There are 47,563 law firms in the U.S., according to the American Bar Association. To remain competitive in today’s market, law firms need to implement search engine optimization (SEO) and social media marketing. Effectively marketing your law firm online requires a powerful SEO website, effective SEO methods, and well-maintained social media accounts.
Statistics tell us a lot about the use of technology by potential consumers and law firms.
4.8 billion, or 59% of the world’s population, uses the Internet.
55.73% of the world’s population accesses the Internet via their mobile phone.
Four billion people globally use social media, including seven out of 10 Americans.
38% of clients needing legal assistance search online.
According to the ABA 2020 Legal Technology Survey,
- 87% of law firms have a website.
- 68% of law firms surveyed said their websites are search engine optimized and mobile-friendly.
- 81% of law firms use social media.
- The leading channels for marketing across all law firms in 2020 were event sponsorship (48%), LinkedIn (42%), email (41%), Facebook (33%), and print (21%).
- 70% of law firms have landed new cases through their website.
The bottom line= a law firm’s success is directly linked to its online presence.
The 3 Essentials of a Law Firm’s Online Presence
A successful online presence requires:
- A professional website
- A Search Engine Optimized website and SEO strategy
- Regularly Maintained Social Media Accounts
What is a Professional Website?
Your website represents your firm online. The design and structure will influence how potential clients view your law firm. It should be professional, easy to navigate, and include the imagery, colors, and font that conveys your firm’s image. Your website will play a central role in turning visitors into leads, and ultimately, into clients.
What is SEO?
Search engine optimization, or SEO, is your law firm’s visibility online. SEO is a digital marketing strategy aimed at driving traffic to your law firm’s website. Having your site listed as close to the top of the first page of search results on Google or Bing attracts visitors. When people enter keywords and search queries for a law firm in your geographic location, you want them to be able to find your law firm quickly. SEO impacts the amount of traffic your website receives. If your law firm’s website ranks higher in search engine results, you’re more likely to get visitors.
People use a variety of digital devices to search the Internet. They may use a desktop or laptop computer or a smartphone. According to a 2020 survey,
76% of consumers use their mobile devices to search the internet. As such, your website must be responsive to mobile devices, or people will look elsewhere.
What is Social Media Marketing?
Social Media is an online platform such as Facebook, Linked In, Twitter, Instagram, etc. They are places where individuals can engage with others on the internet for social, business, shopping, services, etc. Today, more people use social media, making it an invaluable tool to establish your legal practice’s brand and market to potential and existing clients.
The Benefits of a Professional Website
Not all Law Firms are the same. A law firm can consist of a solo practitioner, a mid-sized firm, or a large law firm with over 100 attorneys. Law Firms may handle a wide range of types of law or specialize in just a few. There are Tax Law Firms, Criminal Defense firms, Personal Injury firms, Estate Planning firms, and those specializing in bankruptcy law. They all have one thing in common. Most law firms do not have much time to devote to marketing.
One of the smartest things a law firm can do is to invest in a professional website. Your website is where the public goes on the internet to find more information about you and your law practice, so it must be done right.
What your website should include:
Home Page: An overview of your law practice, including what types of law are practiced.
Your law firm’s history.
About Us Page: Why People should choose your law firm to represent them. Provide your qualifications, including your background, education, and experience.
Client Testimonials and Awards.
Services Page: What services your firm provides, including the areas of practice your firm engages in.
Contact Page: How people can reach your law firm for a consultation.
The Benefits of Search Engine Optimization (SEO)
A website is just one part of a comprehensive online marketing strategy. A website that is search engine optimized helps your law firm:
• Build relevance and trust with search engines
• Get ranked higher on search engines to be found easier
• Get more exposure online
• Increase Visitor Traffic
• Increase Sales
The process of Search Engine Optimization consists of building elements into your website and content to help your website rank higher on the page. Ranking factors include:
1. Keywords. Does your website contain words that people commonly use to search for a law firm?
2. Website performance. Do your website pages load fast or slow?
3. Website navigation. Can a person view your website on their phone just as clearly as they can on a desktop computer?
4. Website Content. Is the content on your website relevant and easily readable by your target audience? Is content kept up to date?
5. Website Contact Information. Does your website include a local phone number, City, State, and zip code?
An optimized website should be designed for readability, functions well, and showcases you as an expert in your field.
The Benefits of Using Social Media Marketing
A solid presence on social media will give your law firm the public exposure and brand awareness needed to stay in front of prospects and gain an advantage over your competition.
Wide Audience Reach
A significant benefit of using social media for law firms is the sheer number of people you can reach. Using social media, you can attract new clients to your website, build a relationship with them, retain existing clients through increased engagement, and grow your law firm.
Establish and Build Brand Identity
Social media is the perfect place to let people know who you are and
establish your brand. If your brand is familiar to them because they’ve seen your messages and firm values online, they’ll be more likely to think of your firm when the need for law services arises. The key to using social media is developing a solid brand identity and posting relevant content consistently. Relevant content helps build relationships with your audience and strengthen your law firm’s reputation.
Targeted Audience
Law firm social media marketing puts your practice in front of the audience your firm wants to reach. You can target users with meaningful content that emphasizes what makes your firm unique and qualified to help.
Source of referrals from satisfied clients
People use social media recommendations the same way they do customer reviews and suggestions from friends. They trust them, so that means your opportunity for referrals on social networks is also growing.
Position Your Firm as a Thought Leader
Social media can help position your law firm as
a thought leader in your field of law. When someone views you as an authority in your area, they’re more likely to go to you for help, advice, and legal services.
Implementing a Professional website, SEO, and Social Media Marketing is not a one-and-done endeavor. Like any investment, you need to monitor your site’s performance using analytical tools to determine what is working and what isn’t. All three should be kept fresh and relevant to continue to attract new visitors and engage existing clients. Digital marketing, if done well, can help your law firm stand out, grow, and thrive.
