We have collaborated with more than 323 law firms and executed various marketing campaigns. However, the campaigns that yielded the highest return on investment were the ones that followed the marketing formula mentioned below.
- Identifying a niche
- Ranking in the top three for “Near me” searches
- Updating and optimizing their Google Business Profiles daily
- Creating a website that is built to convert traffic into leads
- Obsession with generating 5-star reviews and client testimonials
- Personalization: showing the story behind the brand
- Community involvement – Sponsoring events and good causes
- Focused PPC
Let’s dive deeper into each of these.
Identifying a Niche
When it comes to marketing and growing your law firm, it’s essential to specialize in a specific niche. By focusing on a particular area of law, you can position yourself as an expert and stand out from the competition. This doesn’t mean you should abandon other services you offer, but rather prioritize which ones you will promote through advertising. Remember, it’s better to be a big fish in a small pond than the other way around.
Ranking #1 For “Near Me” Searches
In today’s world, it’s common knowledge that people skip ads and head straight to the local map pack. They prefer to read reviews and know more about a company before making an inquiry. For law firms, ranking in the top three results of the local map pack is highly desirable. Typically, the law firm in the #1 spot receives more than ten times the traffic of the one ranked #10 in the local map pack. It’s crucial to have a professional team to execute your local SEO campaign to help you secure the top spot in your market.
Google Business Profile
To gain an edge over your competitors, it is essential to keep your GBP (Google Business Profile) active and optimized. A couple of examples would be posting weekly, adding photos, and responding to reviews; you can attract more visitors to your law firm.
Website Built To Convert
There is only one job your website should have: converting traffic into leads. Does your website have a clear plan to convert traffic into leads? If not, here is the first thing you need to do. Tell the visitor what action you want them to take! Simple as that. Do you want them to call you? Fill out a form? Watch a video? Tell them what to do, and you will increase your chances of converting traffic into leads.
Reputation Management
We have become a review-based society. Having an abundance of 5-star reviews on your website and Google Business Profile will give your business a massive boost in new customers. Not only that, Google ranks companies higher that have more reviews. Ask your friends, family, and associates if you are just starting out.
Personalization
It’s important to showcase the people behind your law firm. Customers today prefer to do business with companies that have a human touch. By revealing who you are and why you’re in this business, you provide a glimpse into what working with you will be like. Make sure you leave a positive first impression.
Community involvement
To create a loyal following for your law firm, consider sponsoring events and supporting charitable causes. Participating in events like charity runs or supporting local little league teams can help establish your brand. Take advantage of these opportunities by sharing your involvement on social media and your website.
Focused PPC
PPC only works when you use extreme focus. If you try and market every service you offer and every keyword, your budget will evaporate quickly. Creating effective Google PPC ads is a whole other subject.
