Marketing a Lawyer: 8 Tips to Implement Before End of Year
- Utilize marketing tactics such as SEO, social media, and PPC
- Create a strong online presence as part of your law firm marketing strategy
- Establish yourself as an authority in your field
- Make use of client testimonials in your marketing efforts
- Stay up to date with the latest marketing trends
Legal offices face tough competition, and being able to market yourself correctly is what can help you stand apart from the countless practices out there. Of course, marketing is not usually at the top of the list for an attorney.
In order to market yourself properly, you need to ensure that you work on things like SEO and providing an unforgettable user experience for your clients. Keywords and meta descriptions are also essential aspects that will help you attract new clientele.
Being an attorney in the United States is not always an easy profession to be in, but it is highly rewarding. In this guide, you will learn everything you need to about how to market yourself as a lawyer properly.
Marketing a Lawyer: Your 8 Tips
You might not have been prepared to work on your own marketing as a lawyer. However, with the internet being the primary form of finding help when needed, you will want to make sure you appear at the top of the search results.
This means that you have to work on some of the more complex aspects, such as SEO and meta descriptions. It can feel overwhelming, to begin with, but once you get the hang of it, there really isn’t anything much simpler.
Here are your eight top tips for marketing a lawyer in the U.S.
#1 Offer an Excellent User Experience
Make sure that the website you have is easy to use and navigate. Clients should be able to find everything they need without any issues. If your website is complicated, they will simply go to another that isn’t.
You also want to make sure that you’re offering a mobile-friendly version. More and more people are using their phones to access the internet, so you need to make sure that they can still use your site without any problems.
Tips for a Friendly User Experience
Here are some top tips to help you create a better experience for the prospective clients that visit your website:
- Use short, concise sentences
- Write in an active voice
- Use bullet points where possible
- Don’t use jargon (or at least explain what it means)
- Use images and videos
How to Optimize Images and Videos
It’s important that you optimize all images and videos on your website before you upload them. This means compressing them, so they don’t take too long to load.
You can use a plugin like WP Smush to help you with this. It will automatically compress all images that you upload to your website.
It’s also important to use relevant keywords in the file names of your images and videos. This will help you rank higher in the search results.
For videos, you also want to make sure you transcribe them and add closed captions. This will help people who are hard of hearing or don’t want to watch the video for whatever reason.
Pro Tip: You can use a tool like Rev.com to transcribe your videos.
#2 Work on Your On-Page SEO
This is one of the most important aspects of marketing a lawyer. You need to make sure that your website appears as the top result for relevant keywords.
To do this, you need to use those keywords throughout your website. This means in the titles, meta descriptions, and actual content on the page.
You also need to make sure that you’re using them in a way that sounds natural. If you stuff your website with keywords, it will be difficult to read, and no one will want to stay on the page.
Work with a marketing company specialising in SEO to help you with this if you’re unsure where to start.
Use Rich Snippets
Rich snippets are a way of displaying extra information about your website on the search engine results pages.
This can be anything from ratings and reviews to the price of your services. It’s a great way to give potential clients more information about what you do before they even click on your website.
Make sure that you’re using rich snippets on your website to help you stand out from the competition.
Use PPC Advertising
Another way to ensure that you appear at the top of the search results is to use PPC (pay-per-click) advertising.
This is a form of marketing where you pay to have your website appear as the top result for relevant keywords. It’s a great way to get immediate results, but it can be expensive if you’re not careful.
Make sure that you’re using relevant keywords and monitoring your click-through rate. If it’s low, you’re not targeting the right audience, and you need to adjust your campaign.
Create Helpful Content
One of the best ways to market yourself as a lawyer is to create helpful content. This could be in the form of blog posts, infographics, or even videos.
Make sure that the content is relevant to what you do and that it’s helpful for potential clients. The more helpful your content is, the more likely people are to want to use your services.
You can also use this content to help with your SEO. Use relevant keywords throughout, and make sure that you’re linking back to your website. If you’re struggling, employ the use of a marketing tool to give you a boost.
#3 Use Heading Tags
Heading tags are a way of telling Google what the most important parts of your website are. They range from H1 (the most important) to H6 (the least important).
You want to make sure that you’re using these tags correctly. The H1 tag should be reserved for the title of the page, and then you can use the H2 and H3 tags for subsections.
This is a great way of showing Google what is most important on your website and will help you rank higher.
#4 Use Keywords Properly
As we mentioned before, keywords are essential for marketing a lawyer. You need to make sure that you’re using them in the right way, though.
The first step is to come up with a list of relevant keywords. These are the words and phrases potential clients will be searching for.
Once you have your list, you need to start working them into your website. As we mentioned before, this means in the titles, the meta descriptions, and the actual content.
Using them properly means using them in a way that sounds natural. It shouldn’t be obvious that you’re trying to stuff keywords into your website.
It also means making sure that you don’t overuse them. If you use a keyword too many times, it will start to look spammy, and Google will penalize you for it.
Using Keywords Early
A mistake many people make is not using their keywords early enough. You want to make sure that you’re using them in the first 100 words or so of your content.
This is because Google puts more emphasis on the beginning of an article than the end. By using your keywords early, you’re more likely to rank higher.
Of course, you still need to use them throughout the rest of your content. But if you can get them in early, it’s a great way to increase your chances of ranking higher.
Use LSI Keywords
LSI keywords are related keywords that you can use to help Google understand your content.
For example, if you’re writing about marketing a lawyer, some related keywords could be “attorney marketing”, “legal marketing”, and “lawyer advertising”.
Using these LSI keywords throughout your content will help Google understand what your article is about and will help you rank higher.
Natural Use of Keywords
As we mentioned before, it’s important to use keywords in a way that sounds natural. This means using them in a way that flows with the rest of your content.
For example, if you’re writing a blog post about marketing a lawyer, you could start with something like this:
“If you’re a lawyer, you know how important marketing is. But what’s the best way to market yourself? Here are some tips.”
As you can see, the keyword “marketing a lawyer” is used naturally and flows with the rest of the sentence.
Pro Tip: If you try to force keywords into your content, it will be obvious and make it difficult to read.
Use Alternate Keywords
Another great way to use keywords properly is to use alternate keywords. These are similar keywords that mean the same thing.
For example, instead of using the keyword “marketing”, you could use “promotion” or “advertising”. This is a great way to cover all your bases and make sure that you’re using the right keywords for your audience.
Using alternate keywords makes you more likely to reach a wider audience and attract potential clients.
#5 Utilize the Meta Description
The meta description is the short paragraph of text that appears under your website’s title in the search results. This is your chance to convince potential clients to click on your website.
You want to make sure that you’re using relevant keywords, but you also want to make sure that it sounds natural. You only have a limited amount of space, so you need to make sure that you’re using it wisely.
Think about what potential clients are going to be looking for and try to address that in your meta description.
Pro Tip: Your meta description should be 150 characters or less and include key information about the page being displayed in search results.
#6 Work on Technical SEO Factors
Technical SEO factors are the behind-the-scenes aspects of your website that you might not even think about. But they’re important for marketing a lawyer effectively.
Some of the technical SEO factors that you need to focus on include:
- Page speed: You want to make sure that your website loads quickly. If it doesn’t, potential clients are going to click away and find another lawyer.
- Mobile-friendliness: More and more people are using their phones to access the internet, so you need to make sure that they can still use your site without any problems.
- HTTPS: This is the secure version of HTTP, and you want to ensure that your website uses it. If it’s not, Google will penalize you.
Working on Page Speed
You can use Google’s PageSpeed Insights tool to see how your website is doing in terms of page speed. A website should take less than a second to load, and people are more likely to close it if it takes two seconds or more.
You also want to make sure that you’re using responsive design. This means that your website will adjust to fit any screen size without impacting the speed.
Working on Mobile Design
You can use Google’s Mobile-Friendly Test tool to see if your website is mobile-friendly. Over half of internet users surf on their mobiles, so if your website isn’t designed for mobile use, you’re going to lose a massive client base.
Working on Security
Making sure that your website is secure is a little more complicated. You need to make sure that you’re using SSL, which stands for Secure Sockets Layer.
This is a protocol that encrypts data that’s being sent between your website and the user’s browser. You can usually buy an SSL certificate from your web hosting company.
When you have it, you need to install it on your server. This can be a little tricky, so you might need to hire someone to do it for you.
Once installed, you need to ensure that your website uses HTTPS instead of HTTP. You can usually do this by changing the settings in your CMS.
If you’re not sure how to do it, you can contact your web hosting company, and they should be able to help you out.
Why Do This?
Making sure your website is fast, mobile-friendly, and secure is important for effectively marketing a lawyer. It will help you rank higher in the search results and make your website more user-friendly.
All of these things will lead to more potential clients finding your website and contacting you for legal help.
#7 Off-Page SEO is Important
Off-page SEO is anything you can do to market a lawyer outside your website. The most important thing you can do is get other websites to link to yours.
The more high-quality links you have pointing to your website, the higher you’ll rank in the search results.
There are a few ways that you can get other websites to link to yours:
- Guest blogging: This is when you write a blog post for another website.
- Directory listings: You can submit your website to online directories.
- Social media: You can use social media platforms like Twitter and LinkedIn to generate traffic to your website.
Pro Tip: Getting other websites to link to yours is a great way to market a lawyer effectively. It will help you rank higher in the search results, and it will also help you generate more traffic to your website.
Consider Using Local SEO
If you’re marketing a lawyer to a local audience, then you need to focus on local SEO. This type of SEO is designed to help you rank higher in the search results for people searching for lawyers in your area.
There are a few things you can do to optimize your website for local SEO:
- Claim your Google My Business listing: This is a free listing that allows you to control how your business appears in the search results.
- Make sure your NAP is consistent: Your NAP is your name, address, and phone number. It’s important that this information is consistent across all of your online listings.
- Generate citations: Citations are mentions of your NAP on other websites. The more citations you have, the higher you’ll rank in the search results.
- Get reviews: Reviews are a great way to show potential clients that you’re a reputable lawyer. The more positive reviews you have, the better.
#8 Use HARO
HARO, or Help a Reporter Out, is a website that connects journalists with sources. If you sign up for a free account, you’ll get daily emails with opportunities to be featured in the media and relevant publications.
You can respond to these opportunities by pitching yourself as a source. If the journalist decides to use your quote, you’ll be featured in their article.
It will help you build your brand, and it will also help you generate traffic to your website. Plus, it’s a great way to build relationships with journalists who can help spread the word about your practice.
Network Using LinkedIn and Social Media
LinkedIn is a great platform for marketing law firms. You can use it to connect with potential clients and referral sources. You can also use it to join groups and participate in discussions.
Social media platforms like Twitter and Facebook are also great for marketing a lawyer. You can use them to share your blog posts, articles, and other marketing materials. You can also use them to connect with potential clients and referral sources.
Maintaining a social media presence allows you to link to your law firm website and remain approachable to future and past clients through your social media posts.
Why is Marketing Important for a Lawyer?
Marketing is important for a lawyer because it helps you build your brand, generate leads, and attract potential clients that might need your legal services.
Most law firms don’t do enough digital marketing, and employing this strategy and putting a marketing budget aside can really help boost business.
There are a lot of lawyers out there, so you need to do everything you can to spread the word and show people that your offices exist and that you’re here to help.
Pro Tip: If you don’t market yourself, you’ll have a hard time building your business and attracting clients.
How to Stay on Top of the Latest Marketing Trends for Lawyers
Marketing for lawyers is always changing. New marketing channels and strategies are constantly emerging, so it’s important to stay on top of the latest marketing trends.
Here are a few ways to stay on top of the latest marketing trends for lawyers:
Read Marketing Blogs
There are a lot of marketing blogs out there that can help you stay up-to-date on the latest marketing trends.
Subscribe to Marketing Newsletters
There are also several marketing newsletters that you can subscribe to. This will help ensure that you always have the latest marketing information at your fingertips.
Attend Marketing Conferences
There are marketing conferences held throughout the year that can help you stay on top of the latest marketing trends.
Are Conferences Important for Lawyers to Market Themselves?
Yes, marketing conferences are a great way for lawyers to stay on top of the latest marketing trends. They’re also a great way to network with other lawyers and marketing professionals.
If you’re looking for marketing conferences to attend, here are a few that we recommend:
- The Legal Marketing Association Conference
- The ABA TECHSHOW
- The National Law Firm Marketing Conference
- Marketing Your Law Firm: The Essentials
Marketing Your Law Firm: The Essentials is a marketing conference that is specifically designed for lawyers. It covers a wide range of marketing topics and is a great way to learn about the latest marketing trends.
When is the Best Time to Market Your Law Firm?
The best time to market your law firm is when you’re ready to generate leads and attract clients. If you wait too long to start marketing, you’ll miss out on opportunities to build your brand and generate leads.
The moment you decide to open up your practice, you should be working on advertising and bringing new clients in. Appeal to their struggles and show them how you can help them through their legal battle.
Pro Tip: Relatability is essential, and your clients want to feel as though they are talking to a real person who understands their struggles. Remember to remain empathetic in person and when marketing yourself.
Do people have good experiences with law firm marketing?
There is no question that law firm marketing can be an effective way to attract new clients and grow a practice. But does it always lead to positive experiences? For the most part, yes. Most people who use law firm marketing services report feeling satisfied with the results. They say that the process is straightforward and that they feel confident in their ability to reach potential clients. In addition, they appreciate the fact that they can tailor their marketing approach to their specific needs and goals. As with any service, there are occasionally negative experiences reported. But on the whole, people who use law firm marketing services tend to be pleased with the results.
Do I need to Bring in a Law Firm Marketing Expert to Market our Law Firm?
You may be wondering if you need to bring in a law firm marketing expert to market your law firm. The answer is that it depends on your situation. If you have the time and resources to invest in marketing, then you may be able to do it yourself. However, if you don’t have the time or resources to invest in marketing, then you may want to consider hiring a law firm marketing expert. There are a few things to consider when making this decision. First, you need to decide what your goals are for your law firm marketing campaign. Second, you need to assess your current marketing budget and resources. Third, you need to determine whether or not you have the time and expertise to execute a successful marketing campaign. Once you’ve considered these factors, you’ll be able to make an informed decision about whether or not hiring a law firm marketing expert is right for you.
Marketing a lawyer effectively is important in order to stand out from the competition, attract potential clients, and build your business. There are many ways to go about marketing a lawyer, but some of the most effective methods include making sure your website is mobile-friendly and secure, getting other websites to link to yours, and using HARO. These strategies will help you rank higher in the search results, generate more traffic to your website, and build relationships with journalists.