Marketing for Law Firms
Did you know that more than 95% of people seeking legal consulting use a search engine to do so? This has recently turned San Diego into a very competitive market in terms of digital marketing. Law firms are heavily investing into their SEO, paid ads, lead generation, web design, social media, and content creation. This is especially true for paid advertising such as Google AdWords. If your law firm website cannot rank in the top 3 on the SERPS, then you will likely be dominated by competitors using ads and investing heavily in organic local SEO.
SEO for Law Firms
Keyword Research
Which type of law do you practice? If you have a specific niche that you are targeting, it is important to use keywords that your prospective clients will be searching for. Three things to look out for when undertaking law firm keyword research are traffic, competition, and relevancy.
Website Optimization
Creating useful content on a steady basis is vital to ranking high on search engines. Ensure that it’s relevant to prospective clients. New content should also have synergy with your keyword strategy. Current content should be optimized using existing SEO tactics. Individuals looking to hire legal support generally value a user-friendly website experience. Keep this in mind as you optimize the “flow” of your site and sales funnel.
Link Building
Attaining backlinks is crucial for ranking well, especially in the legal industry. These links need to be from websites that rate highly in quality, authority, and trust. Legitimate law firms have backlinks from a diverse group of websites, while still remaining relevant to their specific niche or specialty.
Local SEO
Local search engine optimization strategies differ between single-service law firms and multiple-service law firms. The number of locations also plays a factor in determining how to structure local SEO efforts. SunCity Advising has helped numerous law firms optimize their websites, boost leads, and increase marketing ROI.
Click here to learn more about how to rank your website on the search engine results page with technical SEO.
Is PPC Worth it for Law Firms?
Pay-Per-Click Advertising is more important for law firms than for most other industries. This is because paid ads can be delivered to prospective clients at the exact time they require legal help. In this sense, the power of online paid advertising is often underestimated. The unfortunate drawback is that PPC for lawyers is very competitive. When searching on Google for “San Diego divorce attorney,” for example, the first 4 results are paid ads.
These attorneys could be paying upwards of $50 per click! If not deployed correctly, your paid advertising campaigns can lose a lot of money. First-position law firm PPC ads can deliver click-through rates higher than 6%. The best PPC ad types for law firms on Google AdWords are display ads, search ads, and remarketing ads. SunCity Advising has experts in the PPC field, specifically relating to law firms, and individual lawyers and attorneys.
To learn more about how Pay-Per-Click Advertising can help your law firm, check out our in-depth service page on PPC.
Law Firms Should Use… Social Media?
One of the biggest marketing mistakes law firms make is ignoring social media. When law firms include social media in their marketing strategy, branding and trust-building reap the benefits. However, most law firms that take advantage of social media, only use LinkedIn. This platform can be extremely effective at generating leads and sales. In fact, SunCity Advising specializes in optimizing law firm LinkedIn accounts to generate massive amounts of relevant traffic.
The ideal law firm marketing strategy must include more platforms than just LinkedIn, though. Facebook, Instagram, and even Yelp are crucial to achieving digital marketing success. SunCity Advising has access to management and research tools which utilize all aspects of law firm social media to the maximum capacity.
Web Design for Law Firms
Flexibility is of the utmost importance regarding law firm web design. The SunCity Advising team has created websites for countless individual attorneys and large-scale law firms. From simple websites to detailed sales funnels, our specialization delivers quality sites with fast page speed. We often combine our search engine optimization strategies with web design tactics in order to achieve the highest possible rankings and the most user-friendly site experience.
Content Creation
Similar to social media, content creation is often ignored by legal professionals. On the contrary, the SunCity team puts an emphasis on valuable content in the legal industry. Because PPC is so competitive, organic SERPS rankings become increasingly important for law firms. One of the key strategies to organically ranking is creating valuable relevant content on a consistent basis. SunCity Advising employs content creators and curators that specialize in legal-centric writing.
Extensive keyword research is required in order to be successful in creating content. Once you know which keywords to use, the next step is structuring everything properly. This includes correctly placed and sized headings, internal and external links, and much more. Furthermore, once you create a solid piece of legal-focused content, you cannot just leave it alone. Existing content optimization must be carried out in order to continue ranking for that page. All in all, content is truly king in achieving high search engine rankings for law firms.
Lead Generation for Lawyers
Lead Generation is one of the most impactful areas of digital marketing to law firms. The number of leads coming in on a monthly basis can make or break the career of an attorney or member of a law firm. Law firm leads can be generated through email marketing, social media, blogging, paid ads, and countless other methods. The SunCity staff has done the dirty work of running split tests for all of the different methods; now we know what to recommend to attorneys and law firms based on their size, location, number of locations, legal practice type, and other variables. Obtaining leads that are both relevant and cost-effective is a daunting task, but SunCity Advising has a track record of delivering lead generation results that drive growth.
Does your law firm need marketing help?
SunCity Advising’s success with law firms speaks for itself. Whether you are a solo attorney or part of a law firm, a solidified marketing strategy is a valuable asset. If you have questions regarding how your law firm can utilize SEO, PPC, web design, social media, lead generation, or content creation, contact us today.