Digital marketing continues to evolve. Algorithms change, new social media platforms are created, and even Google changes its name (from Google My Business to Google Business Profile)! As a law firm, you may feel overwhelmed regarding what steps to take to increase your online visibility and digital footprint. To improve your website’s quality and traffic and ultimately expand your clientele, there are several law firm marketing tactics you should consider deploying in 2022.
1) Regularly Publish Blogs
The most important thing you can do in 2022 is to regularly publish new blog articles on your website. A regular blog post schedule keeps your website fresh and increases the chance of traffic. The Google bots only look at your website if there is new content there, so it is imperative to continually provide them with fresh topics that showcase your expertise and authority. Ultimately, more is better when it comes to content, so make 2022 the year that you put a great deal of fantastic and valuable content on your law firm’s website, or hire a content creation agency specifically for law firms to help you.
2) Improve Your Website’s Design
If your website is outdated, you will not stay at the top of Google’s search engine results page (SERP). Remember to use high-quality images and videos in addition to solid content. You should also focus on load time, internal and external linking opportunities, and on-page SEO.
3) Use Pay-Per-Click Ads
Google Text Ads are highly visible and can draw traffic to your website. To run a pay-per-click (PPC) campaign successfully, you need convertible landing pages, a decent budget, and a willingness to try different strategies.
4) Evaluate Your Paid Search Budget
While you may not need to spend a fortune on paid search, you do need to ensure your budget is large enough to compete in your marketing. Take a look at what you are currently spending and determine if that amount needs to be increased.
5) Target Neighboring Areas
If you are successfully targeting the areas near your law firm, consider branching out to neighboring cities. Look at the populations of nearby towns and start with creating geo-specific content for those with the highest populations.
6) Publish Professional Video Content
Video content ads a human element to law firm websites. Legal matters are complex, and those seeking guidance will feel more comfortable if they can put faces to your law firm’s website. Videos also help you educate potential clients and build overall authority for your website.
7) Add a Smart Chatbot to Your Website
Smart chatbots can increase your chances of obtaining potential clients through your website. Services are often affordable and can control dialog flow 24/7 to encourage visitors to search for more information.
8) Know Your Ideal Client
Create content for your audience by addressing their pain points and providing possible solutions. If you are at a place where you want to reevaluate who your audience is, consider who makes up your ideal clients, their values, what they need, and where you can find them.
9) Analyze Your Competitors
Regularly evaluating your competitors can help you determine what marketing strategies to implement to improve your rankings. Check out their social media channels and blog posts. You can also use tools like Semrush to learn about the keywords your competitors rank.
10) Evaluate Your Content
If you have some pages ranking higher than others, you need to evaluate what makes those pages different. Make a note of disparities in HTML tags, keywords, content structure, and tone. If you have a good idea of which elements work for you, set aside time to improve your lower-ranking pages.
11) Reevaluate Your Keyword Strategy
Reevaluate your keyword strategy if you are not seeking the rankings you want. You can use tools like Google Analytics to figure out what phrases and long-tail keywords you should be targeting.
12) Ensure Your Website Is Mobile-friendly
Your website needs to be optimized for mobile devices like smartphones and tablets. That means the design needs to be easily convertible and offer the same functionality as a computer.
13) Start an Email Marketing Campaign
Emailing marketing helps you collect contact information and communicate regularly with your target audience. You can use collected email addresses to test campaigns and see what works best for your current, potential, and past clients.
14) Keep Track of Your Online Reviews
To increase your firm’s number of online reviews, send review requests to past clients or colleagues. Positive reviews can increase your chances of landing a client, and you could see your rankings go up as Google acknowledges those reviews. If you receive negative feedback, you have the opportunity to address it professionally.
15) Analyze Website Traffic Origins
To keep your website traffic trending upwards, you need to know where your visitors are coming from. If you see a sudden surge of traffic, you will want to know where it came from and how you can keep those numbers up.
16) Make Your Website Fast
If your website speed is slow, site visitors may lose interest before you even get a chance to show them what you have to offer. Speed also has a direct impact on search rankings. If you have not yet optimized your website for speed, start now.
17) Take Up Guest Posting
Reach out to other website owners and ask if you can write an article published on their website that includes a link to one of your target pages. Guest posting increases your backlinks and has the potential to improve your domain authority.
18) Use Legal Directories
Using legal directories as part of your SEO strategy can lead to backlinks for your website, improved accuracy in Google’s Local Search, and a more visible web presence.
19) Retarget Social Media Ads
Retargeting is a cost-effective way to stay on the minds of potential clients. If someone is considering legal services for the first time, they may not be ready to sign up the first time they come across your website. However, with the top-of-mind awareness retargeting provides, site visitors are more likely to become paying clients.
20) Funnel Your Content
Instead of pointing social media traffic to your homepage, give your practice area landing pages a clear path with a content funnel. Potential clients will have an easier time finding the answers they need.
21) Expand Your Outreach
Expanding your network can have a significant impact on your website’s success. You can consider several strategies, including new social media profiles, professional outreach, and community involvement.
22) Hire a Digital Marketing Company
When it comes down to it, SEO is complicated. It often takes years for law firm websites to get off the ground without help from specialized experts. If you are at a place where you just do not know what to do, or the next steps to take, make sure to contact a digital marketing firm that specializes in legal content.