The law firm marketing space is quickly becoming crowded indeed, as more and more law firms are becoming aware of the return potential of marketing for lawyers done well. While that might not be news to you, there is every indication that this will become more clear and pronounced in 2017.
In other words, 2017 will be the year to ask, “Am I keeping up?” more than ever.
After all, it’s no longer enough to have a website, to be active on social media, or even to write loads of content.
Lots of firms are doing these things now, upping the ante and forcing each other to take their marketing more seriously – at least, if they plan on it helping them build their brands, grow their firms, and get real results.
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What Is Law Firm Online Marketing?
So should you hire a lead generator?
Regardless of the potential quality and ethical problems, many lawyers do hire lead-generation firms, and it seems to work quite well for many of those that do. I think it is far better to build your own referral network, which doesn’t (shouldn’t) come with referral fees. Relying on lead generation to grow your practice means committing to paying for leads. And while you may build a small referral base from former clients, it won’t be anything like what you can build if you actually focus on getting out and networking.
But let’s not ignore the potential quality and ethical problems. Quality you can overcome. If you can make enough money from the quality potential clients who filter through, you can probably hire a lawyer to do your screening for you, and still turn a profit. If you are solo, you would need to choose your lead generator carefully.
And those ethical problems are a concern. To help avoid them, stick to more well-established lead-generation companies, and do some research into their practices to make sure you are comfortable putting your stamp of approval on their methods.
Even if you do decide to engage a lead generator, do not ignore networking. Paying for leads does not build a book of business. Only good lawyering, a good reputation, and lots of networking can do that.
Ads and marketing copy must comply with ethical rules, whether they are online or offline. Make sure they are accurate, and that they do not set unrealistic expectations or make inaccurate claims about your services. Make sure they don’t suggest things like “specialties.”
What sort of linkbuilding does the company engage in? If its strategy includes blog posts or comments, ask to see some examples. Does it write posts about vaccuum cleaners just to embed a keyword-rich link about lawyers? Does it post on spammy websites? Does the company buy text links?
Link spamming and link buying are on search engines’ no-fly list. Even if they result in short-term SEO gains, they result in long-term damage to the sites on both ends of the scheme — including yours, if it is involved. Plus, getting involved with spammy marketers makes you look like a douchebag.
Who Are The Best Law Firm Marketing Consultants?
How to Increase Your Law Firm Website’s Lead Generation Capability
Do you know what your “bounce rate” is?
If someone visits only one page on your site and then leaves, that’s a “bounce”. They haven’t found what they are looking for, or for some reason decided to abandon the site without doing any further investigating.
Bounces are bad for business. If people are coming to your website and then immediately abandoning it, you have lost a potential lead.
So how do you know what the bounce rate is for your site? Most websites have reporting tools already built in, but in case yours doesn’t, here’s one of the best (and it’s free!):
Google Analytics will provide you with insights into your website traffic that will help you improve your marketing effectiveness – for free! It’s a simple sign-up process, they furnish you with a bit of code to tag your pages with, and then your free monitoring and reporting system is in place.
What you learn from being bounced.
If you have a high bounce rate – 60% or more – then something is probably wrong with your home page or landing page. People are leaving because their needs are not being met…but how do you know what changes to make?
It depends on where your traffic is coming from.
If you have a high bounce rate from your pay-per-click or paid search campaign, there is obviously a disconnect between your ad or the keywords you used and your landing page.
Maybe the keywords you chose are not really working for you and your content is therefore not relevant to site visitors. The Google Analytics tool provides you with data on your site’s keyword bounce and conversion rates.
If you suspect your keywords could use some improvement, use the Experiments tool in Google Analytics to help you determine whether or not you have the right keywords. You can also use this tool to learn what changes to your site can drive the most conversions. And that means sales.
How Can I Find Marketing For Attorneys?
Is your website meeting your firm’s expectations? You’re not alone. With more than 170,000 law firms and over 1.2 million people working in legal services in the U.S., it’s easy to get lost in the crowd. As one of Chicago’s premiere web design firms for the legal industry, Walker Sands has a proven track record of delivering exceptional results for our legal clients.
Walker Sands legal industry web design can deliver several important benefits to your firm, including:
- More client leads
- Responsive web design for all browsers, including mobile devices.
- Proven online marketing strategies that bring clients and referrals to your practice.
- An intuitive content management system for collaboration and content updates without the need for any programming experience
Improving Your Legal Industry Digital Strategy
Walker Sands provides your legal practice with a customized digital strategy designed to grow your practice through new clients and to generate additional revenue from your existing accounts. Since it often takes some time to grow organic search engine rankings, PPC advertising is an effective solution for finding qualified prospective clients in your target disciplines. In addition, our Internet marketing campaigns like emails and newsletters have helped law firms generate more repeat business and client referrals.
Smart Content with Innovative Web Design, Mobile and SEO Technologies
Our professional team of legal industry website design professionals will provide your practice with a smart website design that highlights your capabilities and accomplishments, creating fresh content that offers a compelling reason for potential clients to choose their legal practice.