Lately, someone we know was wondering how to get rich as a lawyer. We told them that it was easy. All you need to do is work on your digital personal brand and online presence. But we soon understood that it was a momentous task even for the tech-savvy.
There are simply too many considerations—Social media, content marketing, SEO, PPC, email marketing, and whatnot. Every aspect of digital marketing today has at least a dozen sub-aspects to take care of.
Many lawyers and law firms go with the easy way of contracting digital marketing services or hiring an agency. Though it makes sense, it’s so much better if you do it in-house or by yourself. This helps you learn the basics, scale your practice, and grow your website organically on your own terms.
In this guide, we’re going to give you practical guidance on how to do exactly that! So, sit tight and make sure you bookmark this page.
Table of Contents
Search Engine Optimization (SEO)
Create high-quality and informative content that addresses the needs of your target audience and attracts organic traffic from search engines. This includes FAQs, guides, legal advice, explanations, and so on.
Good SEO begins with good keyword research. It’s the process of finding the words and questions people are searching for. You then include those naturally and amply in your own website’s content—Blog posts, titles, URLs, etc. to attract more organic traffic.
That being said, keep in mind that it’s very important to focus all your efforts on your particular niche when you do keyword research. For example, criminal lawyer marketing will differ from, let’s say, marketing for a business law attorney specializing in IPs and copyrights.
Also, there are too many industry leaders for broader disciplines. When you’re just starting, it helps to target topics, queries, and ultimately keywords that are medium difficulty but have a decent search volume. These are the pain points you want to talk about or topics you want to provide advice on.
Pay-Per-Click (PPC) Advertising
Consider running PPC campaigns to promote your website and reach a targeted audience. Platforms like Google Ads allow you to create ads that appear in search results when users search for specific keywords.
Set a budget, define your target audience, and create compelling ad copy that directs users to relevant landing pages on your website. PPC advertising can help generate immediate visibility and drive traffic to your site.
PPC campaigns, when done right, can drive a lot of traffic to your website. However, bidding for high-value keywords such as “personal injury lawyer nyc” might be too expensive over the long run, especially if you’re a beginner. It’s best to target more niche and specific phrases first that align with your specialty.
Establish yourself as a thought leader in your legal niche by producing valuable and informative content. Maintain a blog section on your website where you regularly publish articles, guides, case studies, and legal insights.
In this section, you should share your expertise, address common legal concerns, and offer practical advice to your audience.
Further, this content can be promoted through social media channels and email newsletters to expand its reach and attract potential clients.
Content marketing is an integral part of any SEO strategy. It goes hand in hand with keyword research (how else will you meaningfully use your keyword planning at scale?). And most importantly, it’s not rocket science.
Good content has:
- Good research
- A professional, authoritative, and honest tone
- A personal touch
- A no-nonsense approach
- No plagiarism
- No errors
- No blatant self-promotion
Digital presence is incomplete without social media. It’s an additional channel for leads, helps in SEO by building professional authority, can be calibrated to provide a fresh source of organic traffic, and so on. Today, professionals who aim to build a resilient personal brand in their niche have to use social media.
We recommend at least LinkedIn, Twitter, and Facebook for lawyers.
The things to do with social media are nearly endless! For example, it can be used to:
- Build brand awareness
- Drive traffic to your website
- Engage with your target audience
- Create a loyal fan following with tips and advice
- Share legal updates and insights that can become viral
- Add credibility to your name
- Share client testimonials
- Engage in discussions related to your practice
Online Reviews and Testimonials
Professional service providers have to rely heavily on reviews and testimonials. This social proof can significantly influence potential clients’ decision-making process.
You’re highly recommended to encourage satisfied clients to leave reviews on platforms like Google My Business, Yelp, and industry-specific directories. Display client testimonials prominently on your website to build trust and credibility.
Today, social media has also become a great place to both, collect and display reviews and testimonials. If you have a page on Facebook, for example, you can use it to gather star ratings and detailed testimonials from past clients.
Also, remember to respond promptly and professionally to both positive and negative feedback to demonstrate your commitment to client satisfaction.
Lawyers can effectively market their online websites by implementing various strategies. Some of these strategies are easier than others. Difficulty also depends on your location, nature of practice, and a variety of other factors.
To begin, however, all you need is an internet connection and time. With these tips, we’re hopeful that you’ll be on your way to success.
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