ttorney marketing can be a challenge: most lawyers don’t have a background in marketing, and legal practice is a full time job in itself. Few busy attorneys have the time to thoroughly educate themselves about online marketing, let alone to implement those strategies.
Here are three of the most effective attorney marketing techniques to get you started:
1. Regular Blogging
Even for those law firms that maintain blogs, blogging is often an afterthought. If you’re blogging when time allows or inspiration strikes, you’re missing one of the most powerful opportunities to draw prospective clients to your website.
In Marketing Benchmarks from 7,000+ Businesses, inbound marketing giant HubSpot revealed that companies posting 6-8 blog articles per month saw about three times as much website traffic as those without blogs. More regular blogging increased traffic even more. When companies marketing to consumers put out more than 15 blog posts per month, traffic was eight times as high as for businesses that did not blog.
Regular blogging doesn’t just draw traffic. Companies that bump up their blogging rates from the three to five posts per month range to the six to eight posts per month range nearly double their leads.
2. Search Engine Optimization (SEO)
In LexisNexis’s 2017 consumer survey, Google was the most commonly cited “online legal resource.” With more than 3/4 of adult Internet users seeking an attorney turning to the web in the process, it would be foolhardy for any attorney or law firm to ignore that data.
Identifying the key words your prospective clients are using to seek legal information and legal services and then optimizing your website for those key words is an essential element of any successful attorney marketing plan. That means not only incorporating those words smoothly into your web content in a user-friendly manner, but also creating optimized meta tags and ensuring that your site is technically structured in a way that makes it easily readable by Google and other search engines.
3. Premium Content
Many consumers and entrepreneurs turn to the web in search of legal information rather than in a direct quest for an attorney. Premium content allows you to establish your expertise, off the prospective client something of value with no obligation, and capture the prospect’s contact information so that you can nurture the lead.
Some examples of premium content that have proven effective in attorney marketing are checklists (example: Ten Steps to Protect Yourself from Personal Liability for Business Obligations) and “know your rights” publications (example: Vehicle Searches: What to Do When You’re Pulled Over).
To make the most of premium content, you’ll need an effective landing page and an optimized form to collect prospect information before allowing access to the material.
While these three tips only scratch the surface of online attorney marketing opportunities, they provide a strong starting point for a law firm ramping up its online marketing efforts.