Many of us turn to a lawyer when we are presented with a legal problem that due to its complexity, we are unable to solve ourselves. Visiting a law firm has a component of urgency and necessity, but quality is not sacrificed for this. When users search to hire the services of a lawyer, they try to find a reputable and trusted professional.
When searching for law firms, as well as in the decision-making process, it is important to differentiate yourself from other professionals in the sector. For this reason, SEO craig Mullins have compiled the most important points to consider if we want to draw up a solid and lasting marketing strategy for law firms.
1. Google Campaigns
In the legal world, Google Ads is a good tool to get qualified leads from users who register on our website. The Google Ads campaigns that can work best for us are the search ones, focused on users who search the Google results for words related to the legal profession.
These campaigns have a high conversion rate, since they are shown to the user when they are looking for services similar to ours, so they are more predisposed to hire it than if we impacted them while consuming leisure on another digital channel. In addition, we can accompany our search campaign with another display campaign, which consists of appearing in advertising banners in magazines, newspapers, or blog, focused on users who have recently searched for this type of service.
2. Create a Web
The website of our office or firm may be the first contact that our future clients have, and, therefore, it will serve as a channel for recruitment and loyalty. Create a good design, that is, a good website with specific landing sites for the services you offer, with a contact form so that clients can make appointments.
In turn, the website must be easy to use, intuitive, with clear and persuasive information. We must not forget to incorporate the contact telephone number and email, showing them in well-visible places within the page so that users can contact us quickly.
3. Optimize SEO
Regarding SEO, we must take into account a series of factors that influence the organic positioning of a web page.
For Google to understand the content of our page or blog, with the intention of positioning us as high as possible in the Google search engine, we must carry out a series of actions. For example, choose a specific keyword and add it to the title of the page, to the URL, in the subtitles, in the first paragraphs of text, use bold in some words and in the alt and name tags of an image, etc. In this way, the search engine will understand our content and we will be able to position ourselves higher in the search engine. In addition, we must make sure to add external links that point to our website, as well as internal ones, that is, that takes the user to different parts of the website.
Apart from the content, it is important to adapt the web to mobile devices and that the speed of them is as high as possible.
4. Work the Location
Location is important if we want customers to find us. To do this, there is no better way than to have an optimized listing in Google My Business. This free tool gives us endless possibilities, in addition to being geolocated, since it connects with Google Maps, which makes it faster for clients to search for our firm, both in search results and on the Google map itself. Maps.
SEO Craig Mullins offers potential client’s information about the services offer, our hours, address and contact telephone number. We can also link our professional website, which will help us improve our local SEO.
As an added bonus, Google My Business allows clients to leave comments and reviews about our law firm, improving our online reputation and building trust for other potential clients.
5. Social Media
Facebook, Instagram, and LinkedIn are the main networks to gain visibility in the legal sector. Each social network has its audience segment with a different age target and a type of publication with differentiated characteristics, so we must adapt the creativity and message to each network so that they are effective and capture the attention of the target audience of each channel.
We should try to create attractive posts that generate expectations and encourage our followers to “like” and “share”. If we have a corporate blog, social networks can be a channel to publish this type of content, and get more traffic, while improving our brand image.
The fact of having an attractive social network helps us to generate professional branding that differentiates us from the competition and makes us a benchmark in the sector.
6. Email Marketing
As we always say, you have to take advantage of email marketing within a strategy. Email marketing is one of the techniques that achieves the highest return on investment and is one of the best ways to keep in touch with our clients. Contact with our clients is essential, especially at certain times of the year, when our services are most in demand.
With this channel, we create a closeness, something that comes in handy in a sector such as the legal profession. With email marketing we can get people to have us positioned in their mind when they have to resolve legal issues.
The emails must be informative, remembering appointments if they have been made, inform of the appearance of new laws or changes in some of them, etc.
7. Create a Blog
Creating a blog on our website and publishing informative content related to the legal sector can be a success factor in our digital strategy.
The content of the blog must be of quality, it must contribute something valuable about legal matters and it cannot be a copy from another source (since Google seriously penalizes duplicate content). In this way, we will increase the authority of the web and, as with social networks, we manage to generate professional branding that sets us apart. In addition, it will also influence the positioning. Why does it influence SEO? If our blog entries have been worked on aspects that users search in Google and we manage to position them in the top positions of the search engine, they will generate a lot of traffic to our website.
On the other hand, if we create attractive content that can be shared or linked by other websites or organizations in the sector, we will get quality inbound links, which will give us an organic positioning plus, as well as traffic. All of this is taken into account by Google when it comes to positioning our website on its search pages.