Outsourcing your marketing is an outstanding way to make the most out of your time as a law firm. If you’re not bringing in new clients, you’re not going to thrive. Unfortunately, many new or small law firms simply can’t afford to outsource their marketing efforts. What’s a new attorney to do? Let’s learn what you can do if your law practice can’t afford to outsource your lead generation and the kinds of marketing efforts that will work for you.
Marketing Efforts for Law Firms
Law firms that are just starting to think about marketing themselves to increase their client base start small and build. Most firms have someone with a degree of skill in this area, be it blogging, web design or social media expertise, who can devote a few hours each week to online marketing. This is a good way to get started.
Initial efforts can include building a website, establishing a blog and committing to a post a week, and setting up your social media presence. This lets you establish your online identity and gets you started with tactical thinking. It allows you to assess what you want from your marketing efforts and to identify what services you’ll eventually need.
Internet is Key
There are tons of approaches to marketing these days, and good old-fashioned snail mail marketing is still a great way to go. However, we do live in a digital world and if you have to start small, the World Wide Web is the way to go.
Of course, in order to get the most out of your marketing, you’ll need to understand a few basic concepts. The most important of these is search engine optimization, or SEO.
Making the Most out of SEO
SEO is the major tool that marketing firms use to help ensure your website comes up first when someone searches your service on Google. SEO experts know how to work with the Google search algorithm to make sure it finds you first. You don’t have to be an expert, however, to get the fundamentals of SEO. There are a number of tricks you can take online to improve the hits you’ll get to your website.
Speed up Your Site
It’s a big deal these days to use all the latest bells and whistles on your website. It makes it look slick when there are animations, click-anywhere interactivity, and tons of fancy graphics. It also, however, can reduce your hits on Google. This is because the more stuff you have on your site, the slower it loads, and Google prioritizes sites that load quickly.
This is because Google looks at how often a site gets visitors, and the longer your site takes to load, the fewer visitors it can handle. A single second delay in your page load reduces page views by over 10%. It also increases irritation from visitors by over 15%, and can actually lower your client lead generation by a full 7%.
Reduce coding, speed up your servers (if possible) and work to make your site look professional without resorting to lag-inducing technology.
Improve Site Function
Improving the function of your website is another way to beef up your search engine hits. The better your site’s design and user experience, the more effective it will be. This will lead to more hits, more repeat visitors, greater satisfaction and a higher priority in Google’s algorithm.
Make sure your site is intelligent and responsive—that it works on computers and mobile devices. Make sure your content is interesting, engaging and current. Be sure every page has a nice balance of text and graphics. Make your blog the kind of thing you would want to see if you were reading someone’s site.
Use Intuitive Keywords
Keywords are at the heart of SEO. You need to embed intuitive keywords (the words and phrases people are likely to search) into your blogs and pages. Make them natural and don’t overuse them. The optimal keyword use changes from time to time, so periodically research the current best practices. Use WordStream and Google Keyword Planner to find out the most common searches in your field.
Consider Outsourcing Anyway
You might be surprised at just how affordable outsourcing is. Hiring an external firm to handle your marketing can result in a lot of saved money and plenty of increased business to make up for the cost. If you’re interested in exploring marketing for law firms, contact Whitehardt for more information today.