Lawyers cannot depend on referrals alone if they want their firms to survive. They must market themselves. Lawyer marketing involves promoting a law firm in a way that will attract new clients and keep existing clients engaged.
Today, most people rely on the internet for information about the goods or services they need. For this reason, having an online presence is a great way to reach the audience you are targeting. When thinking about lawyer marketing, a good place to start is with your website. A lawyer website will build credibility and allow visitors to easily find info about your practice and services you offer. However, simply having a website is not enough. A well-designed lawyer website is more than just an online brochure that lists your services. For a lawyer website to be effective it must generate leads and attract new business.
Lead generation for lawyer websites
A lead is a person or organization that expresses interest in your services by sharing their contact information with you. This information could be an email address, telephone number, or social media handle. People are often anxious or a bit confused when hiring a layer. If they are new to the process, they might not be sure of what steps to take. Your website should have clear calls to action that tell people how to get started and communicate with you. Should they fill out a contact form, schedule a consultation online or contact you via telephone?
At times, even if there are clear calls to action, people won’t take any action because they are not ready to hire a lawyer just yet. Using a transitional call to action, also known as a lead generator, is a great way to increase the lead generation capability of your website. A lead generator offers some sort of resource in exchange for a visitor’s information. This resource could be anything that the visitor might find valuable such as an e-book or informational video. Leads might not result in immediate business, but it gives you a way to keep in touch with interested persons. You can later turn these leads into new business using email marketing or other tactics.
The only way your lead generation efforts will work is if people are visiting your website. That is why you must focus on driving more traffic to your web pages as part of your lead generation strategy. Search engine optimization (SEO) is one of the ways you can reach relevant people and guide them to your website.
Looking to generate more leads for your law firm? Find out how!
Search Engine Optimization
Search engine optimization is used to increase the number of visitors that find your website through organic (unpaid) search results. SEO for law firms also improves the quality of your website visits as your website is shown in relevant searches using targeted keywords. When people search for certain keywords and phrases, SEO will help your content to appear in the top search results. Research has shown that almost 95% of web traffic is shared between websites that appear on the first page of search results, with the average person not going beyond the top 5 listings.
Conversion Rate Optimization
Once a visitor takes the desired action, it is called a conversion. The percentage of your visitors who take an action is called your conversion rate. When potential clients find your website, if your content matches what they are searching for, you may convert these visitors into leads, and eventually new clients. But if your content does not match their needs, they will leave without taking any action. If you find that most of your visitors are leaving your website without taking any action, conversion rate optimization (CRO) may help. Conversion rate optimization will help you to lower your customer acquisition costs as you will be able to get more value from the visitors you have already attracted.
If there is a low conversion rate it usually means that there is something that needs to be changed about either the design or the content on your website. When this happens, you will need to review the web design, content and analytics to determine what is at fault and make the necessary changes.
Looking for a digital marketing agency to help optimize your lawyer website?
Do you want to optimize your lawyer website so to generate more leads and ultimately more business? If yes, Soulpepper Digital Marketing Agency can help. We have the expertise and the resources to help you grow your law practice online. We’ve done it for lawyers just like you and we’d be happy to show you how our services work. So, what are you waiting for? Book a free marketing consultation with our team today.