What We Can Learn About Digital Marketing From Plaintiff Firms

From personal injury cases to consumer protection litigation, plaintiff firms operate in a noisy and competitive market. Billboards, television commercials, and bus benches are still widely used, but a stand out digital presence is no longer optional. 

A panel of law firm marketing experts shared what law firms can learn from plaintiff marketing during a webinar hosted by the Legal Marketing Association. The webinar detailed the top three best practices used in plaintiff firm marketing strategies in the following categories:

  • Search engine optimization (SEO) 
  • Cost-effective search engine marketing (SEM) approaches
  • Conversion tools and a call-to-action (CTA) 

All legal marketers, including corporate and trial firms, can apply these proven plaintiff firm strategies to their digital marketing campaigns. 

Writing Search Engine Optimization (SEO) Content

Search engine optimization is all about establishing your firm is the quintessential authoritative and relevant industry leader in their target market. Plaintiff firms establish relevance by selecting keywords and supporting each keyword with a page of content. These pages must connect with user intent and be contextually relevant to the target client.

Content pages not only contain information about the firm, but they also need to showcase relevant content and provide answers to the questions clients actually ask. Through the use of an FAQ section, the award-winning site for McFarlin LLP offers contextually relevant content. The page follows the 80/20 rule: 80% should be why a user needs your services; 20% should be what you do. 

When making your own FAQ page, predictive searches from Google will help you understand the words and topics they are typing into the search bar.

Obtaining Backlinks with Authority

Posting guest content with a link back to your site is a SEO strategy called backlinking. Quality backlinks serve as endorsements and to search engines count as “votes.” The more high quality backlinks you have, the more likely your page will rise in search rankings. 

When building your backlink strategy the following sources are an excellent place to start: 

  • Specified Links (legal, industry, associations, etc.)
  • Local Listings (top listings first)
  • General Links (generic business/personal profiles; continued location citations)

In addition to posting general information, guest blogging is an excellent way to generate high authority backlinks. Most people don’t know that hundreds of media outlets, blogs, and industry websites accept guest posts from attorneys. 

Maintaining the balance between quantity and quality is critical to launching a successful guest blogging strategy. 

  • Domains are ranked from 1 to 100, consider websites with a Domain Ranking of 50 or more. Articles must be educational, informative or inspirational. 
  • The post should be well-written and free of errors. It should also be objective in tone and not self-promotional. 
  • Guest blogging is an excellent way to not only boost SEO but to build trust and promote your brand.

Cost-Effective Pay-Per-Click 

Pay-per-click search engine marketing is a form of online advertising that helps businesses connect directly with their customers. SEM advertising allows businesses to create ads targeted to their ideal clients. 

Pay-per-click ads display on practically every search engine, but most importantly, Google. Paid search engine marketing is used by nearly all law firms, and as a result, generalized practice area keywords are often very expensive. Instead of using a general practice area such as “personal injury lawyer” as your keyword, consider a more targeted phrase such as “bike accident lawyer in NYC”. 

Picking targeted keywords is a significantly more effective strategy for several reasons:

  1. They are much less expensive than general keywords
  2. They are highly relevant to your target audience

With targeted phrases not only is your cost per click lower the opportunity to convert is higher. Targeted keywords linked to optimized landing pages have the potential to turn your website visitors into clients. 

Converting with Landing Pages

Once a user clicks on your site, you have seven seconds to capture their attention. The bread and butter of any effective PPC campaign is an optimized landing page

An optimized landing page will maximize the probability that visitors to that webpage will “convert.” A conversion is when users take the desired action on your page, whether that’s a form submission, phone call, or download. 

The landing page created by Paperstreet for a Schauermann Thayer Jacobs Staples & Edwards PS’s PPC campaign, speaks directly to the consumer. 

The page establishes: 

  • Relevancy (Why should I care?) 
  • Urgency (Why should I care right now?) 
  • Authority (Why should I listen to you?)

The easy to read layout is supported by a compelling headline and body copy. The call-to-action is concise and reinforces urgency without overselling. 

Building a Successful Marketing Campaign

These plaintiff firm strategies are just a few of the highlights from the Legal Marketing Association webinar. LMA members can access a recording of the entire webinar via their member profile. 

Effective digital marketing strategies are specialized and time-intensive so many firms choose to work with an outside vendor. PaperStreet offers comprehensive digital marketing services to lawyers throughout the United States and around the world. Learn more about the digital marketing services we offer our clients:

When you’re ready, get in touch, or give us a call: 954-523-2181.


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