Technology has had an undeniable effect on the methods that attorneys use to attract potential clients to their law firms.
Phone books are often tossed in the recycle bin as soon as they arrive on our doorsteps. DVRs and online video streaming services mean that audiences are no longer forced to watch the ads played on TV, and similar cases can be made for radio ads and print ads.
Today, more than one-third of clients begin their search for an attorney online, and seventy percent of firms claim to have generated new cases via their law firm websites. If your firm is in the minority that has yet to launch a website of its own, it’s time to invest in one now.
Build a Law Firm Website that Works
Of the law firm websites that are currently online, only about one-third are optimized for mobile, and seven in ten don’t include a direct call-to-action on their homepage. This means that simply launching a responsive law firm website that makes it easy for your potential clients to get in touch with you could put your law firm website ahead of a sizeable portion of your competitors’.
In addition to ensuring that your law firm website provides a positive user experience and is easy to find and index by search engines, be sure that you can easily monitor the effectiveness of your marketing efforts by tracking your site’s visitor data. If you cannot accurately measure the success of your marketing techniques, you won’t know what is and what isn’t working, which could lead you to throw money away on practices that don’t attract new potential clients to your law firm.
Create Great Content for Your Law Firm Website
Both Google and its users want the same thing when it comes to online content. Users who are likely to become your clients are looking for the most accurate and up-to-date information that is available online concerning their legal situations. Google wants to index and return the best possible content that it can for each of the more than 5.5 billion searches that it sees on a daily basis.
When your potential clients begin searching online for information about their legal situations, they may or may not be aware that they could benefit from the services of an attorney. Though many attorneys believe that their potential clients are most likely to find them by searching for basic search phrases such as “DUI attorney New Jersey” or “tax attorney in Madison, Wisconsin,” potential clients that are not yet convinced that they should hire an attorney — or who are unaware that they should do so — are more likely to search using longer phrases and/or complete questions such as:
- “What are the penalties for a first-time DUI in New Jersey?”
- “What should I expect to happen during the audit of my Dane County business?”
Search phrases that contain more than a few words (including complete questions) are known as “long tail search phrases.” By answering specific questions that your potential clients are likely to ask of search engines via the content on your law firm website, you can position your site to appear high in the search results for those phrases.
The more questions you are able to answer for potential clients on your law firm’s website, the more opportunities you’ll have to convert visitors into potential clients for your firm. You’ll also build authority your potential clients, your community, and search engines.
To maximize the effectiveness of your law firm website content, make sure that your content addresses your targeted long tail search phrases in detail and in a way that provides value to search engine users that they couldn’t get from any other site.
An extensive archive of quality content will do more than help you attract potential clients to your site from search engines. When you provide additional content that anticipates other questions that potential clients might ask, you can keep them on your site for longer periods of time. This can maximize your opportunity to build trust with these potential clients and help them decide to contact your firm.
For more on how to write content for your law firm website that will help you build your business, listen to this LawLytics Podcast on the subject.
Supplement Your Law Firm’s Content Marketing Effectively
Your law firm marketing efforts (and dollars) are best spent by adding high-quality content to your site.
Continually adding to your website’s content archive is known as “content marketing,” and it is one of the most effective and least expensive methods of marketing that an attorney can employ on behalf of their law firm. There are other ways to add to your firm’s online marketing efforts outside of your website, such as using social media, claiming your directory listings, and building up online reviews from clients on third-party review sites. However, these methods are supplemental to your content marketing. They should not take up a great deal of your time, and you should use these other methods to point back to your law firm’s website (and not the other way around).
Once your archive of text-based content is well developed, consider branching out into other forms of content, such as audio and video. Studies show that the vast majority of web content readers tend to skim for important information rather than reading it in its entirety, whereas 55 percent of video consumers watch videos from start to finish, for example. Your law firm website’s written content should always come first. However, adding audio and video allows your firm to educate potential clients who prefer to absorb in other formats.
If you engage in marketing efforts outside of the web — including television and radio commercials, talks and speeches, writing articles for print publications, billboards ads, etc. — these should point back to your law firm website by inviting potential clients to seek more information online. If your website’s content is thorough, informative, and targeted, qualified potential clients will be more likely to contact your law firm.