Law firms looking to thrive in the digital age can no longer view an online presence as an optional extra – it’s now an indispensable part of legal marketing. As consumer behaviour shifts increasingly towards online research before purchases, law firms that fail to have a robust digital marketing strategy do so at their own peril.
The Stakes Are High
Recent surveys reveal that 70% of small-to-mid-sized businesses are pouring more resources into their digital presence, and for good reason. An estimated 87% of shoppers now perform online research before selecting products and services. In the legal industry, that often means potential clients are Googling firms and individual lawyers before deciding whom to contact for representation. Law firms without informative, user-friendly websites and social media profiles risk losing out on new business to competitors who have invested in their digital presence.
Consider also that 75% of website visitors leave a site if they don’t get answers within five minutes of arrival. If a law firm’s website is difficult to navigate, light on details, or doesn’t resonate with visitors, it will fail to capture leads. A site that leaves a lasting positive impression, on the other hand, can generate contacts, conversions, and growth.
The Benefits of Being Discoverable
Having a thoughtful digital marketing strategy confers many advantages beyond lead generation. About 51% of all businesses find that an online presence enables more frequent and impactful interactions with their customer base. For law firms, this means building better ongoing relationships with clients through content sharing and engagement on social platforms. It also means prospects can easily find and consume informative content like blog posts and FAQs that display a firm’s expertise.
Digital visibility also allows for conversion optimisation through tactics like email and text messaging campaigns. Practices that focus on online client communication can expect more trust, referrals, and repeat business. Most importantly, establishing a digital presence satisfies the 51% of consumers who expect businesses to have informative websites and responsive online profiles. For law firms reluctant to dive into digital marketing, the risk of falling behind and losing business now likely outweighs the time and effort required.
Optimising Your Website for Lead Generation
The ideal law firm website is aesthetically pleasing, mobile responsive, quick loading, and focused on user experience. But it should also serve specific marketing goals. Below are key steps to optimising a site for lead capture:
- Include Prominent Calls-to-Action: Calls-to-action (CTAs) are buttons or links prompting visitors to contact the firm. Include buttons for scheduling consultations, requesting quotes, or subscribing to email lists. CTAs should stand out on each page.
- Promote Practice Areas: Detail specific practice areas, legal solutions, and achievements upfront. This builds trust and positions your firm as an authority in key areas.
- Enable Live Chat: Live chat allows visitors to get real-time answers from a representative. This caters to those 75% of consumers expecting quick assistance.
- Blog Regularly: A blog updated with useful, shareable content keeps visitors returning and improves SEO. Guest blogging also expands reach.
- Prioritise SEO: Use keywords related to location and practice areas in copy across the site. This, along with link-building and meta tags, improves search engine visibility.
Leveraging Social Media
With over 4 billion users worldwide, social media is vital for discoverability. Law firms should maintain active accounts on platforms like Facebook, Instagram, X, LinkedIn and YouTube. Share legal news, post videos, and engage followers. Likewise, claim and optimise law firm listings on directories like Google My Business. Social proof in the form of reviews and testimonials should be prominently displayed. Don’t forget to integrate social share buttons on the website. This makes sharing content to extended networks easy.
Staying Visible with Paid Advertising
Beyond organic optimisation, paid advertising gets a law firm website in front of more people. Google Ads, Facebook ads, and Instagram ads allow setting parameters like user location and interests. For example, target users searching for DUI lawyers in Portland. Or display your immigration law services to Facebook users who follow related news pages. Paid ads complement SEO by expanding reach. But coordinate campaigns with organic efforts for the best results.
Go Digital or Go Home
In 2024 and beyond, digital visibility is essential in the legal industry and beyond. Law firms that neglect their online presence risk disappointing clients, losing leads, and leaving the competition out front. By optimising their website, engaging on social media, and running paid ads, practices can target and connect with potential clients while staying top-of-mind. For modern attorneys and firms, establishing expertise, rapport, and trust digitally is now simply part of providing effective counsel.
The legal landscape has gone online – be visible, or prepare to be invisible. Contact us today if you need some help.
