Even before the pandemic, many businesses made the switch to digital marketing. When you’re starting out, it seems easy. Maybe you have a vision for what you want your website to look like or have hired someone to build it for you.
From there, it’s a matter of learning SEO best practices and taking advantage of effective content marketing. Then, along the way, you may need to pick up a few extra hints, tips, and tricks, and that’s where we come in.
How to Grow Your Legal Firm Online
1. Optimize your site
2. Watch out for shout outs
3. Track your website’s success
4. Make your website interactive
5. Build a distinct brand
6. Step away from the computer
1. Optimizing Your Site
So you have a website, but are you still building content? The more often you create and publish content, the more likely you will be found in search engine results. This is because searchability depends on a mix of factors, among them are:
- How recently you’ve added or updated content
- How many impressions your content has already gained
A search engine doesn’t want to offer a user an article from five years ago because the information may no longer be relevant. Likewise, an article from an otherwise unpopular source will also have trouble looking legitimate.
For this reason, it’s important to look into Search Engine Optimization so you can streamline your content and watch it rise to the top of the search results page. Of course, you’ll also need to write about relevant topics and plan competitive content around keywords. You can use an app like BuzzSumo to find out what your customers are searching for.
Once you have a decent following or your articles have been viewed several thousand times, you’ll gain a positive reputation and have less trouble getting new content to the top of search results.
2. Watch Out for Shout Outs
While it’s important to watch out for any reviews your clients leave about your business, there are other channels you should pay attention to as well. Customers could be leaving feedback about your law firm online, which can be turned into valuable information for your blog, social media, or other advertising. It can be difficult to scroll through all the different online platforms just watching for any mention of your business, so why not let an app do it for you?
If you’re pairing your website with a social media profile, you can use Talkwalker to track any time your business’s name is mentioned online. That way, you’ll be able to quickly address any feedback or check-in with clients that are looking to get in touch with you.
3. Track Your Website’s Success
The easiest way to monitor user traffic is to use Google Analytics. This tool allows you to see where your customers are coming from, what search or article brought them into your site, and even how long they stayed. Knowledge is power!
And the more you know about your website visitors, the better you can address their needs. For example, you might plan a marketing campaign on one of the websites that bring in a lot of your users. Or, you can update pages that are causing visitors to leave your site.
4. Make Your Website Interactive
If users are scrolling through your website, hitting the same dead end, and leaving — wouldn’t you do something about it? Maybe there’s an area of your website that is simply unattractive, an article that is misspelled or unhelpful, or a button that doesn’t work. Whatever the reason, tracking what visitors do once they reach your website is an important part of the process.
Some brands go as far as releasing a CTA (call to action) right before users click away from the page. This might look like an unbeatable discount code that fades in as an attractive pop up for retailers. For your firm, it may look like a web chatbot that offers to help customers who are having trouble or a CTA warning them not to miss out on a free consultation.
Whatever you choose, embedding interactive components throughout your site will make users more likely to stick around and, ultimately, turn into leads.
5. Build a Distinct Brand
The reality of online marketing is that if a customer visits your profile, they’re probably shopping around. Today, excellent web design and a streamlined, easy to navigate interface may be enough to win your customer’s business. However, this begins with good branding.
Your landing page, about, and contact sections are likely what will really shape your client’s understanding of your brand. With more and more people seeking online consultations instead of in-person, it will be essential to make sure these sections look strong so that you can build trust with potential clients.
From here, any design elements or personality you incorporate into your branding should be easily transferable to other campaigns. For example, even if it’s just the color scheme, photos of your staff, or a quote about your pricing, you should be able to easily pull these ideas and present them on a print flyer or handout.
6. Step Away From the Computer
Once you’ve gotten all of these factors in strong standing, you’ll be able to step back and watch your user traffic grow. Be sure to monitor and post regularly because it will be tough to get back to your original standing once you stop.
Meanwhile, it may be helpful to pair your online branding with an in-person, print campaign. This can seem extremely difficult, complicated, and almost impossible to maneuver in a pandemic, but luckily there is an easy way to get your name out there: Cartvertising.
With everything going on in the world right now, more and more local businesses are turning to grocery store advertising. Grocery stores are the one place guaranteed to stay open no matter what, and supermarket advertisements are making greater impressions now more than ever.
Cartvertising allows a local business to display print ads on shopping carts, so customers spend the entirety of their time in the store in front of this ad. With about 20,000 people visiting grocery stores every week, for 45 minutes at a time, this method allows for exposure and impressions completely unheard of in traditional print advertising.
Shopping cart advertising rates are also very affordable, and you can get a free quote here. Today, it’s important to find a way to maintain your community outreach safely. Clients past and new will be reminded of your business once they see your ad, and you’ll benefit from some hyper-local targeting.