A good digital marketing strategy is key to your law firm’s success. We have summarised the top marketing strategies for law firms in 2023, which can be incorporated into your marketing plan.
Build Credibility and Trust
Building credibility is essential when generating new leads and attracting new clients.
Google is a search engine that many people utilise and trust. Making sure your website is ranking in search engines for specific services and key terms relating to your law firm will give your audience more confidence in your brand.
Legal 500 and Chambers and Partners
Within the legal industry, ‘Legal500’ and ‘Chambers and Partners’ are credible sources that will help build trust between you and your clients. Asking these sites to display your brand on their pages will help market you to a wider audience and give more credibility to your firm.
You can also build credibility and trust by showcasing ‘Legal500’ and ‘Chambers and Partners’ quotes on your website and social media platforms.
Awards
Legal industry awards help build trust with potential clients. Make sure all your awards and accreditations are displayed and kept up to date on your websites pages. Tela would recommend adding service specific awards and accreditation to the pages for that team.
Reviews
Reviews are a great way for potential clients to understand your company from another person’s point of view and build trust. You can accumulate reviews by using trusted review platforms such as Trust Pilot. Once you have built up a good bank of reviews, you can display them on your website.
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is the process of improving the quantity of traffic visiting your site.
On average, the first five results on the Google search results page receive 67.60% of all clicks.
Implementing an SEO strategy to your marketing plans for 2023 should be a priority in order to attract as much of this traffic to your website as possible.
SEO can be a long process when working through your whole website. Tela would recommend prioritising your most important pages and working on them one at a time. As you are doing this you can then track your results to see how effective your SEO has been. Please note, after making changes to your pages, it can take up to 6 months for Google to recrawl your site and decide where it wants to rank you. You can use tools like Google Search Console to speed up the process.
Create Regular New Content
The more quality content you publish, the more chance you have of your site having greater authority and being prioritised in search results.
News and Insights (Blogs)
News and insights on your website are a great way to create new, fresh content to keep your audience up to date. This not only shares the latest news/cases published with viewers, but it also shows your knowledge of the industry. Creating posts with useful and interesting content for your clients will help your reputation grow. This in turn will help you with lead generation and engagement.
Relating your posts to your practice areas and writing posts about niche topics, will narrow down your audience and make the content more relevant to them. It will also give you a greater opportunity to rank in SERPs for topics that may be more likely to convert potential clients.
Webinars and Podcasts
Webinars and podcasts are becoming an increasingly popular way to connect with potential clients and share information. These tools are great for building brand exposure, showcasing expertise and educating clients in a more simplistic format that requires little effort for them to watch or listen.
Video Content
Video content is an effective way to communicate with your audience and keep users on your site for longer. Video content can be both promotional and educational. Most users find videos easier to digest and watch than reading long pages of text.
Embedding Youtube videos onto your website is also great for SEO.
Frequently Asked Questions (FAQs)
FAQs improve user experience on service pages, as they are a quick and easy way for viewers of your site to find answers to questions.
They are also a great way to drive high-quality traffic to your website as people tend to type questions into search engines to find answers to queries. If you have an answer to someone’s question on your expertise page, you could be ranking in search engines for that particular question.
FAQs are great for SEO as they provide search engines with relevant content which helps them understand your legal expertise. Using FAQs will give your website a higher chance of appearing in Google’s featured snippet which results in high visibility.
Optimise Profile Pages
Profile pages are essential in creating a personal connection with your audience. All profiles should be kept up to date. The best way is for lawyers to write their own profiles, this gives a personal touch and highlights their knowledge, expertise and accreditations. Contact details and up-to-date photos are also important to include as they make the firm feel more approachable.
Final Thoughts
The best way to make sure that your law firm’s website is performing well is to have a good digital marketing strategy. It is often a case of experimenting with different content to get the best results. Keeping your website up-to-date with news, case studies and examples of good practice will help. Ultimately, good relevant content and utilising socials, videos and podcasts will be the start of a great strategy.
