Today’s legal consumers are savvy, connected, and constantly searching for information about prospective vendors. This has put increased pressure on law firms to find new ways to reach potential clients. Fortunately, digital marketing offers a cost-effective solution. Here are some of the most effective ways that you can use digital marketing to lead generation for law firms.
SEO and Content Marketing
Search engine optimization (SEO) is one of the most cost-effective ways to bring clients to your website. Unfortunately, law firms typically rank lower on search engine results pages than other types of businesses. This is due in large part to the fact that law is a highly specialized and regulated industry.
Compared to other industries, law firms tend to have less original content on their websites. This is because they use templates for most of the content on their websites, which are not as SEO-friendly as original content.
Put yourself at an advantage by investing in original content that is optimized for search. This means you will need to put a larger focus on content creation, especially for your homepage. Make sure to include keywords that prospective clients are likely to search for, as this will help you rank higher than your competition.
Paid Ads
Paid ads have become a go-to strategy for many businesses looking to gain new customers online. While there are many types of paid ad campaigns, one of the most effective is display advertising. Display ads are visual ads that show up above organic search results or on social media platforms.
The key to success with display ads is to test different types of ads. It is not uncommon for a single campaign to use several variations of the same ad. This is because it’s difficult to get an ad just right the first time. Once you have a few variations of your ad that appear to be working, you can then scale up your ad campaign to reach a wider audience.
Video Marketing
Lastly, videos are incredibly effective at engaging viewers, and they have the potential to rank higher than other types of content on search engine results pages. One strategy that many law firms have employed with success is the “explainer video.”
The idea behind this type of video is to clearly and concisely explain what your law firm does and why you are a good choice for law firm clients. You can then use these videos to drive traffic to your website, social media pages, and other online destinations.