The internet has leveled the playing field for businesses of all sizes.
No matter how big or small your company is, you can reach customers all over the world with a well-crafted website. And thanks to digital marketing techniques like SEO and social media marketing, you can even compete with the biggest players in your industry. A quality firm will work on building an effective website and digital strategy for your business that will help you attract and convert more leads.
But what if you don’t want to hire a digital marketing agency?
You’re not out of luck. With a little bit of know-how, you can start planning and executing a digital marketing strategy for your law firm on your own. And to help get you started, we’ve put together this guide on web design & digital marketing for attorneys.
In this guide, you will learn:
- The basics of designing an effective website for your law firm
- How to use digital marketing techniques to attract more clients
- Common mistakes attorneys make with their websites and digital marketing campaigns (and how to avoid them!)
The Internet Spiderweb
The first thing to understand is that the internet is a spiderweb. It’s constantly growing and changing. Websites are born, they die, and new ones take their place. That’s why it’s important to keep your website up-to-date. Google loves fresh content, so if you can keep your website current, you’ll be more likely to rank higher in search results.
Think of your website as the hub of your digital marketing strategy. It’s the foundation upon which you will build all of your other marketing efforts. So it’s important to get it right. We like to use the analogy of a big web, with multiple facets of digital marketing dangling from it. Your website is the central Hub, and all of your digital marketing activities (SEO, social media, etc.) are spokes that lead back to it.
Knowing Your Market
When you’re planning your web design and digital marketing strategy, it’s important to keep your target market in mind. After all, your website and marketing campaigns should be designed to appeal to your ideal clients.
Your target market is the group of people who are most likely to use your services. To identify your target market, answer the following questions:
- Who are your ideal clients?
- What needs do they have that you can help with?
- What are their pain points?
- What are their goals?
- Once you know who your target market is, you can start thinking about how to reach them.
And that leads us to our next point…
Defining Your Goals
The first step in any effective digital marketing campaign is to define your goals. What do you want to accomplish with your website and marketing efforts?
Do you want to:
- Generate more leads?
- Attract clients in a specific geographic area?
- Increase brand awareness?
- Educate potential clients about your services?
The answer to these questions will help guide the direction of your web design and digital marketing strategy. If you’re not sure what your goals should be, take a look at your competitors’ websites and see what they’re doing. Market research (especially local competitor analysis) is a critical part of any effective digital marketing strategy.
Developing a Website
Now that you know your target market and what you want to accomplish with your website, it’s time to start developing your web design strategy.
Your website is the foundation of your digital marketing efforts, so it’s important to get it right. That means having a well-designed website that is mobile-friendly, easy to navigate, and informative.
It should also be designed with your target market in mind. That means using language and images that will appeal to them. And most importantly, it should have a clear call-to-action (CTA) that encourages visitors to take the next step – whether that’s scheduling a consultation, signing up for a newsletter, or downloading a white paper.
Your website should also be designed with SEO in mind. That means using the right keywords and phrases, as well as having well-written and informative content.
If you’re not sure where to start, we recommend working with a professional web design company that specializes in creating websites for attorneys.
Ranking on Search Engines
Now that you have a solid foundation in place (i.e., a well-designed website), it’s time to start generating leads with digital marketing. The good news is, there are a number of effective ways to do this.
One of the most important is SEO, which stands for “search engine optimization.” This is the process of optimizing your website and content for the search engines so that you can rank higher in search results.
There are a number of factors that go into SEO, including the use of keywords and phrases, as well as having well-written and informative content.
Another important factor is link building. This is the process of getting other websites to link back to your website. The more high-quality links you have pointing back to your site, the higher you will rank in the search results.
There are a number of ways to build links, including guest blogging, directory listings, and social media.
In addition to SEO, another effective way to generate leads is with pay-per-click (PPC) advertising. This is a form of online advertising where you pay a fee for each click on your ad.
PPC can be an effective way to generate leads because it allows you to target potential clients who are already interested in what you have to offer.
For example, if someone searches for “divorce lawyer in Los Angeles” and you have a PPC ad that appears in the search results, there’s a good chance they’ll click on your ad and visit your website (but this can get very expensive!).
PPC can also be customized to target specific demographics, interests, and even locations.
Social Media Marketing
Another effective way to generate leads with digital marketing is through social media. This is a great way to connect with potential clients and build relationships.
It’s also an effective way to generate leads because you can use it to drive traffic back to your website. For example, you can post links to your blog articles or website on your social media accounts.
You can also use social media to create valuable content that will help you attract more followers and grow your audience. For example, you can create infographics, videos, or blog articles that are shareable and informative.
Email marketing is another effective way to generate leads with digital marketing. This involves sending emails to potential clients or customers with the goal of converting them into leads.
Email marketing can be customized to target specific demographics, interests, and even locations.
It can also be used to send targeted messages to your existing list of contacts. For example, if you have a list of past clients, you can send them an email about a new service you’re offering that might be of interest to them.
As an Attorney, you would most likely be using email marketing to send newsletters, announcements, or sharing your latest blog post with potential and existing clients.
Whatever content you decide to include in your email, make sure it is well-written and informative. You want to make sure your emails are valuable enough that people will want to open and read them.
Digitally Engaging with Clients
Digital marketing is not just about generating leads—it’s also about engaging with your existing clients. There are a number of ways to do this, including social media, email marketing, and even text messages.
By staying in touch with your clients, you can build deeper relationships, as well as keep them updated on your latest news and offerings.
And, when you engage with your clients digitally, you’re more likely to generate referrals and repeat business. Your website should have a Live Chat feature where potential clients can ask questions and be redirected to your office.
The Reviews Game
Gaining positive online reviews should be one of your top priorities when it comes to digital marketing. Online reviews are a form of social proof that can help you attract new clients and grow your business.
When potential clients search for attorneys in their area, they’re likely to read the reviews before making a decision. And, if you have positive reviews, you’re more likely to attract new clients.
There are a number of ways to get online reviews, including asking your existing clients to leave a review on your Google Business listing or other platforms like Yelp or Avvo.
Optimizations & Updates
The bottom line about all of this is that a website is never done. There are always optimizations and updates that can be made to improve your website’s performance.
This is why it’s important to consistently produce content, update your website, and test new strategies. By doing this, you can ensure that your website is always up-to-date and generating leads.
Digital marketing is an ever-changing landscape, so it’s important to stay up-to-date on the latest trends and best practices.
We recently published a book on a basic level introduction to Web Design & Digital Marketing for Attorneys. The goal of this book is to introduce the basics of web design, digital marketing, and how it applies to attorneys.
However you end up approaching digital marketing, the most important thing is to get started. The sooner you start, the sooner you’ll start seeing results. We wish you the best of luck in your digital marketing journey!