Take Your Law Firm Marketing to the Next Level

However, in some industries, you must strike the right balance. Because the legal industry does not do fun and entertaining things, too much creativity can harm rather than help your brand’s image. It happens for a reason: people seek legal counsel and advocacy when they are unable to enjoy your creative efforts.

A well-thought-out and well-executed marketing strategy is critical to the success of any business. With so many tried-and-true marketing techniques available, you can select the one that best suits your company and add a dash of creativity to set your company apart from competitors. However, in some industries, you must strike the right balance. Because the legal industry does not do fun and entertaining things, too much creativity can harm rather than help your brand’s image. It happens for a reason: people seek legal counsel and advocacy when they are unable to enjoy your creative efforts.

So, how do you market your law firm marketing in a charismatic and eye-catching manner without jeopardizing your brand’s image?

Here’s a step-by-step guide to helping you stand out from the crowd.

Start with your website.

• Avoid using templates.

Nowadays, there are numerous free and paid templates available for website creation. However, if you work in the legal industry, avoid falling into this trap. You need more than a template to transform your website into a powerful marketing tool. Begin with a marketing objective in mind. Let’s say you would like to generate more leads. Concentrate on this goal and write copy, elaborate design, and include popups with special offers so that everything works together to achieve your goal.

• Pay due attention to “About us” section.

Don’t overlook one of the most important aspects of your website. The primary goal of the “About us” page is to provide important practical information to your customers while also establishing trust. Focus on your niche areas of expertise, for example, personal injury claims or workers’ compensation occupational diseases. Provide your location and some impressive facts about cases you’ve won. Underline a value you provide to your customers and specify the unique customer-journey. Remember that people are more likely to become your clients if they have detailed information about you.

• Be mobile-friendly.

You must pay attention to the mobile version of your website if you want to be literally at your customers’ fingertips. People are increasingly using their smartphones to shop, search for information, and order services, so don’t miss out on a big proportion of your prospects.

• Create clear and effective call-to-actions (CTAs)

CTA is a powerful conversion tool. It is not enough to simply provide information to users; you must also encourage them to act. That’s where a well-written, straightforward CTA comes in handy. It motivates your audience to take real steps toward becoming a customer. Ideally, you should incorporate at least one CTA on each page of your website.

• Add popups.

Although some people find popups annoying, their effectiveness is undisputable. Popups allow you to bring a solution your customers are looking for right in front of them and simplify their customer journey, which is a huge benefit.

• Incorporate case studies and testimonials

Nothing works better for building trust than a track record of successful cases. Ask you customers to share their reviews about your expertise; highlight recent reviews shared via social media; draw attention to impressive facts, such as the amount of compensation won for your clients or successful resolution of the complicated lawsuit.

Now let’s move on to your content.

Content is the king states the well-known expression. Why is it then? Because an informative, valuable, engaging content can cover several hugely important marketing tasks in one go. First-class content establishes your expert reputation, it drives traffic to your website, helps to generate leads and develop a sales funnel. Here are some ideas for boosting the quality of your content.

• Create educational content.

Sources of educational content are always highly appreciated because of the value they provide to users. When you help people in resolving their problems or avoiding them, you build trust and lay the groundwork for a long-term relationship with your prospects. There are numerous educational content formats available, including blog posts, white papers, case studies, educational videos, and many others. You can use whichever one works best for you, or you can alternate between them.

Furthermore, blog posts with properly implemented key words will rank in search engines, propelling your website to the top of the search results.

• Invest in SEO optimization.

People trust ranking in organic search results, that’s why SEO or Search Engine Optimization matters so much. Without going deep into details, it helps to achieve higher rankings in search engines organic results, increasing the visibility of your website, and generating more traffic. SEO optimization can be considered as a solid framework, and it is strongly advised to seek professional assistance to get the most out of it.

• Create F.A.Q. page

This critical step is frequently overlooked by small and medium-sized businesses. A frequently asked questions page, on the other hand, helps to provide quick information to your prospects, improve their customer experience, offload your team a little, and increase your online visibility on search engines. Don’t try to list all the questions you have ever heard from your clients into this section, choose and highlight six – eight the most important ones.

• Leverage the power of video marketing

A picture is worth a thousand words, but video is far more effective in terms of engagement and meeting marketing objectives. You can combine educational content with video as a tool to create a series of video explainers or how-to videos to assist your prospects in mastering some essentials of the legal area in which you work. Put yourself in the shoes of your customers and ask yourself, “What questions would I like to ask lawyers before working with them?”

• Focus on Evergreen Content

Some content has an expiration date. News and trend-focused articles quickly become obsolete. Because it revolves around a topic that is always relevant to readers, evergreen content never expires. The name itself refers to an evergreen plant, which has green leaves all year. Incorporating evergreen content into your marketing strategy allows you to stay on your customers’ radars for a long time and encourages them to return to your website when they require this information.