Attracting leads is a challenge for many law firms and it is usually because of unfamiliarity with the process of digital marketing. This position is relatively easy to overcome by using a balance of digital marketing best practices. When it comes to generating leads, attorneys can possibly have amazing results with digital marketing. Here are some strategies for attorneys to consider.
1. Practice Basic Website Optimization
Some law firms fail to recognize the power of online marketing. These law firms might have a website that does nothing to attract leads. The website just sits there with contact information and maybe a few articles. But this isn’t the best use of a website for lead generating purposes.
Your website is there to provide useful information, but it’s also there to turn leads into customers. You want to collect their contact information and build a business relationship. Online marketing strategies, when done right, can potentially attract dozens of leads weekly.
The easiest strategy is to at least make sure your website makes it easy for leads to provide their contact information. Otherwise, leads will visit your website and leave without making contact. An unprofessional or incomplete website will have a negative effect on your practice. Your website is more than just an online business listing. A good website builds trust, and that’s how you generate new leads.
So if nothing else, make sure your website is professional, provides information people can use and encourages leads to make contact. This is known as a general rule of thumb for law firms, but there are more advanced strategies for when you’re ready to step it up a notch.
2. Optimize Your Website to Perform as a Lead-Generating Powerhouse
You’ve already got a decent website that does relatively well with attracting leads. Now is the time to optimize that website to perform even better.
One simple way to achieve this is by including a contact form on your website. This is a step up from simply providing your contact information and asking people to contact you. A contact form will convert a visitor into a lead by getting them to provide their contact information.
A basic form asks for details such as name, phone number, and email address. You may also include a space for the lead to ask a question or make a comment.
Once the form is complete, you’ll receive an email notification stating the details provided in the form. And just like that, you have a potential lead with which to interact. You’ll possibly receive several notifications per day if your website is performing well.
Embedding a lead capture form on your website is essential. A form builder is a plugin that makes a form available on a specific webpage. You can choose a form builder that provides a look or style that you prefer. But the main goal is that the form generated works well, and requests the desired information.
3. Marketing Via Email
Email marketing works because it’s personal and direct. If your law firm has a person’s email address, it’s likely the person wants to hear from you. That means you can send the occasional newsletter or just a friendly note reminding the prospect of your service. But avoid sending too many emails. You don’t want to become annoying and get sent to the spam folder.
It’s important to make sure your email list consists of qualified prospects. These are the people who willingly complete the form on your website. By completing the form, they’re giving consent to join your email list. Once potential plaintiffs are on your list, you can provide useful information that makes them more likely to become a paying client.
4. Advertising Online
Online advertising is cost-effective when done right. Not only is it cost-effective, but it’s also relatively easy to monitor results. Another benefit of advertising online is that you can focus on a specific group. For example, Facebook allows you to optimize ads for a specific demographic and Google Adwords allows you to target specific search terms.
Online advertising such as on Facebook and Google is referred to as pay-per-click (PPC) advertising. PPC advertising is competitive, and you could end up spending more money than you should. It’s best to speak with an online advertising professional for help in this area.
Writing informative blog posts about legal topics is a great way to attract leads. Writing also provides an excellent way to include targeted keywords on your website. Consistency, interesting topics, and tone are the keys to successful blogging.
Speak in a way that your target audience understands. For a law firm, this means avoiding legal jargon that most people wouldn’t understand. If the prospect needs a law degree to understand your writing, then you need to make it easier.
Draw on your legal experience to offer helpful advice. Provide answers to questions you think prospects will ask. Also, make it convenient for readers to share your blog posts on social media.
A blog is an important marketing strategy and businesses with blogs attract more leads than those without blogs. Make your blog a priority and use it to benefit your readers and your law firm.
6. Search Engine Optimization (SEO)
SEO is a method to get your website or blog a good ranking in search engine results. Most people use Google or a similar search engine when online. When your website is optimized for a particular keyword, you’re more likely to appear in the search results.
The overall goal of SEO is to increase your website traffic. This is accomplished by getting your website to rank high in the search engine results pages (SERPs). It is important to conduct intensive keyword research because this helps you determine which keywords are best to target.
7.Marketing with Content
The content you create can generate a significant amount of traffic for your website and of course, that traffic can turn into qualified leads. Content includes information on your blog, ebooks you write, webinars, videos, and more. The goal of content marketing is to share useful information while also positioning yourself as an expert in your field.
The more your content is shared, the more links you’ll have on the Internet. This can boost your website’s SEO and placement in search engine results. Never underestimate the power of providing free information that people can actually use.
8. Marketing with Social Media
Marketing via social media can potentially produce great results. The most popular platforms for marketing are Twitter, Facebook, Instagram, and LinkedIn. You can create accounts on these social media platforms in order to engage with other users. When you make a post or comment, you should occasionally share a link to your website. You should also list your website and contact information on your profile page.
9. Quality Lead Generation Services
Law firms don’t have to go through the long process of finding qualified leads on their own. Firms such as Broughton Partners offer legal marketing services to attorneys and law firms looking for reliable and actionable leads for a variety of personal injury lawsuits. Broughton Partners uses traditional and digital marketing techniques by expert lead generation specialists to find qualified retainers.
It has become an increasingly competitive landscape for lawyers and many are finding themselves spending too much time on lead generation. Services provided by Broughton Partners seek to help law firms bring in qualified plaintiffs.