How to Give Your Law Firm's Marketing a Much-Needed Boost
Law firms are like any other business - they need to give their market the care and attention that it deserves. Underfunded or unenthusiastic marketing campaigns will always fail, but simply ensuring appropriate funding and then setting your workers to work won’t be enough. If you want your law firm’s marketing to stand out from your competitors, you will need to work to make it so.
Invest in Good SEO
Search engine optimization is a vital component of a well-rounded business strategy. SEO falls under the banner of marketing, but it will be most effective when all of your business is aware of its importance and can incorporate SEO considerations into their own departmental strategies.
If you can find a business that has experience in providing SEO for attorneys specifically, you should leap at the opportunity to work with them. If you’ve never really thought about SEO before, bringing in SEO professionals who have already worked with attorneys will enable you to hit the ground running.
Produce Pages for Each Service
Many law firms today are actively taking on cases in multiple different areas of law. If yours is one of these more versatile law firms with a diverse range of offerings, it is better to produce separate web pages for each service, rather than relying on a single page being able to sell all your different services.
It is also easier to optimize your SEO for a number of individual pages than to try and have a single page score very highly on a number of very different search terms. Make sure that your website informs potential clients of all the services that you offer and that you have pages about each service that are detailed enough to demonstrate your competence.
Play Up Your Branding
Branding provides businesses with a valuable shorthand that they can use to communicate more efficiently with their customers. No matter what specialty your law firm primarily practices, you will likely have at least one area that you are much more competent in as a whole business.
It usually makes sense to focus your branding around the type of law that you practice the most, the one that comprises the mainstay of your billing.
Add a Blog to Your Website
Adding a law blog to your website is an excellent way of giving people a reason to come to your website, other than when they are searching for your business specifically, of course. Someone who stops by to read a useful law article on your website’s blog might then go on to buy something from you. Another key advantage to having a blog is that it will keep people coming back to your website, again and again, ensuring that they notice new developments.
Law firms need to market themselves just like any other business does. In fact, law firms are often entering one of the most competitive markets that there is. In this tough environment, only the strongest businesses will survive. The better and smarter your marketing is, the better your chance of beating your rivals.