What use does digital marketing serve for law firms?
There is a wide gap between what people know they need a lawyer to do and what a lawyer can actually do for them. Attorneys make the law accessible, but many people don’t know when they could use an attorney’s services. Whether you’re an attorney practicing personal injury, family, criminal defense, or employment law, your prospective clients need to be able to find you online.
However, your firm doesn’t just need a website. Your firm needs a powerful online presence that tells your story as an attorney. Whether you’re a prosecutor turned defender, or you focus on adoption procedures in your state, a potential client should be able to discover your story on your site.
The world is becoming (and has already become) digital, and paying for a billboard with your face and law firm name on it just isn’t enough anymore.
Digital marketing has major advantages over traditional marketing like billboards, newspaper ads, and radio and tv commercials. Digital advertising often costs less, with results that are easier to track than other advertising methods. At Connective, we have years of experience streamlining digital marketing funnels for law firms. One of our clients says:
“I have worked with Connective for over eight years now and can recommend them without any hesitation. They are creative, responsive, and able to provide all of the services needed to have a thriving online presence. If you are looking for help with online marketing, look no further, Connective is your team!” — Attorney Blake Harris, Blake Harris Law
We provide expert internet marketing services for law firms, helping them reach new clients nearby or across the globe. We can help you develop the marketing strategy, branding, and web presence necessary to reach them where they are.
Digital marketing strategies for law firms
At Connective, we offer a range of integrated services that work together to provide comprehensive digital marketing strategies for our attorney marketing clients. We offer content and paid ad marketing management, as well as web design, social media services, and conversion rate optimization to get more prospective clients on your site and direct them to follow through on a call to action.
SEO
Search engine optimization (SEO) is essential to show search engines why your website belongs on the first page of search results. Blog posts, practice area service pages, and other on-page content can help your site outrank your competitors’ pages in Google’s search results.
Google and other search engines use web crawler bots to examine content across the web and assign each page an authority score based on the topic. If your pages consistently get high scores, search engines will rank your pages higher in their search results when a user is looking for an attorney.
Social media management
You also need to build your brand off-site across platforms that your clients and potential clients use, including Facebook, TikTok, YouTube, Twitter, and other social media platforms. These platforms are also excellent for driving traffic to your website, especially when announcing new blog articles or other site updates.
Creative development
Attorneys are often successful with visual branding elements, including custom graphics, photos, and videos. YouTube videos answering common client questions and infographics with statistics are shareable branding that make it easy for users to send information to friends, family, colleagues, and other connections.
At Connective, we can help your firm develop custom branding elements with our team of professional graphic designers and videographers. We know the foundation of design for legal marketing as well as the latest trends in marketing design, and can implement these as we redesign your site, logo, and other branding elements.
Web design and UX
If you’re trying to direct users to visit your site, you need an attractive site that’s easy to navigate for both human users and digital web crawlers. Your site needs to be mobile-friendly and have useful information that ranks well with technical SEO. Your site should also guide users to your calls to action. Keeping visitors engaged on your site increases your chances of converting users to clients.
Paid social media advertising
Facebook, Instagram, Twitter, and other social media platforms allow pages and professional profiles to advertise on their platforms. We can set parameters for certain demographics, keywords, locations, and other key information to target potential clients in your firm’s service area.
Content marketing
In digital marketing, content is king. Blog posts, videos, infographics, digital presentations, and other consumable media demonstrate your expertise in your field and allow visitors to learn more about what they need and what you can do for them. For example, a divorcing couple who may only disagree on a few points may not know that mediation could be an option instead of a contested divorce in court.
Your firm can teach potential clients about their options with relevant content on your site. As the site that gave them another option, they will likely contact your firm to provide those services.
PPC ads management
Google Ads offers several options for ads that appear in certain places on the Google search results page. We can run multiple versions of ads to test which are the most effective and plan for future ad campaigns to get the best return on investment (ROI).
Conversion rate optimization
While most of our marketing efforts will direct users to visit your site, we want to know what converts them from visitors to new clients. We can use A/B or multivariate testing to determine the best configuration of your website elements to direct users to call you for a case evaluation.
Why choose Connective?
At Connective, we believe in a collaborative approach to providing digital marketing strategies and services. We have years of experience utilizing industry tools and keeping up with the latest trends and updates, so you know that your website will always be on the cutting edge.
We strive for the best results possible for each of our clients, leveraging our knowledge of web design and digital marketing for law firms across the country. We offer digital marketing for law firms with a thorough understanding of the restrictions lawyers face from their local and State Bar Associations in marketing their legal services.
Our professionals know how to research, analyze, and present relevant data necessary to make decisions in moving forward when creating our clients’ digital marketing strategies. We also stay at the leading edge of design software updates and technological or regulatory advances.
At Connective, transparency is one of our guiding principles. We want to be sure you feel comfortable and confident about how we’ll use your budget to generate a client-converting digital marketing strategy. Combined, we use these traits to help attorneys develop recognizable brands for their firms and schedule consultations with new clients.
Thorough research
Digital marketing for law firms starts with research! We perform a comprehensive keyword analysis, competitor analysis, and industry analysis when you first contact us. We want to see where you want to compete, what’s working for your competitors, and standard practices among your peers to guide our efforts in developing a strategy for your firm.
Up-to-date tactics
We know all the latest tools, trends, and strategies to help your site stand out. We also have some of the most innovative team members to create custom solutions for your website design and elevate your branding. We’ll strive to ensure that our website and marketing strategies withstand the test of time and are future-proof for upcoming updates and trends for continued success in attracting traffic and converting new clients.
Always striving to improve
We have several attorneys and law firms as clients, allowing us to gather learnings from each of their strategies to serve new clients better. We can use this data to innovate new strategies that will drive proven results while testing new theories, potentially helping you reach new clients faster than ever before.
Audience-driven design
We always take your clients into consideration as we design your website and develop marketing strategies. As an attorney, you want to get new clients and expand your caseload. We will focus on developing your branding to appeal to clients in your practice area while writing content for your site that conveys the appropriate information to meet your ideal client where they are.
All voices heard
Not every legal and attorney digital creative agency utilizes input from their clients effectively when planning website re-brands and digital marketing strategies, and some don’t offer follow-up support once they’ve delivered your final website design and finished pages. That’s not the case when you work with Connective.
We strive to implement your experience and input throughout our time working together to deliver a website and strategy that properly conveys your tone and voice. We also offer full support for your deliverables any time you have concerns, problems, or questions.
Transparency
At Connective, trust is important. We feel that your trust is valuable, and that we need to be transparent about our processes and progress in order to gain and be worthy of your trust. We create custom marketing dashboards for you to monitor your results from marketing campaigns in real time, and we always communicate clearly and explain any and all costs effectively with no hidden fees.
Our digital marketing process
We use a 7-phase process for our digital marketing services for attorneys and law firms. From start to finish, we’ll keep you updated about our progress in our collaborative process. At Connective, we believe you should know our process from the first to the last step.
Our process for digital marketing for law firms includes:
Onboarding
When you first contact us about digital marketing and web design for your law firm, we’ll send you a Discovery Questionnaire. The questionnaire will ask about your marketing and growth goals before we have our kickoff meeting. During the meeting, we’ll introduce you to your project manager and other key team members who will work with you to develop your website, marketing strategy, ads, and content.
Research
We’ll not only research the keywords you want to rank highly for, but also perform a deep competitor analysis to determine what marketing strategies and keywords your competitors use on their websites. We will also analyze your current website and marketing initiatives to determine what’s working, what needs improvement, and what needs a complete overhaul.
We’ll also look for common blog topics to cover in your practice area, as well as how to utilize certain content marketing strategies in your service area. Content marketing strategies vary widely between local personal injury or employment attorneys and international immigration or finance attorneys.
Tracking and monitoring
Before we launch your new marketing campaigns, we’ll first track incoming conversions from new clients on your current website to determine what is working and what isn’t. By monitoring clicks and conversions without our changes, we can decide where and how we can optimize your website and change up your marketing strategy to get you the best results.
Once we know which campaigns and on-page content attract the most new site visitors, we can streamline your future SEO content and paid ad campaigns to follow the structure and design of our most successful marketing elements.
Reporting and analysis
We’ll use other tools like Google Analytics, Google Search Console, Surfer, Ahrefs, and other available analytics software to look for additional opportunities by measuring your results against key performance indicators (KPIs). Then, after performing some analysis and pooling all of the data we have gained together, we can present you with a report that contains our plan for how we can bring your digital marketing to the next level. If you are happy with what we show you, we can move forward with actively creating the campaigns.
Monthly campaign creation
We’ll develop a monthly marketing campaign to help your law firm grow with regular content updates, link-building, PPC campaigns, email campaigns, and other on-page and off-page content marketing. Regularly adding new content can draw a steady stream of new clients as Google ranks pages with fresh content higher in the organic search results, driving more traffic to your site.
New monthly ads for your legal services can also increase traffic to your site as more people looking specifically for an injury attorney, divorce attorney, estate planning attorney, or other legal service can find you through ads. Additionally, email campaigns can drive referral traffic from your existing clients by keeping your firm at the forefront of their minds.
Monthly campaign execution
We can help you schedule your monthly marketing campaigns, including blog posts, email blasts, and Google and Meta ads. Additionally, we can help you manage live updates to your platforms for breaking news about new laws or rulings in your practice areas. If you prefer a hands-off approach, we can handle your monthly campaigns for you so you can focus on scheduling consultations with new clients and managing your caseload.
Improve and iterate
As we continue to work with you and track results from your paid ads, on-page SEO content, and social media interactions, we’ll use A/B split or multivariate testing to determine which methods get you the most conversions on your pages. We can tweak site features, ad titles or descriptions, and demographic information for social media ads to reach the most responsive audience and get a better ROI for your ad spend.
FAQs
Do law firms need digital marketing?
An active presence online is essential for law firms to grow and attract new clients. Attorneys need a fast and functional website, easy site navigation with an attractive design, active social media channels, and effective online advertising on Google and social media platforms. Because most prospective clients look for attorneys online, you need to be accessible online.
What is the best form of advertising for a lawyer?
Law firms looking for effective paid advertising strategies should consider Google Ads and, to a lesser extent, social media ads. These allow firms to target specific areas and keywords. Additionally, most social media ads allow you to target certain demographics, such as people 40 years of age and older, for estate planning attorneys.
Why is branding important for law firms?
Branding differentiates your firm’s identity and services from those of other firms in your practice and service areas. Colors, shapes, fonts, and other aspects of your brand identity can convey authority, experience, and compassion to prospective clients visiting your site for the first time. At Connective, our agency for design and digital marketing for law firms can create a cohesive identity for your brand across all your marketing platforms.
How does digital marketing benefit law firms?
Digital marketing helps law firms bridge the gap between their services and the public’s understanding of legal needs. It enhances online visibility, making it easier for potential clients to find and engage with a firm’s services. A robust digital presence tells a firm’s story and showcases its expertise, attracting more clients.
What digital marketing strategies are effective for law firms?
Effective strategies include SEO, social media management, creative development, web design, paid social media advertising, content marketing, PPC ads management, and conversion rate optimization. These strategies improve online visibility, engage potential clients, and convert website visitors into clients.
How does SEO benefit law firms?
SEO is vital for law firms to rank higher in search engine results, making them more visible to potential clients. It involves optimizing website content, such as blog posts and service pages, to score highly with search engines, thereby outranking competitors and attracting more site visitors.
What role does social media play in a law firm’s marketing strategy?
Social media is crucial for building a law firm’s brand and driving traffic to its website. It’s an excellent platform for sharing updates, engaging with clients, and promoting content like blog articles, enhancing the firm’s overall online presence.
Why is web design and UX important for law firms?
An attractive, easy-to-navigate website is essential for keeping visitors engaged and converting them into clients. Good web design and user experience are crucial for both human users and search engines, impacting a law firm’s online visibility and client conversion rates.
Can paid social media advertising benefit law firms?
Platforms like Facebook, Instagram, and Twitter offer targeted advertising options. Law firms can use these to reach potential clients in specific demographics or locations, increasing the effectiveness of their marketing efforts.
What is the significance of content marketing for law firms?
Content marketing is critical in demonstrating a law firm’s expertise and educating potential clients about their legal options. High-quality, relevant content can attract and inform site visitors, positioning the firm as a knowledgeable and trustworthy choice.
How does Connective Web Design approach digital marketing for law firms?
Connective Web Design uses a collaborative approach, combining thorough research, up-to-date tactics, audience-driven design, and continuous improvement. They focus on creating a comprehensive digital marketing strategy that aligns with a law firm’s goals and client base.
What is Connective Web Design’s process for law firm digital marketing?
Their process includes onboarding, research, tracking and monitoring, reporting and analysis, monthly campaign creation and execution, and continuous improvement. This structured approach ensures tailored strategies that effectively meet the unique needs of each law firm.
