Marketing for Law Firms in 2018
Marketing your law firm in 2018 is all about being in the right place at the right time where your potential customers are looking.
The results of effective law firm marketing should be:
- Signing new clients for your firm regularly through trackable sources
- Growing your referral network
- Building your personal and firm’s brand awareness
If you want 2018 to be a bigger year for your firm you need to start thinking of all of the practical ways you can make this happen. The best place to start is to re-align yourself with where potential clients are making their decision to hire a lawyer.
Digital Marketing State of the Union for Law Firms
Where is digital marketing in 2018 and how does it compare to other years? To be successful in digital marketing you have to know where your potential clients are looking for you and where they’re clicking.
Although this article is geared towards online marketing there are many other potential channels where a potential client can find your law firm. Some of these include:
- Offline Referrals
- Networking Events
- Television Ad’s
- The list goes on…
The most successful law firms dive into how clients are making the decision to contact their firm. Was it based on reviews, a reference, a cool website, experience with a similar matter, or something else?
According to a study, we conducted earlier this year, 49% of people research their legal issue before hiring a lawyer.
Each potential client’s journey is different, but analyzing marketing data can help you learn more about the journey potential clients are taking and make educated marketing decisions based off of this data, instead of shooting at initiatives in the dark.
Which Search Engines Should Law Firm’s Prioritize?
According to Net Market Share (as of April 2017) “the global marketing share percentage, in terms of the use of Search Engines heavily favors Google,” with over 77% of all online searches starting there. You can see that Bing.com is in second place with only 7.31% of searches.
Unfortunately, though this data can be a bit misleading from an overall marketing perspective when we look at the top visited websites overall.
Some people when searching don’t conduct their search from Google. In some cases, they may conduct their search on an entirely different website.
This becomes more clear when we look at the Alexa.com data for the top visited websites in the world.
This data shows that the second most visited website in the world is YouTube.com, followed by Facebook.com. Do you see the potential opportunity here?
People looking for tutorial or how to’s may search YouTube for a quick video answer. For example “How do I file a personal injury claim in California?”
Also, a potential client could make a public Facebook post asking for a referral from their friends.
There are many ways a potential client can find your firm.
The good news is that Alexa.com backs up the study data and shows that Google is by far the number one place you want to be.
For most of our legal clients we prioritize our marketing efforts on the following channels (Although not necessarily in this order):
- Legal Directories
Now we can dive a little deeper and learn where we need to be on Google. Is it paid, organic, or both?
Let’s see what the data says about Paid vs. Organic Search: Which will bring your firm more cases?
In December of 2017, Rand Fishkin of MOZ published an interesting study titled: “Is SEO Opportunity Growing or Shrinking?”. This study he partnered with Jumpshot which has recorded user sessions from tens of millions of desktop and mobile devices across the globe.
According to Rand’s article, the methodology for this study was: “Any page browser requests and visits on one of these machines is recorded, anonymized, and aggregated. Because the size and makeup of their panels fluctuate, they run processes similar to survey analysts or election pollsters to get representative, scaled data. For the dataset presented here, search query numbers come exclusively from Google.com searches in the United States.” (Source)
The initial findings from this data collection showed data over the past two years from Google.com USA searches in a simple to grasp graph. You can see a copy of this graph below:
The initial data takeaway from this graph is that a law firm that wants to be successful in online marketing needs to have strong visibility on both desktop and mobile search results.
At this point in time, Google is using both a desktop and mobile first index, however, the Desktop index has more prevalence. This is shifting and will be changing soon.
In non-nerd speak, this means that in most cases Google is looking at the computer version of your website and how it loads on a computer to help determine where your website should rank.
However, soon this will switch to mobile devices as the primary. Mobile devices typically are on slower connections than computers which makes site speed more paramount than ever.
Do Paid Ads or Organic Searches Get More Visits?
The main takeaway from this study was an analysis over the past two years on whether or not Google Ads (PPC) get more clicks than Google organic results.
The results are in the bar graph below with the blue bars indicating the number of clicks to organic results vs. red which indicates the paid results.
TLDR: Organic clicks are declining, but still represent the vast majority of overall clicks in Google Search Results.
Many people make the mistake of thinking that organic clicks only represent clicks to their own website, but let’s take a quick look a typical search for a personal injury lawyer in Oakland, California.
The first screenshot here shows above the fold results on a desktop computer. Notice how the ads take up the majority of the screen, yet they only represent a little under 5% of the total clicks.
And below the paid ads, you see Yelp in the #1 position in this case (we will talk about SERP share, also called Barnacle SEO in later), followed by Google’s local 3 pack results.
In just the two screenshots above we can see that someone looking for a car accident lawyer has the opportunity to click on a paid result, an organic result, and local result.
And then after the last screenshot, we can scroll further down the page where we will see a legal directory and multiple firm websites.
There are also other factors which I don’t show in this screenshot including review stars in the search results.
The point that I’m trying to make here is that we know that most people click on organic results. In addition to your own firm’s website ranking in organic results, there are other places you should consider being listed prominently.
Are you listed where you need to be to achieve your marketing goals?
What Sources Are The Most Important For Getting New Clients in 2018?
What sources (or channels) are the most important for getting new clients in the door to your firm, growing your referral network, and growing your brand?
The answer will change based on your priorities, but remember that each time a potential client sees your firm’s brand name associated with high ratings, it’s an impression.
This article is geared towards online marketing but you should never forget to stop fostering any referral relationships you have. If you already have a group of attorneys who you have a mutually beneficial referral relationship with, you should continue to foster that. In the digital realm, this mostly includes personalized communication through email and social media. You can also expand your efforts with outreach on these channels.
#2 Your Own Website Optimized for Organic & Local Search
As we saw above, most clicks are going to organic search. Taking advantage of a strategy that covers top of the funnel through the bottom of the funnel. Having a powerful and properly optimized website that ranks for important keywords should be your primary source of new leads.
#3 Paid Search
It’s no secret that Google makes money off of paid search. Having your law firm listed in paid ads is an easy and quick way to drive traffic. Although it can be expensive, firms who invest in pay per click ads get more organic traffic typically when they rank for both organic and paid keywords.
#4 Directories (in relation to Organic search)
From my research, a low percentage of potential clients will convert if they only find you in a legal directory or business directory. However, when you’re listed at the top of these directories and a potential client in the research phase finds you ranking organically you will see better results.
If you recall from the screenshot examples above, there are many different business and legal directories that rank for a variety of search terms.
In many cases, it makes sense to invest a minimal amount in directories that are performing in your market for popular search terms.
Some examples of popular directories I’m seeing more commonly in legal searches are:
- Superlawyers (Requires nomination)
Keep in mind that with services like Yelp where you pay to play, the best results can also come from ranking organically within their own search results. This is based on legitimate user reviews. If you want to read my study on if Yelp advertising is Good or Bad for Law firms, click here.
Obviously, if your law firm had an unlimited budget you can be anywhere, but that’s not realistic. That’s why you need to focus your law firm marketing strategy.
Focus Your Law Firm Marketing Efforts
Have you heard the phrase “Jack of all trades, master of none”? The firms I see struggling the most with digital marketing are firms who are trying to serve every market in every area.
For example, I recently spoke with a firm in Southern California who wanted to market for the following practice areas:
- Personal Injury Law
- Family Law
- Bankruptcy Law
- Immigration Law
- Criminal Defense
His thought was that the Family, Bankruptcy, Immigration, and Criminal defense cases would keep the doors open while the personal injury cases would be the longer term higher payout cases for his firm.
How do you think a potential client would react to someone who is an “expert” in everything? They probably wouldn’t believe it. Also, Google has a hard time recognizing what this attorney specializes in.
When you focus on a lot of diverse practice areas you’re going to dilute your overall efforts. At the end of the day, it comes down to simple math. Would you rather focus on 10 areas and sign no cases or focus on one area and sign 100 cases in a year?
It should be a no-brainer. This is not to say that you cannot focus on multiple practice areas, but rather you shouldn’t dilute your efforts too much.
You need to focus on the areas that are going to be best for meeting your business goals.
My company, Juris Digital, for example, has had a lot of success with websites totally focused on a single niche in a geographic area. We call this a hyper-focus website and when done properly it can drive great results quickly.
To Focus Your Marketing Efforts Figure Out The Following
Figuring out the answers to the following tips can help you laser focus your marketing efforts for better results.
- What area geographically do you serve?
(Pro Tip: Don’t try to be the person who serves’s everywhere in the state just because you can. Do you think a San Diego resident would want to hire a San Francisco lawyer? Just think of the logistics!)
- What Is Your Primary Practice Area?
Are you a personal injury lawyer? If so it’s OK to include the different types of personal injury cases you handle and all supporting information.
- Start Small, Think Big
Although I’m a fan of niching you can grow beyond your current niche after you’ve mastered it. Why not focus on one area, get the performance you want and then grow another? It can truly be all or nothing in digital marketing.
- Commit To Being The Best
You’re not the only firm in your area working towards the same goals. Prioritize quality over quantity. A slow and steady approach will get you better results than expanding too quickly and trying to do too many things poorly.
- Don’t be afraid to promote yourself
One mistake I see too often is attorneys who want all of the business in the world but don’t want to be known. It’s a bit of an oxymoron, but it needs to be said. It’s normal to have “imposter syndrome”, but don’t be afraid to market yourself. In a law firm, your firm’s brand is only as good as the attorneys representing that brand. Also, attorneys are their own brand and they should be able to bring in business through their own success.
Law Firm Marketing Should Focus on All Marketing Funnel Stages
As someone who works a lot with personal injury lawyers, I have a lot of pride when my clients rank for keywords like “Car Accident Lawyer”. It’s a cool keyword that cost’s a lot of money, so it makes me feel good.
But even though that keyword might bring some actual clients to the firm, a strategy based only on those head keywords is a losing long-term battle.
The truth is that many potential clients are at different phases in the process of making a hiring decision. While the people at the bottom of the funnel are ready to buy, you can build your business by generating new leads that will convert later down the line.
Consider the following Law Firm examples:
Immigration Law Firm Example
A citizen without their citizenship wants to get more information about becoming a citizen, but doesn’t want to pull the trigger yet.
Personal Injury Lawyer Example
Someone was in an accident and is looking for tips to negotiate their own settlement. The insurance company starts to low ball them.
What if your firm already established rapport by the time they need to make the decision to hire a lawyer? This is where marketing funnels, automation, and lead magnets come in.
The Law Firm Marketing Funnel Stages
The typical law firm marketing funnel will have five stages. I have briefly explained these below:
- Awareness: This is the top of the funnel and it’s the point where someone is just starting to do initial research. This is where you should provide value to potential customers. Think about e-books and helpful resources that can support them during their tough time.
- Consideration: After the customer becomes more aware of what they need they start the consideration process. This is a great time to strengthen your brand relationship.
- Conversion: This is where a potential customer is ready to make a decision. At this stage, they already know the value. This is where you start showing why your business it the best choice for them.
- Loyalty: After you have a customer you can keep them back for repeat engagements. You can also use this stage to leverage reviews.
- Advocacy: Doing a great job for a client results in the possibility of creating brand advocates. These customers will rave about your brand and tell their friends who are in need.
Using the tactics we discuss later in this article you will see how you can use your marketing efforts to focus on these funnels.
Law Firm Marketing Checklist for 2018
Now that you’ve read through my brain dump, it’s time for the meat of this article and tactical advice you can use.
The checklist below includes a lot of action items you can use today to help improve your firm’s marketing presence online in 2018. It will help you generate new leads, generate new clients, and grow your referral network.
1. Improve Your Own Website
Your website is at the forefront of all of your digital marketing efforts. Whether your clients find you through your website or visit it after finding your firm in a directory, your website’s performance needs to be front and center. Not to mention you should* (some scrappy marketing companies don’t let you own your own website) have complete control over what people see when it comes to your website.
All online marketing connects and interacts with your website at some point. The tips below focus on performing your website in terms of conversions and organic rankings.
This is why your website should be your number one priority. It’s also where you have the most potential. Here are some things you can work on right away to improve your own website.
a. Your Website Needs to Be Mobile Friendly
A scary amount of law firm websites out there are not mobile friendly. In fact, if you’ve paid for a previous Findlaw Website you need to check yours out. The downsides of not having a mobile-friendly website (preferably responsive) are that you could be missing out on a substantial amount of traffic (up to 50%).
The other major downside is that even if you’re ranking, you probably have a lot of visitors checking out the website and then leaving your website without contacting you.
Having a mobile-friendly website is a bare minimum requirement for success in today’s world.
If you’re not sure if your website is mobile friendly you can use Google’s free mobile-friendly website test here. Just enter your website address and select “run test”
b. Ensure Your Website Is Secure Through SSL
If your website does not have an SSL certificate installed you should move on this one right away. Google Chrome, which is now the most popular web browser in the US now shows warnings in the address bar if your website is not secure. It can also alert you if you’re filling out a form that is not secure.
The nonsecure warning shows up like the example below and you’re guaranteed to get if your website address starts with Http:// as oppossed to Https://
c. Make Your Website Load Fast
There are a lot of great website options out there depending on your needs. We prefer WordPress since that means our clients can own it and it’s open source which means we can make any change we need to it at any time. This is why it’s better than platforms like Squarespace.
Many law firms I spoke with in 2017 were really disappointed to hear that they had just invested a ton of money in a new website, yet it didn’t load fast. In fact, some websites load painfully slow.
Here is an example of a test I ran this week from Google Page Speed Insights. Note how the score is 26/100. That’s not going to do so well once Google’s Mobile First Index rolls out.
Having a slow website is a major problem that a lot of law firms overlook. They think that if they rank for a keyword than everything is fine. The problem is that’s just not the case. A slow website will result in a loss of conversions from organic and paid visits.
And even if you’re ranking OK now, it may also harm your Organic rankings. (Pro Tip: Also, rankings fluctuate and are personalized, so you may be checking them wrong altogether. This is why tracking contacts is a much better metric)
Google is introducing the mobile first index and if you want to see how your website loads, use the Google Page Speed Insights Tool here.
You should also consider AMP (Accelerated mobile pages) for mobile versions of your website.
d. Make sure everything is awesome
Using a crawler like Screaming Frog, it’s a great idea to link it with your Google Analytics and crawl your website every couple of months. You should consistently be evaluating your website pages and making decisions on what to do with them. In an ideal world, every page on your website will rank and perform, but that’s not a reality.
Here are some things you can look for and some actions you can take
- Rewrite, prune, re-optimize or combine pages that don’t get any organic visits
- Look for previously performing pages that no longer get as many visits and evaluate
- Identify opportunities for featured snippets
e. Ensure There Are No Crawl Errors
Another easy way to clean up issues with your website is to use Google Search Console to look for errors. Do you have broken pages?
Although there are plenty of audit tools you can use to figure out site issues, your #1 priority should be checking out Google Search Console. You can login and visit your Crawl > Crawl Errors section to see a list of errors. You can see where to click in the screenshot below.
f. Use Structured Data
Google seems to be taking structured data more seriously and telling them what type of data your firm has on your website is a great way to see more features enabled in search results. For example, adding review rich snippets you can generate stars in organic search results.
Here are a few of the ones you can add today:
- Booking Appointments
h. Have Great Calls to Action
I see so many bad law firm websites out there. Just last week I saw a non-mobile friendly website where I had to pinch my fingers on my phone just to see the phone number. And then the phone number was an image that wasn’t even clickable.
You need to make your firm easier to contact and appeal to the contact methods of your ideal clients. Although phone calls are highest converting for our clients, that doesn’t mean you shouldn’t cater to forms as well. Just make sure to be prompt on the response and even hire an answering service if you need to.
2. Grow Your Law Firm’s Organic Visibility
The reason you want to grow your law firm’s organic visibility in the search results is that if you do it right you will generate loads of free traffic that will bring new business to your firm.
If you do SEO the “right way” you probably haven’t seen a lot of drastic changes in your overall strategy. If you haven’t been this may be a bit of a shocker to you. Here are the areas you should focus on to improve your organic SEO presence.
a. Produce Great Content Regularly (and promote it)
If you still think “freshness” is more important than quality then you’re doing something wrong. Having great content on a regular basis is good, but having poor content more frequent is bad. “Great” content with “great” promotion will help your website. Poor content with no promotion will hurt your website.
That’s one of the reasons I always cringe a bit when I talk to a potential client and they tell me something along the lines of “well the other company told me they were going to produce 30 pieces of content a month”. SEO is not really about quantity, but rather quality.
Also, once you write your content make sure to run it through a service like Grammarly.
Great content should be based on good keyword research and should aim to exceed any previously created competing content. It should include images and be formatted for easy reading and sharing.
Great content takes a lot of time and effort to produce, but it’s going to show a strong return on your investment.
With content, there are a lot of different types of content a law firm might want to create. Here is a list of a few types of content we regularly create at Juris Digital:
- Evergreen content marketing
- FAQ Questions
- Practice Area pages
- Results pages
- Client stories (Juris Stories) / Case Studies
Here are some content promotion tips:
- Produce content but don’t forget to promote it. Share it on social media to relevant audiences.
- Feel free to include it in your email newsletter
- Have an easy way to share content you produce
Successful content needs to be built with a purpose. You should always ask yourself why a piece of content was created. Was it to earn links or viral lift? Find out the appropriate metric an measure its success.
b. Earn Great Links
Links from other websites pointing to your own are still a major ranking factor. However, links by themselves won’t win the race. You still need a solid website with great content.
Speaking of great content… did you know that great content can earn links?
Let’s say for example you created the ultimate long form guide for “How Long Does The Average Personal Injury Lawsuit Take?”. If you put in the work to create the content you can take one of two approaches.
Approach #1: Sit back and wait for the links to roll in. I mean it does happen with great content, but in the legal niche, it can be a bit harder. You would see better results if you took approach #2.
Approach #2: Conduct extensive research to figure out who else writes about the process of a personal injury case. You can figure out what keywords people are searching and see who they reference. You can then conduct outreach to them and see if they’re willing to link to you.
Approach #2 is a great way to earn links through good content marketing. Links are very important to both organic and local SEO rankings. If you’re looking for lawyer link building ideas, check out our guide.
There are also a lot of other ways to earn links. Check out an example of a recent community free cab ride program we ran for the holidays in Northern California.
2. Do a Deep Dive Into Your Pay Per Click
I find that the best metric for evaluating your marketing efforts including pay per click is to look at your cost per click. Thankfully based on all of the cool tools Google provides, us we can evaluate this information easily.
Here are some things to check on:
a. Check on your average cost per conversion
Regularly reviewing your average cost per conversion should be a metric you look at every month. Is it climbing, is it lowering, how is it changing? This is a good metric to evaluate how your firm is performing with their pay per click services.
You should tie this number in with your actual case sign ups so you can evaluate your average cost per case.
b. Consider the different marketing funnels and adjust your PPC strategy
Don’t just focus on the head keywords. Think about the different stages of the funnel and how they relate to your business. You can generate a lot of potential prospects at the top of the funnel by bidding on keywords that are a bit more generic. This approach isn’t right for every firm, but it’s worth considering depending on the assets you have.
3. Pay More Attention to Google My Business
Google My Business represents your businesses local listings in the 3 pack and local finder. Ensuring maximum visibility in local results is a sure fire way to drum up new business. Assuming you’ve followed the basics, here are some other areas you can take advantage of to get a leg up on your competition.
a. Post Regularly With Google Posts
Google posts is a new way to share a message about your business in Google’s search results. This is managed by Google My Business and you can see a sample of what this looks like on a search results page below.
With these posts you have two types of posts you can do. You don’t need to have an image, but it seems to make a big positive difference. The two post types are Events (which will display in the results until the event date) and general posts which last 7 days before expiring.
We’re still playing around with the effect these can have on Google Rankings with keywords, but let’s just say it would do you good to post at least once a week.
b. Respond to Google Q&A
Another new feature Google quietly rolled out to the search results pages is a Q&A. Google users who are logged into their account can ask public questions to which you can respond to. While this does open opportunities for spam, it’s a great way to figure out what potential customers want to know about your business.
Pro Tip: If you get questions here, use them to write comprehensive answers and videos that answer the questions on your website.
c. Seek Out Reviews
Legimitate reviews for your business are hard to get. However, reviews are worth the effort. If your business has zero reviews you’re likely missing out on potential clients who value online reviews from third parties. It usually takes about 3 starts to start getting your business to show review stars in the local pack.
In addition to the click-through benefits reviews provide, reviews from trusted sources and using relevant keywords can increase your overall rankings in Google’s 3 pack and local finder.
Every law firm should have an active review system to continually gain new reviews from satisfied clients. GetFiveStars is a great automated software solution that can integrate into your current business practices.
Reviews are prominently shown in Google’s local pack as shown below:
Also, pay attention and put together a plan to get reviews from third-party review sites as well including ones that appear most for your business. Some examples include:
- Martindale Hubbell
d. Post on Google Plus Collections
Did you think Google Plus was dead? While it may seem like a ghost town for users who aren’t active, I can tell you that Google plus is still around, alive, and well. In fact, a study by Steady Demand and Mike Blumenthal shows how you may be able to trigger more keyword rankings in Google’s local results by using Google Collections.
Businesses who want to stay competitive should see this as a way.
e. Make sure your citations are indexed
A common problem I see year is people paying to get citations built or by using a service like Yext and then assuming all is well. The truth of the matter is though that Google will almost never see these in a timely fashion (think years) unless you tell them they exist. Make sure that you are doing the work to get your citations indexed after you get them.
4. Grow Your Reputation & Increase Your Visibility
Just like some potential clients may find you through Bing or YouTube, they may also start their journey elsewhere. There are tons of legal directories out there that get massive amounts of traffic and rank for a variety of keywords. In fact, many of these also run their own PPC campaigns.
For most attorneys, the directories listed below will be a great starting point. Make sure you have strong visibility in each of them, but also conduct your own due diligence to see who is ranking commonly in the area.
Many of these directories also offer Followed links if you pay for their premium service.
Here are the directories I suggest you start with:
- Superlawyers: Get nominated and listed here.
- Findlaw Directory: Consider their paid directories if they have a lot of visibility for your geo & practice area. It’s usually expensive.
- Justia Directory: They also offer premium profiles.
- Avvo Directory: They have a paid product which can rotate you at the top. Also, get your 10 Superb Rating by reading my guide.
4. Social Media Marketing
Social media marketing carries a lot of benefits that can help supplement your organic SEO results as well as reach an audience through paid promotion. Each social media campaign should be geared to towards a certain goal and have a defined target audience. This allows you to promote your content in the most effective manner.
You can make social media management easier in general by using a tool like Buffer to schedule your posts.
a. Post and Engage on Google Plus
Google plus isn’t dead. In fact, it can be a very useful tool to gain followers, promote your audience, and share relevant content. Another commonly overlooked use of Google plus (in addition to the local pack tricks we mentioned ab0ve), is to post links to directories or citation sources here. You can promote your brand and use it as a catalyst to get URL’s indexed.
You can also post relevant blog articles to relevant Google Plus communities. For example, if you ran a study on the most dangerous roads in Oakland, you may want to post that to an Oakland based community.
You should consider posting at least weekly here and you can do it at the same time that you’re logged in updating your Google My Business Posts.
b. Post & Engage on Twitter
Twitter is another great place to post content about your law firm and share it with relevant audiences. Some of our clients get great engagement posting to Twitter and growing their audiences.
Twitter is also a great way to reach out to journalists and let them know about newsworthy events you’re running like free cab rides on holidays.
c. Interact on Facebook & Instagram (Paid social too)
Facebook and Instagram aren’t going anywhere. Although their organic reach has dropped significantly, their pay to play model is great. Facebooks paid advertising allows you to reach your target audience based on a number of factors.
Here are just a few of the ways we use Facebook paid promotions.
- You can promote a blog article to a specific demographic or audience
- A personal injury lawyer can provide free injury advice near medical centers using geofencing
- You can promote a contest or giveaway (e.g. free bike helmets) to people interested in cycling (& collect emails!)
- Use Facebook to promote low-cost lead magnets
There are a million and one ways you can use Facebook for marketing your law firm. Drawing out what these campaigns are along with defining specific campaign objectives will help you measure the success of your campaigns.
5. Utilize Email Marketing For Your Firm
Email marketing should not be avoided at your law firm. Recently we worked with an attorney who signed a multi-million dollar case just because their quarterly email marketing campaign hit the right people at the right time. Most people dread email campaigns because they can seem like a lot of work. The reality is though you can’t afford to not build your email marketing list.
If you create great content people will want to subscribe to your list and opt-in. You can do this easily through tools like SumoMe.
Sending out emails has also never been easier. We use software that allows you to curate recent Facebook posts and send out email newsletters in a matter of minutes.
Some law firms are eligible for retargeting. Have you ever visited a website only to be followed around the internet and social media with their banner ads? This is retargeting.
Setting up retargeting is easy and cost-effective. It allows you to stay in front of your potential customers even while they’re doing research at the top of the funnel. You market to people who have already seen your brand and keep getting impressions in front of them.
This is another great way to get a few more clients through the door at a low cost and still highly relevant in 2018. Keep in mind that some display networks are cracking down on retargeting ads for law firms.
7. Make Sure You Have Full Tracking in Place
Setting up full tracking can be a complete pain in the butt. However, the effort is worth the work. You need to know where your leads are coming from and have an accurate way to track them all.
At Juris Digital we typically recommend Call Rail for call tracking. But call’s aren’t the only thing you should be tracking (although they typically are the highest converting for law firms).
Here are the primary contact methods we track on a day to day basis.
- Call Tracking (Highest Converting)
- Text Messages
- Live Chat
- Contact Form Submissions
- Click to Call’s
Below is an example of data pulled from Call Rail for a law firm’s call log.
Don’t Let Your Marketing Efforts Be For Nothing: Also Evaluate Internal Processes
Comfort is the enemy of success. If you get too comfortable it’s easy to point fingers at the wrong person when something isn’t working. Here are a few common issues I have seen that affect a firm’s marketing success.
- The firm doesn’t answer their phone calls
It sounds like a basic requirement, but it would surprise you how many firms I call that don’t answer their own phone.
- They are not super prompt at replying to potential clients
Your potential clients are shopping around. Waiting to respond or call them back VERY promptly is a missed opportunity.
- The answering service does a poor job
Sometimes answering services have 6+ rings before connecting. Nobody has the patience for that. Call the line from time to time and evaluate it. Better yet, record and listen to a few of your calls.
- The phone attendant is rude to the potential customer
Don’t be rude. Even to people, you don’t like. It’s seriously not worth the potential bad reviews that can be scathing online.
- Be Informative and Helpful
The firms that are appearing as the most successful law firms are the ones who’s entire customer experience is great. I recently met with a personal injury firm in Southern California that seems to have this nailed down. Since they care about helping people as a core part of their business they’re doing great things and getting a lot of great customer reviews from people who don’t even retain the firm, but had a positive experience calling in.
2018 is just starting. Marketing your law firm needs to be a priority if you want to grow your firm. Good luck and I hope you found this article helpful. Please let me know how you plan to market your firm by leaving a comment below:
Sign Up for our Newsletter
Get our most recent posts and updates sent right you your inbox!