Developing an online presence is one of the most effective ways of increasing your client base. Although word of mouth, print ads, and billboards may still catch the eye of a few prospective clients, the fact is that Google will almost always the number one way people find your firm. Put it this way: imagine it’s your brother’s birthday, and you’ve been assigned the job of organising his surprise party. Where is the first place you look for local restaurants? What about for taxi firms? Where do you go to order the balloons? Chances are, you answered Google to at least two of these questions. When people need a legal professional, they too will be turning to the internet for recommendations.
What is digital marketing?
Digital marketing encompasses any type of marketing that happens via the internet or on an electronic device. This includes websites, blogs, and social media, as well as more advanced techniques like Search Engine Optimisation (SEO) and Pay Per Clicks. The internet is a big place and as such presents a huge variety of marketing options. It is through these techniques and platforms that you will begin establishing an online presence for your law firm.
What is online audience targeting?
“The most basic role of digital marketing is to ensure your company is seen by as many people as possible.” While this is essentially true, research has proven that in order to be effective, your marketing should be aimed at a specific target audience – that is, the people most likely to want to pay you for your services. By taking a targeted approach to building your online presence, you can avoid spending unnecessary time and money reaching people that are unlikely to become paying clients.
The most successful online marketing employs a variety of techniques. This multi-pronged approach is important, because often what you do on one platform can directly impact how your company appears on another. For example: having a blog on your website is a great way to explain your services and encourage people to hire you, but it also impacts your position on Google search result pages. Well written, keyword-rich content will bump you higher up the list of search results, increasing your chances of being seen by people looking for law firms.
With this in mind, let’s have a look at some of the most effective ways to improve your online presence and reach more potential clients.
According to Smart Insights, scrolling on social media and watching videos online are two of the most common activities on the internet. The great news is that increasing your presence on social media is one of the cheapest, most effective ways of alerting people to your services. Regular posting, photos, videos, and links to your website all help generate interest in your brand, and keep your name fresh in peoples’ minds should they need a solicitor.
Linkedin is the platform of choice for professionals across the business sphere and is set up to allow you to share blog posts, company news, and any other relevant information that helps you connect with future clients. It’s also a great place to connect with other professionals, helping you build your network and reputation in the industry.
Remember when businesses could only be found by flicking through the Yellow Pages? The truth is, things haven’t changed all that much. Online legal directories offer prospective clients a super-targeted list of local law firms and help legitimate companies stand out amid the Google free-for-all. Such directories allow people to search according to location and specialism, helping to connect clients with the exact services they need.
With more and more people avoiding in-person contact, demand for virtual legal services has exploded. Sites like Solicitors Online have responded to this demand by offering law firms a comprehensive platform through which to advertise their online services, and giving customers a one-stop-shop to find them.
Search Engine Optimisation (SEO) is the practice of increasing how many people are able to find your website through search engine queries. Lots of factors will affect your law firm’s SEO results, including the quality of content on your pages, the speed at which your website loads, and how well your web copy matches certain search queries.
SEO is the most important factor in deciding whether or not people will see your website when they search for legal services, and as such is one of the key areas to invest in when looking to improve your online presence. While you can improve your website’s SEO by doing simple things like checking your website’s spelling and grammar, many companies choose to take the guesswork out of the process by turning to the professional agencies or by hiring somebody to work in-house that has the required knowledge and experience.