TriLux Digital Explains Full-Service Legal Marketing
Prior blogs discussed the basics of digital marketing and content marketing. We covered search engine optimization (SEO), search engine marketing (SEM), and social media advertising. This is because TriLux Digital is a full-service digital marketing agency that offers all these services.
Full-service digital marketing is a group of services that encompasses SEO, SEM, social media advertising, listing management, and content, video, and print marketing. Law firms often have to utilize one or more of these services to stay competitive. This is especially true for attorneys operating in competitive areas such as large cities.
Below, we go into detail on how to use legal marketing techniques to pull in more clients.
Legal Marketing and SEO
Law firms would have an extremely difficult time attracting new clients without a functional website or Google Business Profile. A website and Google Business Profile can make it much easier for potential clients to connect with your law firm.
We also recommend a YouTube page that takes advantage of video marketing. Keep in mind, some of you operate in practice areas that are extremely confusing to the layperson. Since YouTube is a search engine, and videos can make much more sense than written content, it would be advantageous to explore video marketing.
If you are going to build a new website, then you should consider using a WordPress website with lead tracking. Additionally, you should ensure your site has authoritative content and utilizes video marketing techniques where able.
Use WordPress
There are a lot of content management systems (CMS) available for purchase through various platforms. However, WordPress offers an enormous number of customization opportunities that can optimize site speed, security, and usability. Google cares about user experience on websites and listings more than ever. Do not make the mistake of using a CMS that is slow, difficult to navigate, and easy to break. Always create a responsive website that can work on multiple types of devices.
Set Up Tracking
If you set up a website, be sure to track data such as form submissions as well as phone calls from your website and listings. You should also be sure to check how people are using your website. Which pages did they land on and navigate to before filling out a form? Where are most people engaging with the website? This will give you a roadmap for future content to attract customers that need your legal services.
You can set up data tracking through Google Tag Manager, Google Analytics 4, Google Ads dashboard, Meta Ads dashboard, and Google Search Console. By working with an expert team, like we have here at TriLux Digital, you can set up tracking relatively quickly.
Create Authoritative Content
As an attorney, you help people make important life decisions. Make sure your content is precise, easy to read, and factual. Remember, content marketing is an essential part of legal marketing.
Authoritative content is essential for attorneys, whether the content is posted on a law firm’s website or elsewhere. This includes video content. However, be sure to explain legal concepts in a way that your target audience can understand. If you can’t substitute jargon, explain the jargon in plain English so you’re educating your readers, and empowering them to make a good decision. We also recommend using keywords (words that people use to search for webpages, videos, and information) related to your practice areas in the video title and description so it shows up in searches.
Use Video Marketing Techniques
Posting your videos on YouTube is never going to be enough by itself – you also need to add a description to your video, as well as include links in the description to your website, relevant citations (even better if it’s your own blog you’re referencing), and your contact page with either a phone number or ideally a webform. There is a lot you can do with video marketing, even video ads on other platforms or commercials. In Lafayette, Louisiana for instance, you will see a large number of local video advertisements for personal injury attorneys.
Consider using analytical tools like Semrush or Ahrefs to identify the most commonly asked questions for your practice area. Make a video answering those high-volume questions, and then adapt the video for different platforms.
Although Youtube is a mainstay, include your most-asked topics on your website too, but be sure the videos don’t make your website too slow. You can use Iframe to add videos to your website in a way that still allows your website to upload quickly. Other video platforms, of course, are TikTok, Instagram, Facebook, Snapchat, and X, which also fall under social media marketing. Any video that you make for your website/Youtube can be repurposed for these platforms, you don’t have to make brand-new content every time. You can even make a “trailer” of a video that you can post on social media platforms to drive traffic to your website. Video podcasts can also be helpful if done correctly.
Optimize Your Google Business Profile
You should ensure your primary category on Google Business Profile reflects your key practice area. If you are a family attorney, use that as your key category. Be sure to read Google’s terms of service to avoid profile suspensions. You can post various types of content on your profile, but be sure to use at least one high-volume keyword within the content. Consider personalizing your profile with professional headshot photos of yourself and your team to make it seem more personal, like your clients know who they are calling and not just a webpage.
Optimize Other Business Listings
There are a number of other legal and business profiles available for law firms. Choose ones relevant to your profession. Some listings are paid listings while others, like Bing, are free. Much like with Google, you will want to ensure potential clients know your key practice areas. The goal is to have consistent, accurate profiles on as many platforms as possible to get your business in front of as many potential clients as you can.
Legal Marketing and SEM
Search engine marketing, or SEM, includes some of the techniques mentioned above. However, the goal of SEM is to take up as much real estate on Google search engine results pages (SERPs) as possible. This means you should consider running Google Pay-Per-Click (PPC) campaigns, and if eligible, Google Local Service Ads (LSA).
Below are some benefits of utilizing Google Paid Ads
PPC Campaigns Appear Throughout the SERPs
You may even have an ad appearing near the top of the search results, but it would depend on your bidding strategy and competition as well as the quality of the ad copy and calls to action. In addition, it is important to try and utilize extensions that lead to other types of content on your website. These are additional site links that may appear below the ad copy.
LSAs Are Pay By Lead
No one is 100 percent sure how Google’s upcoming AI updates could affect the SERPs. However, Google LSAs appear near the very top of the SERPs at the moment, and are a pay-by-lead service. This makes them much more cost-effective than PPC campaigns for businesses of all budgets.
Instead of bidding on keywords and relying on ad copy to bring in clients like with PPC, you can rely on your budget, bidding type, targeting, and job type for LSAs. This means that if you are a tax attorney and someone calls about health, you can petition Google for a refund. Be sure to optimize the ad with photos of yourself and the team.
Always be sure to select job types (these are practice areas) you want most. If you are a personal injury attorney who focuses on catastrophic injuries, select the catastrophic injury job type. Also be sure to select types of accidents where catastrophic injuries are most likely to occur, such as motorcycle accidents.
We recommend working with an experienced team for SEM. There is a lot of work that must go into an effective SEM strategy, including tracking leads, improving content, competitor research, and landing page quality. These are only a few of many examples.
TriLux Digital has experience with Google paid ads, LSAs, PPC campaigns, and more. Set up a free consultation by clicking this link to learn more about how we can help your law firm.
Legal Marketing and Social Media
There are a number of social media platforms attorneys can use to pull in more clients. Meta, TikTok, LinkedIn and X are all examples. Be sure to include as much information as possible about your firm if you set up a profile on any platform. If possible, include a link to your website.
Simply posting on a social media account will never be enough to pull in clients. You should also consider paid advertising campaigns on these platforms. Just be sure to read the terms of service for each platform before setting up a campaign.
For example, Meta could allow you to take advantage of carousels and Reels. This type of content, especially if geo-targeted at a specific group, can lead to more conversions from ads. Be sure to set up budgeting correctly. If you are an attorney who practices in one state, it makes no sense to target the entire country with your ads.
Legal Marketing and Print Advertising
Print advertising is another way of picking up clients for your law firm. Drive down an Interstate for long enough, and you will see billboards for personal injury and criminal defense attorneys. In fact, since accident and crime statistics are publicly accessible, you can use data to determine where to place these billboards.
Here’s an example: For Texas DWI attorneys, if there is an area on Interstate I-10 where possession of marijuana arrests tend to occur, consider placing a billboard in that location with a trackable phone number.
Get a Free Consultation
Questions about legal marketing? TriLux Digital can answer any questions about this blog and full-service digital marketing and help amplify your business’s digital potential!
