The Ultimate Guide: 6 Digital Marketing Strategies For Law Firms

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The Ultimate Guide: 6 Digital Marketing Strategies For Law Firms

Law firms need a solid digital marketing strategy because potential clients are doing more and more research online—and deciding who to hire based on who they find online. If you’re not visible on search engine results pages (SERPs), you’re missing out on a huge opportunity to reach potential new clients.

Working with a full-service internet marketing agency like Metric Marketing can benefit your law firm. We can help you create an effective online presence that will attract more leads and convert them into clients.

Here are six digital marketing strategies for law firms that you should implement to increase your visibility and ROI.

Six Digital Marketing Strategies for Law Firms

1. Website Design

A website is like the front door of a brick-and-mortar business. It’s where prospective clients find you online and it offers them their first impression of your firm. So what will they see when they ‘walk in’?

They should understand your services, get a sense of your firm’s specializations, and have a chance to learn about your firm’s attorneys. It should also be clear how to contact your firm via both an online form and a phone number. Online chats are also an easy opportunity for website visitors to reach out with questions. Additionally, website visitors might look for previous clients talking about their experiences with your law firm or any other information that showcases your work. Add case studies and testimonials throughout your website for social proof.

Your website design should be modern and mobile-friendly. It should also be easy to navigate so potential clients can find what they’re looking for quickly and easily.

But it’s not just the design and content that matters. An excellent website is built with intention from the ground up. At Metric Marketing, we focus on a website’s foundation just as much as the design so your website can grow with you and always deliver an optimal user experience.

2. Search Engine Optimization (SEO)

One of the most important aspects of digital marketing is search engine optimization (SEO). This is how you optimize your website and content to rank higher in search engine results. Google uses over 200 factors when deciding what appears on a search results page. Additionally, there are multiple large updates to the core algorithm every year. 

SEO starts with keyword research to identify which terms your potential clients use to search for legal representation. Once you know the specific keywords, you can optimize your website and content to target those keywords.

Many other factors go into SEO, such as the technical aspects of your website, your website’s structure, and the quality of your content. 

Local SEO is a type of SEO that focuses on optimizing your website to rank higher in search engine results for local searches. For example, if someone is searching for a “divorce attorney in Tampa,” your website should show up in the search results if you’re targeting that keyword and you’re located in Tampa. Local SEO is essential for law firms since most clients search for attorneys located near them.

SEO is a complex and ever-changing process requiring ongoing attention, but it’s worth it when prospective clients can easily find your website. Our team at Metric Marketing stays on top of those changes to make the necessary adjustments to keep your website ranking high.

3. Content Marketing

The content on your website helps your search ranking because it’s one of the main indicators that search engines use to determine what your website is about. That’s why it’s important to have high-quality, well-written content relevant to your practice area and target audience.

A website blog is a great place to start. But you can also create other types of content, such as guides, infographics, eBooks, and even videos.

Create valuable and interesting content for your potential clients that’s easy to understand. If you can do that, they’re more likely to return to your website and reach out to you with their specific case.

4. Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) is a type of advertising where you pay a fee every time someone clicks on your ad. The cost of the click will vary depending on the keyword. Since it’s ranked based on an auction system, your bid & the quality of your ad will influence your ad’s position on Google and the total cost of a click.

To ensure you get the most out of your PPC budget, you’ll need to be strategic in deciding which keywords to target and knowing how much you’re willing to spend. The best PPC strategies will look for keywords that convert. You want to reach prospects ready to hire an attorney and send them to a page that makes getting started with legal representation at your firm easy.

But what about brand awareness? PPC isn’t a substitute for building your brand, which requires establishing trust over time. But it can help you reach a broader audience. 

Our team at Metric Marketing has experience with PPC advertising, and we can help launch a campaign that gets results. We are transparent through the process—so you’ll always be in the loop on what’s working and what isn’t—and about any future strategies we plan to deploy.

5. Email Marketing

Email marketing is a great way to stay in touch with your past and potential clients. It’s also an effective way to promote your content and any special offers or events you might have. Email marketing success starts with having a quality email list and sending relevant and interesting emails to your target audience.

You can start with a simple sign-up form on your website to build an email list. To incentivize people to sign up, you should consider offering something of value in return, such as a free guide, eBook, or some type of consultation. 

Our team can help you grow your email list and create email campaigns that get results.

6. Social Media Marketing

Social media is a great way to connect with potential clients and build relationships with other businesses in your industry. It’s also how you can promote your content and stay top of mind with your target audience. 

A successful social media strategy requires you to be active and engaged on multiple relevant platforms. You likely need to post daily or three-five times a week (depending on the platform) to get enough reach to see results from your social media strategy.

Social media isn’t a set-it-and-forget-it strategy. Just like SEO, it’s constantly changing. Our team at Metric Marketing is always following trends and learning to leverage the newest platforms and features that often have better reach.

Why Should a Law Firm Hire a Marketing Agency?

A law firm should hire an outside marketing agency for several reasons. First, an outside marketing agency can help achieve better outcomes. They have the experience and knowledge to help your law firm reach more people and convert more leads into clients. At Metric, we’re committed to knowing the latest marketing trends, tools, and tactics. 

Additionally, a  marketing agency that specializes in online marketing for attorneys can actually help save money on marketing costs. They can access resources and tools your law firm may not have access to. And if you or your staff are spending time on marketing efforts, that takes away from the high-value client work that only you can do.

Finally, a marketing agency can provide an objective perspective. A marketing team can help you take a step back and see what might not be working as well as it could be.

Metric Marketing is a full-service law firm marketing agency committed to achieving real long-term growth without the need for long-term contracts. That’s right. We don’t depend on 12-month contracts. We let our results speak for themselves.

Law Firm Marketing Strategy Case Study: WKW

When it comes to online marketing for law firms, Metric Marketing is an industry leader. One of our clients, Wilson Kehoe Winingham, has seen exceptional results from our digital marketing services.

WKW is a personal injury law firm that needed a website that could rank high for relevant keywords and convert potential clients. They worked with two other marketing agencies before hiring us. They made the switch to Metric because they became concerned that the other agencies were using risky black hat SEO methods that didn’t work and might damage their search engine rankings.

Unfortunately, WKW was right. After bringing on our team, our marketing experts cleaned up the mess by removing over 40,000 spammy backlinks and deleting hidden content.

We performed a full website audit and developed an SEO strategy that utilizes best practices. And we didn’t stop there. We developed buyer personas and leveraged social media advertising and PPC campaigns to drive website traffic.

We then implemented a content marketing strategy that included creating high-quality, relevant blog posts and other types of content. The results have been impressive. WKW has experienced a 2X increase in their preferred types of cases.

Law Firm Marketing Strategy Case Study: Scott D. Pollock & Associates, P.C.

Another one of our clients actually generated so many organic leads from our services that they had to reduce the amount of hours dedicated to marketing. Scott D. Pollock & Associates, P.C., an immigration law firm in Chicago, actually became overwhelmed with clients as a result of our efforts.

Sure we lost a small slice of business, but this is what we consider a “good problem,” because it means our clients are happy and successful.

Let’s Talk About the Marketing Strategy for Your Law Firm

If you’re looking for online marketing services that can help you rank higher on search engines and find more prospective clients, contact Metric Marketing today. We’d be happy to help you grow your law firm’s business. 

Contact us at (734) 404-8714 or fill out an online contact form today for a free consultation.

law firm client

"Metric has been essential in our marketing initiatives at WKW. From untangling the past SEO issues created by previous partners to help develop a more client-centric digital experience, they manage to both take direction and provide recommendations that help us realize success. We are still growing our online presence and realizing new benchmarks, and we would not be here without the assistance, guidance, and professionalism of the Metric Marketing team."

Eric Strickler


Read the case study
Michael Lazenby image

"Elite! This is the word to describe the Metric Marketing team. I've been working with them for most of 2019 to help the law firm I manage get our web presence to the next level. They have certainly done that with helping us..."

Michael Lazenby

Scott D. Pollock & Associates, P.C.

Read the case study

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