Four Ways to Market as a Lawyer & Attorney
On a recent trip to Arizona, our team was surprised to see the massive penetration of legal marketing via billboards and bus stops; but Arizona is very different than Iowa. But it got us thinking about how lawyers and attorneys market their services.
The thing about legal services is that (for the most part), people don’t shop for them until they need them. It isn’t like shopping for a car, buying a house, or buying groceries. That is why lawyers have a much shorter path to purchase and have to ensure they are found when their customers — and hopefully future clients — are searching.
Our team came up with these four tips for lawyers and attorney offices to think about … all of which will improve your marketing efforts and help bring clients through the door.
Win the Google Game
There are two ways to do this. First, your website needs to be SEO (Search Engine Optimized) and mobile-friendly. If not, you will never win at Google (where the vast majority of searches are conducted). Then you also need to consider advertising on Google.
Have Relevant Content on Your Website
Your legal website can’t just say, “I offer legal services,” and not say anything about them. Develop a page that provides a solid (and trustworthy) overview of your key services and focus areas. The people shopping need to understand how you operate, what kinds of cases you take on, and what type of person you are.
You should also include an FAQ area (Frequently Asked Questions) to help your potential customers know what to expect. When you do this, you are more likely to be rewarded by Google because you are answering SERPs (Search Engine Results Pages).
This doesn’t have to be extravagant, but including short interviews or tips is an easy way to build a connection with potential clients before they even see you.
Also, this is great content to use on social media!
Most importantly, get reviews on Google and Facebook. These are invaluable as people search for quality attorneys. This can be as simple as adding links to your email and asking former clients to go and make reviews. You will be rewarded when you start to build up your “cred,” both by those sites and by people seeing quality reviews and feeling more comfortable.
Marketing for lawyers, attorneys, and law offices is not one-size-fits-all; but these are four tried-and-true tactics which will take your business forward.