This Attorney Marketing Campaign Gets More Clients
See how an attorney marketing campaign can rejuvenate your practice (and beat the competition)
The goal of marketing your law practice on the web is to attract a constant stream of clients and increase your profits. This is the heart of service marketing with a lead generation web site.
Many things work together to make it all happen. This article summarizes some
of the must-do tasks needed to write a successful lawyer marketing campaign in a
competitive marketplace.
Build your attorney marketing campaign upon keyword-focused content
Your website must have traffic. Even better, this traffic should be qualified - meaning people who are actively looking for the service you provide. The best way to obtain this traffic for the long term is to use free (organic) search.
People use keyword phrases when they look for legal help online. Use these keywords in your website copy and people will find your site when they search.
Attorney marketing campaigns are among the most competitive areas on the web. To outrank your competition, many think that whoever shouts the loudest wins. but does this work? No - but shouting differently does.
How?
By not limiting yourself to broad search terms. Use more specific terms that point to very qualified potential clients.
For example, which is better marketing for personal injury law firms: the term "accident lawyer" or the term "nyc car accident lawyer"?
There are fewer searches made on the more specific "niche" keywords, but the conversion rate is much higher. So rank well first by building more and more pages centered on the smaller, more focused keywords.
As your site increases in relevance, you'll rank for the broader terms too,
as well as keyword combinations that you'd never expect.
Land as many different kinds of searches related your practice as you can.
As you write relevant, informative content for the kinds of cases you want to represent, you are investing true value into your website.
The more pages you have that people find in the search results, the more opportunities you have for a new potential client to enter your site.
Your attorney marketing campaign will begin a snowball effect:
- The more new pages you create, the more Google sees your site as relevant.
- As your site becomes more "important" you'll begin to see inbound links coming from other sites to yours.
- Your site will become an authority site, and then your rankings will be hard to
beat in your corner of the market. And you don't need web portals such as Findlaw or
Lawyers.com to do it.
Your lawyer marketing campaign is directly impacted by your content
Visitors are landing on your pages, because they found you at the search engines. The keyword-rich content on your pages helped make this happen.
Your next goal is to convert your visitors into clients. Your copywriting must connect with your reader about his or her needs, on their emotional level (not yours).
This does not mean a hard sell. it means building relationships with your visitors - in language they understand - which results in lead generating contacts and phone calls.
Quite simply, your content needs to:
- Give your visitors genuine help they can quickly relate to and use
- Inform them honestly and clearly about you and your firm
- Use customized marketing solutions that are known to work on the Web. Not all marketing methods work well on the web, and not all web marketing methods work well for a lawyer marketing campaign.
- Ultimately. give them good reason to trust you enough to contact you.
Take a look at a more specific example of marketing for personal injury law firms.
We excel at writing lead generation web sites for law firms. Contact us for help with your attorney marketing campaign.
