Legal services must adapt to the new generation of clients, and digital marketing for lawyers is becoming the fundamental tool in that process.

Thanks to smart marketing strategies, legal professionals will be able to expand the reach of their audience and generate new clients in the digital environment. Do you have a law firm and need to gain visibility on the Internet?

If you want your law firm to have rapid growth, an exponential increase in your number of clients and achieve greater success, Exnovation, a leading digital marketing agency in Tampa, tells you how to do it.

Most effective marketing techniques for law firms:

1. Choose Well the Online Infrastructure of Your Legal Office

Keep in mind the organization of content that you show to the user on your website. This must be clean and clear to ensure the best possible user experience. As one of the best digital marketing agencies in Tampa, we recommend that you put yourself in the user’s shoes for a moment and analyze what aspects of your web architecture could improve so that potential clients will more easily find all the information they need to hire your service.

An example of this will be a section where you talk about the law firm, the main branches of law in which you are specialized, or a contact form to speed up the conversion from the web.

2. Fill it with Value Content

When working on the content marketing strategy, you need to take into account what questions the user is asking and in this way, be able to solve them. Review industry trends and look for topics on which users can search for information. If they reach your website from them, you can become a reference.

Try creating a question-and-answer section on your website, based on those questions that your clients consult the most, as it will be a way to attract interested traffic to your website.

3. Don’t Expend Money on Marketing that is not Measurable

This digital marketing agency in Tampa has a saying: if it cannot be measured, it is not marketing. We are not giving you the classic example of legal offices that spend money and don’t see results. No. We give you the extreme case of lawyers whose marketing works, but they don’t know why.

This condemns them to eternally spending money on what works but also on what doesn’t, simply because they don’t know what is what but they have to continue because they want that result despite the margin of error (which, with a clear measurement could be optimized and even use that money to add more fuel to what does work and multiply results).

4. Local SEO

Something that you must pay attention to when doing SEO for a law firm is working on local positioning. We must understand that on many occasions when searching for this type of service, proximity is taken into account. Therefore, we must define our radius of action, locating those cities, towns or even neighbourhoods, on which we can work on the SEO positioning of our website.

The Google My Business profile will help greatly in this. This is a file of your business, which will allow you to include information, photographs and even user ratings. We recommend that you fill it out as much as possible with information and contact information, include photographs of your law firm and define your primary services.

This will allow you, with good local positioning, to appear on Google Maps for those users looking for a nearby lawyer.

5. Know the Competition

As a leading digital marketing agency in Tampa, we recommend that when implementing marketing strategies for law firms, we previously define who our main competitors may be. We can carry out this search based on the word study that we have carried out since in this way, we will get an idea of which terms are the most popular in the sector and who is in the first positions.

To do this, we recommend that after having prepared the Keyword Research, you write down those competitors that occupy the first positions in the results. You must carry out this search both in the organic results part and in the part associated with the Local Pack.

6. Expand your Reach

We recommend that you detail what your firm’s specialties are since this will help you win a greater number of critical terms. Establish a section where you introduce content about each of them, what aspects they cover and also mention those specific cases to which that type of right applies.

This will help make the information you show on your website more practical, making it accessible to all types of users.

7. Expand your Social Life

Almost any digital marketing agency in Tampa will tell you, rightly, to search the depths of your social relationships. Do you pass by the gym? Do you accompany your daughters to ballet or theatre? Are you in the stands when your son has a game? Great, use social media and you will find an active population to start a conversation, resolve some doubts selflessly (don’t exaggerate, don’t let them confuse you with an NGO), ask what they do, what problems they have to face… 

Relate. Gain visibility at events. Congresses, fairs, debates, talks. They are ideal for working on your marketing strategy as lawyers or offices since you will be able to connect with other professionals, brands and potential clients. In addition to participating in these events in person, the digital medium allows you to enjoy them in an online format.

8. Marketing Plan

The worst plan is not having a plan. Make a marketing plan. If you don’t want to blindfold yourself, be fickle, or waste money on worthless actions… plan. Don’t be reactive to what is presented to you or happens every day. Have everything planned. In marketing, if it is not planned, it does not turn out well.

In addition to this, I will say: write it down. It’s not enough to have a plan. Write it. It’s not real until you write it down. What you are going to write down is who we are going to call, when we are going to see them and some type of result that you hope to have. The idea of writing it down is that you put it on your calendar. Once it’s on your to-do list, you’ll do it.

You can go to a legal digital marketing agency in Tampa to advise you or even get it done for you, but whatever the case, someone has to determine what, how, when, where, who and why we are going to do it.

9. Offer trust

You must keep in mind that clients hire people, so it is good to show them who is behind it. You can include all kinds of information that help humanize the website: information about the partners or members of the firm, experience, or even images of the firm. All of this will help offer greater security and confidence to our potential clients.

10. Automation of your Content

Another advantage of the online medium is that technology offers you automation. Software and programs with which to generate and share content on different channels are much faster and easier than you imagine, although it is true that they will have to end up being supervised by you. The same as to measure and analyze its impact through various digital tools. Using them offers you the treasure that any law firm and business, in general, pursues: saving time and money.

Final words

So here are the 10 most effective marketing techniques for law firms. Choose which ones you are going to put into practice and take action. A combination of a programmed and measured online and offline marketing plan, to which we make adjustments to profile and improve it, and a proactive attitude towards commercial matters in the office, with our initiative and the support of experts, always works. The rest is the same as always: patience, effort, and perseverance in the effort.

There are many areas to control and master to design a good marketing strategy for lawyers and law firms. At Exnovation, we work every day so that you can confidently and closely delegate the management of your brand or that of your law firm. For more information, you can check more articles or contact us directly.