Many law firms experience problems with low online visibility or a poorly optimized website–or both. Here’s what to do about it to get more leads and clients. 🎁We’re including a FREE Assessment! 🎁
As the industry grows, law firms are facing increasingly fierce competition. The American Bar Association found that the number of lawyers in the U.S. has grown by 6.6% from 2012 to 2022, and there are now over 1.3 million active lawyers in the country.
To stay competitive, many law firms are investing in digital marketing services to ensure they are positioned in a unique way to reach people in need of legal services. Thus, optimizing your online presence as a law firm is an essential marketing strategy in today’s competitive landscape.
But many lawyers and law firms are missing the mark and, therefore, missing out on prospective clients. This isn’t a good thing as research shows the number of people in the United States seeking legal assistance over the last two years has risen above the levels of 2019–take a look:
While competition may be fierce, remember that the clients are still up for grabs. If you feel like you’re missing out on calls and cases, we’ll explain the two main reasons why this may be happening and what you can do about it.
The Two Main Reasons Why Your Firm Isn’t Getting Enough Calls
You need a strong online presence to compete in the marketplace today, but many firms struggle with two challenges:
Low Online Visibility
You can’t help prospective clients if they can’t find you! Low online visibility is one of the main reasons law firms are not keeping up, and it can be due to a few reasons:
-Lack of a—or a poor— digital marketing strategy
-Weak online presence with an unoptimized website
-Poor use of paid advertisement opportunities
If you have a low online visibility, prospective clients simply won’t be able to find you when they are looking for a lawyer or law firm. This, of course, impacts your ability to bring in new clients to the firm.
Poorly Optimized Website
The second major challenge law firms face with digital marketing is a poorly optimized website.
In one sense, this can be about the attractiveness and usability of your site. It’s important to have something that’s easy to navigate so that prospective clients can find everything they need.
But even more important is having an SEO-optimized website—a site that’s built in a way that search engines can find it. Without optimizing your site for search engines, clients may not come across it.
Law Firm Digital Marketing Solutions
If you want to address both of these problems, it’s important to take a holistic look at your entire digital marketing strategy. Think of your marketing as an ecosystem – it has to work together.
Here are steps you can take to resolve both problems:
- Create a digital marketing strategy: If you haven’t sat down to develop a strategy, it’s the first step you need to take. Spend time determining exactly what your problems are and what steps you need to take to improve. This should be revisited on a regular basis so you’re always staying on top of necessary changes.
- Develop a comprehensive website: Focus on building something that’s aesthetically appealing, easy to navigate, and regularly updated with relevant and high-quality content. And, if you are going to invest in an expensive web-design, you’ll want to ensure you’re in the hands of the best.
- Focus on SEO: To boost visibility and optimize your site for search engines, develop a comprehensive SEO strategy. This means incorporating keywords into your website, regularly adding new content, and following SEO best practices. If you’d like to take a deeper dive into legal SEO, click here for the full guide.
- Invest in paid advertising: One useful way to boost visibility immediately is to pay for online advertising. This strategy can help put your law firm at the top of the search engine page results so clients can easily see you. In our LAWsome podcast we’ve covered the impact of legal advertising. Take a look:
- Stay updated with trends and data: The beauty behind legal marketing is that everything is measurable, and that, ultimately, the numbers don’t lie. We’ve previously covered the best 8 ways law firms can use data to grow their business. For example, law firms can use their data to improve customer processes, find gaps and highlight what’s working.
Solving Your Law Firm’s Call Dilemma
Digital assets are an investment, and you deserve to get the most from them. If you’re not getting enough new calls and clients, check to see if you’re experiencing problems with either one of these two major issues for law firms:
- low online visibility
- poorly optimized website.
While we hope these tips and tricks help you navigate the uncharted waters that business can be, the first thing’s first – find out how well your firm’s SEO is performing.