To understand why marketing your law firm is important, we first need to consider what you’re up against. According to recent statistics, there are around 1.3 million active attorneys in the United States. You’ve got a lot of competition: so how can you stand out?
The answer is through compelling marketing that shows your law firm in the best possible light. Yet what does legal marketing look like? It’s significantly different from other forms of marketing, but how?
In this guide, we’re going to take a look at law firm advertising, how it works, and why it’s so important. Are you ready to start improving your law firm’s image and winning more clients? Then read on!
1. You Need to Demonstrate Your Expertise
Before someone hires a law firm, they need to know that its lawyers are experts in their case’s field. So, how can you do this? The answer is with content marketing.
Content marketing is a fantastic way to build up your brand’s image. Let’s say that someone goes to your website and is confronted with many well-researched, expertly-written articles that answer common legal questions around a particular subset of law. They’re going to be impressed, and may well choose you over a competitor who has a comparatively bare website.
It’s not only blog articles that help, either. You can also create short videos covering legal issues, record a legal podcast, and more. However you do it, content marketing helps your business look more professional.
2. Your Law Firm Needs Web Traffic
If you want to outperform your competitors, drawing web traffic away from them and to your website instead is vital. To do this, you need to use SEO, or search engine optimization. This marketing strategy uses a number of techniques to improve your website’s ranking in search results.
For instance, you should research keywords that are relevant to your business, then scatter them throughout your content. This way, when people search for those keywords, your website will come up.
One example could be the keyword “law firm near me.” Plenty of people search for keywords like this, and using this keyword in your content gives you a better chance of appearing in the search results than if your site didn’t include the keyword.
Other key SEO strategies include getting links from other websites to yours, which can increase your website’s perceived authority. There is a whole world of SEO out there waiting for you to take advantage of. Stop letting competitors get your clicks!
3. You Get a Better Website
A better website is a natural result of good marketing. Google uses an algorithm to decide where websites should be displayed in the search results, and a key criterion is the site’s usability.
For instance, Google now uses “mobile-first indexing,” which means that it looks at mobile websites before it looks at desktop ones. If you have a poorly designed mobile website, or no mobile website at all, then your site won’t rank as well as a competitor who does.
Page speed also matters. If your site is slow, then your site won’t rank as well, as speed is a ranking factor.
Having a fast and responsive website, as well as a mobile version of your site, is the norm in the 2020s. Simply by adhering to the Google algorithm’s best practices, you’ll get a better website, which improves your brand image.
4. Marketing Helps You Grow
Your law firm is a business like any other. We presume that you want to grow and aren’t happy just staying put in your current market position. Your opportunities for growth are incredibly limited without marketing.
For instance, let’s say that you’re in personal injury law, and want to grow: you’ll need personal injury lawyer marketing to achieve this. As a law firm, you will not regularly reach out to clients. Legal cold calling isn’t a viable strategy.
This means that you need to use marketing to make your law firm well-known so that if someone needs your services, they can come to you. To improve your brand recognition, marketing is a must. There are no two ways about it: if you want to grow your customer base, you need to grow brand recognition.
5. The Legal Sector Is Changing
The legal sector is changing fast. The COVID pandemic has made virtual meetings common, the number of clients who are strapped for cash is increasing, and climate change is leading to new lawsuits that will only increase as the planet warms further.
The choice for law firms is clear: adapt or perish.
Legal marketing can help you to change with the times. For instance, if you’re in an area where many clients are impoverished, you need to use marketing to offer them your legal services. If the climate is changing in your area and it’s affecting incomes or property law, then you need to position yourself as a leading figure in climate law.
You don’t need to change who you are as a firm, but you do need to make it clear that you can keep up with these changing times.
Law Firm Marketing Is Essential
If you run a law firm, having a marketing strategy in place is essential. It can help you keep up with changing times, help you win new clients, and boost your brand’s image. Without legal marketing, you run a very real risk of being left by the wayside and losing out to your competitors.
Marketing, especially digital marketing, should be a key component of your business.
For more interesting articles about business, marketing, and more, be sure to check out the rest of our blog today!