At present, law firms face tough competition in the United States. With several providers in the game, the equation for success is becoming tougher for them with the passage of every single day.
The fate of a company hinges on marketing ideas these days than ever in the past.
In 2019, the competition among law firms to stay ahead of one another has become even more challenging and intense than ever before. Thus, the formulation of fresh law firm marketing strategies is the need of the hour for law firms to stay afloat in the competition.
One does not necessarily need to invest a hefty amount of money to achieve these objectives, though. With proper planning, coupled with sensible utilization of digital marketing strategies, one can achieve one’s marketing goals in flying colors.
Here are some exciting ideas for online marketing for law firms to attract new clients and shape up the business prospects in 2019.
1. Make your website more visually appealing to your potential clients by structuring it
Visitors to websites take to the internet for a quick solution as they are always in a hurry. Nine out of ten times, they are likely to turn to some other website if they do not get what they are looking for on your website in a few seconds.
You can prevent this from happening by structuring your website. Your idea should be to make it simple and easy for your potential clients to find information. A visually appealing website with easy-to-use functionalities and navigation can work wonders for creating the all-important first impression in their minds.
Avoid overdose of information. Too much information on the homepage or other pages on which it is not necessary can confuse your potential clients. So, try to limit the textual content on these pages as minimum as possible. Only think about adding the piece of information which they are more likely to find useful.
Classify the textual information into short paragraphs under sections and sub-sections. If possible, also consider presenting information in bullet points. This will make it more convenient for the visitors to your website to scan for the information they are looking for without spending several minutes.
If necessary, add a page with frequently asked questions and a blog section. You can answer the common question, communicate your general ideas or the ideas related to your business on these pages. Because these pages are for information, those who prefer detailed information about a particular aspect would navigate to these pages on their own.
Focus on the order of pages on a drop-down menu. Jot down your ideas – identify which pages or information your potential clients are more likely to look for. You can find it out easily by visiting your competitor’s website.
- Consider adding the following details on your website:
- Details of the specialists associated with your firm
- Reviews of the clients whom you have assisted before
- The contact details of your company
- A page linked to the common questions relating to your business
- A blog page
2. Identify the right set of keywords to gain access to the front pages of Google search results
You may wonder why you should focus on Google more than other search engines such as Yahoo or Bing. The answer is simple: Google accounts for more than 88% of overall search results on the internet. This makes Google the undisputed search engine Goliath.
Choosing the right set of keywords can either make or break the deal for you. You can either use a free tool or a paid tool to pick up the right set of keywords to carry out your digital marketing strategies. For best results, consider publishing blogs using the keywords as per Google’s SEO guidelines.
One of the most ingenious law firm marketing strategies relating to the choice of keywords is to use the ones that present a lesser competition than going for those that are likely to give more competition.
3. Focus more on the pieces of information that are necessary for your clientele
Your priority should be to ensure that your blog focuses on the information your clients are looking for.
As regards the information on your blog posts, try to keep the language simple and readable. You may be an expert in law but your clients are just like an average Joe. By using common words instead of jargon, you will be able to make your points clearly understood to your target audience.
Also, follow the same rule while choosing your keywords. If you could resist the temptation of choosing keywords with technical terms unless required, you will find it a lot easier to calibrate the text of your informational blogs.
4. Make the most of your landing page
A landing page to your website is what a photo is to your portfolio. It allows clients to glance over the necessary details linked to a law firm. Add your keywords wisely to its content without using too many technical terms.
In case your law firm deals with more than one service, consider having separate landing pages for each service.
5. Make your website responsive with a standard loading time
Imagine standing in a long queue before a counter with people from the front and the backside pushing you and not allowing you to stand still. How likely are you to stand in the queue? Wouldn’t you consider getting yourself out of it quickly?
Your visitors are likely to come across the same feeling when your website doesn’t fit into the screen of their devices or takes forever to load. Work on these areas to prevent your website from turning off your potential clients to your competitor’s website. Ideally, your website should not take more than a few seconds for loading.
Online marketing is the best form of marketing for law firms for two reasons. Firstly, it does not necessitate a hefty investment. Secondly, it fares well compared to the other methods of marketing in delivering targeted outcomes.
Think about implementing these law firm marketing strategies in 2019, and see the difference it makes to our online marketing and business outcomes.