Texas Law Firm Marketing Projects
Understanding Digital Advertising
Digital advertising is a form of marketing and advertising that uses the internet as its platform. In 2016, internet-based advertising revenue in the United State surpassed those of cable television and broadcast television combined.
Digital advertising is a group of things that include your web site, paid advertisements, search engine optimization, social media campaigns, videos, and even artificial intelligence. At PaperStreet, we have been there pretty much from the beginning of the digital marketing age. We use our 20+ years of experience to create digital marketing that drives revenue. Whether it is setting up and optimizing your first website or launching you into the age of AI we have strategies that work.
The Basics: Web Design
Our web design team creates award-winning designs that engage, showcase, and educate. We optimize your web design to convert visitors to your website into prospects and ultimately paying clients.
We’ve encountered clients with all sorts of goals, visions, and problems. We develop unique solutions to define your brand and drive your goals forward.
- We design distinct firm logos and do other branding.
- We can create educational and information content for your site.
- We have proven formulas that work to drive conversion.
- We love modernizing existing attorney websites.
- We can help you showcase what is unique about your firm.
- We are also experts at crafting attorney bios.
The Backroom/Technical Stuff: Search Engine Optimization (SEO)
Search engine optimization (SEO) is a process designed to improve both the quantity and quality of traffic to a website generated through search engines such as Google. Search engines identify relevant content based on math formulas call algorithms. Our team has the technical expertise to make your content more appealing to the search engine and increase your ranking on the search results the user sees. Optimizing your website happens in the backroom. It is a behind the scenes activity that will generate visible results in the form of increased web traffic and ultimately potential new clients.
Paid Advertising: Google Ads and PPC
Texas is a big state, but the legal advertising space is densely competitive. At PaperStreet, we understand that you need to get the most out of your budget. We help you determine which strategies are best for your specific firm and location to get the results you want. When you retain our services, we work for you. We will not accept work from your competitors.
Pay per click (PPC) is a powerful advertising tool that puts your law firm in front of your ideal target audience. The law firm PPC management team at PaperStreet offers fully managed, transparent, exclusive PPC services to make sure that your PPC campaign is actually finding your target audience and generating the results you want.
We also help set up and manage your Local Service Ads (LSAs). Local Service Ads allow verified law firms a new way to appear at the very top of the Google search result page. Your LSA highlights the most important information for customers to choose your business such as services offered, hours, and reviews.
Social Media: Bringing Texas Attorneys into the Social Media Age
Social media is now a key player in profitable attorney marketing campaigns. Younger attorneys already know this and use it to their advantage. In June of 2024, the State Bar of Texas published an article on social media use by attorneys. They recognized that more than 81% of attorneys participate in social media for professional purposes. The article stated, “Thus, attorneys often do not – and should not – avoid social media.” It went on to say, “By maintaining an active and professional presence on social media attorneys can showcase their expertise, share valuable insight, and establish themselves as thoughtful leaders within their respective fields.”
Whether you are under 30, over 60, or anywhere in between, PaperStreet can help you develop a social media campaign that fits your goals. We provide a full scope of services. We can set up your accounts and turn them over to you. If you prefer, we can take full control of your law firm’s social media platforms. Whatever your comfort with social media, we are here to help you succeed and stay within your budget.
The Untapped Possibility: Video Content
Video content is an untapped possibility in the digital marketing field. Most people would prefer to watch a video on something than read an article. This trend is only growing. Once we shoot and edit your videos, we transcribe, upload, and embed your videos so you don’t have to lift a finger. No need to arrange travel. Our videographer comes to you. Our videos and content are mobile friendly. They can be viewed on any device at any time. Your firm owns the videos and 100% of the content.
It takes only a few hours or less to film a quality video. In less than an afternoon, you have created content that can be played time and time again on your website and on YouTube. Video is the perfect marketing tool. You create it once. It gets played over and over, making you an authority on your area of practice in Texas and beyond. It’s not just an ad, it’s educational content that allows potential clients a chance to view and get to know those who may be handling their sensitive legal issue.
Need more reasons to consider video? Here are some interesting facts:
- Video Helps You Be Different – 78% of all law firms have a basic website. Embedded video content and a YouTube presence will differentiate your firm and drive clicks and calls. Firm overview videos can either be scripted with a professional voiceover or interview-driven to deliver a positive first impression and drive higher conversion.
- Higher Click Thru – Lawyers.com found that if a lawyer has a video on his or her profile page, email from prospects increased by 127% and click-throughs to a firm’s contact page by 138%.
- Higher Rankings – Having lots of fresh, relevant content that matches search terms that potential clients are looking for is key. Typically, we find a strong correlation between search rankings and websites that have videos. We have found that websites with videos have a longer time on site which is a factor in Google’s analytics process.
- Landing Page Interactions – Landing pages with professional video generate four to seven times more engagement and response rates.
- Shift to Video Content – For the past decade, businesses are shifting to video content creation as a crucial marketing investment. Today 83% of marketers believe that videos are now more important than ever. Video generally has a 35% to 45% higher click-through rate than regular print. The same report found 87% of businesses are now using video content as a marketing tool.
- Video content boosts your SEO – A study conducted by Forrester concluded that video content is 53 times more likely to turn out on the first page of the search results. Google algorithms place a high-ranking value towards informative content, especially videos, so if you want your firm to move up to the first pages of Google, create videos.
- YouTube now has over 2.49 billion users – It dominates one-third of the internet. It is the second most popular social media platform. If you want to be seen, heard, and known, be on YouTube.
The Future: Integrating AI for Texas Attorneys
Digital marketing is being transformed by Open AI’s protype search engine. SearchGPT and similar AI-powered search engines are designed to change the world. Rather than run a Google-type search, it allows you to ask it questions. It’s like Apple’s Siri only far smarter and user friendly. If you haven’t used it yet, chances are you will soon. The real difference with this and traditional search is the response. AI-powered search engines give you an answer rather than a list of places for you to find the answer.
This is destined to change the way users interact with their searches. The key to AI-powered searching is “source attribution.” When AI generates the answer to a question, it cites its source. The goal is to become a “citation” source in SearchGPT. In someways this may be better than page one ranking on Google because it makes you look like an authority on the searched topic. This is the next stage of digital marketing optimization. We are excited about helping our clients use this new technology.
What Makes Us Different
We generate results that work. We increase conversions, grow traffic and help rankings soar. We work with you and not your competition. Your content reflects on you, so you need a marketing agency you can trust. We value your representation and our relationship. To provide you the best experience:
- We hire attorney writers, so they understand the law.
- We hire lawyers as writers. This ensure that our content is accurate, credible, and aligned with the latest legal standards and regulations.
- We do extensive research to make sure that you are not missing out on content.
- Our research guarantees that your content is comprehensive, relevant, and up to date with industry trends.
- We track the progress of your website to maximize conversions.
- By analyzing key performance indicators, we continuously refine strategies to enhance user engagement and drive successful outcomes.
Get Started Creating a Digital Marketing Strategy for Your Texas Law Firm
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