There is no shortage of people looking for exceptional legal services. The problem is that they have to find your company before you can help them. Although many lawyers are discovered through word of mouth or personal recommendations, it is very common for potential clients to begin their search for a lawyer online. A well-planned strategy for website marketing for lawyers will focus on tactics that drive more traffic to your website and generate more leads to nurture. Here, our experts have rounded up 30 different ways your law firm can drive traffic to your website.
Website Marketing for Lawyers
1. Create compelling content
The phrase “content is king” is more relevant than ever. Inbound marketing helps attract the right people to your website. When writing content, we recommend starting with your customer personas and building content around what those people would be looking for. Some content types that you can use are blogs, ebooks, infographics, etc.
For a breakdown of how to create a compelling content strategy, check out this free eBook: The Law Firm Guide to Content Marketing.
2. Demonstrate expertise
Google favors sites that have proven themselves to be experts in their field. You can do this by creating content around important topics. Another way to highlight your knowledge is to create column pages on your main areas of focus and link to other cluster content.
3. Spend time on organic social media
Advertising on social networks can be very effective, but you can also use the free options. Go beyond just posting and focus on connecting with your audience and using new features to reach them.
4. Check website analytics
To get the right people to your site, you need to know who they are and what they’re seeing (and not seeing). Take the time to run Google Analytics reports on your traffic and channels so you can see and decide on some areas for optimization.
5. Collaborate with thought leaders
Influencer marketing is word of mouth today, and while the legal industry doesn’t have actual influencers, you can still partner with thought leaders in your industry. If there are industry professionals who have a strong following, consider partnering with them for content, a webinar, or a sponsored article.
6. Build your email list
When you have a great database, you can promote new things like your latest content – resulting in an instant boost in your traffic. Look for ways to add to your current list, such as: B. Content offerings, newsletter signups, etc. Consider creating gated content, where users are required to provide their email address in exchange for downloading something like an eBook or webinar.
7. Get involved with your community
Creating brand awareness will ultimately lead to more website visitors. One way to do this is to connect with your online audience. Develop an engagement strategy and be active in different groups, social media sites, etc.
8. On-Page SEO
Anything that helps your website rank higher will be important for website traffic. Things like page title, header, meta description, image alt text, and the URL are all on-page elements.
9. Quality backlinks
A backlink strategy is important for SEO. Acquiring backlinks is helpful in establishing your site’s authority, but not just any link will do. High authority sites give you more credibility. Check out this post on creating an effective backlink strategy.
10. Video Marketing
Video content has become a must as video consumption is an important part of many people’s decision-making process. Anything from professionally created videos to Instagram Reels and Facebook Stories can provide helpful content that your audience will want to see.
11. Reuse content
We know it’s difficult to come up with new ideas for content. Instead of doing nothing, try reusing something you’ve already created. Take a well-performing blog post and turn it into a video, or if you have a podcast that did well, create a short synopsis for your blog.
12. Use SEO tools
If you’re serious about website marketing for lawyers, it’s important to get smarter about SEO. There are a variety of tools you can use to create, optimize, and measure your SEO tactics. Many of them are free, take a look at our suggestions here.
13. Historical Optimization
As you pull reviews of your blog posts, you may find that some of your most popular posts are older. If so, you should spend some time updating and optimizing them to continue reaching a wider audience.
14. Understand voice search optimization
Voice search is growing in popularity, recently growing over 9% in just one year. With more and more people using tools like Alexa, it’s important to have optimized voice search to get discovered online.
15. Local SEO
This is enormous for law firms. Search engines rely on things like local content, social profile pages, links, and citations to provide the user with the most relevant local results. If you have not updated these materials properly, search engines will not bring you to the top of the results and it can be difficult to improve lawyer website marketing.
16. Try QR codes
These codes can be very effective in driving traffic to your website from both digital and printed media. Oftentimes, ads and content can become text overloaded as advertisers try to include all the information they need to communicate. With QR codes, you can easily link to a landing page with more information.
17. A/B Testing
Marketers should be very familiar with this concept by now, but that’s because it’s still important. Split testing is key to determining which versions of something work best so you can then tweak and reach a wider audience.
18. Use internal links
When someone visits your site, you want them to stay and explore other parts of your site as well. Links to other pages on your site are very effective in generating this type of engagement. Look for ways to link to other parts of your site in a way that feels natural, not sneaked in.
19. Technical SEO
We’ve touched on local SEO and on-page SEO — but technical SEO is another important component to search success. Start by fixing broken links and redirects and look at other tactics like setting up language meta tags.
20. Build a community
Similar to collaborating with existing communities, you can also build your own. If you can build a crowd of interested people, they will likely bring a steady stream of traffic to your site. Consider setting up social media groups where your attorneys will answer questions. You can even create event pages within your LinkedIn Company Page where event attendees can engage in discussions with your company.
21. Lead magnets
Content offers not only generate traffic, but also help to attract new leads. These offers should vary based on where someone is in the customer journey with your company, but they can include things like webinars, white papers, research reports, etc.
22. Media Coverage
As your marketing team works on different strategies, they should consider PR (and vice versa). This can create excellent word of mouth, leading to more traffic. Media coverage provides important third-party validation of your site, and curious people are likely to visit your site after reading it.
See also: How to make your media webinar content engaging
23. Add social shares buttons
Make it easy for your readers to see and share your content on social media. Along with the buttons, just ask people to share if they liked your content.
24. Understand CTR optimization
How do you know if people are clicking to read your posts? Get reports on your content analytics, then look for ways to drive more traction for each item. Try exploring Google Search Console for tips on increasing your conversion rate.
25. Create a “Resource Center”
One way to highlight your expertise while also getting people to spend more time on your site is to have an educational content section. A knowledge base of sorts where you include courses, webinars, white papers, etc. can prove to be a valuable resource for your customers and also an area that attracts new visitors.
26. Spend time on social news sites
Platforms like Reddit and Quora are great for driving traffic to blog articles. They are similar to social media but tend to encourage more discussion. Many visitors are looking for concrete answers that you can give.
27. Paid Advertising
While you wait for more of your organic efforts to bear fruit, you might want to try some PPC advertising to generate instant traffic. Try search engine pay-per-click campaigns or social media retargeting ads to increase traffic quickly.
28. Host a contest or giveaway
These provide instant traffic boosts while also offering the ability to reward current followers. Simply select a prize and describe the criteria (e.g. sharing a post or creating an online review) and then promote it on social networks.
29. Guest Posts
Writing guest posts for other outlets shows that you are an expert in the field and also provides more backlinks to your site. If there are publications or industry sites that you follow, look for gaps in their content and then pitch your own content idea in that space.
30. Thought leadership
Last but not least, this is used for website marketing for lawyers. Thought leadership is critical in the legal industry, but it also offers more opportunities to generate new traffic. Finding different ways to share Words of Wisdom gives you more channels to promote your website or blog (and more new followers).
The truth is that there are countless ways to improve website marketing for lawyers if you have the time and can get a little creative. You’re probably already focused on some of these tactics. Why not pick 2 or 3 that you haven’t tried yet and see what traction you can get in the weeks to come.