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In this article I’m going to take you through how to find new customers online.
Attracting new clients online can fuel growth for your law firm more than other marketing method. Understanding how and what is best for your law firm will vary based on who you are trying to reach.
There is any number of different methods from podcasting to thought leadership through LinkedIn. But here are a few other options open to you as a starter for attracting new visitors to your website:
The diagram below illustrates a few more online marketing options for you to consider as part of your online marketing mix.
So, all that hard work and your law firm website isn’t attracting new clients because it can’t be found.
We now need to consider search engine marketing. This is the process of gaining website visitors from search engines and is made up of two main activities:
Making your law firm website visible to search engines is something you need to bear in mind right from the beginning. Google rewards fast, well structured, compliant websites with higher rankings and penalises slow, poor structure and poor quality coding with lower rankings.
A good listing within the search engines is generally considered to be on the first page of search results based on keyword search terms.
Here are some search engine basics you need to consider;
Whilst Search Engine Optimisation can often refer to increasing the quality of traffic and attracting more visitors to your law firm website. There is also a very important component in that process, content marketing. This is where you create value for your clients with relevant content that in turn helps with your conversion rates. Search engine optimisation without content marketing is less likely to be successful.
Using Search Engine Optimisation techniques your website attracts visitors who are aware and engaged with your law firm – it will attract more via content searches. To help with this you should identify your client segments and create content which is relevant, creates value for them and is based on their intent. This will also help with funnelling potential clients towards the outcome you desire.
You may want to consider the flowing steps:
Your potential clients are permanently connected through a variety of devices and channels.
Marketing your law firm in all online locations is important for the simple reason that you must be where your clients are. It’s about giving your clients the choice and opportunity to interact with you when it’s most convenient for them - so it’s essential to be there when they are ready to engage with your brand.
Evaluate your clients by asking:
Your client messages should be choreographed, consistent and targeted across all locations online. We know your clients could experience your brand in a number of different ways;
They expect seamless brand communications and the same client experiences from content which is relevant to them.
You can easily get obsessed with the number of visitors to your website using these techniques. So be cautious about wasting your budget if those newly acquired visitors are being directed to poorly designed pages without much thought into who is visiting. You may want to read about conversion optimisation here.
This survey is being conducted solely for the law firm online marketing community. The subsequent report will highlight key trends, stats and averages, allowing law firms to benchmark themselves against their peers. It’s fantastic opportunity to reflect the reality of the online marketing community capturing your successes, challenges and expectations of the year ahead.
This is not about you all as competitors but as a community who can learn from each other in an open and sharing way. Here is a sample of what we will provide for you:
The survey takes about 7 minutes to complete and as a thank you for taking part, you'll receive a copy of the full results.
Remember if you have any questions about your websites redesign - you can start a conversation on 0131 454 3311 or just add your contact details here and we'll get back to you.