In the digital of today, law firms need an excellent online marketing strategy. This blog is your roadmap to the main points of boosting your online profile and grabbing the attention of potential clients.
To get more clients for your law firm, learn these techniques to improve your online visibility. Whether you’re starting a new firm or already have one, these tips can help. Now, let’s dive into the details of marketing for law firms and discover how you can effectively utilise your online presence.
Key takeaways 
- Understand the purpose of your digital marketing strategy.
- SEO is a crucial element in online marketing for law firms.
- Keyword research helps potential clients find your content.
- Business profiles on Google and Bing give you a present of search engine maps.
- Content optimisation ensures you are providing the information clients are looking for.
- Offsite optimisation helps to increase your authority and trustworthiness.
- Technical website optimisation helps create a better user experience and drive more conversions.
- Poor quality SEO can fail due to involvement in linking scams or lack of ongoing maintenance.
Law firm Marketing purpose
Before you can create an effective law firm marketing plan, you must understand the purpose of your strategy. When starting a new law firm, you must get your name out there and establish your credentials. Marketing law firms may involve new legal services or attract new clients. These considerations determine appropriate law firm marketing strategies.
Positioning yourself online through digital marketing will give you the best opportunity to grow your law firm and reach new markets. This can involve many avenues like social media marketing, Google ads and email marketing. However, search engine optimisation (SEO) is one of the core parts of a law firm’s marketing plan.
Law firm SEO
SEO is one of the core elements of any law firm’s marketing strategy in our increasingly online world. If you can’t target potential clients online, your marketing efforts will be at a significant disadvantage.
There are many aspects to SEO in the family law space. Fulfilling each one successfully will increase the effectiveness of your marketing efforts exponentially.
Keyword research
Keyword research is a critical first step in creating an SEO strategy. It establishes the foundation for developing your online presence.
When your target market searches for a service in your industry, you want your business to appear at the top of page one on Google. But what words are they searching with, and how do those words align with your content? Keyword analysis provides vital information on what words to target, informing how to craft your content.
Identifying relevant keywords also gives you insight into the competitive landscape. Understanding a keyword’s relative competitiveness and ranking difficulty is essential so you can create content accordingly.
Business profiles
Search engines like Google and Bing want businesses to provide relevant information to users in their local area. This makes Google My Business and Bing Places for Business essential resources.
It’s essential to have a presence on these platforms and to keep the information provided up-to-date. These business profiles will enable you to appear on Google Maps and Bing Maps and elevate your trustworthiness.
Website content optimisation
Many factors go into creating an SEO-friendly online presence. Your law firm website is your primary online resource. Landing pages and blog posts must all be constructed around the keywords that benefit most. Once you have completed your keyword research, you can create content that aligns with those keywords.
Regularly posting new blogs demonstrates to search engine algorithms that your website is active and relevant. With the proper keywords, you can also determine the best topics for those blogs. Landing pages can also be made to serve the most appropriate information to potential clients.
Offsite optimisation
While optimising content on your website is critical, you must also put your website out there in the most effective way possible. Online directories are significant resources to have a presence on. However, not all directories are created equal, so targeting those with the most important authority and relevance to the legal industry is crucial.
Also, garnering high-value backlinks can boost your website’s trustworthiness and establish your expertise in the field. Gaining backlinks requires excellent content that others want to quote and share on their website. This creates a harmonious connection between onsite and offsite SEO development.
Technical website SEO
Optimising the technical side of your website is equally crucial to its content optimisation. You want visitors to have a good experience on your website, and so do search engines.
Google wants to know what your website is about to rank it appropriately. Ensuring proper internal linking will establish which web pages are authoritative on particular subjects.
User experience is a core part of website design. Ensure that the content layout lets visitors quickly find the information they need. Proper placement of call-to-action buttons will help drive conversions.
A good law firm marketing services will also take care of technical considerations like metadata optimisation and indexation. It’s essential to ensure that load times are fast, eliminating anything unnecessary that’s slowing your website down.
Why isn’t my SEO not working?
While SEO is critical to online marketing, it can go wrong if not conducted properly. Most law firms recognise the importance of SEO. However, they often become wary of SEO strategies due to prior bad experiences. How can SEO break down?
Spurious backlink schemes
Any SEO specialist recognises the benefit of generating backlinks on other sites to increase your authority. However, various schemes may offer to include you in a link-building partnership for a fee. However, these scams incorporate you into a link farm.
Search engines are aware of these practices. When they are discovered, your credibility will be destroyed, and you may even be unindexed. This makes your website unsearchable.
No maintenance
No part of SEO is set-and-forget. One critical mistake many businesses make is failing to commit to an SEO strategy over the long term. The competitive online landscape will change, and your content must change with it.
Successful SEO requires regular content updates and competition monitoring. Without ongoing attention, your SEO marketing won’t remain relevant.
We can help
A law firm’s marketing strategy is most effective when applied correctly. It’s essential to use SEO fundamentals while avoiding common pitfalls.
At LawSEO, we specialise in helping family law firms improve their online footprint and reach prospective clients. To see how legal marketing can help you, contact us today.
