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A digital presence is crucial for law firms to be found by potential clients. It’s also an opportunity to establish credibility, showcase the firm’s expertise, and stand out from competitors.
A strong online presence has never been more important for law firms. While networking and word-of-mouth referrals still matter, when most people want to contact personal injury attorneys, they turn to the Internet.
Even ten years ago, internet searches were the most common way for consumers to find and research lawyers rather than asking for a referral from friends and family.
Here are some effective tactics law firms can employ to create or improve an online presence.
List Your Law Practice on Legal Directories
A recent Consumer Legal Needs Survey found that, of the respondents who use the internet to find a lawyer, 31% use legal directories. Consumers appreciate that directories offer a streamlined search tool that provides easy-to-use information. Law firms can enjoy low-cost lead generation while improving brand awareness and reputation.
Some legal directories are free, while others require a one-time or subscription fee.
Popular legal directories include:
Avvo
Expertise
Justia
FindLaw
Super Lawyers
Nolo
com
com
com
Martindale-Hubbell
Many directories allow clients to leave reviews. This is an important trust signal that potential clients will look for when searching for lawyers online. Many even rank firms or lawyers using criteria like client satisfaction, experience, and practice area.
Claim Your Brand Online
Make sure your firm creates accounts on major social media platforms to claim your brand’s identity. Facebook, X (Twitter), and LinkedIn are the most important platforms. Fill out as much information as possible with each account, including information about the firm, clear images, a link to the law firm’s website, and the firm’s address.
Ideally, these accounts should be updated regularly with engaging posts. At a minimum, these platforms can be used to share news about the firm, but you can also share relevant, helpful information about the firm’s practice areas.
Along with social media, your firm should add or claim its Google My Business profile. This allows your firm to be listed on local search results and Google Maps when potential clients search for a law firm in the area.
Make the Most of Your Firm’s Website
Your law firm’s website is one of the most powerful marketing tools at your disposal and the best way to establish your online presence. Of course, it’s only effective if potential clients actually see it.
According to the 2023 Thomson Reuters U.S. Consumer Legal Needs Survey, more than 75% of consumers visit two to five websites before contacting an attorney. Yet most people do not look beyond the first ten websites that appear on Google search results.
Search engine optimization (SEO) is a process to improve the quantity and quality of traffic to your website. This is done by ensuring the website structure and content are constructed in a way that search engine algorithms recognize as relevant, valuable, authoritative, and authentic. The goal is to ensure that your law firm’s website is at the top of search engine results.
When it’s used correctly, SEO offers an excellent return on investment.
Here are some law firm SEO tips to make sure your website is found and gives potential clients what they are looking for:
Optimize the website to be mobile-friendly with fast load times
Create high-quality, keyword-optimized content that is relevant to your practice and covers search topics or common questions
Establish your firm’s authority and expertise with firm and attorney information, testimonials, reviews, media coverage, case results, and more
Add fresh content regularly, including blog posts on relevant topics, news stories, recent case results, and more
High-quality blog posts, in particular, are helpful for increasing your online presence. Blog posts bring prospective clients to your website when they are researching specific legal topics, and they demonstrate your firm’s knowledge and expertise on these topics. They may also be shared with others or linked to by other websites, which increases traffic and your firm’s authority on the subject.
Legal SEO is a complex area that takes time to understand. Google’s search engine algorithm is also often dated, which makes it important to stay on top of changes in the industry and best practices. Your firm may want to consider hiring an SEO marketing agency or specialist to assist with at least some areas of your online marketing strategy.
Use Online Ads
Online advertisements are a powerful tool for driving traffic to your firm’s website and connecting with prospective clients. Your firm may decide to place ads on social media platforms, legal directories, or on Google search results.
This last option is called pay-per-click (PPC) advertising because businesses pay a fee every time a viewer clicks on the ad. This allows your firm to calculate your return on investment, control advertising costs, and pay for potential leads, not just impressions or views.
Of course, online ads aren’t without challenges. It’s critical to understand and follow regulations for law firm advertisements and consider any ethical issues. The American Bar Association rules are a good place to start, followed by your state’s bar association.
In general, legal ads should never refer to a lawyer or firm as a specialist or expert without formal accreditation or certification. Avoid misleading or false statements.
A Strong Online Presence Is Highly Beneficial To Your Law Firm’s Success
A strong online presence is a necessary ingredient for success for most law firms in today’s modern age. Embracing social media, implementing SEO strategies, and investing in your firm’s website can all help attract more prospective clients while establishing your firm’s reputation in the industry.
