Lawyers are often in demand, which means new marketing techniques aren’t always at the top of your to-do-list. If your phone is already ringing, you might not see it as important to change what’s already working. But if your only method of advertisement is YellowPages, then it’s very likely that you could start to see a downturn in all those phone calls you used to get. Luckily, digital marketing is one of the easiest methods of advertising to get into, and it’s considerably more cost effective. That said, there are a few common mistakes that lawyers should watch out for when developing a digital marketing strategy. So, what are the digital marketing mistakes attorneys are making when marketing themselves online, and how can you avoid them? Read on to find out:
Mistake #1: You don’t have an online presence
Issue: If you think that you don’t need to have a digital presence, you’re missing out on hundreds of potential clients every year. Think about the last time you looked for a service provider—did you pull out the YellowPages? Chances are, you did an online search. That’s exactly what your potential clients are doing when searching for an attorney. Without an online presence, you’re missing out on a ton of qualified leads already searching for your services.
Fix: Build a digital presence, including a website and relevant social media. If you’re not sure how, or don’t have the time to do it yourself, hire a digital marketing firm.
Mistake #2: Your site is outdated
Issue: If your site hasn’t been updated in the past two or three years, it probably isn’t doing you much good. Not only will an out-of-date design and lack of interactivity deter visitors, search engines are regularly changing their site cataloging practices, and sites that are regularly updated and are mobile friendly/responsive are given preference by search engine algorithms.
Fix: Make regular updates to your site to keep the site visually appealing, user friendly, and up-to-date on search engine indexing practices. This will help encourage site visitors to stay on your website, and it will bump your search engine rankings, ensuring you get the visibility you’re looking for.
Mistake #3: You advertise your rates online
Issue: You may think that advertising your hourly rate online helps you to attract qualified clients and weeds out visitors who can’t afford your services, but, depending on the case or situation, it could lock you into a rate that is unfair to you or harmful to your practice.
Fix: Include calls-to-action on your site which encourage visitors to contact you for a consultation and estimate, based on their unique circumstances. This allows you to set rates based on the amount of work you’re actually doing, and it shows your clients that you’re taking a genuine interest in their case.
Mistake #4: You don’t have a keyword strategy
Issue: You’re not using specific keywords related to your practice that your potential clients are searching for, meaning that you’re missing out on lots of site traffic and visitors who could become clients.
Fix: Research keywords related to your practice and specialties. Find out what people are searching for, what your competitors are using, and what opportunities you have to rank well in search engines for those keywords, then implement them into your digital content. This is called a search engine optimization (SEO) strategy, and when done properly, it can pull in all kinds of qualified leads.
Mistake #5: Your site doesn’t have a blog
Issue: We get it, you don’t ever want to offer your legal advice for free. And you shouldn’t have to. It’s important to know that’s not what a blog is. A blog is a way to constantly refresh your site’s content (great for SEO), use relevant keywords (also great for SEO), and provide useful information to potential clients to increase their trust in your knowledge and expertise.
Fix: Add a blog to your site and post regularly (at least once per month) on topics that are of interest to your potential clients and are relevant to your areas of specialization. To avoid offering free legal advice, try to answer the types of questions you might have to address before even booking a client’s first consultation. How do they know they have a case? How can they identify a great attorney? These sorts of blog posts work to keep your website fresh, and offer great, useful content, without giving away your trade secrets.
If you’re afraid your firm’s digital marketing strategy has fallen prey to any of the of the digital marketing mistakes above, it’s time to reconfigure your efforts and make changes to modernize your digital presence. Implementing the fixes we’ve mentioned can help drive qualified traffic to your site and convert site visitors into leads, and eventually, clients.
You don’t have to do it alone, though. If you’re not sure where to start or would like help to perfect your digital marketing strategy, we should talk.
And for more help on optimizing your law firm’s digital marketing strategy, make sure to check out these tips specifically for attorneys. They’ll help ensure you’re avoiding those common digital marketing mistakes, and boosting your online presence: