About 75% of lawyers are already working outside of their regular business hours. Unfortunately, there’s not always time for marketing. Without a strong law firm marketing strategy, however, you might miss clients.
Instead, here are seven tips for successful attorney lead generation. With these tips, you can draw more clients to your practice.
You can start generating more brand awareness, website traffic, and law firm leads as a result.
Instead of falling behind, you can take the lead and get ahead of competing firms.
Start developing your lawyer lead generation strategy with these seven simple tips today.
1. Research Your Audience
Before anything else, take the time to research your target audience. Focusing on “people who need lawyers” is a broad approach. Instead, segment your ideal clients into different groups.
For example, you can start creating personas based on:
- Age
- Gender
- Household income
- Location
- Marital status
- Legal situations
- Language
- Education
- Pain points
Perhaps your law firm takes on clients of divorces, personal injuries, and criminal cases. Each group will require its own strategy.
When developing your law firm’s marketing strategy, it helps to personalize your content. A personalized approach can help you connect with clients. You can empathize with their pain points and show them you understand.
In fact, 73% of people expect companies to understand their needs. Personalizing your content could improve your ROI by eight times, too.
Once you know more about your clients, start researching their search habits. What keywords do they use when looking for a law firm?
You can use tools like SEMRush, Answer the Public, Keyword Planner, and Google Trends. Create a list of keywords that have a high search volume and low competition. Look for long-tail keywords (made of more than four words), too.
Otherwise, look for queries that are phrased as questions.
You’ll use your audience and keyword research when developing the rest of your marketing strategy.
2. Make Your Website a Hub
Your website will operate as your lawyer marketing hub. Without a strong website, you could miss law firm leads.
Instead, update your website with Google’s Core Web Vitals and user experience (UX) design trends in mind. For example, you can:
- Speed up page load times
- Add an SSL certificate
- Use shorter sentences and paragraphs
- Organize long pieces of content using subheadings
- Use negative space
Make sure you’re optimized for mobile devices, too. Otherwise, mobile visitors will struggle to explore your content. They might leave, increasing your bounce rate.
A high bounce rate could hurt your entire attorney lead generation strategy.
Once you update the website’s design and development, look at your forms. Make sure they’re short and easy to complete. Add multiple conversion opportunities across your site, too.
For example, you can add an eye-catching button to the navigation bar. Consider adding a click-to-call feature. You can add a chatbot to your website as well.
Make sure you have a form of email newsletter subscribers, too. Consider using an incentive to encourage more people to subscribe.
Adding more than one conversion opportunity will help you generate more law firm leads. Otherwise, potential clients might struggle to contact you.
3. Create Content for SEO
Search engine optimization (SEO) can boost where your site appears on search engine result pages (SERPs). A higher ranking will place your website in front of more clients. With SEO, you can:
- Generate brand awareness and recognition
- Establish your credibility
- Rank ahead of competing law firms
- Build brand trust and loyalty
- Generate more website traffic
- Boost leads
In fact, 68% of activity online starts with a search engine. Nearly 15% of SEO-generated leads convert, too.
To develop your SEO strategy, start creating content based on your keyword research. Create a post for each target keyword. Then, include the target keyword in the:
- Page title
- URL
- Opening and closing paragraphs
- Meta description
- An H1
- Image alt text
- Image filename
Keep up with the latest SEO trends, too. Google’s algorithm updates over 500 times a year. If you’re not up-to-date with algorithm updates, your ranking might drop.
A lower ranking might impact your ability to generate law firm leads.
4. Go Local
As part of your SEO strategy, consider using local SEO, too. Local SEO will help you draw nearby clients to your practice.
First, update your Google My Business (GMB) listing with your:
- Business name
- Law firm category
- Phone number
- Address
- Client reviews
- Hours
- Services
Make sure your contact information matches what appears on your website. Google looks for consistency.
Ask your recent clients to post their reviews on your listing, too. You can boost your credibility and generate more leads.
Otherwise, start creating location-specific content on your website.
5. Utilize Email Marketing
Email marketing can help you remain top-of-mind with your clients.
First, make sure you’re generating subscriptions through your website. Then, create branded emails. You can send people updates about new laws and procedures.
Let people know about your accomplishments, including any cases you’ve won, too.
Then, add a call to action button to your emails to encourage people to contact you for legal help.
Segment your email lists, too. For example, you can send specific emails to your personal injury leads. Let them know about relevant cases or laws to appeal to their interests.
6. Create Engaging Ads
As you develop your law firm marketing strategy, consider using pay-per-click (PPC) advertising. Eye-catching digital ads can help you boost brand awareness. You can also generate more website traffic to boost attorney lead generation.
Create dedicated landing pages for each campaign. Make sure the language in the ad matches the landing page language.
Then, use a strong call to action to boost leads.
7. Start Outsourcing
If you’re struggling to develop your law firm marketing strategy, consider outsourcing. You can work with an experienced digital marketing agency. They can help you boost awareness, traffic, and leads with ease.
Take the Lead: 7 Tips for Successful Attorney Lead Generation
Developing a successful attorney lead generation strategy doesn’t have to feel stressful. Instead, keep these seven tips in mind.
With these tips, you can reach more clients online. Then, you can draw them to your website and start generating fresh leads.
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