There are seven categories you can focus your digital marketing on in 2021 for your law firm. Each area has three specific ideas on how you can improve your marketing quickly and easily.
You can see our full article here of 214 Ideas for 2021, but we figure it is easier to read the best 21, so we created this guide. Please read up on all our helpful tips.
Website Design Improvements
1. Tell a Story & Create a Brand
Visit your website home page. What pops out to you in the first three seconds? Do you have a good visual? Can a user tell what your practice areas are right away? Do you have a unique selling proposition? What is your story that will engage a potential client? What makes you different? You need to answer that all with engaging visuals, specific copy, and headlines that are still SEO compliant.
2. Make Your Practice Pages Better
Have you reviewed your practice area pages lately? Has the law changed in your area? What does each practice page say about your firm?
Some tips for practice pages:
- Every page should have one specific goal.
- Your page needs a Unique Selling Position. What makes you unique?
- What social proof/badges/testimonials do you offer?
- Can you solve the pain point of the user with clear benefits? Did you address their doubts?
- What is your call to action? Did you tell the user how long it will take to contact them? What do they agree to when contacting you? Costs? Next steps?
- Do you have really good images?
3. Add in Social Proof/Badges/Testimonials
You need to have proof that you are a good lawyer. Make sure your various badges are prominent on the website. Be sure to showcase your client testimonials.
4. Speed Matters – Google Page Speed Insights and Content Load Times
Your website needs to load fast. Check out Google. Then forward that report to your web design team. Have them review and make changes to get the site speed higher.
5. LCP Coming This Summer: Mobile-First Designs
This summer, Google is going to really put a focus on page speed insights. They are already indexing mobile-first design, but now they want your site to load fast. Supposedly, this will be taken into account for rankings.
6. ADA – Don’t Get Sued
While not a pure marketing play, this is more about protecting and helping people. If your site is not ADA compliant, it needs to be by now. Check out https://wave.webaim.org/ for a free report. If you need further analysis, contact an ADA website audit team like us.
PPC Ads / Google Ad Improvements
7. Segment Your Audience
In Google, you can segment your audiences. You can show different messages to different audiences. You can exclude or include various groups and only show your ads for those specific users.
8. Responsive Display and Mobile Ads
If you create responsive display ads, then the format will automatically change to fit the browsing window. You can create your message and let Google do all the work.
9. Diversify Away From Just Google
Google owns the majority of search-related phrases and ad networks. However, there are other opportunities to advertise. Check out Facebook, LinkedIn, Reddit and Microsoft Ads, among others.
Content Marketing Improvements
10. Create a Publishing Plan
The first step to ranking high is creating informative content. The first step to creating informative content is developing a plan. Research potential practice areas you want to hit on, then create a plan with the page name, link to the copy, due date, approval date, and where it is going live.
11. Get into Video and Explainer Videos
You should try out creating videos for your website. Law firms have been slower to leverage the marketing power of video. There’s a perception that production and filming are too time-consuming and expensive for there to be a measurable ROI for the average lawyer. This is where explainer videos come in.
12. Create Guide Books and Digital Downloads
The key to ranking high in a specific area is creating THE definitive resource on a topic. Become THE resource for car accidents, probate, or divorce. Produce a 2,500 to 5,000-word guide that is online. Create it as a PDF download too.
Social Media Improvements
13. Post Frequently About News
To have a good social program, you need to post frequently. You don’t have to hit it every day, but at least a few posts a week. You can schedule all your posts for the month in advance and use a program to auto-distribute them on set days.
14. All Posts Should Have Images
Every single post needs an image. Images are viewed more, engaged more, and shared more.
15. Brand Your Social Media Channels
Make sure all your channels have your logo, hero shots, and overall branding. It does not take more than a few hours to update all and make them consistent.
16. Create a List and Send Monthly
The first step in a newsletter campaign is to create a list, find a program to send out your email, and add it to your website. This takes no more than a few hours to finalize everything. Then you can begin writing content.
17. Create Compelling Headlines and Calls to Actions
The key to any newsletter is having a compelling headline. People decide in the first few seconds whether they will read your content. Your subject line is key. Moreover, you need to have a good call to action in your newsletter. Have one specific call to action that you want them to take – call you, share, visit your website, contact form, purchase, subscribe to something, or download.
18. Make Sure You Have Targeted Content That Informs
Your content should not just be about your firm. Sure, you can mention a big win or someone new to the firm, but you will want to produce a newsletter that informs your clients and fellow attorneys. Keep it interesting and informative.
Search Engine Optimization (SEO) Improvements
19. Silo Content for Cities and Practices
The key to ranking high these days is producing content for every practice area and targeting one location. Want to rank high in Boston for Tax Law? Then have a good portion of your site just about that.
Want to rank high in Columbus for work injuries? Then have a good portion of your site about that too.
20. Long-Form Content
We have found that long-form content is better. It typically ranks higher. Why? You are more detailed about the topic, so you have more relevancy. The content is more informative, so it is shared. The content is good, so it is read longer and user metrics are better for your clients. Create detailed guides on all your topics.
21. Use Related Search Questions and Rich Snippets
You need to write your content for related searches. To do this, just query a search phrase you want to rank high for. Scroll down to the bottom of the page and see all related searches. Write topics to incorporate those queries.
Want more? See our List of 214 Best Ideas for 2021 Law Firm Marketing.