Lawyer Digital Marketing

What is Online Marketing for Lawyers?

Digital marketing for lawyers is simply advertising products or services through online channels like websites, search engines, social media, email, and mobile apps.

Lawyers usually think of online advertising as SEO or paid advertising. Even though both services are used for digital marketing, neither fully describes the depth of complete digital marketing plans for legal teams.

Modern internet marketing campaigns often include dozens of online marketing plans, all working together to help your legal team improve visibility and conversions.

Some of the best lawyer website marketing tactics include:

• Drive traffic to your legal team digital assets (websites, apps, sales funnels, etc) through search engine optimization, social media marketing, affiliate advertising, or paid advertising.
• Drive your legal team revenue with landing pages, sales funnels, and conversion rate optimization.
• Track how visitors interact with your digital assets to figure out improvement areas, retargeting opportunities, or conversion rates.
• Show the expertise, authority, and trust of your legal team with content marketing, video production, link building, reviews, and social proof.
• Create and nurture relationships for your legal team with email, SMS, and social media.

Our Lawyer Internet Marketing Solutions

Our team of online marketing professionals know the latest website marketing trends for lawyers. Take advantage of our past experiences in more than 100 industries, including legal teams, to help boost traffic and drive conversions.

Lawyer SEO Tactics

Achieving a first-page search placement for competitive keywords requires a comprehensive search engine optimization strategy as part of your overall online advertising campaign. A comprehensive review and optimization of your on-page, off-page, and technical search engine optimization is necessary to demonstrate value to search engines, as these three components work together.

When we take on new lawyer internet marketing customers, we often find website performance, content quality, and backlink quality problems. Technical, on-site, and off-page SEO tactics can be employed to address these concerns and improve your search engine optimization. Let's delve into each of these legal team SEO services in greater detail:

• Technical SEO encompasses website speed, website security, XML sitemaps, website architecture, structured data, Open Graph tags, and broken pages, among other factors. These factors influence how Google interprets and navigates your content, as well as how visitors engage with your lawyer website. When dealing with technical SEO glitches, a web developer is usually needed as these issues are commonly associated with the platform or theme used on your lawyer website. We have an internal team of web developers skilled in common platforms like WordPress and Shopify.
• Content silos, content writing, internal linking, keyword research, competitive analysis, frequently asked questions, page titles, meta tags, images, and videos are all elements involved in on-site search engine optimization. Enhancing these elements of your onsite search engine optimization can help search engines to more effectively assess the value of your content and establish your legal team as an industry expert. Moreover, it can aid in enhancing significant metrics like "time on site" for your visitors, which indicates to search engines that you provided something beneficial to the searcher. Don't undervalue the significance of content creation as part of your legal team website marketing plan.
• Off-Page SEO encompasses various factors that determine the quality and naturalness of your backlink profile, including the number of backlinks and referring domains, the relevance and authority of those backlinks, link velocity, social signals, and more. It is important to increase natural backlinks to your website and interior pages to help search engines understand your website and content is deemed worthy of third-party recognition.

It's crucial to keep in mind that search engine optimization involves a holistic approach that covers multiple areas, so your legal team website marketing plan shouldn't just focus on one or two aspects. While having a fast website is crucial, having no quality backlinks or useful content will probably never get your legal team to the first page of search results, except for rare instances. To see tangible improvements in your search engine placements, it's crucial to address all areas of search engine optimization, rather than just a few. To prevent your legal team from being surpassed by competitors who have completed all the necessary SEO checklist items, it's essential to allocate your focus equally.

Lawyer Link Building

We've already briefly discussed the importance of building authoritative links in offsite search engine optimization, but it's worth mentioning again since legal teams often don't understand this area of SEO.

Competitive keywords and long-tail phrases on the first page of search results typically feature large retailers in product-specific searches and long-standing service providers in local search results. Upon closer inspection of the specific pages that appear in these search results, you'll notice that the number of backlinks to these pages is typically significantly higher than those to your interior legal team web pages. This is because search engines use backlinks to gauge the authority of your legal team website and content on a specific topic.

To enhance the placement of your web pages, it's essential to acquire quality backlinks to both your homepage and other internal pages through white-hat search engine optimization backlink authority building campaigns. It's important to recognize that this is a sustained effort for the online marketing plan of your legal team. Don't get excited about this for a few weeks and build dozens of backlinks, then move on to something else for several months or years. That lack of commitment will only serve to keep your legal team off the first page of search results. You need to establish a link-building strategy that will provide consistent and steady growth of quality backlinks from relevant websites and social platforms. Most of all, you need to keep your backlink profile natural by not overdoing exact-match phrases, buying numerous backlinks from private block networks (PBNs), or participating in any black-hat link-building methods.

We utilize numerous white-hat lawyer backlink authority building techniques in our digital marketing plans, including:

• Utilizing the “Skyscraper Technique” to build a bigger, better version of a ranked content article from a competitive legal team.
• Writing in-depth articles to have featured on third-party websites as a guest post, which includes a link back to your legal team site.
• Reaching out to high-authority websites related to lawyers to suggest content improvements to existing articles that may have become outdated, or didn't cover a specific topic relevant to you.
• Adding your website to industry-specific directories by scanning competitors to see their most valuable business listings and NAP citations (Name, Address, Phone).

Online Reputation Management (ORM) Services for Legal Teams

Your online reputation is an important trust factor search engines use to determine rank positions, and your target audience uses it to make purchasing decisions. This is true for all types of purchases and decision-making, ranging from the selection of a localized service provider, the purchase of a product on an ecommerce store, and even the selection of lawyers. People love reading about the positive experiences, and sometimes even more about negative experiences, that others had with your legal team.

For local service companies, we can help you develop a review generation program within your website advertising to increase the rate at which past clients leave reviews for your legal team. This often involves collecting reviews on Google My Business, UpCity, Yellow Pages, Angi, Yelp, and other online review collection websites.

If you run an ecommerce-focused legal team, we can help with the collection of product reviews and company reviews. For an ecommerce business, it is important to collect reviews for both the quality of your products and the customer service experience of your legal team. Online shoppers want to know the product they are purchasing is of sufficient quality or utility, but they also need to know you will be there to fulfill the order and answer questions after the sale.

For the reputation of professional service providers, such as doctors or attorneys, we can help establish protocols within your digital marketing campaign for the collection of testimonials to ensure prospects always see a positive image of your lawyers. This includes review generation, reputation monitoring, online reputation repair, survey campaigns, and social growth. In some cases, even SEO can be used to help curate the best possible first-page results for the online reputation of your legal team.

The risk of ignoring your online reputation is the loss of long-term business, which often isn't noticed until significant damage has been accumulated. Take control of your online reputation today to ensure you always put forth a better image than your competition.

Content Marketing Strategies for Legal Teams

Most legal teams use content marketing as a means of attracting, engaging, and retaining a high-interest audience by creating and sharing relevant blog articles, instructional videos, case studies, white papers, and other digital media. This online marketing approach helps establish your legal team as an industry thought leader, while also helping you dominate organic search results and the attention span of your target audience.

When your target clients begin to identify your legal team as the source of valuable advice or guidance you will find it is easier to guide them through your sales funnel. We help lawyer online advertising clients put together the right content marketing plan for their legal team.

It is important to identify your target audience before starting a content marketing service. This will help you understand the best media format for the content, whether that be informative blog posts, detailed case studies, informal whitepapers, best-in-class listicles, or drip email campaigns. It will also help you determine the best delivery method, which can be from social media, search results, or some other medium.

We often help implement content marketing strategies for lawyers that involve blog content, infographics, podcasts, videos, email campaigns, whitepapers, case studies, surveys, webinars, checklists, listicles, and lead magnets. We particularly like using the case study method because it is a powerful tool for showing expertise as a leading digital advertising service provider. These are all effective ways to market content if you implement them correctly for your legal team.

Social Media Advertising Campaigns for Legal Teams

The use of social ads in online advertising involves PPC advertising being run on social platforms like TikTok, LinkedIn, Facebook, Twitter, and TikTok. These social media channels offer a quick and effective method for connecting to your target audience by allowing you to select interests, behaviors, and demographics. However, the downside can be the added cost of setting up the campaigns, creating landing pages, building out sales funnels, and performing conversion rate optimization to ensure the paid ads function as a proper lead generation or sales generation tool for your legal team.

By leveraging the data sources of social media platforms, legal teams can hyper-target their audiences to deliver personalized content based on demographics, behaviors, interests, and other factors. While this is an enormous opportunity for most established legal teams, it can be an expensive lesson for businesses that aren't ready to take full advantage of social media ads.

We help legal teams build out the necessary sales funnels and lead generation tools to make the most of their social media advertising. In addition, we suggest creating tactics for conversion optimization and retargeting as part of our digital marketing campaigns, as both tactics can enhance the return on ad spend for your campaigns. Let's not forget to mention the freshness of your ad creatives. When running legal team social media advertising campaigns, you must be mindful of ad decay and ad fatigue to prevent your campaigns from becoming stagnant and suffering from degraded performance.

Search Engine Marketing Strategies for Legal Teams

The use of search engine ads in website advertising involves paid ads being run on search engines like Google and Bing. You will find that Google Ads and Bing Ads offer a quick and effective method for connecting your legal team to an engaged audience that is actively searching for your products or services. The downside is the cost of setting up an effective and scalable PPC advertising service for your legal team, which often involves the creation of landing pages or sales funnels that are optimized for conversion opportunities.

We help legal teams of all sizes build out the necessary landing pages and funnels to improve leads and generate revenue, which makes paid advertising a cost-effective website marketing plan. For any search engine marketing service, we recommend creating a plan for retargeting and conversion rate optimization to improve your return on investment.

Developing Sales Funnels for Legal Teams

A sales funnel, or purchase funnel, is the visual representation of journeys taken by clients with your legal team. The illustration of a sales funnel, which is often referred to as a marketing funnel or revenue funnel, looks just like a physical funnel you'd use to pour a liquid into a container. The top of the funnel is always larger because it illustrates the large number of potential clients that might interact with your legal team. The funnel narrows at the bottom to represent the various exit points within the sales process. Naturally, the bottom of the funnel is the smallest part because it represents the number of people who converted through the generation of a lead or the sale of a product.

The development of a sales funnel for legal teams is more difficult than the explanation of its concepts. For example, some of the most successful sales funnels produce millions of dollars of value each day for their owners. To launch a conversion funnel that produces value for your legal team, you must put thought into the goal of the sales funnel and the type of sales funnel you want to implement.

There are numerous types of sales funnels, including premium customer funnels, free plus shipping funnels, affiliate sales funnels, self-liquidating funnels, automated webinar funnels, lead magnet funnels, and dozens of others to consider for your legal team. When you work with one of our lawyer-focused digital marketing professionals, you will have an experienced internet marketer to bounce ideas off to help you determine the best type of revenue funnel for your legal team. Alternatively, if you don't have an interest in being involved in the process, we can research more about your legal team to determine the best funnels to explore and test within your internet advertising plan.

CRO for Legal Teams

There is almost no reason to neglect conversion rate optimization within lawyer website marketing plans. This is a critical aspect of any type of digital marketing for lawyers since it directly impacts the ability of the marketing service to provide value for the legal team paying for the marketing service.

Boosting conversion rates can have a huge impact on your bottom line. Before you pursue a CRO strategy for your legal team, it is important to understand what it is, how it works, and how to evaluate the service. This is a time-intensive process that involves plenty of iterative research and testing. What makes it most difficult is the CRO tactics that work for one lawyer might not work for another lawyer.

The most common lawyer CRO plans include reducing form fields on contact forms, testing different call-to-action phrases, creating appealing headlines, implementing a sense of urgency, fixing mobile website issues, improving page speed, adding exit-intent popups, defining value for the visitor, and adding trust and social proof signals.

True conversion rate optimization for lawyers can become much more complex. To really dive into CRO, we must fully understand your business offer, your competitors, the strengths and weaknesses of your value proposition, how visitors are currently interacting with your digital assets, the online reputation of your lawyers, and many other factors.

Email Marketing Tactics for Legal Teams

You can use email marketing within a digital strategy to drive brand awareness, get site traffic, improve sales and revenue, bring awareness to your social media profiles, engage past lawyers, and gain valuable information about your target audience.

We help our online advertising legal team clients use Mail Chimp, Campaign Monitor, and Constant Contact within their email marketing plans. These are robust email marketing tools to create subscriber lists, segment your audience, and even develop email marketing drip services.

The most important part of email marketing is developing a plan to increase your subscribers. We help email marketing legal team clients build and nurture their email marketing lists by implementing email collection opportunities within exit-intent popups, checkout processes, squeeze pages, referral programs, affiliate programs, lead magnets, and numerous other methods.

Lead Gen for Legal Teams

For nearby service providers, the most important part of an inbound marketing program is lead generation. Not everything can be sold on the internet. For a lot of products and services, a phone conversation or in-person conversation is needed to close the sale. For these types of business industries, lead generation tactics are going to be critical.

There are many types of lead generation strategies to consider, all of which have been tried and implemented by our online marketing team, for lawyers and other professionals, at some point in the past. The most common lead gen plans for lawyers include the creation of helpful content, retargeting past website visitors, nurturing past contacts with email marketing, engaging visitors with live chat, developing free tools for visitors to use, creating referral programs and affiliate programs, creating video content that can be shared online, setting up free webinars for visitors to attend, or offering helpful downloadable content in a lead magnet.

For most lawyer website advertising services where lead generation is a primary goal, our team will develop and implement one or more lead gen strategies in your digital assets to test what works best for your legal team.

Video Marketing for Legal Teams

As a comprehensive internet marketing agency for lawyers, we have our own in-house video production and video marketing department. This has been extremely helpful for legal team content marketing tactics that required original video assets. More importantly, we've used our video production department for the creation of video ads on YouTube and video marketing within Facebook Ads campaigns. There are many great applications for video production within your website advertising strategy for your legal team. You can use videos to demonstrate unique products, teach new concepts, and improve visitor duration. You can also implement videos within digital marketing plans to bring life to paid campaigns.

Why You Should Invest in Internet Marketing for Your Legal Team

If you run an legal team that depends on selling a product or service, at some point, you will contemplate some type of marketing to boost revenue. There are numerous reasons to contemplate internet advertising in lieu of more conventional marketing tactics for your legal team. Next, let's explore some of the persuasive grounds for incorporating the online advertising strategy into your legal team:

• Digital marketing is frequently more cost-effective for lawyers than other marketing methods since it can begin with a small investment and then be expanded as success is evaluated.
• Through the application of valuable reporting tools such as Google Analytics, you can acquire deeper insights into the quantity of visitors who interacted with your brand, the duration of time they were engaged with your marketing efforts, and whether they returned to your website in the days, weeks, or months after their initial engagement.
• Everyone is constantly on their phones, tablets, and desktop computers. Why not select a marketing style and channel that can track your target audience wherever they go?
• Compared to print marketing, billboard ads, television commercials, and radio ads, digital marketing provides much greater flexibility because it is much easier to make changes.
• Among marketing techniques, digital advertising for lawyers offers the most opportunity for user engagement. It can be quite challenging to encourage people to comment, like, or share any non-digital advertisements for your legal team.

How to Develop a Internet Marketing Program for Legal Teams

To kickoff your internet advertising plan for your legal team, it's vital to develop a plan that includes measurable business goals. To avoid wasting time on ideas that won't benefit your legal team, it's important to make sure everyone involved in the online advertising campaign understands the ultimate objective.

1.) Pinpoint your target audience

Once you have established a clear set of business goals for your legal team, you can start to identify the audience you want to target. Understanding the people you are trying to reach is essential. This enables you to personalize your website advertising endeavors for your legal team to the platforms your intended audience engages with, and make certain that your messaging resonates with them.

2.) Determine audience needs

Having identified your business objectives and target customers, you can now make a well-informed choice about the needs and search intent of your intended audience. By doing so, you can ensure that your lawyers concentrate on the correct keywords for your digital marketing, and that your content marketing strategies align with the demands of your audience.

3.) Begin with services that have a slower pace earlier on

If you intend to include search engine optimization in your lawyer digital strategy, make it your top priority. In terms of internet advertising tactics, search engine optimization typically takes the longest to gain traction for legal teams and other businesses. It can take several weeks or months for search engines to acknowledge and implement the changes you make to your website, content, and backlinks that affect your rankings, especially for the digital marketing efforts of legal teams.

4.) Invest in developing top-notch landing pages and sales funnels

Now is a good opportunity to think about implementing paid advertising for your legal team website or other online assets. But before you start sending paid traffic to your service page, home page, or product page, it's important to create a landing page or sales funnel. Many legal teams that have high bounce rates and low conversion rates with paid advertising campaigns make the mistake of directing traffic to a page that isn't optimized to convert an unfamiliar audience. To achieve effective lead generation, legal teams should use splash pages and sales funnels to direct visitors to the desired marketing outcome.

5.) Set up automated email sequences to retarget potential customers

Once you've established your strategies for driving traffic to your legal team website, it's essential to consider how to effectively communicate with those visitors beyond their initial visit. It's important to understand that not all visitors who come across your website, landing page, or sales funnel will become customers on their first visit. One should explore options to create an email marketing list, give SMS alerts for new promotions, or establish tracking pixels to retarget people who recently browsed through your website.

6.) Plan for continuous testing

When these digital marketing strategies are in place for your legal team you are ready to enter the testing and optimization phase. Here, you must regularly measure the effectiveness of your lawyer-focused campaigns, identify areas of improvement, and even experiment with new ideas you find in case studies or white papers. It is essential to continuously optimize your legal team digital advertising service for conversion rates.

Why Choose WebCitz for Your Legal Team Internet Advertising

Our team is eager to become your online marketing partner! When looking for website marketing companies for your legal team, several aspects must be taken into account. You can rest assured that our digital marketing strategies and tactics for your legal team are trustworthy, thanks to our 18 years of experience. These are commonly the internet marketing strategies we apply for our own lead generation and conversion rate optimization plans. Chances are, you found our website through our successful website marketing efforts.

Most importantly though, you should choose our website advertising firm because you feel confident we are the right team for your legal team. We recommend our digital marketers for your legal team for the following reasons:

• With over 18 years of experience, we have been operating our business since 2004.
• The major way we get leads from lawyers is through our own internet marketing strategies.
• It's possible that you discovered our website by looking for a service we provide, such as "best lawyer digital marketers."
• You can trust that our legal team website advertising services are always provided by our own skilled marketing team, and not outsourced to other agencies.
• If you call us during normal business hours, your lawyers will likely get an answer from one of our teammates within a few rings.
• Our team has considerable expertise in Shopify and WordPress for any internet advertising tactics that require website changes.

We would like to be considered by your legal team when it comes to looking for a leading digital marketing agency. Our digital advertising firm has a dedicated and supportive team on hand to assist you with any questions or concerns you may have. Please feel free to contact us by email or phone to continue the conversation.

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