This post is titled Law Firm Marketing 2.0, as in Web 2.0, as in, this is about law firm marketing now that the Internet has become a place for people to share, collaborate, learn, and grow. Think of these tips as the status quo. These aren’t the newest, freshest ideas (the original article was written in 2009), these are what a lot of law firms have already had success doing. If your isn’t already on board with these tactics, you need to catch up.
- Know the keywords people use to search for your services.
Here’s an easy one to start. Go to Google’s Keyword Planner and start typing it whatever comes to mind when you think of an attorney. Or look at this list (compiled in 2010) for some examples. All those search numbers are much, much higher now. What hasn’t changed is human nature; people are remarkably consistent and predictable in how they search for information online. For example, the word “attorney” is searched more often and in more specific contexts than the word “lawyer.” The keywords that are searched the most often and are most relevant to your area of practice should be present on both your website and PPC campaigns.
- Use keywords in your domain name.
This is very “2009” advice. While it’s not bad to have multiple domains (all of which should redirect to a single site, however), domain squatting and the explosive growth of law firm websites has left few, if any, viable options. An awkward, stilted domain name, even if it contains the word “legal,” “lawyer,” or “attorney” could drive people away from the site. Certain areas of practice may have better luck, but keywords don’t necessarily have to be in the domain name to benefit you.
- Create compelling copy.
This advice is more like 1959 than 2009. If you are communicating with customers or potential customers, then whatever you’re doing is a form of advertising. That includes your company website, review sites, referral sources, really, anywhere on the Internet. If you don’t know how to write an advertisement, hire someone who does; there’s no shame in that. That’s all a website is: an interactive advertisement, and if your site is riddled with typos, stacks of boring prose, and lacks calls to action, then it’s not going to be a very effective advertisement.
- Add fresh content regularly.
Content marketing is hip, even in 2015. It’s the reason Facebook, Instagram, and Twitter make millions of dollars a year. People like to read, look at, or listen to engaging content, even if a company is producing it. Whether you are just updating your site with pictures, curating content, writing a blog, or tweeting (See: the brilliant @LawyerThoughts), content provides two benefits: it engages readers (hopefully) and improves SEO. Just remember to keep it fresh; update often.
- Use video to keep visitors’ attention.
If they are done tactfully, videos can be a great benefit to a law firm’s website. No one wants to see a television commercial online, after all, if they’re already on your website, what good would another ad do? Keep your videos bite-sized: around 90 seconds at most. Use them to introduce each lawyer, the firm as a whole, or your areas of practice. Videos can be an opportunity to entertain and educate your clients, but keep the information quick and relevant.
- Develop educational tools and promote them on your website.
I’m actually working on this for one of my clients right now. Lawyers are smart people who have to keep track of a lot of information. The general population knows this and respects lawyers for the work they do. The issue is when being too knowledgeable inhibits communication. A blog or website is great avenue to give perspective and information, just make sure it doesn’t stray into legal advice. Often, this can have the added benefit of clarifying for some clients whether or not they have a case and might even prevent some of the free (or unpaid) consultations you would rather not have.
- (Don’t) Submit your articles online.
Yep. This is definitely from 2009. I’ve added a “don’t,” because this is now a bad idea. Back in the day, websites called “article directories” would take submissions of all kinds and make them available throughout the web, which, in theory, would bring more traffic to the original poster of the website. This turned into a massive source of spam and malware. Search engines now identify article directories and count them against whoever might still be trying to benefit from having their article listed. Don’t do this. Stick to posting your content on your own profiles that you maintain. Don’t plagiarize, spam, or expect your work to be magically spun across the internet.
Is your law firm stuck in the past? At bizmktg.com, we reach customers where they are today. Call or e-mail the marketing machines to learn more: (800) 808-0249 or info@bizmktg.com.
Read the original GPSOLO article here.
