Have you ever considered hiring a marketing agency to take your law firm to the next level? Over the past years, digital marketing has become a pivotal channel for law firms to generate more traffic, convert more leads and bring in more paying clients.
More than ever, consumers are looking online for what they need. Looking for legal advice and lawyers are no exception. Statistics show that 66 percent of all consumers research online every time before they buy a service. In addition to referrals and building trusted relationships with potential clients, digital marketing also gives you an unmatched advantage to give your law firm a stronger online presence.
Digital marketing has become an affordable medium – it’s more cost-effective than traditional marketing. Our team is working with law firms of all sizes and budgets, and we can a tailored, optimized digital marketing strategy that will work, no matter the size of your business.
Digital marketing offers a wide array of strategies that allow law firms to accomplish their goals. If you’re considering investing in it but you’re not sure what types of digital marketing services can help your firm in particular, here are a few specific ways that digital marketing agencies can help with your small or medium-sized law firm.
Reaching new clients at cost with SEM
Pay-per-click advertising (also known as PPC) generally refers to paid online advertising. This tactic helps you generate leads through advertising on Google or Bing (search engine marketing or SEM), on other websites (display advertising), and on social media.
Google, Bing, Facebook, and LinkedIn are becoming popular advertising platforms for law firms to leverage their businesses. Advertising agencies can determine who your ideal target audience are, and tailor the ads, keywords and landing pages to increase conversions, so you’re not spending your resources on paid ads that have the potential to fail.
Converting website visitors to clients with CRO
So you’ve spent money to drive traffic and bring visitors to your website. But now that they’re on your web pages, they’re leaving without converting or interacting.
That’s where conversion rate optimization (CRO) comes in. CRO strategies may include removing unnecessary form fields, adding testimonials, adding live chat to your site and testing several headlines and landing pages.
For us, it starts with running a site-wide audit that identifies gaps and roadblocks that can affect your conversions. Our digital marketing agency is able to extract this information using our advanced analytics software specifically created for legal websites. Marketing specialists then take this information and redesign the existing platform to improve the quality of your leads.
Generating leads through effective website design
Having a good website can help you capture leads and grow your law firm. An optimized website can also help your firm succeed with better visibility in organic search results and consistent image and branding. However, developing a website is often a costly and laborious process.
If you were to build the website yourself, you would need to consider the purpose, the type, the design, the speed, the functionality, all while managing your firm and handling cases. Outsourcing your web design and development takes away the strenuous process and doesn’t have to break the bank.
Digital marketing agencies can help with that. Agency web designers and brand strategists can help you plan and implement cost-effective solutions that will strengthen your online presence and attract new clients to your firm. Working with an agency can also help you optimize your new site for SEO purposes so that you don’t lose your online ranking in the process of moving websites.
Building a strong online presence with SEO
Search Engine Optimization (also known as SEO) allows law firms to improve their site’s visibility in Google search results.
Getting on the first page of Google is no simple feat and it can take months or even years of constant optimization, monitoring, analytics and strategizing in order to improve your firm’s search ranking. A survey of 100 top websites shows that only 10 percent of consumers who search for a service online will make it to page 2 of Google Search Traffic. Keyword research, publishing relevant articles and optimizing your page speed and site navigation are just a few ways to improve your site’s ranking.
Digital marketing agencies have a systematic process that can consistently produce results for their clients within their specific specialties. Our team of experts knows legal marketing inside and out. At Soulpepper, our goal is to get your business on the first page of Google.
Building trust with content marketing
Content marketing involves creating online blogs, articles or videos that may not directly promote your law firm, but instead offer great information and insight to those that are looking for your services. Having relevant articles on your website leads to a better online ranking and will improve your SEO. It also makes you a more credible and authoritative resource in your specialized area of practice.
Statistics show 77% of marketers plan to increase content production in the next year and 82% of consumers feel more positive about a company after reading their content. You could write an article about child or spousal support if your area of expertise is family law, or slip and falls for personal injury lawyers.
However, this is easier said than done. Oftentimes, creating content can be a full-time job in itself, and small/medium-sized businesses may not have the resources, the time or the marketing knowledge to incorporate this into their digital marketing portfolio – even though it can be beneficial for lawyers.
Digital marketing agencies have content creators who spend extensive hours researching and gathering supporting data in order to create impactful and masterful articles for their clients to generate more traffic, more leads and improve your site’s ranking on Google.
Looking for a full-service digital marketing agency?
At Soulpepper Legal Marketing, we offer a wide array of digital marketing services catered and tailored towards lawyers and law firms. If you’d like to see how we can help your law firm grow online, give us a call or get in touch via our contact form.
As Premier Google Partners, we are boosted by our access to a wealth of resources, tools and insights from our legal firm network. Our digital agency offers everything from web design to analytics and reporting services to everything discussed in this article. We are all that your brand needs to stand out online and increase your triple bottom line.