7 Ways Grow your Law Firm with Digital Marketing

#6 Might Surprise you.

2.     Create a responsive website

Your website is the cornerstone of your digital marketing. Think of it as your office building. It is your chance to make an impression on potential clients. Even the ones that come in as a referral will visit your website. If you haven't upgraded your website in a while, now may be the time to do so. 

But before you make any changes, let's discuss what we mean by the term "responsive website."  Responsive web design solutions allow law firms to manage a consistent presence regardless of your potential client's device. This means that your website will look proportionate regardless of which screen they view your content. 

In 2019 mobile searches overtook desktop searches, according to Google. If a potential client has a bad experience while interacting with your firm when using a tablet or smartphone, that will result in lost business. In addition, Google gives preferential placement to mobile-friendly websites, so if you want to see your site in Search Engine results, having a responsive website is a must. It also increases the likelihood of the site visitor calling your firm for an initial consultation. 

3.     Don't confuse conversions with new clients

It is easy to get frustrated with marketing. You invest time developing your personas and creating the perfect website with the proper call-to-action. But you haven't landed a single client. The goal of your website and marketing, in general, is not to get you additional clients…immediately.

Only 8% of those who visit your site will be ready to sign a contract immediately. So, what about the other 92%. You will want to focus on both groups. Sure, close the 8%, but have a plan in place for the other visitors. This is where conversions come into play.  It is also where so many lawyers miss the mark. When someone visits your website, you want to focus on conversions. 

You'll want to create some value exchange in which you and your potential client get to know one another. If visitors might think they need your service but aren't sure. Provide them with FAQs (frequently asked questions) of other clients. We advise that you not give them all the answers but give them enough to get comfortable with you and your style. 

Another way to convert a potential client is to invite them to download a checklist in exchange for their email. Think about their pain and what they need to know right now. Give it to them; the first person that adds value to a potential client typically wins. They will remember you provided them with the checklist (because your firm's name is in the footer). Be sure to measure conversions by using Google Analytics. You can see which conversion tactic works best to create more of the same type of content and ultimately win more clients. 

4.     Keep your Google Business Profile up to date

Google allows you to list your business using Google Business Profiles (formerly Google My Business). We discussed earlier how your website is your virtual office front. We want you to think of your Google Business Profile as your business card.

If you haven't done so already, register your firm here. This is a free service by Google that increases your marketing efforts. It also allows you to manage your Google Search and Google Map information. You'll want to ensure that your listing is up to date and filled out completely so that it is optimized to appear in searches. 

Your Google Business Profile is the #1 Ranking factor for appearing in Google Maps. Google wants to deliver the best content to those searching for your services. When you've taken the time to fill out your Google Profile, you are signaling to Google that you are legitimate and trustworthy. As a result, Google will rank you higher than competitors that have not updated their listings.

Pro tip: Add pictures and post to your listing – shoot for one-two a month. You will see an increase in your organic traffic. 

5.     Get Google Reviews

While we are on the topic of being trustworthy, let's talk about Google Reviews. Here are some stats you should know:

·       90% of consumers read online reviews before making a purchase

·       79% of people trust online reviews as much as personal referrals

·       Google is the most popular online review 59% of consumers use Google Reviews

In the field of law, having an excellent reputation carries weight. Good reviews can do a lot to establish a solid digital presence. Here are a few more reasons reviews work for law firms.

·       Social proof. Knowing that other clients used your service and were willing to review the quality makes them want the same results.

·       Trustworthiness. It's one thing for you to say how fantastic your service is. But seeing multiple reviews from actual clients is the best way to show that you are reliable and that potential clients can trust you.

·       Influence decisions. When clients are on the fence about moving forward, they rely on customer reviews to make the final decision.

Having solid reviews about your firm can swing the odds in your favor. 

Commit to putting a program in place to ask for reviews because unhappy clients won't wait for the ask. They typically write reviews before you realize it, and then you are in damage control. Here are a few things you can do. 

·       Ask for the review, it may seem uncomfortable at first, but it gets easier with time.

·       Make it easy, provide them with the link to your Google review.

·       Respond to ALL reviews within 24 hours

6.     This one may surprise you. See if Local Services Ads are suitable for your firm

Local Service Ads is not a widely known marketing tactic. It was originally created for the Home Services Industry, and because of its success, Google expanded its service offerings.  With Local Services ads, you appear in the "zero position" of Google. That's the session ABOVE paid ads. 

Unlike Google Pay-Per-Click ads, you only pay for actual leads that call your firm! You control your ad spend by determining the types of calls you want to receive and how much you want to spend monthly. 



If you think this might be right for your firm, you will want to take the following steps:

                          i.         Check your eligibility

                         ii.         Get screened

                        iii.         Set your budget

                        iv.         Optimize your Ad profile – add pictures

                         v.         Set your hours

                        vi.         Answer your calls – Google puts a priority on responsiveness. 

7.     Get listed in law specific directories

Getting listed on lawyer-specific online directories is a must to increase your online visibility. The good news is that online directories have evolved from listings to lead sources. You can position yourself against your competitors and drive traffic back to your website. 

Here are the top free directories we suggest that you get listed today:

i.         Bing Places

               ii.         Avvo

              iii.         Justia

As you can see, there are a lot of different options you can take to grow your law firm with digital marketing. We hope this blog post has been helpful in that regard. If you have any questions or concerns about digital marketing or any of the ideas in this article, please do not hesitate to contact us at 404-682-2991. Thank you for reading and good luck with growing.