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Internet Marketing for Lawyers and Law Firms

Internet marketing for lawyers is the process of promoting your services online in order to generate potential leads and converting them to clients. This involves using accurate data to devise a strategy that aims to engage the audience and meet your predetermined goals. 

What’s the difference between digital marketing and internet marketing?

Digital marketing is a broader term that encompasses every form of digital medium from television and radio to social media and web marketing. Meanwhile internet marketing focuses mainly on the use of the internet in order to acquire leads and clients. All marketing initiatives that use the internet to work will fall under internet marketing.

Some of the more popular methods include search engine optimization (SEO), email marketing, social media marketing, paid media, and content marketing. 

Attorneys are important advisors and advocates of society. They have a huge impact on the way the country runs. However, with the global issues driving the economy into challenging times and with people’s behavior shifting, legal professionals will be taking a hit. 

There are about 1.33 million lawyers in the U.S. with at least 33,000 law graduates every year. It will be more competitive in the coming years.

Below are the five states with the highest number of active attorneys who are also residents.

StateActive Attorneys (as of 2020)
New York184,662

The competition will get fiercer, followed by a dent in the demand for legal services. You have to put in more effort in order to combat the drop in legal work. 

There will be new problems to solve and you also have to adapt to a new way of thinking in order to come out on top of this challenge. 

Technology will play an important role in the success of attorneys. We live in a new reality where people are more digital. In order to get ahead of the competition, you want to be seen where most of your clients are these days — online.

This means that strengthening your online presence will be a priority.

Law firm internet marketing will help you grow your firm and gain more clients. Before the world totally shut down, internet marketing spend has been skyrocketing and has surpassed traditional advertising channels for the first time in 2019. This will carry over the following years.

How to Increase Your Law Firm’s Business with Internet Marketing

The goal is to increase leads and conversion for your law practice or firm. This can be achieved by knowing how to target the right audience online. 

Internet marketing isn’t just about putting your name out there, it’s about having your name appear in places that matter. These are places where your target audience (people who qualify as your clients) will be able to see you. One of the most important places you want to appear on the first page of Google search results.

Here are some statistics showing you why you have increase your prominence on search engines:

  • Google has nearly 4 billion users worldwide, that’s 93 percent of the total internet users
  • Google receives more than 5.6 billion questions every day.
  • 35 percent of product searches begin on Google.
  • 43,000 monthly search volume for ‘Lawyers near me’ searches.

Internet marketing presents a lot of opportunities when done right. The question is, how to market law firms on the internet so you can stand out from the crowd?

It’s about knowing who you’re targeting and how you can engage them online. We’ll discuss how to increase your law firm’s business online and how to get clients as a lawyer by going through the different tactics below.

Best Marketing Strategies For Lawyers and Law Firms

The strategy you’ll use will be a bit different based on whether you’re marketing a law firm or an individual practice. 

If you’re marketing a law firm, branding will be dependent on the personality and expertise of all the lawyers and how you brand them as a whole. The website will look different, as well as how you organize the themes of your social media sites.

There are many tactics you can use when it comes to internet marketing. Here are the most effective internet marketing tactics you can use for your practice.

Search Engine Optimization

Knowing where your clients will look for you can help you seize an opportunity and help you decide where to invest your money. An estimate of 97 percent of online experience begins with search engines. People tend to go to Google (or other search engines like Bing, Safari, and Yahoo) to look for information, and every day there are at least 4 billion online queries entered in Google alone (it also has 92.05 percent market share of all search engines, so we’ll use it as an example for this article).

For every question a person enters, hundreds and thousands of pages are generated. 

These pages contain links to sites that have the answers to that single query.

How do you get the user to click your website out of thousands of search results?

The answer is to be seen first on the search engine results pages using SEO for Lawyers

Note that the #1 result that shows up in search engines gets 31 percent of all clicks. Meanwhile, those results on the second page only get less than 1 percent.

Search engine optimization (SEO) is the process of tuning your website and fixing it so that search engines can crawl and index it the way you intend to. 

Whenever your website is crawled and indexed by search engines, it’s also scoring it. It’s gauging how relevant and valuable the content is for the audience. 

Google bots will compare your web page with other pages that are in the same category then rank it according to its evaluation. Algorithms that are constantly updated are used in this evaluation. The rating system is also based on Google’s Webmaster Guidelines.

How Search Engine Works for Lawyers and Law Firms

Lawyers mostly target local clients, therefore categorizing them as a local service. Local services are establishments around the user’s area or a user’s target area.

Your firm’s location is a good example of a use case. When looking for a legal service, most would conduct research first. This applies to whether they’re doing research for a problem they want to solve (before they reach out to a lawyer) or they already need a lawyer at that moment.

SEO helps your website get found by these users.

For example, a prospect lead in New York types in “DUI attorney near me”. In this case, a savvy SEO company will optimize your website to appear first on maps and local listings.

The ability to appear first in search engine results pages (SERPS) means you understand the user’s actions and intentions so much so that your website is ready to appear any time whenever an opportunity pops up. 

This will utilize keyword research, data analysis, technical optimization, high-quality content creation, and local SEO optimization.

This will make you easy to find, easy to access, and easy to get in touch with as you don’t want to miss any opportunities. 

Here are a few tips on how you can optimize your website for Google:

1. Determine Relevant Keywords

The right keywords will attract the right clients to your site. Are you targeting medical professionals? Or do you want to be the one recommended when users type in Tax Attorneys? Keywords will drive ready-to-convert traffic to your website.

Think of Google as the helper that matches you with the right customer. You help Google link you to the right user by feeding it the right queries your target audience is searching for by strategically sprinkling them all over your site.

Keywords are useful in:

  • Increasing website traffic
  • Converting leads into clients
  • Target the different stages of your buyer’s journey to lead them down the conversion funnel. 
  • Designing and optimizing content based on customer behavior

There’s a more technical process that SEO experts use, although the fundamentals remain the same. If you need assistance, don’t hesitate to get in touch with our consultants.

2. Create High-Value Content

Content drives customers to your website. Now that people have more time in their hands, they can read through various content online — however, they will be choosy and only spend their energy on content with value. You need to make sure that your content is engaging. You want people to read it and get to the point where they call you.

This includes creating and optimizing content for landing pages, blog posts, and other elements that require texts on your website.

3. Prepare your Website for Local Search

Local SEO is the process of optimizing your website for local search. Local searches are searches that are conducted in relation to your local area or your target area. 

Compared to regular SEO, this is a more location-specific tactic that will be helpful for lawyers who want to put their name out in the local area.

Simply put, if you don’t have local SEO in your strategy, you have to get it now because you will be missing these potential clients who are already looking for an attorney.

4. High-Quality Backlinks

Backlinks are links that are connected to your website. They give your site value and credibility and its pages that have a huge impact on your search rankings. There are many ways you can earn backlinks. One of the most effective methods is through guest blogging. 

Guest blogging is the method of publishing blogs you created on other websites in exchange for inserting a link in that blog. That link will direct any user who clicks on it, back to your website. 

For example, you’re an intellectual property lawyer so you can post content on websites that discuss patents, trademarks, and copyrights. Of course, the content you post should include a link that will direct readers back to your site.

You want quality links from reputable sites because the bigger the site, the higher Google (or any other search engine) will rank you.

If you’re not too savvy with SEO there are link-building services available so that you don’t have to do it yourself. Make sure to talk to an SEO consultant for any questions and clarifications.

Paid Advertising

Paid advertising or paid media marketing is a tactic where ads are placed anywhere the advertiser prefers. 

It’s different from SEO where your site ranks higher through high-quality content and strategic targeting — you don’t pay search engines like Google to put you on the first page.

Meanwhile, in paid ads,  you get charged every time a user clicks on the ad, allowing you to rank as soon as possible provided you pay for the keywords and position that you want.

One of the most popular forms of paid advertising or paid media is search engine advertising. These are ads that you see along the sides of search pages. Advertisers are able to bid for ad placements on sponsored links.

This is great for securing website visits as your page or website will appear whenever a user enters a relevant keyword. 

If you’re new in the industry, then this is a great addition because the results are instantaneous. However, you have to intelligently know who to target and how to target them, otherwise, resources will just go to waste.

Be careful about jumping into trends just because your competitors are doing it.

For maximum results, you can also choose to combine both SEO and paid ads, this way, you can utilize both their strengths.

If you’re still thinking about outsourcing your project, then consult with a provider that offers both paid ads services and SEO services, this will give you optimum results.

Social Media

Social media marketing (SMM) is a tactic where you use valuable content to engage users on social media platforms (ex. Facebook, Twitter, Instagram, etc.) in order to achieve your marketing goals. 

When using social media, you have to make sure to ask yourself if your prospective clients will use their accounts to find an attorney.

Social media marketing leans more towards branding and showcasing the more personable sides of lawyers.

It’s a medium that grew popular because people like engaging with the content that creators produce or content that their acquaintances have posted.

Users who post this content have specific intentions so you have to plan your approach before creating and posting your content.

Social media marketing for lawyers should begin with a plan. Otherwise, you’ll just end up floating around the platform and wasting your budget.

Some questions you can ask when defining the purpose and goals of your social media campaign:

  • What’s the goal of your social media marketing campaign?
  • Are you going to use social media for branding? Or for closing a sale?
  • Are your clients using social media?
  • What do they usually do on social media and how would they use social media? 
  • Ask yourself if your target demographic is using the platform. Then carefully plan the type of ads you’ll put up.
  • What message do you want to create and post on your social media accounts? Are they informational or commercial? Will these messages resonate with your audience? Will these messages produce the results you want to achieve your goal?

Whether it’s Facebook, Instagram, Twitter, or Linkedin, choose the platform that best suits your firm. This will take a couple of split tests however it will be all worth it in the end as you’ll save resources doing the right thing from the start.

Content Marketing

Content marketing is a tactic that involves the creation and distribution of relevant and high-quality content materials. It revolves around research, data accuracy, and strategic planning in order to create quality content that resonates well with the target audience.

In order for a marketing strategy to work, intensive keyword research and meticulous planning should be done beforehand. It would be best if you determined the types of content you will produce, the voice that you’re going to use, and the platform you’re going to present them on.

Planning how every piece of content will connect and how your potential clients will land on each content is important before beginning the creation process. 

Always start with defining why you want to use content marketing. 

Whether it’s for brand awareness or to drive buyers to your website or boost conversions. You’ll find that it’s easier to identify what kind of content you need for your brand and how to incorporate them into your digital marketing initiatives.

Avoid random content production. This will result in your content being seen by random users who don’t even need your expertise.

Knowing your buyers and then plotting your content in line with their behavior will eliminate any uncertainties and will make for a more accurate process.

There are many types of content that you can produce. Some of which are blog posts, ebooks, whitepapers, case studies, infographics, and newsletters. 

Content and storytelling have the power to persuade. Instead of selling, content should be used to inform and educate potential leads in making the best decision.

Eye-Catching Web Designs

Looking crisp and professional is important. First impressions are valuable.

Whether you have an active social media presence or a paid media campaign, potential clients will want to visit your website. 

Your website will be your online representative. So when clients enter your site, they will expect the best. 

Note that it takes only a 20th of a second for people to make up their minds about the quality of a website. If they like it, they will stay, if they don’t then, then they’re going to leave and land on a competitor’s site.

You want your professionalism and credentials to be translated on your site, for this, a great visual design fit for a lawyer is essential.

What makes a great website?

Different industries require different functions and designs. For example, a website for an e-commerce store will look and feel different compared to a medical professional or a law firm’s website. You will need different sections, pages, calls-to-action, and different elements that will showcase the services or process that you have.

If you already have a website or if you’re planning to put up one, it’s important to know that your users should be able to navigate it easily, browse effortlessly and find what they need quickly. 

Give your visitors what they need in the most user-friendly manner while having the best design. An agency that offers law firm web design services can help you with this and will be very advantageous as they will recommend the best options that will attract and engage the users that you want.

Here are some of the elements to consider:

1. Have a Responsive and Modern-Looking Web Design. 

Make sure that your website is accessible to both desktop and mobile users. Since more people are using their phones to conduct searches, it’s important to seize this opportunity to reach people using mobile and tablets. 

2. Theme and Color Blocking

You want to have a design that reflects the kind of lawyer that you are or the type of firm that you have.

 It’s important to draw people in with the colors and have them represent you. Also, have the colors coordinated with pages that complement each other. This will allow users to sort through information quicker and see buttons that will lead them to the next action.

3. Have a Clear Description of What You Offer

It’s important to let users know what kind of lawyer you are. When they visit your website, you want to be as clear as possible, so make sure your hero image (this is the main banner for your homepage) represents you and contains texts that describe you.

Also, users will want to know more about your law practice, so your main navigation menu, as well as your footer, should have the ‘About’ page links for people to click on and read. 

5. Optimized for Local SEO

Local SEO is a search engine optimization method that businesses can use to be more visible. This makes your practice appear in all relevant places. This is helpful if your business is targeting leads in the local area.

An example would be if a person who lives in New York types in ‘LA patent attorney’ in the search bar. The main results that will appear will contain information about patent attorneys located in L.A. This is because Google’s algorithm is designed to show users all the listings detected in the area. In this case, Los Angeles SEO services will benefit you best.

A magnificent web design won’t be of much help if people don’t see it; that’s why it’s important to optimize your site for local SEO. This way, Google will understand your website and prioritize you in rankings.

Benefits of Internet Marketing Strategies for Lawyers Businesses

Marketing is used to connect a business with its respective customers and engage them in knowing more about the brand. Now that users and potential clients are online, you have to go where they are in order to promote your law practice and capture those leads.

It will be easy for clients who are not aware of your services to find your information, such as phone numbers, address, and more.

Here are some benefits of lawyer or law firm internet marketing that will impact your growth.

  1. Lead Generation
  2. Better Conversion Rates
  3. Cost-Effectiveness
  4. Increased Revenue
  5. Higher ROI
  6. Competitive Advantage

It’s an effective way to build your online presence, enhance branding and promote your services.

Internet Marketing Lead Generation for Lawyers

A lead is a person who shows an interest in your legal services. You know they’re interested when they click your website, interact with an ad, follow you on social media, join your newsletters, leave you a message, and have executed other forms of engagement. 

Generating leads through effective internet marketing campaigns is now crucial for lawyers and law firms alike. How are you going to get clients if you lack leads?

People are highly active over the internet. Online lead generation, although effective, will also be highly competitive. You need a customized strategy to get ahead.

A customized strategy works by combining methods that will connect with potential clients or leads. This will drive them down into the conversion stage of the journey. Ultimately turning them into new clients.

Reach Clients Effectively 

Make it easy for people to find your practice and difficult for competitors to beat you. 

It’s quite easy to understand the value of internet marketing; however, implementation is a bit different. 

As an attorney, you want to focus on your practice instead of spending hours and days developing a digital marketing strategy or implementing marketing tasks.

Internet marketing consultants for lawyers exist to help you reach the goals you have in mind at the same time letting you focus on your trade. They will also guide you in developing the right strategy and choosing the best digital marketing services that suit your current situation.

Internet marketing is a long-term campaign. As long as search engines exist, they will continue to be relevant, and your practice will benefit from it more.

Lawyers Marketing FAQs

What is the impact of digital marketing or internet marketing on Lawyers?

More people today use the internet for information and to do research before jumping into action. More clients also go online to find answers to their problems before reaching out to an attorney. You want to be the one they find when this happens.

Traditional media like newspapers, magazines, billboards, and television are still being used. However, the internet is more accessible, and this is why it’s widely used by more people.

Can digital marketing help find clients for my law firm?

Yes. Getting more clients for your practice is one of the main goals of your internet marketing campaign.

Start with the online foundation of your business which is your website. Make sure that it’s modern, responsive, has an active blog, and always updated when it comes to news about your business. Have a very visible area for sign-ups so that visitors can easily put their information, giving you more leads.

You can use SEO to optimize the website so that search engines prioritize showing it to users over your competitors. 

After creating a great website and optimizing it for SEO, then you can boost their performance through paid media or paid ads. Be active in Linkedin, Use Google Adwords, and run remarketing campaigns. There are many opportunities online, and you just need to understand your buyer’s behavior and use it to formulate a strategic internet marketing strategy.

How much does internet marketing for lawyers cost?

Internet marketing is cost-friendly compared to other marketing initiatives. Many factors will determine the cost of your campaign. SEO, paid ads, web design, social media marketing, content marketing, and other initiatives all differ in prices, and they all offer different packages. It can cost $150 to more than $15000 per initiative, depending on factors like business size, marketing objectives, and timeline.