TRIAL LAWYERS MARKETING
Most Effective Marketing Company For Trial Lawyer Services
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Effective Trial Lawyers Marketing Services
Trial lawyer marketing requires a deft hand, specifically targeting those in need of specific services. A law firm with trial lawyer services has to focus its marketing efforts on converting views efficiently by appearing at or near — within the top three — the top of relevant internet searches, by improving advertising efforts to transform those searching for your services into clients, maintaining positive client feedback and online reviews when people search for your reputation locally and nationally, and monitoring the demographics of your clients and site visitors to analyze your target audience and better focus your marketing budget to effectively and efficiently land quality clients who most need your services.
We stand committed to providing law firm marketing with custom-designed, state-of-the-art marketing solutions to get people talking about and calling your business. Our team of experts specializes in transforming existing marketing practices into a well-rounded, high return-on-investment (ROI) media plan that will optimize your firm’s branding and help you engage more effectively with potential clients.
At OverTheTopSEO.com, we firmly believe that the key to successful marketing practices is rooted in the fundamental principles of the sales funnel. Put simply: we know marketing. We understand what it takes to launch your business into the next phase of growth. To accomplish this, we integrate our latest digital solutions with tried-and-true fundamentals to ensure delivery of a comprehensive marketing plan.
The sales funnel is divided into four distinct steps, and it provides a step-by-step guide for how to attract and retain clients. Consider the sales funnel to be a segmented timeline of consumer behavior, a roadmap of the necessary steps involved in getting potential clients to call your firm. Acquisition and conversion are the ultimate goals.
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The first step of the sales funnel is Awareness. This is where people become aware of your practice. As a trial attorney, you want people to know about your business and legal services. In a nutshell, this is broad-level branding. It’s getting your name out there. Our goal is to keep you top-of-mind with potential clients so that when it comes time for them to seek out the services of a trial lawyer, they think of you.
Lawyers often overlook branding as a critical step in marketing in favor of quicker and more immediate levels of marketing. However, lawyers should bear in mind that the average person is not typically seeking out the services of a trial attorney until a need arises. Until that moment occurs, general branding allows you to get your name in front of potential clients (which is everyone!), so that they recognize you when it comes time to choose a lawyer. The stronger and more prevalent your brand, the easier it will be to convert leads into customers.
The second step of the sales funnel is Interest. At this point, your potential client needs to seek out the services of a trial attorney and is searching for businesses like yours. He or she is aware of your brand, but you must take steps to ensure that they can find you when they need you. Otherwise, your competition may beat you to the punch!
To accomplish this, we strive to ensure that your potential clients can find you online. We aim to ensure delivery of relevant, high-quality content and a strong online presence that will engage potential clients and attract them to your law practice. We must sell your brand and make sure that you stand out from the competition.
The third step in the sales funnel is Decision. Now that we have attracted the interest of your potential client, we must take certain steps to make it easy for them to decide that your law practice is best qualified to meet their needs. People use a variety of factors and rely on several criteria to help them make the decision to retain a particular attorney over another. It is essential that we employ smart marketing practices to help convince clients to contract your legal services.
With a healthy brand in place, this step is even easier for you to accomplish.
The final step is Action. At this culminating stage, all the pieces of your marketing strategy tie together, and you can now call these people your clients. You have successfully converted what started as a prospective client into someone who is set and ready to pay your retainer fee.
A key aspect of this stage in the process is tracking results and traffic sources to understand your ROI and how you attained it. Marketing analytics enables you to analyze the performance of your marketing campaign and optimize it even further to increase your ROI. We can only get better as time goes by!
These steps do take time. It takes time and effort, not to mention a team of experts who know exactly what they are doing, implementing a successful marketing campaign – time that most trial lawyers simply don’t have. For example, since Google frequently changes their algorithms to determine which websites get served higher in the rankings on the Search Engine Results Page (SERP), it takes a dedicated team of certified marketing professionals to stay on top of your campaign and ensure success. At OverTheTopSEO.com, we are dedicated to monitoring the progress of your marketing campaign as it goes along to optimize it as needed.
A successful marketing plan addresses each aspect of the sales funnel to ensure maximum levels of conversion. Tempting as it may be to overlook the higher levels of the sales funnel in order to focus more marketing dollars on acquisitions, this mindset is short-sighted in its attempt to build a healthy and ongoing sales pipeline. Our goal is to provide short-term marketing solutions so that people who are currently in the market for a trial attorney can find your business, while at the same time gearing your legal practice for long-term marketing success.
Our diverse portfolio of digital media solutions allows us to provide you with a comprehensive marketing campaign to address all your needs. Simply put: we handle your marketing so that you can focus on practicing law.
Let us help you transform your business today!
Schedule a consultation with one of our Marketing Advisers for a free 30-minute Skype or phone call. This consultation allows us to assess your marketing needs and run a diagnostics test on your website to uncover opportunities to boost it higher up in the rankings on the SERP. After meeting with one of our Advisers, you will have a clear idea of what is working for you, what isn’t working for you, and where to go from here. There is no obligation if you do qualify.
Talk with one of our Advisors today.
Most people “shop” around for a trial lawyer the same way they shop for a doctor, plumber, mechanic, or any other professional on whom they will rely for help during exigent circumstances: they want the best.
How many law firms and private legal practices out there specialize in going to trial or have a trial attorney on their payroll? These businesses are your competition, and depending on where you live, there may be hundreds of competitors out there angling for the same retainer fee that you are. You have to properly market your business to compete with the other lawyers in your area. You have to invest in the future of your law practice.
HOW LAWYERS MARKET THEMSELVES
Legal marketing is an expensive prospect. Only a few short decades ago, merely purchasing an in the yellow pages would have been enough to stand out and land clients. However, as law firms have gotten larger and gone national. Commercials are commonly seen on daytime television. They’re also heard all over on local radio stations. Standing out by spending more is no longer an effective use of your marketing budget, especially with the advent of the internet. It’s not the easiest industry to market online, but in order to survive and thrive — its a must!
If you don’t spend time and energy marketing your services online, then your leads are quickly going to dry up. Of course, even internet marketing for attorneys has become an expensive venture. That’s because the competition in the legal space is fierce. Every lawyer in your area that is online is bidding for the same terms, hoping to yield clicks.
It’s time to scope out the competition in order to set yourself apart. You need to figure out a way to effectively and efficiently stand out from the increasingly crowded marketplace of trial lawyers.
The best first step you can do is to search the keywords for attorneys in your area. The best part is that it’s not that difficult to stand out if you do this right. Lawyers are, in many ways, the ultimate copycats. If they see that an argument works, they’ll use it. If they see that a marketing strategy is working to drum up business for a competitor, they will jump all over it to utilize it for themselves. That’s how you can stand out. Don’t be a lemming and fall victim to merely falling in line with everyone else in your area competing for the same leads, using the same keywords and driving the price of pay-per-click through the roof.
So how do you put this into action?
You should craft an actionable call to action that’s relevant to those searching for your services, one that gets them to act immediately and contact you. Then, look at your competitors’ ad extensions — if they’re using them at all — and craft better ones that utilize location, your call to action, site link. Drive traffic they are missing directly to your own site. Finally, and potentially most importantly, accentuate the positive by emphasizing what it is that sets you apart from your competitors. Use your reputation, your services, whatever unique offering you have, to make an internet searcher choose you over the next guy.
Don’t over-monitor the competition, wasting hours (lost billable hours, what could be worse?) obsessively trying to figure out the marketing strategy of all of the other lawyers in your area. Just figure out where they’re focusing their efforts and then make your ads better than theirs. Then, after a little time elapses, go check out how they are now copying you, and implement some changes to differentiate yourself again. Do not fall into the copycat trap. Drive traffic to your site, convert those clicks into clients, and then let your competition copy you.
SEARCH ENGINE OPTIMIZATION (SEO)
As our name implies, our company specializes in Search Engine Optimization (SEO). SEO is simply the set of good marketing practices that boost your website higher up in the rankings of the organic search results listing. The goal of any SEO campaign is to get you on page one of the organic search results listing since most people do not scroll past the first page. If you do not use SEO services and your website does not appear as close to first page listings as possible, then there is a good chance that potential clients are not finding your website and that you are losing out on business.
Getting to page one of the organic search results listing does not happen overnight. It is a process that takes months. This is a long-term solution that builds up over time. That said, most businesses with websites cannot do without it. Without it, you are lost. Literally! Potential clients won’t be able to find your website. Consider this as well: you’ve invested so much in making your website nice and pretty-looking, and don’t you want people actually to see your website?
PAY-PER-CLICK MARKETING (PPC)
If SEO is the long-term solution to getting your website as close to page one of the organic search results listing as possible, then Pay-per-click marketing (PPC), also known as Search Engine Marketing (SEM), is the short-term solution. It is quick! With PPC, we can get you onto page one immediately.
To accomplish this, we bid on keywords for placement of your ad in the sponsored listings (which are located on page one of the SERP). For instance, if we bid on the keyword “Trial Attorney,” your website can come up on page one for the SERP when someone performs that search. No waiting months for the campaign to build. The result is immediate.
As the name indicates, you do not pay for the ad until someone clicks on it. So why not just focus on PPC and bypass the SEO component if it’s so easy to get clicks to your site? The answer is that you want to cast as large of a digital footprint as possible. Utilizing PPC along with your SEO strategy allows you to occupy more of the search engine real estate that your potential clients are seeing. Our goal is to get your business in front of as many potential clients as possible. We have the knowledge to combine a perfect paid ads strategy with your SEO, to boost your visibility. Any visibility is good visibility!
PPC allows us to get your website on page one whenever someone conducts a relevant search for your business through the sponsored ads section while still working to improve your organic search ranking. When we occupy as much real estate on page one of the SERP as possible, whether through SEO or PPC, we increase the probability that potential clients will click on your listing and go to your website.
Online consumers tend to shop local for goods and services. Logically, they tend to patronize businesses that are closest to them due to location convenience, among other reasons. This applies to lawyers as well. Google knows that people search for legal services in this way, and has developed an algorithm and section of the SERP called “Maps.”
If you have ever conducted a Google search for a restaurant or store nearby by typing in “Restaurant Near Me,” then you have probably seen the Maps section come up on the SERP. Within this Maps section, several listings come up.
As previously mentioned, the goal of a successful online marketing plan is to have your website occupy as much real estate on the SERP as possible. Local SEO and the Google Maps Section allows you to occupy yet more real estate on the SERP to increase your chances of funneling traffic to your website.
These listings, which include the ability to call the business directly from a phone or mobile device with a single click, are critical to getting your website in front of people who are actively searching for your services. If a potential client who lives just a couple of miles away from your firm or practice conducts a Google search for “Trial Lawyers Near Me,” do you want to show up in the listing that they see? Of course, you do.
For your business to show up in the Maps section, several things have to happen. First, we must claim and set up your Google My Business page. Then, we scan your online listings across a multitude of online directories that Google uses to cross-check and verify the accuracy of your listing. The smallest discrepancy in the listings can result in Google penalizing your website so that it does not appear in the Maps section.
These steps require time and expertise in the way Google works to serve up results in the Maps section. We specialize in making sure that your business shows up if and when people search for you and like businesses. Let us help them find you.
It is not enough to simply create a website. You have to keep producing quality content to keep your website relevant. This has two primary effects. First, it allows you to amplify and expand your SEO campaign by creating content that is SEO-ready. For example, articles and blog posts that are professionally written with attention to keywords, headlines, and links will serve to improve your SEO campaign. Second, this new content allows you to engage more effectively and more often with potential clients, thereby boosting and enhancing your online brand.
Now more than ever, lawyers are seeking to create a consistent online presence through content creation, whether it is in the form of blog posts, social media posts, email blasts and newsletters, articles, YouTube videos, and even webcasts to stay relevant within the marketplace. As a business, trial lawyers should always strive to maintain this consistent online presence. Our team of professionals can create custom, high-quality content for your website that is designed to improve your brand and presence.
ONLINE REPUTATION MANAGEMENT (ORM)
As consumers get more sophisticated about how they shop online for goods and services, they rely more heavily on online reviews to help them make their purchasing decisions. This is as true for trial lawyers as it is for any other service. Who doesn’t want the best in legal representation?
More often than not, a law firm’s general reputation is positive. However, all it takes is just one bad review to disproportionately throw off your entire online reputation and brand. While it is impossible to censor and remove negative reviews online, studies have shown that a business’ response to a negative review can change people’s minds about whether they should still do business with them.
According to Lightspeed Research, 62% of consumers in a survey said they would likely change their mind after reading negative reviews about a company. Thus, responding appropriately to negative online reviews can make a huge difference in how your business in light of the negative comments.
Our team of dedicated marketing professionals monitors relevant websites for any and all negative comments regarding your law practice.
USE YOUR CONTENT TO PRIORITIZE CALLS
As you well know, phone calls are the life blood of a law firm. A click on your website is much less valuable if it does not lead to a phone call to your office. Advertising for mobile may be more important for lawyers than on desktop. Empirical data has shown that mobile searches already outnumber those made on a desktop website and this appears to be especially true for trial lawyers. A simple way to prioritize calls is to utilize call extensions on your ads on Google and ensure that you have a 24/7 answering service in place that can take those calls, take messages, and ensure that they are being received. This can be an automated message system or outside staff hired to take off-hours calls. If you wait too long to get back to a potential client and their phone call, even a few days, then you are more likely to lose them. Converting clicks to calls is key to getting new clients in the door.
HIRE A PROFESSIONAL
If this all seems overwhelming, then the best way to implement an efficient and effective marketing strategy is likely to hire an outside firm who specializes in taking these steps for you. There are many marketing services out there who specialize in marketing for trial lawyers, but it’s important to the success of your marketing strategy and your firm that you link up with a group that provides a plan that is narrowly tailored to your business, that wants to work with you to develop a strategy that works for you, and brings the kind of clients that you want to see at your front door.
Trial Lawyers Marketing by Over The Top SEO
As a Certified Google Partner, OverTheTopSEO.com works directly with Google to comply with their requirements for effective SEO, Local SEO, and PPC campaigns. We are the experts! We know what Google is looking for to determine which websites to serve up to their users to give them the best experience.
This expertise enables us to employ the best marketing practices to optimize your ROI effectively. The first step is to consult with one of our Advisers to assess where we can improve your existing marketing practices. We save trial lawyers both time and money by taking away the stress of complex Internet marketing tasks. Our model works. It is rooted in the fundamentals of marketing while at the same time employing the latest state-of-the-art digital solutions.
As a full-service digital agency, OverTheTopSEO.com has what it takes to transform your law firm’s marketing measures into a well-rounded, comprehensive, and fully optimized campaign with maximum ROI. Don’t waste your time tearing your hair over the eternal conundrum of Internet marketing. Let us handle your marketing so that you can focus on your business: going to trial and practicing law.
Please contact us today so that we can get started working on together to formulate a plan to market your services right away and get your firm in front of the right eyes at the right time, helping your clients find you, that way your law firm reaches its potential and you can help the people that need you and your services. We cannot wait to hear from you today!
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.