Category: Law Firms

Marketing for law firms may seem unusual at first glance, given the restrictions imposed by governing bodies such as the American Bar Association (ABA), prohibiting firms from using promotional language and expertise claims. However, these limitations should not discourage attorneys from promoting their practice.

In today’s digital age, information is readily accessible. As a result, prospects do not limit their search for the best legal firms to newspapers or through references. They seek digital avenues to identify trusted legal advisors.

Further, the global legal service market grew to $838.92 billion in 2023. Similarly, the B2B legal services market reached $459.59 billion in 2023, indicating tremendous growth opportunities. Hence, law firms require strategies to promote and ensure their prominence in a competitive marketplace.

Let’s explore the top marketing strategies to position your practice as a credible firm.

Best Marketing Strategies to Scale and Promote Law Firm

The promotion of any business requires marketers to deliver their message consistently to their target market on a large scale to sustain profits. A winning marketing tactic includes methods for reaching customers through traditional and digital channels. Hence, this blog covers 11 ways to promote law firm through both aspects of marketing.

1.     Build a Robust Referral Network

Referrals are the most effective yet straightforward way to attract more leads. Most people know the law business revolves around relationships and reputation. However, referrals from existing clients are less effective. Instead, marketers can capitalize on referrals by building a referral network with other practitioners.

It can include connecting with other lawyers, accountants, paralegals, financial advisors, and business professionals who often interact with individuals requiring legal services.

Marketers should identify prospects who serve a similar client base or operate in a complementary field. Consider connecting with them and discussing possible partnership opportunities on social media platforms.

A highly effective method for encouraging professionals for referrals is offering referral incentives, such as discounts for future services or gift cards.

2.     Improve Content Marketing Campaigns

Law firms must improve their content marketing efforts with blog posts as they remain one of the most popular forms of online content. According to a recent study, about 77% of internet users read blogs regularly. Further, businesses that employ blogs receive 97% more links to their website.

Hence, creating high-quality, informative, and valuable blogs should be a top priority of a content marketing strategy. Businesses can discover relevant law industry-related topics, share their views on legal matters, and provide legal advice through blogs. You can convey opinions on famous cases or answer commonly asked questions.

You can also write guest posts for other popular blogs in the legal industry. It is an excellent inbound marketing strategy that involves writing blogs for other sites to build authority and generate more leads.

3.     Elevate Search Engine Optimization (SEO)

Search engines are undoubtedly the most valuable lead sources available. However, to effectively generate top-quality leads from platforms like Google or Bing, securing a prominent position on search engine results pages (SERPs) for industry and practice-specific keywords is prudent. According to statistics, the first page of search results generated 39.8% CTR rates in 2023.

To leverage these results, SEO is an essential law firm marketing strategy that can enhance online visibility. SEO tactics can include:

• Strategically integrating relevant keywords throughout the website, including blog posts and landing pages.
• Acquiring backlinks from reputable and trusted websites to boost the site’s authority.
• Regularly updating and republishing existing online content to maintain relevance and engagement.

Law firms can utilize SEO tools such as Google Analytics, Ahrefs’ Backlink Checker, Google Keyword Planner, etc.

Further, the Google Keyword Planner can assist a law firm in determining the ideal keywords popular in the legal niche. They may employ the most searched keywords or long-tail keywords with the right intent to target relevant audiences.

With effective SEO practices, businesses can make their content stand out among competitors. As a result, when individuals search for legal services on Google, they encounter these web pages first.

4.     Using Email Marketing

Despite the rise of several social media channels, email remains among the topmost effective ways to reach potential clients. Statistics show that organizations can earn $36 in return for every $1 spent on email marketing. Further, email marketing is one of the best business growth strategies, which can help achieve an impressive 4.5% conversion rate for legal firms.

For effective email marketing, law firms can use their website to encourage newsletter subscriptions or get a customized attorney email list. Besides, they can employ CRMs to visualize a prospective client’s current position in the sales funnel, facilitating automated targeted email communication.

5.     Invest in Video Marketing

A study shows that 92% of video marketers reported that video gives them a positive ROI. Another report showed that 66% of online consumers consider short-form videos more engaging to learn about a service or product. These figures indicate that investing in video marketing can increase a law firm’s visibility and brand awareness.

Besides, videos can enable businesses to deliver quality and engaging content to captivate viewers’ attention for longer. Video content is a versatile resource for promoting legal services, introducing the legal team, or establishing industry authority.

For example, law firms can create informative videos on criminal lawsuits or necessary things to remember about divorce cases. They can share these videos on the firm’s social media handles and websites to broaden their market reach and generate leads.

6.     Optimize the Website for Lead Conversion

A thoroughly optimized website dominates the search engines and successfully attracts client traffic. Besides, it is imperative to provide website visitors to engage and linger. Remarkably, close to 74% of individuals visit a law firm’s website to take action. Therefore, the website’s design and functionality can either guide these visitors toward becoming new clients or potentially discourage them from further interaction.

Since significant web traffic comes through mobiles, the website must be easy to navigate and mobile-friendly. Ideal website designs should feature successful case studies, client testimonials, and pictures of the legal team, loading within a few seconds.

Further, it must include clear calls to actions (CTAs), appearing as buttons or links. CTAs should compel prospective clients to connect with the practices or provide law firms with follow-up information.

7.     List the Law Firm in Legal Directories

Attorneys can efficiently promote law firm by registering in online legal directories. Such directories can help legal firms ensure their website presence in local business and industry listings. It allows them to connect with industry professionals, acquire credible backlinks, and improve search engine visibility.

Here is a list of legal directories that lawyers and attorneys can utilize.

8.     Social Media Marketing

LinkedIn is among the top channels in legal marketing, with 87% of lawyers leveraging it to network, connect, and even promote law firm. Lawyers also leverage Facebook to reach clients as a part of their law firm’s marketing. Through their Facebook Business Page, they benefit from the platform’s advanced ad creation and post promotion tools, which enable them to reach the target audience.

Law firms can consider setting up Facebook and LinkedIn profiles. These profiles will facilitate lead engagement, build credibility, and enhance SEO, making them valuable platforms for staying relevant and connecting with the audience.

9. Leverage Paid Google Ads

Pay-per-click (PPC) advertising remains a less popular digital marketing approach among law firms. It is due to the restrictions imposed by ABA. However, law firms must understand that attorney advertising is not out of bounds if they follow the ethical rules prescribed by the ABA. These guidelines revolve around protecting the consumer from misinformation and false advertising.

Another reason is the high cost per click (CPC), reaching $130 every time someone clicks the ad in highly competitive legal niches like personal injury. However, if legal businesses allocate a substantial advertising budget for PPC, they can generate leads much faster than other organic methods.

Here are a few practices to improve the effectiveness of PPC ads:

• Target phrases or keywords with the right purchase intent but are relatively low competition.
• Utilize dynamic ad copy tailored to each searcher, helping maintain relevance to the potential prospects.
• Creating custom landing pages that effectively convey the value proposition and reinforce the offer.
• Gain insights on the entire PPC funnel to optimize the marketing campaign and reduce costs.

10. Monitor the Online Reputation

Positive online reviews are highly effective for attracting quality leads and offering a consistent influx of new clients. Google search results for businesses display reviews, compelling Google users towards pages with four stars and above ratings, making them their prospective clients.

However, securing positive online reviews and testimonials does not require a one-size-fits-all approach or a shortcut. Instead, the key is to deliver an exceptional client experience, motivating existing clients to share their feedback voluntarily.

While it is acceptable to encourage past clients to write reviews to promote law firm, adhering to the governing authority’s guidelines is crucial. The ABA prohibits offering rewards or incentives in exchange for reviews. Hence, ensure following these practices to leverage the benefits of reviews and testimonials.

11. Participate in Industry Events

Industry events offer an excellent opportunity to connect with B2B prospects. Law firms can use multiple tactics to network with professionals from the industry and promote law firm as reputable and knowledgeable sources. They can host or sponsor local events and attend Chamber of Commerce meetings to attract and communicate with them.

Statistics indicate that 50% of law firms capitalize on event sponsorship as a primary marketing channel. However, before attending a networking event, prepare and consider the message to introduce the law firm.

Firms can research and identify potential clients or referral sources to connect with and prioritize meeting them beforehand. After the event, the legal businesses can follow up with contacts by sending a personalized email or LinkedIn message.

Conclusion

For any law firm, a result-focused marketing campaign is essential. Consider the above strategies and promote law firm successfully. Establish smart and measurable goals that align with B2B marketing strategies to propel a legal service business far ahead of its competitors.

Also, note that the initial marketing campaigns deployed may lose effectiveness over time. Hence, marketers must take the necessary steps to inject their marketing efforts with the latest trends and strategies. Further, ensure to improve and refine these methods with time to yield a productive return on investment.