9 Essential Law Firm Marketing Ideas

How To Grow Your Lawfirm With Tech

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Create Unique Value Proposition

Don't be vague be loud. Highlight what makes your firm standout

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How To Rank High On Search

One of your main goals must be to appear on page one of search engines when people search "lawyer near me"

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Trustworthy Website

For a law firm, the central point of your marketing is your website. It needs to look professional

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Positive Online Experiences

The experience clients have with your firm will translate to more cases

Learn more at:

www.marketing360.com

Social Media That Matters

Have a strategy on social & be responsive

Have a Strong Intake Process

Follow up with leads. Leverage AI when you have to

Work Smarter With Technology

The all-in-one platform for law firms

www.marketing360.com

• Tip - 1 : For a law firm, the central point of your marketing is your website. It’s the destination your campaigns are driving potential clients too. Also, most referrals will check your website before contacting you.

• Tip -2 : When it comes to website design, focus on ease of use, professional images and clarity. The most effective designs are clean and modern. They make it easy to find information. And, most importantly, they communicate the value your attorneys deliver clients. Of course, today, your template must be mobile responsive. Test your site to make sure it’s easy to navigate and fill out contact forms using a smartphone. You can expect that your website will be the first impression your firm makes on most new clients. Make sure it meets your standards.

• Pro Tip :  Use Chat Features. Chat features have several advantages for law firm websites.
• First, they improve response time. Busy firms often find that getting back to prospective clients gets pushed down the list, but these leads age like mayonnaise in the sun. Chat provides initial, on-demand interaction with your firm and buys you time to get back to the most qualified leads personally.
  
• Second, chat offers people an anonymous method of making initial contact with a firm. People who just got a DUI or are in a failing marriage often feel shame or embarrassment, so they like to use chat to get some initial questions answered without having to provide contact information.
  
• Chat offers proactive lead generation where the chat operator can ask open-ended questions that move people towards scheduling a consultation.
  

After one year with Marketing 360®, attorneys and law firms saw these fantastic results*

269% increase 

In website traffic to their site

*Average results based on a study of past attorney and law firm clients. Individual account performance may vary. Results are not guaranteed.

• Tip - 1 : The biggest problem most law firm websites and marketing content have is that they are too vague. They fail to clarify the specific benefits of their services, how they make clients’ lives easier or why they are a better choice than the competition. Your value should be clearly communicated.

• Tip - 2 : It’s better to highlight your areas of legal expertise than it is to appear as a generalist. People are far more likely to hire an attorney who is experienced at handling their specific legal issues.
  

• Tip - 3 : Do a search for lawyers in your area, and probably half the sites will emphasize that “we care about our clients” and that “our clients are our priority.” These feeble bromides won’t motivate someone on the fence about hiring a lawyer to act.Instead, you need to hit them with a crisp value proposition that’s specific about what you do and how you solve their legal problem — a statement that distinguishes you from your competition so a lead has a clear reason to choose your firm.
  

• Pro Tip : To develop your value proposition, answer the unspoken questions on every client’s mind:
• What do you do? Can you help me?
  
• What’s in this for me? Why are you worth it?
  
• Why should I choose you instead of another law firm or method of solving my legal problem?
  
• One of the biggest competitive advantages in marketing is clearly communicating your value.

After one year with Marketing 360®, attorneys and law firms saw these fantastic results*

418% increase

in conversions (leads & sales)

*Average results based on a study of past attorney and law firm clients. Individual account performance may vary. Results are not guaranteed.

• Tip -1 : One of your main goals must be to appear on page one of search engines when people look for lawyers in your area. Searches like this generally indicate strong intent to get legal help, so the traffic is valuable.

• Tip -2 : There are three ways you can show up on the search result page.
  
• The first is pay-per-click advertising or PPC. This is where you bid on auction systems, like Google Adwords, to appear in top positions on the page. Your budget and placement will depend on your competition. PPC ads give the most control over ranking, ad content, and landing page.
  
• The second is connected to your Google My Business account. You create this through Google to get location-based search results (it is also Google Maps). Optimize for keywords and photos/business details, and get client reviews to increase your ranking. This is a free listing/clicks.
  
• Last is your organic listing, related to your website SEO. This is the direct listing of your homepage domain, also free ranking/clicks. Optimize your website content for relevant keywords, add fresh content to your blog, earn links and get social media traffic to your website to increase your ranking.
  

Over time, you have the chance to be in all three spots on the search result page:

• Pro Tip: Create Custom Landing Pages
  
• Your law firm may handle many types of cases. You can create the impression of specialization by creating a custom landing page for each area of law you work in.
  
• For example, say you have an attorney who specializes in trucking accidents. Run ads specific to those keywords, then have the ads go to a page designed to match the legal service:
  

After one year with Marketing 360®, attorneys and law firms saw these fantastic results*

2,434% increase

in organic keyword rankings

*Average results based on a study of past attorney and law firm clients. Individual account performance may vary. Results are not guaranteed.

• Consumer Sentiment : Today, online reviews written by your clients about their experience with you are probably the most influential content for new prospects. They seek reviews, expect to find them and trust them.
  
• Just a look at the search results page we showed above shows the immediate role reviews play. For one, the top organic spots are held by law review sites like Top Rated Local®, Find Law, and AVVO. The content on these sites is all driven by reviews.
  

• Tip - 1 : Consumers today like to verify the reliability, service and effectiveness of businesses they deal with. This means you need to start gaining reviews from your best clients to improve your online profile & here are some strategies on how to do that.
  
• Two main things come into play here.
  
• The first and most important is your legal service itself. Every time you exceed a client’s expectations, you boost your reputation (and marketing). Every time you cut corners or disappoint, you hurt your reputation.
  
• The second is what we call reputation management. This is where you take an active role in getting your best clients to leave reviews while keeping any negative reviews from being predominant on your profile. This automation is powered by Top Rated Local® for our law firms.
  

• Tip - 2 : Automate the review process by attaching review links to invoices, newsletter content, social contests and more.
  

• Tip -3 : Make efforts to get reviews working for you. Both a poor profile or no profile will hurt your marketing.
  

top rated local has helped generate over 90K reviews for small businesses

90,000

Reviews

On top Rated Local

*Average results based on a study of past attorney and law firm clients. Individual account performance may vary. Results are not guaranteed.

• Use Videos & Visuals : Online consumers tend to glaze over large amounts of text, especially with complex legal topics. Use videos and visual content to help get your point across.
  

• Tip - 1 Introductory video can convey your value proposition effectively. In addition this video can be used on OTT ads to extend the reach of your campaigns in local markets.
  

• Tip - 2 : Animated infographics will keep your audience engaged: This content always carries over well to social media & is a great way to show how your business is laid out. For example this infographic is something we can build for your law firm.
  

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• Showcase Your Legal Knowledge: Legal issues are confusing to the general public. Most don’t get it, so we hire lawyers. But few people today go into serious situations without getting some legal help. It’s so easy to research things online today so consumers seek the search engines for answers. Not all searchers are looking for lawyers near them. They maybe doing research for their particular case & your firm should be present on these searches too.
  

• Tip - 1: You can use that research process to your marketing advantage. Create blogs, publish on Medium and LinkedIn, and connect with local associations to help educate people on current legal issues. Share your insight and expertise. Don’t turn it into an ad or expect anything in return. Just create content to help people. In doing so, you can expose your brand and build your reputation. People will get to know and trust you.
  

• Tip - 2 : Trust is a big factor with attorneys, and people who are willing to educate their clients to help them better navigate their situation earn trust. Be the go-to person, and it will pay off with your marketing. In addition, make sure that you are Google Screened as well fully taken advantage of Local Service Ads for law firms.

After one year with Marketing 360®, attorneys and law firms saw these fantastic results*

166% increase

in direct impressions

*Average results based on a study of past attorney and law firm clients. Individual account performance may vary. Results are not guaranteed.

www.marketing360.com

• Facebook Marketing For Lawyers: Social media is now such a dominant player in the online world that no business can ignore it.

• Tip -1 : Start by creating a Facebook business page for your law firm, and use it as a way to update people on what’s happening with your firm. Share your blog posts, videos and other informational material on this channel. Also, curate content from around the web on legal issues that you think will be of interest to your audience & share it.
  

• Tip - 2 : You can also use Facebook’s powerful targeting tools to run ads to your target demographic. This will probably remain more brand advertising than direct response, although you can try retargeting with Facebook Lead Ads.
  

• Tip -3 : Be responsive on Facebook messenger. More and more people are using messenger instead of calling businesses, so this can be a good place to make initial contact with leads. When necessary turn on (AI) artificial intelligence to handle simple requests.
  

• Tip - 4 : Next, have your attorneys create their own LinkedIn profiles. For professional services networking, LinkedIn is the best social media platform. You can also create a business profile for your firm, but you’ll gain more quality connections as individuals. Like Facebook, post relevant, useful legal content. Also, each attorney can publish articles via their page.
  

After one year with Marketing 360®, attorneys and law firms saw these fantastic results*

115% increase

in social clicks

*Average results based on a study of past attorney and law firm clients. Individual account performance may vary. Results are not guaranteed.

After one year with Marketing 360®, attorneys and law firms saw these fantastic results*

1,841% increase

in overall clicks

*Average results based on a study of past attorney and law firm clients. Individual account performance may vary. Results are not guaranteed.

By now, you’re probably thinking all this sounds like a lot of work as well as a complicated headache you don’t need. Indeed, online marketing does get involved and time-consuming. It’s also hard to track with respect to ROI because of all the channels.

Solving this problem for businesses like law firms is the purpose behind Marketing 360®. Law firm marketing 360® platform will allow you to put all your marketing, advertising, design, contacts, budgeting and overall strategy into one platform with one login. Our law firms that leverage our technology see great results and strong ROI's long term.

Work Smarter With Technology

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Have a Strong Intake Process & Follow Up

• How To Do It Right: There is nothing worse than going through all these steps to get leads to contact you, only to lose them because of a poor intake process. Online consumers are impatient. You don’t have days to respond to website forms or voicemails. You need to get back to people fast. Assume that people are comparing multiple firms, and make it your goal to get back to people first (the first to get back most often wins the business).
  

• Tip -1 : Leverage (AI) artificial intelligence to engage with inbound leads. Our tools can respond to leads within 10 seconds for you.
  

• Tip - 2 : Make it easy for people to work with you. Consider conveniences, like online forms, legal document generators, e-signature functionality and online payments.