Law Firm Marketing
How to Do It Right
Nowadays, most businesses are after that coveted first page on search results. Why is that? It could be because people are too lazy to even scroll down and will just click the first URL that pops in front of them.
The truth is that people trust Google to sort out all the information contained in the World Wide Web about the topic they are searching. We all know that the first few results will probably answer any question we have about a product or service.
Online marketing has become a constant search for techniques and strategies to show Google that we are more than capable to provide answers for what people are looking for. However, it all seems surrounded by a thick shroud of mystery as marketing gurus tend to speak and write in an obscure and vague language that only seeks to discourage you from attempting to promote your business without their help.
We believe in transparency and want you to know what an effective law firm marketing campaign implies and how to put one in place.
The first thing you must do is create a marketing plan. This sounds like a lot of work, but it is crucial if you really want to know the true worth of your efforts and their true impact, or lack thereof. Many small businesses start spending money left and right on marketing efforts and end up digging their own financial grave in the long term.
What are your Law Firm Marketing Goals?
This is the first question you should ask yourself. The answer seems obvious but, believe me, it is not. Goals should be quantifiable so you know if you´re hitting the marks or not.
Avoid phrases like “Making more money” or “generate a hefty client base”. While both phrases reflect desirable outcomes, they are only product of wishful thinking.
Good examples of quantifiable goals are:
- Reach the first page of search results for “Work Injury Lawyer in Seattle”
- Generate X new client leads every month
These goals allow you think about how much you would like to spend per new lead, or how much being on the first page of SERPS is going to cost you. They can also be tweaked.
Maybe the keyword you are aiming for has too much competition, or the initial amount of desired new leads was unrealistic. You can move these goalposts with ease without having to throw your whole plan away.
Define your metrics
Here you start articulating your monthly results. You might not be able to reach your desired goal during the first quarter of the year, but it does not mean you never will.
Set worst-case and Best-case scenarios, and put some levels in between. This will allow you to see the progress of your campaign in a clear-cut way.
For the keyword example, you could type in the keyword on Google and see where you rank. You are maybe on the fifth page of search results, right where nobody will ever go. But you have a clear starting point. Ideally, you want to come first on search results on the first month. However, we all know that is not going to happen. So you must articulate your goal. Personally, I would be happy if my page went up 10 or 20 spaces per month, depending on the niche.
For the lead generation example, I would set a goal based on how other firms in the same niche are faring. Articulation is key here as well, as it prevents you from becoming frustrated if your goal is not fulfilled during the first few months.
One benefit of this approach is that it allows you to revise your strategy if your goals are not met, or find out what works through trial and error. This might sound ominous as mistakes are costly, but unless you are a seasoned marketer yourself, they are bound to happen.
Expected Conversions and ROI
When designing our law firm marketing plan we must know how much our goals are going to generate in terms of income. At first this is guesswork as we do not know for certain how much each lead will represent money wise. This requires a bit of research and, again, it heavily depends on the niche. We must do this so we have clear spending limits in our marketing campaign.
Of course, these numbers will change with time as you start feeling the effects of your campaign.
For lead generation, you must measure how many of those new leads actually become clients and if your Return on Investment is high enough to continue spending on marketing efforts. The same applies to the Ranking example. It is important that the time and money you put into your campaign actually result in an increase of revenue.
This part is a little tricky as inexperienced marketers might not have enough solid data to create a realistic marketing budget. But it is really important to have a close look to your cash flow and bottom line. Law firms that went bankrupt because of wild marketing spending while chasing rainbows is not unheard of.
How Do You Achieve Your Goals?
Now we get out of the realm of speculation and enter the good land of action. This section contains everything we will do in order to achieve our goals. We will refer to this section when setting our marketing budget.
There are plenty of strategies for achieving differing goals. If we keep the two examples we have been using we can set for a simple strategy for each.
Focusing on leads
If you want to generate leads fast, there are two techniques that work like a charm, if you know what you are doing.
Pay Per Click campaigns
This is plain old advertising but done at the Search Engine level. Have you seen the top links that appear on top of search results? The first few are marked as AD. This is because companies earn their position there by paying straight to Google every time someone clicks on their link. The more they pay, the higher they rank.
The cost of the campaign is based on competition for keywords. You choose the keywords you want to rank for, and see how much competition there is for those keywords in your area. If there are other high rollers in your area, chances are that you´ll be running a costly campaign.
Here, Google Adwords is a great tool to find out how much competition is there for your specific keywords and how much are people bidding for them. It also gives you keyword suggestions that might work better for your very specific niche.
For example, say your practice specializes in settlements after an accident has occurred. You might thing that competing for specific Keywords such as “Accident Lawyer” is a good idea. You then go to AdWords and start comparing the hard data for that word.
You will find that a lot of people search for that word, but competition is fierce with $174 dollars a pop. But you will also see that “Injury Lawyer” has twice the search volume and competition is a lot lower at $78 per click.
That´s pretty much the Pay-Per-Click campaign essence. Of course there are a few more details and number crunching, but they must be covered in detail in another piece.
Focusing on Ranking
This is a slower path, but it is a lot more efficient in the long run. Here, Law Firm Marketing needs to be focused on generating organic traffic. Here, we have to make sure we are really offering Google and our visitors what they want. If done well, this beats Pay Per Click campaigns. If your page truly complies with all of Google´s requirements, and builds authority, you won´t have to pay a dime to be on top of searches ever again.
But, how is that possible?
People want their questions answered, and they want it now. The best way to do it is by creating content. Not any kind of content, but relevant and well-crafted combinations of text, graphics and video that actually give the information the users are looking for when they perform their queries.
Your website should be created in a way that the first people see when they open it is a clear definition of what they want to know, or a direct solution to the problem they want to solve.
There are many ways to do this.
Intuitive and eye-catching website design is certainly desired. Most people will bounce off from a poorly executed landing page. In fact, 94% of people would never trust a site that looks outdated or stale. One other thing is that it should offer a clear path to conversion. If people have dig too deep into your website´s link structure to get answers or buy your product, they will probably leave and look elsewhere.
Then there is content. We cannot stress this enough: Content is king.
This does not mean having well written content. That certainly is a must. But the content should be fresh, relevant and engaging. Here is where the real competition.
For good or ill, Google has created an environment where shallow content is punished, and truly informative and detailed content is the only way to really survive.
Why do they do this? Well, they have their own customers in mind. They are the most used search engine in the world because people KNOW it is going to show them the best answers for their queries. Ergo, those who offer what Google wants to give their users, will be awarded with privileged positions in their rankings.
We are sure your expertise as attorney allows you to really clarify legal matters to those who come to you for advice and solutions. Your website must reflect that and, if possible, do it even better than you ever could. If you still doubt the power of content, you should know that 75% of users will only take action after visiting law related websites. It means that you REALLY want to be among the most trusted sources of legal information.
There are other elements for a successful Law Firm Marketing campaign focused on rankings, but they would take up volumes to explain. If you really want to dig into the world of SEO, or have more specific questions, do not hesitate to contact us.
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Despite thousands of changes to Google and other search engines every year, less than 4% of our clients have ever moved on after working with us.That’s the highest retention rate of any SEO service or digital marketing agency we know of.
There are 3 reasons why.
1) As Certified Google Partners, we play by the rules. We work with you to give Google and other search engines exactly what they want. That means you get more traffic to your website and more customers for your business. Without fear of getting your site “slapped” or banned with “black hat” methods that Google frowns on. (And if you found us on Google or another search engine, you’ve just proven to yourself that our SEO methods work.)
2) We analyze and troubleshoot your website. Our software shows you exactly what happened to your site and when. Because defining the problem half the battle of solving it.
3) Our software developers work around the clock, because they work around the world. The sun literally never sets on our team, because we’re global. And nobody else has our systems. That gives you a unique advantage working with us – and nobody else.
Some of our clients
Why don’t you see more websites?
Because over 98% of our clients request confidentiality. You would, too, if your site suddenly ranked higher than your competitors and you started getting their customers! That’s why we respect our clients’ wishes.
But we’d be happy to show you specific SEO case studies based on your industry. That way, you can decide for yourself …
What to do now?
Take the next step. Request a Free SEO Diagnostic Review.
During your private 30-minute meeting by phone or Skype, an SEO expert will perform a live analysis of your website to uncover lost opportunities in your search rankings. You’ll see exactly what your website does well, what it doesn’t, and what to do next.
There’s no cost, no obligation, and you’ll receive a Surprise Gift to thank you for your time.