California Law Firm Marketing Projects
Digital Ads – What Are They?
Digital ads, as they relate to law firms, are marketing and advertising tools used on the Internet to advertise legal services. Did you know that in 2016, internet advertising revenue outpaced cable and broadcast TV combined in the US?
Digital advertising is an umbrella that encompasses your website, advertising, SEO, social media, videos, and even artificial intelligence (AI). To be clear, different types of content are better suited to certain situations. The team at PaperStreet knows what works and what doesn’t and we produce the right type of content for your firm.
Why Does Digital Marketing Matter to Attorneys in California?
Practically all customers these days do some sort of Internet research before committing to purchasing a product or service, and selecting an attorney is no exception. Remember what you learned in law school about advertising? Well, we say forget it! You cannot keep running the same ad campaigns that barely succeeded previously. Lawyers require marketing strategies that surpass a mere Yellow Page ad, a billboard, and/or a front-page article in your newspaper. And television and radio ads have already hit their peak.
You need your web pages to be viewed, appear authoritative, and answer the client’s questions to get their attention. And as long as you are publishing content that is of value, you’ll continue to drive new leads while keeping current clients.
AI Integration for California Attorneys
Change is the only thing that will always remain constant when it comes to digital marketing. Best practices, tools, and algorithms tend to shift a lot, but that’s where PaperStreet comes into play. When ChatGPT was released in 2023, it completely changed the landscape, which changed yet again in the summer of 2024 when Open AI introduced its prototype AI-powered search engine.
SearchGPT is a natural language search engine, able to deliver conversational, speedy answers that are proven by an attributed source. Think of it as Google combined with AI. Instead of showing you the list of results, SearchGPT will return an answer to your query in story form, along with a citation and hyperlink to the resources that were used to create the answer.
So, it all comes down to “source attribution.” The aim is to be a “citation” source in SearchGPT. The citation spot on a SearchGPT response will be as precious as Google’s page-one spot. SearchGPT is an entirely new tool that holds a wealth of possibilities. By rewriting your content to stand out in the eyes of SearchGPT, our team will keep you in front of the legal marketing game and your competitors.
Publishing and Content Strategies for California Attorneys
Here at PaperStreet, we aren’t just creating a website. We want to help you produce good content. If you’re a trial lawyer, you know what you’re talking about, so write about it. Much of what you learned stems only in part from your class work. The vast majority of your legal knowledge came from your training and real-world practice. Consider what constitutes your core business—it’s your forte; the one thing you do most often and very well.
We are looking to give you the power to harness your expertise and turn it into content that places you as a thought leader in your field. Whether it’s blog articles for your website, a video, or publishing content on both the Internet and in print, we can help your firm stand out from the rest.
Our Digital Marketing Services for Attorneys
Web Design for California Attorneys
Our web designers produce winning designs that excite, showcase, and teach. We design your website with conversions in mind. Conversions are actions that are logged each time a visitor goes to your website and does something that you’ve identified as being relevant to your firm, such as calling or booking an appointment.
We’ve worked with clients who have a myriad of goals, dreams and issues. We provide custom solutions to create your brand and achieve your firm’s objectives.
- Do you want to improve conversions? We have a tested-and-true recipe for success.
- Have to change your style to surpass your competition? Our developers are addicted to updating law firm websites.
- Do you need to incorporate new areas of practice? We can help you write and present them.
- Do you need to introduce yourself to the world? We’re also skilled at writing lawyer bios.
- Do you need to develop resources online for your clients? We can create learning resources and more for you.
Link Acquisition for California Attorneys
Link acquisition (also referred to as link building, or backlinking) involves linking your website to other trusted and known websites. This is accomplished by linking other websites to yours. Consider it a form of reputation-building. It is the web version of a friend referring you. These backlinks are links that lead users from webpage to webpage, thus establishing more website visibility.
Search Engine Optimization (SEO) for California Attorneys
SEO is the act of maximizing the amount and quality of traffic to a website that comes from search engines like Google. Search engines operate with algorithms — computer calculations. These algorithms drive web searches. They are built from understanding what searches and phrases are made to find a given result.
PaperStreet has helped hundreds of lawyers in virtually all practice areas rank better on search engines through SEO. By utilizing a team that can execute an SEO plan, your business will get more exposure in Google and a steady flow of high-quality, attributable traffic that will translate into high-quality prospective new clients.
Local SEO for California Attorneys
As we continue building our relationship with you and members of the firm, we will come to know exactly the types of clients you want to reach. We will make your digital marketing strategy specific to the geographic region in which you are located using local SEO strategies if you are a local or regional firm. Such methods act like a laser pointer toward the clients you’re after, ensuring your content reaches your intended audiences.
Technical Optimization for California Attorneys
Some firms stop with the use of conventional SEO. We don’t. Here at PaperStreet, we provide technical optimization for your website. This is something that’s part of your site, but it’s not about your content; it’s what happens behind the scenes. We adopt the latest techniques to ensure your site is at its best to score the best ranking it can.
Google Ads and PPC for California Attorneys
At PaperStreet, we know what it’s like to advertise in a highly competitive market while still keeping your spending low. We work with you to help figure out which strategies are most effective in your firm and geographic area to accomplish the outcomes that matter. Moreover, we are exclusive per practice region and city, so you always have confidence in knowing that we are not promoting your regional competitors too.
PPC is a highly effective marketing strategy that places your law firm in front of your target market. You can sit at the very top of Google, but you won’t have any traffic if your ads aren’t turning leads into customers. PaperStreet’s law firm PPC management team offers managed, transparent and premium PPC services.
We also assist in creating and running your LSAs. Local Service Ads give licensed attorneys a unique opportunity to be featured right at the top of the Google search results page. Your LSA focuses on the most relevant data needed for customers to select your firm, including pricing, opening hours and reviews.
Social Media for California Attorneys
Previously considered as just a means of sharing fun anecdotes and family photos after an event, social media is now at the center of many successful attorney advertising campaigns. According to the “Attorney at Work 2018 Social Media Marketing Survey,” more firms and lawyers are using social media marketing. Consider these figures:
- 93% of lawyers say they’re on social media.
- 85% cite social media as a part of their marketing campaign.
PaperStreet can work with you to plan and implement a campaign that suits your law firm’s social media requirements. Attorney social media marketing also builds your firm’s brand trust, increases brand recognition, increases website visits and searches, and provides an opportunity to connect with your current and prospective clients. It can also act as a great indication to Google that you’re an expert in your field, which helps search engine rankings when done well.
PaperStreet can be your partner, whether you want us to simply set up your accounts or take control of your law firm’s social media. We have a range of social media packages that will allow you to stay within your budget and scale your law firm’s exposure, traffic and client base.
Find Out Why Clients Trust PaperStreet
We provide specialized digital marketing plans for clients in California and throughout the country. We’re open to your feedback throughout the entire process. We want to be transparent. You will be informed at all times on what we are working on, when it will be finished and how much it will cost. Additionally, we exclusively represent your company and not your competitor.
We produce results that make sense. We boost conversions, traffic and ranking. After all, you stand by your writing; therefore, you should have a marketing company you can depend on.