Are you having trouble getting clients for your newly formed law firm?
You’re probably excited about your profession and your new business, and you’re passionate about helping people. But as you may have found out the hard way, turning passion into profits isn’t always straightforward.
What’s a reliable way to bring new clients into your firm?
You’ll find the answer in these digital marketing tips. In the age of the internet, no business can afford to ignore the potential for growth that online marketing offers. If you’re struggling to understand how to promote your firm in the digital age, keep reading.
1. Identify Your Target Audience
Before you can effectively market your services to anyone, you need to know exactly who your services are for.
Your target audience will determine everything else about your business marketing, including how you’ll brand yourself and what keywords you’ll optimize your website for later.
If you have clients already, ask yourself if they’re the kinds of clients you really want to serve. Would you be better suited to going after other kinds of people with different problems? Or do you feel that your current audience is a good fit?
If you like the kinds of clients you’re already getting, identify what they have in common that could help you target similar people online. Otherwise, ask yourself who your ideal client is, what they want, and what their problems are.
Once you know who your target audience is, what they want, and how you can give it to them, you’re well on your way to having a thriving practice.
2. Choose an SEO-Optimized Domain Name
Digital marketing would be impossible without a website. And the first step to building a good website is buying a good domain name.
At this point in the process, you’ll want to begin thinking about search engine optimization, or SEO.
It’s no secret that most people use Google when they need to find information or services online. Search engine optimization means making your website easier to find for people searching for the kind of services or information you provide.
Among other things, optimizing your website for search discovery involves using specific words that your target audience is already searching for in your web pages and content. These are called keywords.
When it comes to domain names, you’ll want to select one that uses at least one of the primary keywords you want to rank for. It should also be short and easy for people to remember, and it should indicate at a glance what kind of service you’re offering.
Ideally, your domain name will convey as much information as possible about who you are, what you do, and exactly what kind of people you do it for, as succinctly as possible.
A domain name doesn’t have to meet all of these criteria to be SEO-optimized, but it should meet as many as possible. A good marketing agency can help you identify the best domain name for your firm.
3. Establish Your Brand With a Strong Website
Websites are the modern version of the business card. Yours should show prospective clients who you are at a glance, give them easy ways to contact you, and convey the benefits your firm offers.
Professional graphic design and copywriting are incredibly important here. People don’t tend to trust businesses with websites that look unprofessional or outdated, and a typo or grammar error could make prospects question your expertise.
The most important thing to include on any law firm site is reviews and testimonials from previous clients. These provide social proof to make potential clients want to contact you. Going forward, you should prioritize getting testimonials from clients for your site.
4. Build Authority With Content Creation
One of the best ways to get your website to appear in Google search results is to regularly publish useful, high-quality content.
Many businesses publish blog posts to drive up their search rankings and demonstrate their expertise. Some even create YouTube videos to promote themselves in more places and connect with their audience more deeply.
You don’t have to create original content all by yourself. Instead, you can save time by hiring a freelance writer or content marketing agency to produce high-value content for you.
5. Experiment With Digital Ads
After you have a beautiful, SEO-optimized website set up and you’ve begun publishing valuable content for your audience, you might want to try advertising as a way to drive traffic to your site.
Digital ads—usually referred to as PPC or pay-per-click ads—are an effective way to target the exact kinds of clients you want to serve.
When you create a PPC ad, besides defining the design and copy of the ad itself, you also choose the specific audiences you want to reach with it. This makes digital advertising far more efficient than traditional advertising methods.
Start Applying These Digital Marketing Tips Today
By now, you should have a strong idea of where to begin with your online marketing. From buying the best domain name to setting up your first ads, these digital marketing tips will have you well on your way to standing out in your industry.
That said, there’s no reason you should have to do all the work yourself. UpFirm exists to support small law firms with industry-leading marketing services, so you can focus on what you do best. Contact us today to learn more.