Why is Digital Marketing the Winning Strategy for Law Firms?

How often anymore do people look up telephone numbers using the yellow pages phone book, yes, the large phone books children used to sit on to reach a table? How often any longer do people use Britannica Encyclopedias to research the answers to questions, or use a bulky dictionary to search for the definition of words? Technology has changed the way people research information and find resources. Presently, people use search engines to locate information and resources; including information about law firms. In fact, according to National Law Review.Com, a Google Consumer Survey found that 96% of individuals seeking legal advice used an online search engine. This article will discuss the reasons why digital marketing is so important for a law firm’s success for myriad reasons – from the importance of creating and maintaining a top-of-the-line website for your law firm; to search engine optimization; content marketing and consistently blogging.

Briefly, what is Digital Marketing? 

Digital marketing, sometimes called online marketing, promotes products, brands and services using the internet and digitally based technologies to connect with potential customers or clients.  Typically, digital marketing refers to marketing campaigns which occur on a computer, phone, tablet or similar device. Incredibly, according to the Pew Research Center, 85% of Americans report they go online on a daily basis, with almost 50%  who report they go online several times per day.   Prior to initiating a digital marketing program for a law, having an operational strategy is helpful.

Before We Start, What’s the End Game?

Essentially, clients need to find your firm!  The reason for digitally marketing a law firm is to help potential clients find you. Whether by social media profiles, websites, blogs or posts; or a combination of all the digital marketing tools, helping clients find your particular law firm is the end game. Part of using digital marketing for a law firm is understanding who the people are that are searching for your firm. Knowing what they are searching for, what resonates with them, and what is going to compel them to choose your firm. 

A great website is a perfect first step.  It is important for a law firm to make sure their website is up to professional standards and passes the bar.

  • Well Designed and Functional:  A savvy law firms’ website needs to be professional, accurate and appealing. The website should work efficiently, be easy to use and circumnavigate on any platform and function correctly. 
  • Visually Appealing:  A professional website should have quality photographs and graphics. The law firms’ specialties and professional knowledge should be easy to comprehend and be highlighted. 
  • Quality Content: A law firms’ website needs to totally shine with relevant, quality content, emphasizing the information base of the law firm. 

A professional website is an essential component in a successful law firm’s marketing strategy. Once the website is sure to be best in class, there are several forms digital marketing strategies can take. One effective marketing tool for any broadminded law firm is to know how to use and navigate search engine optimization to their advantage, because their competitors are likely on the same course. 

What Exactly Does Search Engine Optimization Mean?

Essentially, search engine optimization is a useful tool or strategy in helping a law firm get webpages to rank higher in search engines such as Google. Since individuals searching on the internet is the primary way content is discovered online; a webpage ranking higher in search engines, can result in a significant increase of traffic to a specific law firm’s website. The key is to create web pages which are attractive to search engines. How specifically does search engine optimization benefit law firms? 

    • Bring clients to law firms’ websites. Search engines result in 93% of all website traffic.  Amazingly, 92% of internet searchers select businesses on the first page of local internet search results. Search engine optimization is the primary source of natural flow to law firms. Simply put, people generally use Google (the world’s largest search engine) to find lawyers in their area. The more people who are searching for a law firm, who discover a law firm’s webpage, translates to more potential clients for the firm. 
  • Compete with competitors: Fundamentally, if a law firm does not have an active presence on Google, it will be overshadowed by its competitors who likely are also using search engine optimization. 
  • Rankings help increase search presence.  People primarily use search engines to find lawyers in their specific area. 
  • Helps people find your firm. Search engine optimization helps potential clients which are searching specifically for a legal service or the answer to a legal question. 

Much of search engine optimization involves content marketing. 

What is Content Marketing?

Content marketing is diverse, running the gamut from a blog, an article, an e-book, or a video.  Quality content marketing is important for law firms. 

What is the Benefit of Content Marketing for Law Firms?

Content marketing is an integral part of search engine optimization, and a successful digital marketing campaign, as noted below.

  • Helpful to a law firms’ webpage standing. Creative content is key to increasing a website’s ranking if key words are inserted in the content.
  • Demonstrates professionalism and services. Informative content expresses to potential clients the professionalism and services a law firm can offer them. 
  • Referral sources for law firms.  Content marketing for law firms can occur on multiple social media platforms. This is important because referrals from other people are one paramount method people utilize to find the right law firm. Having a presence on appropriate social media platforms is a positive strategy for a law firm to demonstrate confidence and reliability to potential clients. 

Closing Argument:

Potential clients are searching for your firm on the internet. You just need to be available for them to find you!   A well-planned digital marketing presence will help you secure the clients who need your professional legal services.  Digital marketing helps your law firm get the right verdict in the marketing sphere. 

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