Building a Digital-First Strategy To Boost Law Firm Growth and Client Engagement

While recommendations and referrals can still drive steady growth for your legal firm, these days a new — and predictable — source is leading increasing numbers of clients to lawyers’ offices (and websites). As is the case in nearly every other industry in the digital age, when today’s consumers need legal assistance, large numbers of them are starting their searches online. As a result, the most effective law firm marketing strategies leverage a digital-first approach to increase engagement and boost growth — and in this post, we’ll discuss how to make it happen.

“In today’s digital landscape, a strong online presence isn’t just an advantage for law firms — it’s a necessity,” says Scott Brandon, Legal Category Expert. “Prospective clients are researching, comparing and deciding on legal services online, often before ever making contact. Law firms that invest in targeted digital marketing strategies are not only attracting more qualified leads, but also building trust and authority in a competitive market.”

In this post, we’ll cover the following important topics to help your law firm create a digital marketing strategy that can help you more effectively stand out from the competition, connect with your target audience and convert leads into clients:

• The broad benefits of digital marketing for law firms
• Strategic allocation of digital marketing resources
• Troubleshooting ineffective digital marketing campaigns
• The value of partnering with a digital marketing agency

The broad benefits of digital marketing for law firms

Today’s consumers rely heavily on search engines, company websites, online reviews, social media, and other digital resources to choose the lawyers who will provide their legal services. This enables law firms with a strong digital presence to reap a range of benefits — and makes digital marketing a must-have for any legal firm looking to grow. Some of the top benefits modern law firms can leverage with the help of an effective digital marketing strategy include enhanced visibility, the ability to generate more qualified leads, added trust and credibility, increased client engagement and, ultimately, improved firm growth.

Strategic allocation of digital marketing budgets

To maximize the impact of their digital marketing efforts, law firms should focus their budgets on high-value strategies that deliver measurable results, including search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing and reputation management. Here’s more on each of these key ways to enhance your legal firm’s digital marketing strategy and make the most of your marketing budget:

Boost visibility with SEO

Invest in optimizing your website for legal service keywords, for example “personal injury lawyer” or “divorce attorney” along with the name of your city or neighborhood. A higher search ranking will increase visibility and attract potential clients already looking for legal help. (We also offer insights on how to effectively harness local SEO to boost your legal business.)

Generate leads with PPC advertising

Use highly targeted, locally focused digital campaigns to drive immediate traffic to your firm’s website. PPC ads reach clients actively searching for specific services, making them a cost-effective way to generate leads quickly. (We offer additional guidance on some of the leading ways your legal firm can leverage digital advertising.)

Deliver value (and establish expertise) with content marketing

Publish high-value content such as blog posts, FAQs and case studies to position your firm as an authority in the legal industry. Educational content also helps attract and engage clients at different stages of their decision-making process.

Secure your standing with reputation management

Actively manage online reviews and testimonials on platforms like Google, Avvo and Yelp. Positive feedback builds trust with prospective clients and sets your firm apart from competitors.

Troubleshooting ineffective digital marketing campaigns

Even a well-thought-out digital marketing campaign can fall flat without proper execution. But by identifying gaps and making data-driven adjustments to its digital marketing strategy, your law firm can transform underperforming campaigns into effective tools for driving growth. Some of the most powerful steps your legal firm can take to remedy digital campaigns when they’re not working include performing audits, reevaluating your strategies and optimizing your efforts. Here’s more on each of these effective ways to turn underperforming digital campaigns around:

Conduct website audits

Many firms struggle with low-quality website design that frustrates visitors and lowers conversion rates. Routinely evaluate your website and campaigns to identify technical issues, weak points and underperforming elements.

Reevaluate your PPC audience targeting and messaging

Common pitfalls with PPC ads include poorly targeted or unclear messaging, which may attract the wrong audience or fail to engage potential clients. Refine your PPC campaigns and content to speak directly to your ideal client’s needs and pain points.

Analyze your data and optimize

Inconsistent content creation or reliance on outdated SEO practices can hurt visibility and fail to generate leads. Use metrics like conversion rates, bounce rates and click-through rates to identify what works and adjust strategies accordingly. (We also provide expert advice on some of the top ways client research and data can elevate your firm’s marketing strategy.)

The value of partnering with a digital marketing agency 

Working with a digital marketing agency can provide substantial advantages for law firms. Agencies can provide access to advanced marketing tools, knowledge and strategies that firms may not have available in-house, helping them achieve better results. Further, an agency specializing in legal industry marketing often brings expertise to the fore in category-specific marketing and compliance, saving firms valuable time and resources by managing campaigns from start to finish.

When choosing an agency, law firms have options. Specialized agencies with experience in law-firm marketing often understand the nuances of legal ethics and client acquisition, making them well-equipped to navigate industry-specific challenges. On the other hand, generalist agencies can sometimes offer a broader perspective and often bring innovative ideas from other industries that can help differentiate a firm’s marketing strategy. Both approaches can be effective, depending on the firm’s needs and goals.

For legal firms looking to achieve sustainable growth in today’s competitive marketplace, investing in digital marketing has proven to be an effective strategy for law practices of all sizes and specialties. Now is the time to assess your firm’s digital presence and identify opportunities for improvement. Whether refining your strategy in-house or partnering with a marketing expert, acting today will set you up for long-term success.

Looking to lift your legal firm’s business? Our digital marketing pros are here to help

With a law-school graduate and Certified Brand Strategist leading the C-Suite, Brandon understands the many marketing challenges law firms face — and we’re experts at overcoming them. No matter the legal specialty, if your law firm is looking to grow its client base, our ad agency that specializes in legal-industry marketing has the experience and know-how to meet all your marketing goals. Whenever you’re ready, we’re here to help your firm zero in on relevant audiences, and then move them to action. Contact us today to learn all the ways we can help.