Market a small law firm

The first step in any successful marketing strategy is to identify your target audience. Identify:

• Who are the people that you want to attract to your law firm?
• What are their needs and pain points?

Once you have a clear understanding of your target audience, you can tailor your marketing efforts to appeal to them. This includes website, PPC adverts and SEO.

Once you have identified your target audience, create (or rebuild) a website for your small law firm.

Your website is the cornerstone of your online presence. It is where your potential clients will go to learn more about your law firm, the services you offer, and your contact information.

Having a strong website that answers your prospects’ questions puts you one step closer to getting them to contact you for legal advice.

But to outrank your competitors and be able to appear in search engines, you need to ensure that your website is optimised and in good technical condition. This means using relevant keywords, creating high-quality legal content, and ensuring that your site is fast and easy to navigate.

If you already have a website but you find that it doesn’t generate any enquiries, there could be some issues that require fixing. It doesn’t matter how old your website is, we can review it for free.

As a small law firm, you may be wondering why SEO is so important. The answer is simple: because the majority of people now turn to the internet to find legal services. In fact, research shows that over 96% of people seeking legal advice use a search engine to find what they’re looking for. This means that if your law firm doesn’t have a strong online presence and doesn’t show for relevant search queries, you’re potentially missing out on new clients.

Conduct Keyword Research

Keyword research is the foundation of any successful SEO strategy.

It’s crucial to understand what your potential clients are searching for on Google so that you can optimise your website accordingly.

Start by creating a list of relevant keywords that your potential clients might use to search for legal services.

You can use tools like Google Keyword Planner to find high-volume keywords that are relevant to your practice area.

Optimise Your Website for Search Engines

Once you have identified your target keywords, it’s time to optimise your website for search engines like Google.

Keep in mind that SEO won’t be effective unless your website is mobile-friendly, loads quickly, and has a clear navigation structure!

Use your target keywords in your page titles, meta descriptions, and content to improve your website’s relevance for those keywords.

Create high-quality content that provides value to your potential clients and includes your target keywords.

Utilise Content Marketing

Content marketing is a powerful way to build your online presence and attract new clients.

By creating high-quality, informative legal content, you can position yourself as an authority in your field and build trust with potential clients.

Consider creating blog posts, free or downloadable guides, and other forms of content that address the needs and pain points of your target audience.

Offer Free Resources

Offering free resources, such as guides, or checklists, can be an effective way to market your small law firm to reach new clients.

Create high-quality resources that provide value to your potential clients and include calls to action that encourage them to contact your law firm.

Build High-Quality Backlinks

Backlinks are an essential part of any SEO strategy.

They signal to Google that your website is a trustworthy source of information.

Start by creating high-quality, in-depth content that other websites will want to link to.

You can also reach out to other websites in your industry and ask them to link back to your website.

Just make sure that the websites you are linking to are high-quality and relevant to your practice area.

Read our guide to learn more about Law Firm SEO.

Pay-per-click (PPC) advertising can be an effective way to drive traffic to your website and generate paying clients. Small law firms can especially benefit from PPC because:

• It is the fastest way to run an advertising campaign. It also allows you to get instant results. We have seen enquiries being generated within one hour of campaigns being started!
• PPC also provides you with measurable results. Everything you do with PPC has a clear measurable target from costs, profits, views, clicks to visits, and more.
• Unlike traditional forms of advertising, PPC allows you to make real-time changes to your campaigns. If, for instance, you notice that your calls to action aren’t working, you can change them and see improvements almost immediately.
• PPC allows you to target specific groups or types of people. You choose whether and when your ads appear based on factors such as location, demographics, time and keywords.
• PPC is budget friendly. From the moment you start your campaign, you know how much it is costing you.
• What usually matters to small firms the most is that it helps with brand awareness. People searching for specific keywords will see your ads and your firm’s name.

There is of course a risk in running your own campaign. You could burn through a lot of your money easily. While the advertising platforms seem easy to manage, they should not be viewed as a friend.

You can get help of an experienced Google accredited Adwords expert, like Joel.

Absolutely! We specialise in helping law firms thrive through highly effective PPC campaigns. Our track record speaks to our expertise in maximising the utilisation of PPC budgets.

On average, we achieve an advertising Return on Investment (ROI) of 1:5.54 for our clients. This means that for every pound invested in a PPC campaign, our clients, on average, see a return of £5.54 in revenue.

We understand the intricacies of the legal industry and have the know-how to tailor PPC strategies specifically to your business. Ensuring that your budget is utilised optimally to generate more work for your law firm.

The performance of your marketing agency may be impacted by a few key factors.

In our experience, law firms that work with generic marketing agencies, especially those that do not specialise in legal marketing or white-label their services, often encounter challenges.

These agencies may not possess the industry-specific knowledge and insights necessary to create tailored strategies that resonate with your potential clients effectively.

Moreover, effective marketing campaigns require careful budget allocation and a deep understanding of your business and your clients’ needs.

When agencies lack this essential insight, your marketing budget may not be utilised as effectively as it could be.

Monitoring and tracking your results is absolutely essential in digital marketing. Without keeping an eye on your campaigns, you won’t know what is and what isn’t working.

Use tools like Google Analytics to track your website’s traffic, conversion rates, and other key metrics.

Use data to make informed decisions about your marketing strategy and adjust your tactics as needed.

This will help you avoid wasting money on ineffective campaigns and maximise your ROI, as well as stay ahead of your competition.

Where do you keep your clients’ and prospects’ details? A lot of our clients used to keep them in Excel spreadsheets or Google Drive.

What can improve your client onboarding processes and make managing your enquiries easier is a Customer Relationship Manager (CRM) software.

Among various different things, a CRM can help you streamline your communication with your contacts, and track and audit communications. This is the biggest benefit if you employ staff. More importantly, a CRM can aid your client acquisition efforts and your email marketing campaigns, if you plan to run them.

If you would like to find out more about free CRM software, contact us today. We provide a free CRM with every web design package.

Our preferred CRM system features an email marketing tool which allows you to create, personalise and optimise your marketing emails (without waiting or paying designers or IT).

If you don’t currently have a decent-sized mailing list, a PPC campaign can help you build one. Once you have created a mailing list, you can communicate quickly and cost-effectively with your prospective and existing clients. You can send out newsletters, email people about your new blog, or share links to interesting articles. All of this will reinforce your brand and show your areas of expertise.

Maintaining contact is one of the most-cost effective ways of bringing clients back to your firm, or to persuade prospects to do business with you. By following the strategies outlined in this guide, you can improve your law firm’s SEO and outrank your competitors.

Remember to focus on creating high-quality, informative content that speaks directly to the needs and pain points of your target audience. By doing so, you can position yourself as an authority in your field and attract new clients to your law firm.

At Intellistart Law Firm Marketing, our distinct approach is rooted in five key pillars.

Firstly, we are committed to data. Every marketing decision we make is driven by rigorous data analysis, ensuring that our strategies are not only effective but also tailored to our clients’ specific needs.

Secondly, our focus is on revenue-generating traffic, ensuring that our clients achieve the best return on investment. Clicks and views are of lesser importance than tangible results for our clients’ businesses.

Thirdly, our dedication to staying at the forefront of digital marketing best practices is more than a claim—it’s a commitment. As a Google Partner agency, we continuously update our knowledge and skills to provide our clients with cutting-edge solutions.

Fourthly, while we exclusively work with law firms, our creativity knows no bounds. We approach each website design project with fresh eyes, avoiding templates to deliver uniquely tailored solutions. Your vision is our blueprint, and we have the expertise to turn it into a distinctive reality.

Finally, our dedication to our clients goes beyond immediate results. With every new partnership, we lay the solid foundations for their future marketing success. Regardless of the specific services they choose.