Standing out in your chosen field is rarely easy, but when it comes to the practice of law, it can be especially difficult. With record numbers of students graduating and the median retirement age being 75, there is plenty of competition. So, what can you do to make yourself visible to potential clients?
1) Reaching Your Audience Through Google Ads
For practically any industry, a well-thought-out Google Ads (formerly known as Google AdWords) campaign can be a tremendous bonus. Google Ads campaigns can put your company right at the top of a search engine results page (SERP), positioning you in a coveted spot that draws results.
You may wonder whether paid ads produce results, but it has been shown conclusively that they do, with the top three results on SERP— the paid positions—receiving more clicks than the organic search results.
It is worth noting that there are indeed Google Ads campaigns that are not necessarily producing the desired results, but these campaigns are being run inefficiently. A poorly-managed campaign will be a waste of time and money, but if run correctly, they can produce incredible results, in as little as 24 hours. For this reason, it is vital to have the correct company running your campaigns.
A properly-managed campaign should include a custom landing page that can focus your reader’s attention where you want it, thus increasing conversion. Don’t be fooled into thinking that the design and appearance of your site don’t have an impact.
2) Hire the SEO Experts
Everyone has a specialty, and there are those who specialize in Search Engine Optimization (SEO), which is another way to rank your firm’s site at the top of the SERP. The difference between SEO and Google Ads is that SEO doesn’t not make use of paid ads to rank your site, but rather it focuses on keywords, site design, and a myriad of other factors that impact how Google and other search engines respond to you.
If you do not have the budget for Google Ads, SEO is a cheaper—albeit slower—means to get results. Like Google Ads, however, making the wrong choice in whom you hire will result in less-than-satisfactory results, potentially making it harder for you to reach your target audience.
3) Don’t Be Content with Poor Content
To the average person, law is probably not at their list of exciting topics. Try engaging potential clients with content that is not only well-written, but easy to read. The tone and presentation of your website can set expectations for your visitors, telling them about who you are and why you are different from your competitors.
Quality content is part of good SEO, and by appealing to your readers through helpful, quality content, you are also making yourself more attractive to Google.
Provide value in the information on your site, and it will be easier for your readers to see the value they can expect in hiring you.
Be aware of which pages on your site receive the most traffic and be sure that they have your strongest content as well as important calls to action.
4) Have Visual Appeal
People are visual by nature and respond well to visual stimuli. Sites with eye-catching graphics and images perform well and often will stay in a person’s mind longer than simple text—and once again, this falls under good SEO.
More and more, sites are seeking an advantage by using video seeing it as a quick and simple way to convey information to readers in a manner that is engaging and appealing—and that engagement is important. Video can be used to show a more personal side of your firm, which can lead to greater trust from potential clients, and in turn, more business.
5) Gaining Trust Through Reviews
An important part of your site is likely to be the reviews from past clients. Anyone who has need of a lawyer wants to be sure that they are giving their trust—and money—to someone who will go the distance for them. An excellent way to assure them that this is what they will get is by letting satisfied customers speak for you.
A good review from a previous—or current—client can go a long way toward convincing someone who is on the fence about hiring you. Hearing from those who have benefited from your services in the past can be a deciding factor for many people who want assurances that will be receiving the help they need.
6) Re-targeting Campaign Keeps You in Their Thoughts
We’ve all had experiences where we briefly look something up online, only to have ads for that product continue to appear even once we have moved on to other searches. These ads are called re-targeting (or re-marketing) ads and serve to keep you in a potential customer’s mind—essential given that the average person seeking a law firm online tends to search and compare over the course of several days.
By staying fresh in their minds, you increase the chances of them returning to you once they are ready to hire. This is especially important if you are relying on paid ads or organic SEO.
You should also make use of a mailing list in order to keep in touch with those who visit your site. Send follow-up emails, offer e-books or free consultations, and inform them of upcoming webinars.
7) Be Creative and Adaptable
There are any number of ways to market your firm. Be open to trying new things and experimenting to find what produces the best results for you. By being creative and willing to adapt to new techniques and technology, you will be able to reach a wider audience and bring new clients to your firm.
Marwick Marketing can help you with your Marketing and all your other SEO needs. Check us out today and see why we are a Certified Google Partner!
Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.