An effective online marketing strategy is integral to a growing law firm. You don’t need to hire an expert to establish your brand and attract new clients. However, many attorneys make these common mistakes when marketing their law firm online. Are you one of them?
Many Attorneys are Inconsistent
Consistency is key when trying to establish an online presence. You want prospective clients evaluating your law firm to get a real sense of your product. That means consistency throughout your website and all other online profiles. Before you start, outline your values and aesthetic. What impression do you want to leave on visitors to your site?
Remember, it’s okay to change these values and goals as time goes on. Making adjustments based on what you have learned is important, but try to keep these changes to a minimum. The more consistent your law firm is, the more recognizable it is to potential clients.
Some Law Firms Hurt Their SEO
SEO stands for Search Engine Optimization, and it’s an important tool when it comes to online marketing. Building your online brand, and improving your website’s SEO is straightforward, but takes time. As your SEO improves, you will attract more traffic to your site.
Some attorneys jeopardize their website’s rankings with search engines by using “black hat” SEO strategies. These methods of rising to the top quickly never pay off in the long term. Be wary of any “SEO expert” that promises to get you to the front page of Google.
You can improve your law firm’s rankings by adding high quality content to your website and blog, and focusing on keywords a client may use to find you. When potential clients search those terms, the most relevant sites show first. The more optimized your website is, the higher up your search result will be.
Some Lawyers Avoid Blogs and Social Media
The best way to catch the attention of potential clients is to appear more frequently in their life. Blogs and social media accounts are a very effective way of establishing an online presence. It’s a mistake when attorneys dismiss blogging or Twitter as irrelevant.
When posting, attorneys should have a good balance of content – no more than 10% should be promotional. This way you remain relevant to your followers and readers. Watch your audience grow over time.
Managing a blog and different social media accounts can also push more traffic to your website, improving your SEO. The more helpful and relatable content you post, the more people will click on your links.
Remember what we said about consistency? Use the same account name and profile picture whenever possible so your accounts are easy to find.
Some Attorneys Ignore Analytics
It is much easier to improve when you know what works for your firm. Some attorneys invest time and money into their online marketing efforts, but then forget to analyze the results. This can make it difficult to optimize campaigns and strategies. Free analytical tracking tools like Google Analytics help you determine what is working, and what is not.
Analyzing your website visits or Twitter statistics can help attorneys further understand how to appeal to their audience. You’ll find that some of your pages and keywords are working better than others.
Effectively marketing your firm online does not have to be difficult or expensive. Avoid these mistakes to continue to grow your business. Bookmark our blog for more legal marketing tips and other practice management advice.
CASEpeer is a legal case management software designed for personal injury attorneys. From intake to settlement, our robust features help law firms become more proactive and powerful. For more information on CASEpeer and our features, click here.