Legal professionals know, perhaps more than others, the need to use people with the right training for each type of job. They would not, for example, send an untrained individual into a courtroom to handle an important case. This is why many attorneys and law firms are turning to specialized legal marketing teams to help them with all aspects of their marketing. They know that even the best lawyer can’t be successful if they don’t have a successful marketing strategy in place to bring in clients.
One of the biggest ways attorneys today get clients is through their website. People who are in need of a lawyer are turning first to search engines to find someone who can represent them in their area. This is why it is more important than ever for every law firm and individual attorney to understand the importance of a professional website. Hiring the right legal marketing team will allow you to focus on your existing cases while they develop a professional website, optimize it for the search engines and even manage complex Google Adwords campaigns.
Some people think that they can simply toss up a basic website with some information about their law firm and they will be all set as far as using the internet for marketing goes. The truth, however, is that the website must be created to not only look great to potential clients but also be search engine friendly so it will show up in the search results. Further optimization is often necessary to rank well in the local searches, especially in larger markets.
Professional legal marketing teams will optimize every page of your site to ensure you are not only appealing to the potential clients who view it, but also to ensure you are found when people search for the keywords you choose. If, for example, you specialize in personal injury law your legal marketing team can help ensure people will find your site first when looking for a personal injury attorney in your area. This is done by using both onsite and offsite search engine optimization.
Search Engine Optimization
Search Engine Optimization, or SEO, is a term used to describe activities done to help ensure a site ranks well for particular keywords in the search engines. While targeted mainly towards Google, it also helps with rankings in all major search engines. The on page SEO will include things like filling your page with content that is both valuable to the reader and also contains the proper keywords in the right places. This is known as “SEO Writing” and is a highly specialized task. When done properly it can help ensure your site ranks well.
Once the website itself has been optimized a legal marketing team needs to take steps to show the search engines that your site is out there and deserves to be ranked well. This is done through a combination of building back links to your page, creating profiles on local business pages and more. When done properly this can help ensure your site will rank well when potential clients are looking for an attorney in your area.
Online advertising is one of the most effective ways to bring in new clients, when it is done properly. The most popular online advertising method is by using Google Adwords. Google Adwords works by placing your advertisement at or near the top of the search engine results pages when people search for specific terms you choose. This can be an extremely effective way to find new clients through the internet.
It is important, however, to only run a well managed Adwords campaign because if it is done improperly it can lead to a lot of wasted money. This is because you are only charged when someone clicks on your ad and comes to your website. A poorly managed campaign may be displayed on many more people’s computers, but they will be people who are not likely to turn into clients. Some ineffective legal marketers will claim that because they are able to get a lot of traffic to your site they have been successful in their marketing. The fact is, however, that rather than just a high volume of traffic, success should be measured by how many new clients are brought in through the campaign.
The final step which needs to be taken by legal marketers is tracking the results from both SEO and any advertising they run. This is often done with tools such as Google Analytics which can show how many visitors came to your website and what they did. It will also show how the visitors got to your site (what search term they typed into a search engine) and what pages they viewed. This is critical for making ongoing improvements and updates.
When properly analyzed it is often possible to find that certain keywords bring in far more new clients than others. Using this data it is possible to target the right keywords so you can get the maximum return on your investment. Overtime it is often possible to dramatically increase not only the total number of visitors that come to your site, but the percentage of them who become clients as well.
Law Firm Marketing
At the end of the day a law firm is similar to other businesses in that they cannot be successful if they don’t have new clients coming in for their services. A highly trained and effective legal marketing team can often help ensure a steady stream of new clients is always available. Unlike most other investments into a business, these experts will often be able to increase their return on investment over time as they are able to improve your website, search engine optimization and overall online marketing strategy to best take advantage of the data they find through tracking visitor behavior. This can all be done by the marketing experts while you focus on helping all the new clients who are coming through your doors.
Request a free consultation now!
By Jessica Taylor