The Complete and Only Law Firm Marketing Plan You'll Ever Need

Over 70% of businesses say converting leads into customers is their top priority. If you’re struggling to generate legal leads this year, you need a plan. Otherwise, you could struggle to grow your law firm.

Here are eight essentials you need as part of your law firm marketing strategy. With these tips, you can generate brand awareness. As you appear in front of more prospective clients, you can draw them to your website.

Then, you can boost leads and set your law firm up for success.

Develop your law firm marketing plan with these tips today.

  1. Build Your Brand

Over 60% of consumers prefer familiar brands. Unfortunately, it takes over five impressions before people are aware of your law firm. Before building your marketing plan, you must organize the company’s internal processes. You can try integrating law practice CRMs, such as Clio law practice software or SmokeBall, into your processes. A legal client relationship management system (CRM) enables law firms to manage client intake, scheduling, and follow-up, as well as revenue tracking. Brand consistency is essential for building awareness and recognition.

Before you build the rest of your law firm marketing plan, take the time to build your brand. Your brand will become essential to the rest of these strategies.

Without a distinct brand, people might confuse your law firm with another. They’ll struggle to recall your law firm by name, too.

Instead, develop brand guidelines for your entire smart marketing team. Your guidelines should include your mission and vision statement. You should also outline your:

  • Logo guidelines
  • Color palette
  • Font styles
  • Imagery styles
  • Voice
  • Tone
  • Personality

As you use the rest of these marketing strategies, keep your branding consistent. Brand recognition will grow over time.

The next time someone needs the best law firm in town, they’ll recall seeing your brand.

  1. Update Your Website

Once you develop your branding, take a look at your law firm’s website. A fast, easy-to-use website can encourage lead generation. If your website is old, outdated, or unappealing, you could scare prospective clients.

In fact, people who have a negative experience on your mobile website are 62% less likely to convert. It doesn’t matter how beautiful or data-driven future marketing campaigns are.

Even a 1-second delay in load times can hurt mobile conversions by 20%.

In fact, your website’s design could impact your credibility, too. Without credibility, people might struggle to trust you. They might take their case to another law firm instead.

Before that can happen, work with an experienced digital marketing agency. Make sure they offer web design and development services. Then, make a plan to improve the user experience (UX) on your website. Check out this Legal CRM guide to get more idea.

For example, you can:

  • Organize the navigation
  • Improve page load times
  • Add an SSL certificate
  • Add to lead generation opportunities
  • Mobile-optimize the site
  • Add a chatbot
  • Use shorter sentences and paragraphs
  • Organize content with headings and subheadings

Improving the UX can encourage people to explore your content. You could increase your search engine rankings. You could start drawing more leads, too.

  1. Create Video Content

Once you update your website, you can start creating compelling, helpful website content. Use your content to demonstrate your expertise in the industry. Establishing your expertise can encourage clients to trust you.

You could generate more legal leads as a result.

Try creating more video content this year, too. Video content is engaging and easy to consume. It could boost your website clickthrough rate and dwell times.

Higher clickthrough rates and dwell times can boost your search engine rankings. Higher search engine rankings will help you reach more prospective clients.

Determine what keywords your target audience uses when searching for the best law firm online. Consider the legal questions they’re asking, too. Then, create content based on their needs and interests.

Make sure to use your brand guidelines when creating your content.

  1. Manage Your Reputation

If you want to show people you’re the best law firm in town, consider your online reputation management. First, update your Google My Business listing. Clients can use this listing to find your law firm online.

Then, encourage clients to post their reviews on your Google My Business listing.

You can then use a plugin to push those client reviews to your website.

Consider creating a testimonial video as part of your online reputation management strategy, too. Otherwise, work with an experienced digital marketing agency. They can improve your reputation, which can help you generate leads.

  1. Use Search Engine Marketing

Search engine marketing (SEM) includes a combination of strategies. For example, you might want to use search engine optimization (SEO). Pay-per-click (PPC) advertising and remarketing are effective, too.

SEO allows you to optimize your website content for search engines. Your web pages can appear in a search. Then, you can generate more brand awareness and website traffic.

As they read your content, prospective clients will see you have the experience and expertise they need.

PPC advertising allows you to create engaging, eye-catching digital ads. These ads can appear on search engines and social media platforms. When someone clicks on your ad, they’ll arrive on your website.

Make sure to create customized landing pages for your PPC ads.

For example, you can create a campaign and landing page dedicated to workers comp clients. Then, encourage visitors to contact you for help with their legal needs. You can gain more workers comp leads as a result.

Remarketing ads can reappear in front of people who previously visited your website. You’ll get a second chance to convert those leads.

  1. Send Emails Often

Email marketing is a great way to remain top-of-mind.

First, make sure there’s a form on your website specifically for your email newsletter. Let people know about the value of subscribing to your emails. For example, you can keep them up-to-date with new laws and regulations.

Then, develop an email campaign. Don’t neglect your branding.

Let your subscribers know about any accomplishments or developments.

  1. Stay Social

Social media marketing can help you share your website content. You can also use it to develop two-way conversations with your audience.

As people leave their comments, respond back! Use social media listening to track how often people mention your firm.

  1. Analyze and Optimize

Once you start using these law firm marketing tips, analyze the results of your campaigns. Then, make changes to generate more leads.

Set for Success: 8 Law Firm Marketing Strategies You Need to Use

Developing a strong law firm marketing plan can set your firm up for lasting success. Give these eight strategies a try. Become a smart marketer with these eight simple tips today.

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