Learning attorney Internet Marketing is like your time in law school. The scope of what you’ll learn and try is mind-boggling because there’s so much.
Is law marketing even worth the effort?! Yes and no.
Yes, if you apply best practices as these save time and money better used to serve clients. No, if you’re the type to chase “shiny objects” and never complete their projects.
This post covers the best online marketing strategies for lawyers. Follow them and you’ll get the most from Internet marketing without wasting resources.
Case Closed: These are the 5 Absolute Best Attorney Internet Marketing Strategies
Let’s get right into what you need to be doing:
1. Deep Competitive Research and SEO Optimization
Your research involves:
- Using keyword tools
- Leveraging competitor efforts
- Analyzing your competitors website authority
- Taking advantage of long tailed keywords to capture the easy traffic first!
Use tools like Ahrefs to discover high-value keywords for on-site and off-site optimization. Look at factors like monthly searches and difficulty when comparing the keywords. Select a primary and several secondary keywords for each page and its topic you’re trying to rank.
Want a shortcut? Look at your competitor pages and what they’re doing. Lift their keyword usage and strategy, applying it to your site. Take what they’re doing and do it better by offering more value and information.
Apply the keywords to:
- Metadata
- On-page content
- Internal links
- Backlinks
Avoid cannibalizing keywords and use the long-tail to support your best pages.
2. Industry-Leading Content Marketing and Distribution
Good content satisfies:
- User intent
- Topic scope
…plus ranking signals to do well in Google.
Consider why people would visit:
- Learn something
- Inquire services
- Simply browsing
Aim for a mixture in educational and promotional content. Use informational topics to funnel visitors to your law service. Use promotional topics to sell the brand and its services.
Where do you start?
- Look at the top posts for a given keyword
- Compile notes on these high ranking pages
- Fill the “gaps” by creating better, in-depth pieces
Long pieces include more keywords which help it appear in more Google searches. Once published, distribute it through social media channels. Plus, create guest posts on relevant sites to link back and improve search signals.
3. Authentic Social Media Participation
Here is social media 101:
- Create accounts on the major platforms
- Share helpful information and insights
- Engage with the community, offering value
Continue doing this while you amass a following. Be authentic with your interactions and people will feel compelled to visit the site.
4. Exciting, Share-Worthy Email Newsletters
To start:
- Sign up to an email marketing service
- Configure the account and add opt-in forms to the site
- Offer an incentive to sign up (e.g. freebie or weekly tips)
Use the newsletter as an extension of your website’s content. Deliver great content to keep subscribers engaged. On occasion, send a promotional email for your service and consider including discounts.
Obviously the type of newsletters will vary (along with how often they should be sent). If you are a personal injury attorney, just reminders every few months that they should remember you is great! If you have a client base of corporate clients for business law, you may want to provide interesting information and insight that can gain extra billable hours on legal changes or new services.
5. Mutually Beneficial Referral Systems
Set up a referral backend where participants earn bonuses for referrals. Give participants a flat-rate or percentage of each referred sale. Include contests and bonuses for top-performers to keep them active.
Referrals will help:
- Build backlinks via their content efforts
- Increase your social media presence when they promote
Referral systems turn passionate followers into a sales force. Find these individuals through listings or headhunting on LinkedIn.
Don’t waste your money, convert visitors!
You are likely going to spend money in a variety of ways on your internet marketing. You may even have full time staff in your Law Firm working to increase marketing value online. The biggest mistake many make is they Set and Forget, and they don’t work on increasing conversion rates and lowering bounce rates. Visitors should come to your website and stay because they see you have value for them!
Build a Baseline for Law Firm Growth
The efforts in improving SEO and conversions today will drive better leads tomorrow. Attorney Internet Marketing is vast, don’t waste time chasing untested trends. Use marketing strategies known effective, then scale.
What’s next? Get a free website analysis and match which strategy in this post would benefit you the most.
