SEO, social media, other marketing tactics for lawyers and firms
Whether you are a personal injury attorney, criminal defense attorney, family law office, or anything in between, you provide a valuable service to your clients and the community. And while the demand for legal services is high, attracting new clients isn’t always easy.
Competition in the marketplace can make it difficult to stand out from other law firms. Legal marketing is often a “pay to play” game, and some tactics are more effective than others.
Top Legal Marketing Platforms Today
A recent legal marketing survey conducted by Justia asked law firms which marketing channels their firms used the most in 2021. The results revealed:
78.2% of companies use a website to attract customers
58.2% used online directories to promote their business
3.6% invested in billboards
7.3% published print ads (such as in newspapers or magazines)
5.5% used podcasts for marketing
These statistics show a strong preference for online marketing methods over traditional methods. This makes sense, as more and more clients use the Internet to find legal services.
Launch a High-Performing Website
The website of your law firm is one of the most important assets that your business has when it comes to attracting clients. Not only can you drive customers to your business (via traffic), but your website content plays a crucial role in communicating what your business is all about and why customers should work with you.
A professional and interactive website puts the best foot forward for your business. At the same time, a high-performing website that is fast, easy to use and built for conversion will be one of the most impactful marketing tools for your business.
Make Your Law Firm Easy to Find
Once you have a website, you’ll want to make your website (and other marketing platforms) easily visible to potential customers.
For your website, this means implementing a good search engine optimization strategy to get your site found on Google Search. You must also start a Google My Business profile to rank high in the local “map pack”.
The goal here is to be where your ideal customers are looking for services like yours: Google, Facebook, LinkedIn, etc. Submitting your business information to law firm directories (such as Avvo or Findlaw), creating a Facebook business page, and posting videos on YouTube are a few ways to help users find your business.
Use Content to Your Advantage
Great content is the cornerstone of any successful law firm marketing strategy. Your content not only describes what your business is about, but can also work to attract more potential customers through social media, search engines, and other platforms.
Your law firm website should have well-written and descriptive web pages, including your home page, information page, and services pages, and ideally, informative blog articles. Take advantage of these opportunities to describe your services, answer common questions about your practice, provide valuable information, and let website visitors know how to contact you.
Here are some content best practices to follow:
Do some SEO keyword research using tools like semrush.com to find ideas for web pages and blog articles.
Offer valuable and accurate information; be the subject matter expert or hire a subject matter expert to write your content
Include internal links in your content to related pages or posts on your website
Use headings and subheadings to organize your content
Talk about the interests of your target audience; spend less time talking about yourself and more time talking about their needs
Experiment with different types of content like videos, images, PDFs, and email marketing
Attract Clients with SEO
SEO is a marketing method that involves optimizing your website to rank in search engines, i.e. Google, and driving traffic back to your website. SEO is important for law firms because most potential clients search for lawyers and legal services on Google before any other platform.
There are 4 essential elements to SEO for law firms: technical SEO, content strategy, link building, and local SEO. All of these components work together to make your website more crawlable (by search engine bots), indexable (by search engines), rankable (in search results), and easier to use.
Use SEO to drive new clients to your law firm, organically, and save money on paid marketing.
Grow Your Social Media Platforms
Social media marketing isn’t a big hit for the legal niche, but it can still be valuable for building trust in your business, getting reviews, and attracting clients. Platforms like Facebook, LinkedIn, and YouTube are great for attorneys looking to increase their brand presence.
Each social media platform has its own strategy and it can take some time to figure out what works best for your particular audience. For example, some brands do well with Facebook posts or live videos, while others may draw more attention with YouTube videos or LinkedIn articles.
Try to participate in at least one social platform to increase your law firm’s online presence. Ideally, choose a platform that allows you to get customer reviews so you can build trust with your new followers over time.
Invest in Paid Advertising
Paid advertising (for example, Facebook Ads, Google Ads, and LinkedIn Ads) can be super effective for law firms looking to attract new clients quickly. Paid advertising is often best used in conjunction with organic methods like SEO and social media to ensure both long-term and short-term profits.
But paid advertising for the legal niche can be expensive. In fact, “lawyer” and “attorney” are the two most expensive keywords in Bing Ads, costing over $100 per click!
With this in mind, it’s best to work with an ad professional who can set the right parameters for your ads, target the right keywords, and get the most out of your advertising budget. A data-driven strategy is the best way to reach new customers without wasting your ad dollars.
Generate Leads Through Lawyer Directories
Law directories like Justia, Lawyers.com, and Super Lawyers allow you to post your law firm business information, making your law firm easier to find. Some directories even help with direct lead generation by directing users to your website, contact form, or phone number.
However, keep in mind that not all directories are created equal. Look for directories that appear to have a positive reputation and a great website interface. “Low level” directories can often be an invitation to link spam or spam traffic to your website.
Nurture Your Referral Network
There is a saying that “the best compliment for a business owner is a referral” and this is especially true for lawyers. Building positive relationships with your customers is one of the best ways to earn referral business.
After a contract ends, don’t let the relationship go cold. Instead, first ask the customer to leave you a review on Google My Business, Facebook, LinkedIn, or their directory platforms. Then follow up with them every three months, thanking them again for their business and keeping them updated on any events or offers. This can help keep your law firm top of mind.
At the same time, legal industry events like meetings and conferences can be a smart way to get referrals from other lawyers. Come ready with your business card and get ready to start some conversations. Authentic professional relationships can generate leads for your business for years to come.
Publish Thought Leadership Content
Reciting your compliments only goes so far in terms of building trust with your audience. What potential clients are really looking for is that you know your stuff, can communicate your expertise, and are chatty enough to offer a positive client-attorney relationship.
This is where thought leadership content comes into play. Use your blog, social media platforms, guest posting opportunities, conference events, and more to provide expert-level content. This can be “how-to” content, case studies, informational guides, legal resources, or other types of content that provide value to your audience.
Great content speaks for itself. There’s no need to tell people you’re the “best” when you can communicate your knowledge and share your stuff effectively.
Don’t Forget the Follow-Up
Finally, all of the above marketing methods are useless if you don’t close the deal. And before you do that, you’ll want to follow up on new leads in a timely manner. Every day that goes by without a response—to an email, form, or phone call—increases the chances that you’ll lose that edge forever.
Make sure you train your team and employees to quickly follow up on leads. This can be through email, phone, or automated software. Your goal should be to follow up with leads in 30 minutes or less.
Next, follow your usual process for booking that first conversation with a potential client. For most companies, this takes the form of a free consultation. After the call, follow up with the prospect again, thanking them for their time, sending them the contract (if applicable), and walking them through the next steps.
Get More Law Firm Clients
Every law firm’s marketing strategy looks different depending on the niche, audience, and market. The strategies above are general recommendations for attracting new customers, but expect to put your own spin on this process based on what works for your ideal customer audience.
My top recommendation would be to start with a single marketing strategy, ideally SEO, and stick with it so you can start seeing results. Then you can expand to new platforms and try new strategies. Master one method of lead generation and you’ll be ready to win on multiple platforms.
How do I network my attorney?
Look for volunteer opportunities in the area of law that interests you most. Attend presentations, conferences and symposiums. The more people you meet, the more likely you are to hear about exciting opportunities. Networking is especially key for side lawyers.
How do you connect to a partner in a law firm? Different networking methods
- Coffee Talks or Telephone Meetings. Start with phone meetings. …
- Lunch or Coffee Talks. After contacting the attorney again after a successful phone call and scheduling a meeting for lunch or coffee, here are a few things to keep in mind. …
- Attend law school events. …
- Attend Signing Receptions 1L.
What is network attorney?
The Lawyer Search Network helps clients find pre-screened, qualified, experienced and local attorneys. … The Lawyer Search Network has experienced attorneys in all areas of law to help with the legal needs of callers.
How do I network my lawyer?
Networking Groups Search these social platforms for groups that fit your niche. Once you join them, show off your business by answering questions from potential customers and socializing with colleagues. Other places for online lawyer networking include LinkedIn, online communities like Reddit, Twitter, and more.
Why is networking important for lawyers?
Networking is important for long-term success. The relationships you establish become lasting friendships, in addition to producing business. It’s about building and managing relationships; immediate financial rewards are secondary.
Why is networking important for lawyers?
Having access to information about jobs, developments within your firm, happenings in the legal market, clients with business they can bring to you and your firm, and more is essential to your success as a lawyer. Furthermore, being known by sources of information relevant to your career is even more important.
Are lawyers in the Philippines allowed to post advertisements?
Rule 6.02 – A lawyer in the service of the government shall not use his public position to further or further his private interests, nor shall he allow the latter to interfere with his public duties.
Why can’t lawyers advertise the Philippines? Finally, according to Rule 3.04, “A lawyer shall not pay or give anything of value to representatives of the news media in advance or in exchange for publicity to attract lawful business.” leads this discussion, it is precisely a questionable act and a different manifestation…
What countries allow lawyers to advertise?
Legal marketing has been allowed in England and Wales since 1986, when the Law Society of England and Wales first allowed lawyers to advertise. The Financial Services Authority now licenses helplines and claims handling agencies, except unions, which generally advertise and refer claims to solicitors.
Are lawyers allowed to advertise in Singapore?
TO 5. Pursuant to Article 9 of the Advertising Rules, the advertising of a law firm is permitted together with the advertising of a third party, subject to the Law on Legal Profession and the Advertising Rules.
Are lawyers allowed to advertise in UK?
UNITED KINGDOM: Under the UK Code of Conduct for Lawyers 2007, advertising for lawyers is permitted. … “An attorney and solicitor may, subject to these Rules, advertise his practice or the practice of his firm, or permit his employees or agents to do so.”
Can lawyers in Canada advertise?
How do the law society rules affect the type of marketing you can use? The Law Society of Ontario recently added to its advertising rules, which state that a lawyer can market legal services only if they can show that it is true, accurate, and verifiable.
Are lawyers always allowed to advertise?
What can be called the modern era of lawyer advertising began on June 27, 1977. That was the day the US Supreme Court handed down its decision in Bates v. State Bar of Arizona, essentially overturning bans against advertising attorneys. So advertising for lawyers is just over 40 years old.
Are lawyers allowed to advertise their services?
A lawyer’s best advertisement is a well-earned reputation for professional ability and trustworthiness based on character and conduct. For this reason, attorneys may only advertise their services by posting on accredited attorney lists or by using simple business cards.
Are lawyers always allowed to advertise?
What can be called the modern era of lawyer advertising began on June 27, 1977. That was the day the US Supreme Court handed down its decision in Bates v. State Bar of Arizona, essentially overturning bans against advertising attorneys. So advertising for lawyers is just over 40 years old.
Can lawyers advertise in the US?
Lawyer advertising in the United States is legal, although it is subject to ethical standards promulgated by state bar associations.
Do law firms advertise?
For decades, attorneys have taken advantage of traditional advertising in the form of law firm print ads, billboards, and more. Now, thanks to modern technology, lawyers also have access to effective digital advertising in the form of pay-per-click (PPC) advertising campaigns, search advertising, and social media.
Is it unethical for a lawyer to advertise?
Do Not Directly Solicit Their Services Lawyer advertising is a communication made by or on behalf of an attorney or law firm about the services available from an attorney or law firm. Lawyer solicitation is an advertisement made by an attorney or law firm that is directed at a specific person or group, which may be unethical.
What is unethical for a lawyer?
Attorney misconduct may include: conflict of interest, overbilling, refusing to represent a client for political or professional reasons, false or misleading statements, knowingly accepting worthless claims, withholding evidence, abandoning a client, failing to disclose all relevant facts, argue a position while…
When did it become legal for lawyers to advertise?
What can be called the modern era of lawyer advertising began on June 27, 1977. That was the day the US Supreme Court handed down its decision in Bates v. State Bar of Arizona, essentially overturning bans against advertising attorneys. So advertising for lawyers is just over 40 years old.
Can lawyers advertise in the US?
Lawyer advertising in the United States is legal, although it is subject to ethical standards promulgated by state bar associations.
Why lawyers should not be allowed to advertise?
In some interesting quotes, the majority claimed that the ban on lawyer advertising serves to “inhibit the free flow of information and keep the public in the dark.” They also noted that “[b]ankers and engineers advertise, and yet these professions are not considered unworthy.”
What is the best form of advertising possible for a lawyer?
A lawyer’s best advertisement is a well-earned reputation for professional ability and trustworthiness based on character and conduct. For this reason, attorneys may only advertise their services by posting on accredited attorney lists or by using simple business cards.
What method of advertising do most lawyers use? From social media to law firm websites, online advertising to connect with clients is becoming more and more common for attorneys. And with more business being done remotely, the ability to attract customers through digital marketing strategies is more important than ever.
Does Google ads work for lawyers?
Google Ads can work well for most businesses, including law firms. But it is challenging for beginners and can be very expensive, very fast. While you only pay for clicks, in some cases those clicks can cost more than $50. “Lawyer†is one of the most expensive keywords.
How much do Google Ads cost for lawyers?
Unlike SEO, search ads can be expensive for legal practices as it is one of the most competitive industries in online advertising and marketing. How much should lawyers budget for AdWords? Attorney search ad budgets vary by area of law. On average, businesses can expect to start with $2,000 a month.
Why lawyers should not be allowed to advertise?
In some interesting quotes, the majority claimed that the ban on lawyer advertising serves to “inhibit the free flow of information and keep the public in the dark.” They also noted that “[b]ankers and engineers advertise, and yet these professions are not considered unworthy.”
Does SEO work for law firms?
With the help of SEO, law firms achieve higher organic (non-paid) search ranking positions and are more likely to receive more high-quality cases due to their higher visibility on search engines like Google, Bing, Youtube, or on the web. the little ones like Duck Duck Go. .
Should lawyers be able to advertise?
As long as the promotional material is not misleading or false, legal advertising should be subject to minimal restrictions. Advocates point out, however, that most lawyers refrain from advertising or do so more conservatively, to avoid censorship from their bar associations.
When did it become legal for lawyers to advertise?
What can be called the modern era of lawyer advertising began on June 27, 1977. That was the day the US Supreme Court handed down its decision in Bates v. State Bar of Arizona, essentially overturning bans against advertising attorneys. So advertising for lawyers is just over 40 years old.
Why are lawyers not soliciting?
The biggest factor behind these rules is the fear that attorneys will use coercion, harassment, or duress to win business. See Model Rule 7.3(b). If a person has made it known that they do not want to be solicited by an attorney, any attorney attempting to solicit that person will be subject to disciplinary action.
Can lawyers market themselves?
Focus These days, most successful lawyers have specialties, and even a “specialty within a specialty,” to make themselves more marketable and in-demand. … There are many great ways for new attorneys to market themselves to new clients, existing clients, and the general public.
Is it unethical for a lawyer to advertise?
Do Not Directly Solicit Their Services Lawyer advertising is a communication made by or on behalf of an attorney or law firm about the services available from an attorney or law firm. Lawyer solicitation is an advertisement made by an attorney or law firm that is directed at a specific person or group, which may be unethical.
Do people use avvo?
Overall, Avvo is a well-known and widely used website for consumers to learn about legal professionals and for legal professionals to find new clients and promote their practice.
Is the Avvo rating legit? If you are wondering if Avvo Score is reliable in terms of finding a quality attorney, my answer would be no. Avvo uses a proprietary scoring system based on factors such as reviews, endorsements from other attorneys, and case results to calculate a score between 1 and 10.
How do I get removed from Avvo?
We do not remove profiles from our site. The information in an attorney profile is drawn from public records and publicly available information. If you are concerned that public information we share on our website is incorrect, please let us know and we will do our best to update it.
What is Avvo stand for?
AVVO comes from the Italian word for lawyer: avvocato. And the information AVVO provides is just as simple. The higher the rating, the more favorable an attorney’s experience, according to AVVO’s algorithm. AVVO is impartial, which means attorneys cannot pay to improve ratings or hide negative information.
How does Avvo make money?
Attorneys don’t have to pay for profiles and consumers don’t have to pay to view them. Instead, according to the lawsuits, Avvo makes money by selling advertising and marketing space on attorney profile pages.
What sort of entity is Avvo?
Key takeaways. Avvo is a consumer information website that specializes in providing facts about practicing attorneys. The site offers profiles, a rating system, and client reviews for each attorney.
How does Avvo make money?
Attorneys don’t have to pay for profiles and consumers don’t have to pay to view them. Instead, according to the lawsuits, Avvo makes money by selling advertising and marketing space on attorney profile pages.
