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The Secret to Legal Marketing | How to Get More Clients for Your Firm

Tuesday January 21, 2020

Reading Time: 9 minutes

Online Legal Marketing: A Waste of Money or the Secret to Success?

Legal professionals spend a great deal of their time hiring stellar talent, finding new clients, and expanding their practices. Many assume (correctly) that turning to online legal marketing is an excellent tactic to accomplish these goals. Unfortunately, an increasing number of them are going about it the wrong way.

Not every campaign is guaranteed to succeed, and this is especially true with digital efforts. Many first-time approaches to legal marketing focus on the wrong strategy, meaning that even the most well-structured campaigns are doomed from the start.

The biggest false assumption that many attorneys make is that digital ads are meant to be a money pit. Efforts like Google Display Ads and Search Ads all hinge on careful calibration, not blind spending. Countless firms have dumped tons of money into the well of “online marketing” – SEO, PPC, and social media posts – and found themselves at a loss about where it all went, or where it even worked. It doesn’t help that the legal field represents one of the costliest industries in which to market. With this in mind, it’s easy to understand the frustration many attorneys feel when trying to promote their firms online. We’ve put together some of our top tips for cutting through the noise and getting those new retainers.

“Outwit, Outplay, Outlast.” – Survivor, but Also Webconsuls

Here’s our first piece of advice: it’s not enough to outbid your competitors; to achieve a positive return on investment, you need to outplay them. This means researching which keywords you would like to rank for, educating yourself on which keywords to exclude, and tailoring your ads to your specific industry niche. The more unique your firm appears, the better results you’ll have.

Make a Plan

Many attorneys may actually be losing their leads before they’ve even converted. Be sure that there is a plan in place for your complete sales funnel. After someone contacts your firm, how quickly will they receive a response? What happens if they call after business hours? How long will they have to wait before their consultation? What is your plan for tracking these individuals throughout the sales process? How often will you follow up with them? All of these questions should be answered to ensure that you eventually retain the people who clicked your ad (otherwise, what was the point?).

Remember, Online Leads are Different

Those who saw your ad online were probably searching for an attorney in your specific area of practice. While typical referrals may be more understanding if you take a while to get back to them, your legal marketing leads will not. They don’t have a specific loyalty to you in the way that a personal referral would; as such, they’re more likely to call up one of your competitors if you take your time getting back to them. Be sure that you’ve created a plan to speak with and retain these clients in a timely fashion for the best chance of success.

Look for New Platforms and Opportunities

The world of digital advertising is constantly shifting and staying on the cutting edge can make a huge difference in your strategy. For example, in a previous post, we discussed the release of Google’s Local Services Ads for immigration lawyers and estate lawyers in certain cities. These hyper-local ads rank above PPC ads and organic search results, meaning that those who run them will receive top billing for those searching for representation. This is just one example; trust us, it pays to keep up with emerging platforms and trends.

Content is King. Be a Thought Leader.

It may seem silly, but study after study has proven that your legal blog can be one of the biggest drivers in your ranking online. Frequently updated pages and blogs with information about your areas of practice can make all the difference in your legal marketing efforts. In addition to keeping your site fresh, this is an excellent opportunity to show off your expertise and build some cred on LinkedIn. If you’re unsure of how to get started, check out some articles from the American Bar Association or reach out to a digital marketing firm like Webconsuls.

Measure Your Results

If you’re worried about all the money going into your marketing efforts, the first step should be analyzing your return on investment. Because retainer amounts can be so high, this should hopefully work out positively. If it doesn’t, get granular and figure out which specific areas aren’t working (and why). Are you spending tons of money on Google Ads, but not getting enough clicks? That could be because of the ad creative, but it could also be due to where you’re placing those ads. Run a few A/B tests to figure out what the culprit is, then nix or edit that part of your strategy.

Your Partners in Legal Marketing

If you’re struggling to get your legal marketing on track, Webconsuls is here to help. Our managing partners are just a phone call away. Dial (949) 701-4714 to speak with them about your firm’s strategy today.

Webconsuls is a full-service digital marketing agency specializing in SEO, website building, and PPC in the legal field.

Reading Time: 7 minutes

The Wonderful World of SEO

There is just one certainty about SEO: it’s always changing. It’s vital to stay on top of the latest algorithmic changes and updates to boost your rankings. Marketers who hold fast to old truths and outdated approaches will be quickly left behind in this ever-shifting landscape. We’ve compiled some important SEO stats for the new year; read on to learn some insider info that can help you to advertise better in 2020.

Google is Still King

In a recent analysis of search engine market share, NetMarketShare revealed that the ranking of search engines is exactly what you’d expect. Over 75% of all global desktop search traffic funneled through Google in 2019; Bing’s market share was nearly 10%, with Baidu (a Chinese search engine) ranking third with 9.34% and Yahoo fourth at just 2.77%. This means that in order to succeed online, you need to read up on Google’s guidelines. While these other providers can be considered, SEO best practices say that your customers are much more likely to be on the world’s largest search engine – plan accordingly.

Customers are Searching (and Innovating)

On average, 70% of a purchase decision is already made before a customer even engages with a company; this means that your potential clients are looking up reviews, rankings, and insider information before ever reaching out to your team. Of the billions of daily searches, 15% of them are brand new to Google; the opportunity to create new, relevant content is endless. Lean into this and shape your customers’ perceptions by providing accurate, positive information about your company and offerings online. Be sure everything is consistent in content, voice, and validity between platforms.

Content is More Important Than Ever

Over 50% of marketing executives said that on-page content development was the most impactful SEO tactic. Today, Google is run by an algorithm that sees right through keyword stuffing and shady SEO practices. Those who previously relied on archaic keyword-first titles and pages for every possible keyword variant may find themselves stumped in the SEO landscape of 2020. Fortunately, there’s one easy solution: write like a human. Providing high quality content that’s centered around a great user experience is possibly the greatest pointer we could give you on ranking well in the new year.

How Do You Rank?

SEMrush conducted a study on ranking factors and found the top four: number of website visits, time spent on the site, pages viewed per session, and overall bounce rate.

Two Key Inquiries

There are two new stars in the world of Google searches. “Where to buy” + “near me” mobile searches have increased over 200% within the last two years. Unfortunately, smaller businesses usually struggle to establish a significant digital presence, meaning that a lot of these searches route to big box retailers or national chains. If you’re a local business looking to boost your SEO (and your foot traffic), be sure that your offerings are adequately detailed online, either in informative pages or blog posts.

Searching for the Best

Millennials have created their own type of rigorous online research – they’ve started searching for “best” and “right now” at an unparalleled rate. Google found that searches with these terms have grown by more than 125% over the past two years. If these words are in your reviews or lists you’ve created, you can expect increased traffic.

A Recipe for SEO Success

If you’re unsure of how best to optimize your site, we encourage you to follow the links above for more information about the topics described. When in doubt, put the customer first in everything you do – that’s the best way to ensure success with your SEO strategy. Consider the user experience (issues such as load time, font size, and accessibility) and provided value (accuracy of information and depth of content). It’s hard to go wrong when you have a person-first mindset. If you have any more detailed questions, our managing partners are just a phone call away.

Webconsuls is a full-service digital marketing agency with offices in Nashville, TN and Los Angeles, CA.

Posted in SEO