Companies in the legal industry usually rely on traditional advertising, referrals, and personal networks to gain new clients. The widespread usage of the internet and the rise of digital marketing have changed how law firms advertise their services. They can target specific demographics and tailor their marketing campaigns to reach a wider audience than traditional advertising.
Digital marketing helps these firms increase the ROI on their ad spend because they can reach their ideal clients without paying for expensive TV, radio, or newspaper ads. One of the common forms of digital marketing law firms use is Search Engine Optimization (SEO). SEO is improving a website to rank high on search engine result pages. Search rankings depend on many factors, and the optimization needs expertise to be performed appropriately.
Does Digital Marketing Matter to Law Firms?
Law firms face much competition and must stand out from their peers to gain new clients. Digital marketing increases brand visibility, which creates new opportunities for them to reach their ideal clients. Traditional advertising is favorable to large firms because they have the budget to outbid their smaller counterparts for the same ad slot. Digital marketing allows small firms to compete and build their online presence.
Companies can use social media, search engines, and video-sharing platforms to reach different demographics based on location, interests, age, gender, and preferences. This allows them to focus their marketing efforts on people that need their services.
Additionally, these firms can measure their digital advertising performance and tweak them to get the desired result. Traditional advertising does not have this benefit, so companies have to spend a lot before finding a successful marketing formula. Digital marketing provides real-time insights, and data law firms can use to improve their service and customer retention.
Digital Marketing Strategies Law Firms Should Adopt
Online advertising benefits businesses, but its campaigns must be run correctly to deliver the desired result. Here are some strategies that law firms should adopt to boost their online presence and increase their chances of attracting more clients:
Build a solid website
A company’s website is usually its first point of contact with potential clients, so it should be well-designed to create a good first impression. Law firms’ websites should clearly state the kind of legal service they offer and provide resources that provide value to their potential clients.
Their websites should also be organized, easily navigable, and optimized for mobile devices and search engines. They should also have calls-to-action that direct website visitors to fill out a contact form, call a phone number, or reach out to the firm through a specified means.
Optimize the website for search engines
SEO is the improvement of a website so it ranks high on search engine result pages. It would help to upload content on the website that discusses topics related to the type of legal service the firm provides. The content should contain keywords and phrases associated with the legal industry and its specific service offering. These keywords prompt Google to list the websites in the results when an internet user searches for them.
Image optimization also improves search rankings because of its effect on website loading speed. Websites with lightweight images load faster and will likely rank higher than those with heavier ones. Website organization and layout also play a role, as well as the number of backlinks it has.
SEO needs a multifaceted approach that a reputable digital marketing agency like dNOVO Group can undertake. The agency has SEO specialists that can implement strategies to make a law firm perform better on search engines. Learn about dNOVO Group from the information on their website and discover how they provide SEO services for law firms.
Use pay-per-click advertising
Pay-per-click is an advertising model that allows law firms to market their services while conserving their ad budget. The model only charges companies when their ad is clicked, not viewed. Social media and search engines support PPC advertising and have billions of daily users, many of which are potential legal clients. Firms can advertise on these platforms to reach a wide audience.
Digital marketing is a game-changer for companies in the legal industry because it allows them to target clients that are likely to be interested in their services. Law firms can use a modest budget to reach a wide audience and monitor their ad performance in real time. These are benefits traditional forms of advertising do not offer, so many law firms tend to use digital marketing to attract new clients nowadays.