the ability to collect data and objectively optimize messaging is readily available. Google Analytics is the best platform to get you started.
What if you could tell whether or not a client or prospect has opened your email? What changes would you make to your website if you knew exactly where the cursors were moving? All of this information is available via web pixels. Click the link above to find out exactly what they are and all the ways that they’re used.
Think of Tag Manager as a dashboard for everything related to your web data. It allows you to add and manage pixels without having to install them individually on your website. Everyone with a website can save time and frustration by setting up a Tag Manager account.
Info-tips or tool-tips are information boxes that appear when you hover over text or an icon. By using Info-tips on your website, you can present information that encourages desktop users to take action, while keeping the site clean and easy to use for mobile visitors.
Tracking numbers can provide you with accurate data about where a lead, who has called you, came from. This can provide a lot of accountability to your ads, and help you optimize your efforts.
Check out this handy guide. It’s a checklist of elements proven to increase the conversion rate of your web page.
A live chat plugin can help you generate and even screen leads. Depending on the option you choose, they can be operated by your staff during business hours, by a reception service with a script or they can be automated.
Call-to-actions buttons are the clickable boxes on your website that enable the visitor to take the next step. There are a number of factors that can affect the performance of these buttons including placement, text, size, etc.
This is a great list of law firm web design faux pas. Here at Law Firm Marketing Matters, we’ve been guilty of number one a few occasions.
Check out this blog-post for some general information on PPC advertising, the types of bidding and some common terms used.
This is must-read article covers how conversion rates and customer value can help you come up with a budget for you AdWords and other PPC platforms.
AdWords is complicated machine with features that are constantly evolving. Here are five new techniques that can really boost your results.
PPC platforms can seem deceptively simple at times. It’s often thought of as a standalone concept, unrelated to SEO, content marketing or your overall marketing strategy. Most attorneys will make the same set of mistakes; this article can help you cut the learning curve.
Retargeting allows you to reach prospects who have previously visited your site. This quick animated video explains it quite nicely.
This infographic demonstrates how retargeting can best be used for attorney and where it should be avoided.
This interesting and informative read will help you understand the context of today’s legal marketing environment and the regulations in place.
Many states have rules addressing attorney advertisements and the information that must accompany them. This is an excellent state-by-state resource.
If you never seen The Texas Law Hawk, Brian Wilson’s ads you’re in for a treat. At some point you may be asking yourself if they’re real or not.
Email marketing is one of the law firm marketing methods with the least overhead. On top of that, it has easy-to-measure results. Email marketing is one of the most versatile strategies in our arsenal. Check out this article for more info.
The subject line, content and personalization all play a role in the performance of the emails that you send. You can compare your stats to industry averages and learn some tips for improving them.
A subscription list is created when you get the permission of subscribers to send them periodic emails. This is known as an opt-in and it can be accomplished several ways. After that there are a huge number of ways that you can engage your list.
A lead Magnet is research material or information made available in exchange for an email address. This tool is amazingly powerful because it begins the relationship by giving value, collects the lead for follow-up and gives you information about what they’re interested in. Bookmark this article.
The value of a number one rankings on search engines cannot be overstated, and for as long as search engines have been around, people have been making a living exploiting search engine algorithms. In response, search engines, who’re interested in providing the most relevant and valuable results, constantly add complexity and sophistication to their methods. Understanding the history and trajectory of this evolution can help you make better decisions for your long term marketing plan. It will also help you outsource your SEO, by avoiding the snake-oil salesman peddling dated SEO ‘hacks’.