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January 4, 2022Best Digital Marketing Strategies for Lawyers in 2022 & Beyond
The legal field is evolving into a more digital marketplace. More and more clients are looking for lawyers who can offer the best of both worlds- high-quality services with an innovative, tech-savvy approach.
As such, in order to nail legal SEO, lawyers need to be aware of the latest trends in digital marketing strategy so they stay ahead of their competition. In this article, we’ll outline some leading strategies that will put your business at the forefront of today’s digital marketing landscape.
Table of Contents
Optimize Your Website for Local Search
Source: WebFocusMarketing
Most law firms are local businesses. That means that local SEO is the name of the game when promoting your law firm online.
Here are a few best practices for local SEO:
- Using consistent and accurate business information on your website, including contact details. This means having the correct address, phone number etc., as listed in Google Maps.
- Optimizing keyword phrases to target specific search terms that potential clients might be using when searching online (e.g.: “personal injury lawyer”).
- Targeting keywords relevant to your practice area with content on the main pages of your site (home page). Try adding unique articles or blog posts about those topics too. It will help you rank higher for related queries!
- Creating an optimized title tag for each page of your website which includes pertinent keywords so it can appear in SERPs more prominently.
Nail Your Content Marketing Strategy
There are plenty of other ways to go about marketing your law firm online, but content marketing is the backbone.
This is why you should publish blog posts that provide useful and informative information about your practice area. This could be anything from an overview of the latest legal news to a breakdown of what lawyers can do in various situations like when someone has been injured on the job or after being involved with a car accident.
The more specific you are, the better.
You can also develop educational pieces on key topics such as DUI or white-collar crime. These articles will help educate current clients and attract new ones at the same time by showing them how they’ll benefit from hiring your firm.
Conduct Audience Research
Before you start writing your content, it’s important to know who your target audience is.
For example, if most of the people searching for “personal injury lawyer” are in their late 20s and early 30s, then you should have a section on your site that caters specifically to this demographic. This might include videos or articles on what they need to do after being injured at work or how to handle insurance companies when an accident has occurred.
Keep Up with Google Algorithm Updates
Google never stops changing its algorithm so make sure you’re up-to-date by signing up for Google Alerts (alertboxusa.com) which will notify you about emerging trends like changes in ranking algorithms and how they’ll impact your website.
Build Up Your E-A-T
Another way to help your law firm stand out from the competition is by building up its E-A-T.
E-A-T stands for Expertise, Authoritativeness and Trustworthiness. You can do this in a number of ways, such as:
- Adding testimonials on your website that show how satisfied past clients are with the services you offer.
- Engaging with other professionals or experts in your field online via social media (Twitter, LinkedIn). It’s best if these interactions happen naturally rather than being too pushy about it!.
- Having accurate descriptions of specializations . For example, some people might think “family lawyer” refers just to divorce cases but there are actually different types of family law such as custody and adoption.
Run Google Ads Campaigns
It might sound counterintuitive as many people think of Google Ads as being used to drive traffic to your website, but there are a number of benefits when it comes to running ads on the search engine.
You can use them for lead generation by promoting offers such as “free consultation” or “get started today.” You’ll also be able to track conversion rates and see if you’re getting more clicks from online campaigns than offline ones. This data will help you better plan future advertising efforts.
Develop Social Media Strategy
The best way to get clients these days is through social media marketing . Whether they find you via Facebook, Twitter or LinkedIn, it’s important that each page has its own unique content so potential clients feel like they’re engaging with a trusted brand.
Investing in social media ads will help in sending more traffic to your website. Many platforms, like Facebook Ads, will allow you to create dynamic advertisements without breaking the bank.
Publish High-Quality Landing Pages
In the age of Google, it’s not enough to have a website with just basic information about your law firm. Instead you should create landing pages that are specifically designed for certain audiences which will help in converting potential clients into paying ones.
Lead generation pages can be designed for people who have just been injured on the job or after being involved with a car accident and need legal advice as quickly as possible.
Generate Leads with Gated Content
Gated content is a great way to generate leads by making potential clients register and provide their contact information in order to access an exclusive resource.
This can be as simple as offering downloadable eBooks or webinars, but it’s important that your gated content has value for the user so they’re willing to share their personal data with you.
Gated content helps in building an email list and keeping potential clients on your website.
Earn Backlinks Through Research-Driven Content
One of the best ways to earn backlinks is by creating content that can’t be found anywhere else. If you gather statistics and research from your firm that relates to a popular topic in personal injury law or criminal defense, then you can use this resource to drive more clicks to your website.
This will also help your website to rank higher and maintain a quality backlink portfolio.
Contact Us Today!
Do you want to learn more about how we can help promote your law firm? If so, contact us today to speak to a member of our team. We specialize in high quality link building for law firms.
He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.
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