Law Firm Marketing
You have a law firm. Your firm and its team provides much-needed services to individuals or companies. You have great clients. You do important work. And your law firm stands for something. Maybe you help victims of wrongdoing. Maybe you help small businesses protect themselves and thrive. But now its time to start thinking about seriously growing your firm. You have to bridge the gap between your firm and your services and your potential clients. It’s time to get serious about law firm marketing.
The decision to market your firm is (hopefully) an easy one: You can’t grow meaningfully by referrals alone. All businesses, including law firms, need to market to grow their client base. However, knowing how to go about this is more difficult decision.
Should you take on law firm marketing in-house, or hire an outside agency?
There are pro’s and con’s to both approaches, as you’ve no-doubt considered. In this article we’ll dive into each: The upsides and the downsides, and help you chart a marketing course for your law firm.
Let’s get started.
Elements of Law Firm Marketing
Before we get into the nuts-and-bolts of law firm marketing in-house vs. hiring an agency, we need to quickly define the different elements of marketing your law firm. These are the different marketing practice areas that either your in-house or outside team will be working in. And just like legal practice areas, each marketing practice area has their own caveats and requirements.
First, you’ll need a website.
And not just any website: A good, mobile-friendly website with solid content, a simple navigation and clear calls-to-action. Your law firm website isn’t (or shouldn’t be) just an online brochure–it should serve as the hub of many of your other law firm marketing initiatives. You’ll need a website that is easy to navigate, clearly illustrates your firm’s practice areas and attorneys, and a website that makes it very easy to get in touch.
Download the Guide: Designing Your Law Firm Website
Search Engine Optimization (SEO)
Search Engine Optimization, or SEO, is the art and science of making your law firm findable; specifically: showing up in an Internet search (such as a Google search). When person searches for “estate planning lawyer in Detroit” – you want them to find your firm. SEO is accomplished (primarily) through a combination of:
- Content – Writing useful content that other people will want to read (such a blogs and other articles), and:
- Back-links – Getting other important websites to link back to your website.
SEO takes time and a fair amount of work, but will often pay dividends for years to come.
Learn About: Law Firm SEO
Content Marketing and SEO are intrinsically related. Content Marketing is the art of creating original, usually educational content on a particular subject or topic. That content can (and should) range from blogs and articles, to whitepapers, eBooks and even videos.
Developing content on a regular basis accomplishes two important goals for law firm marketing:
- It establishes your firm’s thought leadership and demonstrates expertise to your audience (potential clients), and:
- It inherently increases your website’s SEO: The more people that click to, read and link to your content, the better your site will rank in search engine results.
Internet Advertising / Pay-Per-Click (PPC)
Pay-Per-Click (CPC) is a form of Internet Advertising where you (you guessed it) pay for traffic on a per-click basis.
While the term PPC can refer to many different online platforms and advertising channels, often when someone says PPC they’re referring to Google AdWords. Advertising on AdWords will put your ad at the top of Google search results, with a small icon telling indicating that this search result is a paid search result (as opposed to organic).