How to Do Digital Marketing for Lawyers

How to Do Digital Marketing for Lawyers

Lawyer job postings are expected to grow by an estimated 10% between 2010 and 2020. As more lawyers emerge in the industry, it can feel like a challenge to stand out. With today's economic landscape, it's important to utilize a strong digital marketing strategy.

With people remaining quarantined, you can no longer rely on billboards and signage to market your firm. Instead, keep reading to discover how to create digital marketing for lawyers' strategies.

With these 10 tips, you can boost brand awareness, differentiate yourself from other law firms, and generate more leads.

Discover the secret to effective law firm marketing with these tips!

1. Build Your Brand

First, you need to differentiate your brand from any other in the industry.

Don't forget to keep your brand consistent, too. Switching between brand elements can confuse your clients. As a result, they'll fail to recognize who you are (and potentially confuse you with the competition).

In fact, consistent brand presentation across all marketing platforms increases revenue by up to 23%. Color alone can improve brand recognition by up to 80%.

When building your brand, you'll want to use unique, distinctive elements. What colors and fonts are your competitors already using?

Make sure your brand incorporates completely different elements.

If your brand isn't unique, you'll fail to stand out from the competition. In order to boost brand awareness and recognition, research your competitors to make sure your brand is distinctive.

Think about your values, too. What promises are you making your clients? Your vision and mission statements make up the heart of your brand.

Almost 65% of consumers claim shared values help form brand trust. What values do you share with your clients? Keep those values in mind when determining your vision and mission statements.

Your brand is made of visual and intangible elements. When building your brand, make sure to consider your:

  • Color palette
  • Font
  • Imagery and photography style
  • Voice
  • Tone
  • Personality

Think about the message you want to convey through your brand. Do you want to appear credible, trustworthy, and professional? The colors, fonts, and images you use could help you achieve those goals.

2. Know Your Audience

Effective digital marketing for lawyers depends on your research. If you don't know who your clients are, you'll fail to appeal to their needs and interests. The better you know your audience, the stronger your marketing strategy can become.

First, separate your target audience into smaller buyer personas. You can separate your audience based on demographics like:

  • Age
  • Gender
  • Location
  • Household income
  • Marital status
  • Legal needs
  • Buying behaviors
  • Interests

You can create a separate digital marketing strategy for each client persona.

In order to learn more about your target audience, it helps to know what they're looking for in a lawyer. What keywords are your clients using to find your practice?

You can use tools like Moz, SEMRush, Google Trends, and Keyword Planner to develop a list of keywords. You can usually split these keywords into two types of search intent: services or answers.

For example, one client might look for a medical malpractice lawyer. Another might want to find an article that reviews the different types of medical malpractice lawsuits. Understanding the search intent can dictate what type of content you create.

As you update your website and create content, try to avoid legalese. Instead, speak in terms your target audience will understand. If your audience struggles to comprehend your content, they'll look for answers elsewhere. 

Learning about your audience through in-depth research is key for a successful law firm’s digital marketing strategy.

3. Fortify Your Website

A messy, outdated website could scare off potential clients. Instead, it's important to make sure your website is up-to-date with the latest design trends.

First, make sure your website is optimized for mobile devices. More people are searching for products and services from their smartphones. If your website isn't optimized, prospective clients will struggle to explore your site from smaller screens.

Next, determine how long it takes for your pages to load. You can use Google's PageSpeed Insights to discover what's slowing your site down. An old plug-in or large files could lag download times.

No one wants to wait for a web page to load. By speeding up your site, you're improving the consumer's user experience (UX). A better UX encourages visitors to stay, click around, and convert. 

You can also use UX design trends, such as:

  • Implementing white space and removing clutter
  • Simplifying your navigation
  • Using bulleted or numbered lists for readability
  • Using headings and subheadings to organize content
  • Ensuring fonts are easy to read
  • Shortening sentences and paragraphs for readability
  • Using contrasting text and background colors

Once you update your website, try testing it on different devices.

4. Start Optimizing

Now that your website is up-to-date, it's time to start optimizing. Search engine optimization (SEO) will help your site content rank on search engines like Google.

A higher search engine ranking will:

  • Boost brand awareness
  • Increase website traffic
  • Position you ahead of competitors
  • Increase brand trust and credibility
  • Help you generate more leads

Search engine optimization is an important component of your law firm marketing strategy. Once your content is optimized, you can attract more visitors to your website. Then, you can generate more leads and grow your law practice.

To optimize your content, make sure each page has a focused keyword. You'll want this keyword to appear in the:

  • Page title
  • URL
  • Header
  • Opening and closing paragraph
  • Body text
  • Alt image tags
  • Meta descriptions

Avoid overstuffing your content with keywords. Instead, make sure your content reads naturally.

Make sure to keep up with the latest SEO trends, too. A professional team like can help you keep your law firm's digital marketing strategy up-to-date. That way, you never miss out on opportunities to acquire new leads!

5. Create Informative Content

About 96% of website visitors aren't ready to convert. With helpful, informative content, you can turn those visitors into leads.

When creating content, make sure to consider your audience's search intent and high volume keywords. Then, create unique, high-quality content that answers their questions.

Focus on quality over quantity. When determining rankings, Google prioritizes unique posts that match the reader's search intent.

Try adding internal and external links to your posts, too. External links send readers to other websites. You can use research, statistics, and studies to enhance your content with external links.

Using data from authoritative sources will help Google recognize your content as authoritative, too.

Internal links, on the other hand, send readers to other pages on your website. Using internal links will encourage readers to explore and learn about your practice.

When creating content, try different types, including blogs, videos, infographics, polls, and quizzes. Test out different forms of content to see what your readers prefer.

6. Consider Using PPC

Pay-per-click (PPC) advertising allows you to create digital ads that will appear on search engines and social media platforms. Like SEO, PPC will rely on your keyword and audience research for success.

As you use these tips about digital marketing for lawyers, keep your audience in mind. What are they looking for? Then, create digital ads that appeal to those needs.

Make sure to keep your ad language short and concise. You can also use ad extensions to ensure your ads stand out. These extensions can display your phone number, location, or reviews from previous clients.

Review your PPC ads regularly. Otherwise, you could unintentionally spend more than you intended.

7. Embrace Social Media

Social media is a great way for law firms to connect with prospective and previous clients. You can use social listening to determine when people are talking about you online. As people mention your brand, make sure to comment back.

If people have legal questions, provide a simplified answer before prompting them to contact you for more information.

You can also use social media to share your blog content and generate more site traffic.

8. Engage With Email

As you develop your law firm marketing strategy, think about different ways to keep your audience up-to-date. If your firm has won an award or a big case, let your audience know!

Almost 30% of online consumers subscribe to emails to stay informed. Email marketing allows you to keep your audience up-to-date without breaking your budget.

Try creating an automated drip campaign.

You can also use email to send subscribers links to your latest blog posts. End your emails with a strong call-to-action that encourages them to contact you, too!

9. Request Reviews

Almost 95% of buyers read online reviews, while 93% of locals use reviews to determine if a business is trustworthy. Asking previous clients for reviews can help boost your brand awareness and credibility.

Have your previous clients post their reviews on your Google My Business listing. Happy reviews might help boost your SEO ranking, allowing you to reach more prospective clients.

10. Check Your Listings

You can also improve brand awareness with online citations and other references to your business. Make sure to keep your citations on online directories up-to-date. Your name, address, phone number, and website should remain consistent.

Don't forget to update your Google My Business listing, too.

Citations will help potential clients find you while helping to improve your search engine ranking. 

Digital Marketing for Lawyers: 10 Tips for a Successful Strategy

Ready to stand out, find new clients, and generate more business? With digital marketing for lawyers, you can boost your brand. As you attract more site visitors and generate fresh leads, you can get ahead of competitors and build your practice!

Looking for more ways to grow your practice? Explore the Business Strategy & Growth section of the blog today.


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