There is no shortage of people looking for exceptional legal services. The problem is that they need to find your firm before you can help them. Though many lawyers are discovered through word of mouth or personal referrals, it’s very common for potential clients to begin their search for an attorney online. A well-planned strategy for website marketing for attorneys will focus on tactics that drive more traffic to your site, creating more leads for you to nurture. Here, our experts have compiled 30 different ways your law firm can drive traffic to your website.
Website Marketing for Attorneys
1. Create Compelling Content
The phrase “content is king” is more accurate than ever. Inbound marketing will help get the right people onto your site. When writing content, we suggest starting with your client personas and building content around what those people would be looking for. Some content types you can use are blogs, eBooks, infographics, etc.
For a breakdown of how to create a compelling content strategy, check out this free eBook: The Law Firm Guide to Content Marketing.
2. Demonstrate Expertise
Google favors websites that have been shown to be experts in their field. You can do this by creating content around key subject matters. Another way to highlight your knowledge is to create pillar pages on your main areas of focus, and link to other cluster content.
3. Spend Time on Organic Social Media
Advertising on social can be really effective, but you can take advantage of the free options too. Go beyond just posting, and focus on engaging with your audience and taking advantage of new features to reach them.
4. Review Website Analytics
In order to get the right people to your site, you need to know who they are and what they view (and don’t view). Take time to pull Google Analytics reporting on your traffic and channels so that you can see and decide on a few areas to optimize.
5. Partner with Thought Leaders
Influencer marketing is today’s form of word of mouth, and although the legal industry doesn’t have true influencers, you can still collaborate with thought leaders in your industry. If there are industry experts that have a strong following, consider partnering with them on content, a webinar, or a sponsored article.
6. Build Your Email List
When you have a great database, you can promote new things like your latest content – which will lead to an immediate boost to your traffic. Look for ways to grow your current list such as content offers, newsletter sign-ups, etc. Consider creating gated content, in which users have to give their email address in exchange for a download of something like an eBook or webinar.
7. Engage With Your Community
Creating brand awareness will ultimately lead to more website visitors. One way to do this is by connecting with your online audiences. Develop an engagement strategy and be active in various groups, on social media pages, etc.
8. On-page SEO
Anything that helps your website rank higher is going to be important for website traffic. Things like the page title, header, meta description, image alt-text, and the URL are all on-page elements.
9. High-quality Backlinks
A backlink strategy is important for SEO. Acquiring backlinks is helpful in establishing your site’s authority, but not just any link will do. Websites with high authority will give you more credibility. Check out this post on creating an effective backlink strategy.
10. Video Marketing
Video content has become a must-have, as consuming videos is an important part of many people’s decision-making process. Anything from professionally created videos to Instagram Reels and Facebook Stories can provide helpful content that your audience wants to see.
11. Repurpose content
We know it’s hard to come up with new ideas for content. Rather than not doing anything, try reusing something you’ve already created. Take a well-performing blog post and turn it into a video, or if you have a podcast that did well, create a brief overview for your blog.
12. Use SEO Tools
If you are serious about website marketing for attorneys, it’s essential to get smarter with SEO. There are a variety of tools available that can help you to create, optimize, and measure your SEO tactics. Many of them are free, take a look at our suggestions here.
13. Historical Optimization
If you pull reporting on your blog posts, you may find that some of your most popular posts are older. In this case, you should spend some time updating and optimizing them to continue reaching a wider audience.
14. Understand Voice Search Optimization
Voice search is getting more popular all the time, recently growing over 9% in just one year. As more people use tools like Alexa, it’s important that you have optimized for voice searching in order to be discovered online.
15. Local SEO
This one is huge for law firms. Search engines rely on things like local content, social profile pages, links, and citations to provide the most relevant local results to the user. If you haven’t properly updated these materials then search engines won’t know to move you to the front of the line in results and it may be difficult to improve website marketing for attorneys.
16. Try QR Codes
These codes can be really effective at driving traffic to your site from both digital and print mediums. Often, ads and pieces of content can become over-cluttered with copy when marketers try to include all the information they need to communicate. QR codes allow you to easily link to a landing page with more info.
17. A/B Testing
Marketers should be very familiar with this concept by now, but that’s because it’s still important. Split tests are key in determining which versions of something work best so that you can then optimize and reach a wider audience.
18. Use Internal Links
When someone comes to your website, you want them to stay and also explore other parts of your site. Links to other pages on your site are very effective at generating this kind of engagement. Look for opportunities to link to other parts of your site in ways that feel natural, not shoehorned in.
19. Technical SEO
We’ve touched on local SEO and on-page SEO – but technical SEO is another big component in search success. Start by fixing broken links and redirects, and look into other tactics like setting up language meta tags.
20. Build a Community
Much like engaging with already existing communities, you can also build your own. If you can create a stable of interested people, they’ll likely provide a steady stream of traffic to your website. Consider creating social media groups where your attorneys answer questions. You can even create event pages within your LinkedIn Company Page where event registrants can have discussions with your firm.
21. Lead Magnets
Content offers not only generate traffic but help to capture new leads. These offers should vary based on where someone is in the client journey with your firm, but they can include things like webinars, white papers, research reports, etc.
22. Media Coverage
As your marketing team works on various strategies, they should take PR into account (and vice versa). Doing so can create excellent word of mouth, which will lead to more traffic. Media coverage provides important third-party validation for your site, and curious people are likely to check out your website after reading.
Related: How to Make Your Content Appealing to the Media Webinar
23. Include Social Shares Buttons
Make it easy for your readers to see and share your content on social media. Along with the buttons, simply ask people to share if they liked your content.
24. Understand CTR Optimization
How do you know if people are clicking to read your posts? Pull reporting on your content analytics and then look for ways to encourage more traction on each item. Try exploring the Google Search Console to get tips on how to increase your conversion rate.
25. Create a “Resource Center”
One way to highlight your expertise while getting people to spend more time on your site is to have an area filled with educational content. Some sort of knowledge base where you include courses, webinars, white papers, etc. can prove to be a valuable resource for your clients and also an area that attracts new visitors.
26. Spend Time on Social News Sites
Platforms like Reddit and Quora are great for driving traffic to blog articles. They are similar to social media but tend to foster more discussion. Many visitors are looking for specific answers, which you can provide.
27. Paid Advertising
While you wait for more of your organic efforts to prove fruitful, you might want to try some PPC advertising to generate immediate traffic. Try pay-per-click campaigns on search engines or retargeting ads on social media for a quick traffic boost.
28. Hold a Contest or Giveaway
These provide instant traffic boosts while also offering an opportunity to reward current followers. Simply choose a prize and describe the criteria (such as sharing a post or creating an online review) and then promote it on social.
29. Guest Posts
Writing guest posts for other outlets shows that you are an expert in the field and also provides more backlinks to your site. If there are publications or industry sites that you follow, look for gaps in their content and then pitch your own idea for content in that space.
30. Thought Leadership
This one is last but certainly not least for website marketing for attorneys. Thought leadership is crucial in the legal industry, but it also provides more opportunities for driving new traffic. If you find various ways of sharing words of wisdom, you’ll have more channels for promoting your site or blog (and more new followers).
The truth is there are countless ways to improve website marketing for attorneys if you have the time and can get a little creative. Chances are you’re probably already focusing on some of these tactics. Why not choose 2 or 3 that you haven’t tried before and see what traction you can make in the coming weeks?