Online Marketing for Lawyers
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The Ultimate Guide to Online Marketing for Lawyers

To generate client leads and grow your law firm, digital marketing is essential. Relying solely on referrals from other attorneys could mean you’re missing out on important online marketing opportunities. Keep reading to learn more about online marketing for lawyers and why they are important.

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Why Online Marketing is Beneficial to Lawyers

Digital marketing is essential in today’s technologically driven landscape. Studies show that clients are more likely to use search engines, online reviews, and legal directories than family or friends as their initial step when looking for an attorney. If you do not have an online presence, potential clients may overlook you.

Before contacting you, clients often research you online. If you do not have an easy-to-use website or positive online reviews, many people will look elsewhere. Having a solid online presence allows you to tailor your services to your audience.

For example, if someone in Clearwater, Florida, needs a personal injury lawyer, they are likely to search Google and click one of the top results. If you advertise through traditional methods like newspaper ads, your target audience will be limited to those who subscribe to that paper, not necessarily those seeking legal counsel.

Attorneys who are just starting out or rebranding can greatly benefit from online marketing because they cannot rely solely on word-of-mouth. Digital marketing is a cost-effective way to advertise and allows attorneys to establish their brand.

Online attorney ratings and reviews are another effective way to engage clients. It’s important to ask for reviews and feedback from clients and colleagues as often as you can.

Set Your Digital Legal Marketing Objectives

There is no one-size-fits-all approach to digital legal marketing. Your online marketing strategy should be tailored to your goals, target audience, and budget.

What Are Your Marketing Goals?

First, ask yourself what you want to achieve in the long term.

  • Do you want to increase traffic to your website?
  • Are you looking to improve your online reputation by increasing your ratings on legal directories?
  • Do you want to generate leads for your business using a Pay-Per-Click campaign?

Whatever your goal is, you will find more opportunities for business if you create a plan in advance to help you achieve your goals.

Make sure your goals are realistic. For example, legal SEO is a highly competitive and nuanced market. You can’t expect to be on the first page of Google in a day. It can take some time for SEO to produce the desired results.

Who Is Your Target Audience?

You want to attract a certain clientele. A personal injury attorney will have a different target audience than a criminal defense lawyer or an immigration lawyer. Your entire marketing strategy should focus on your target audience.

Understanding your target audience’s thinking will help you tailor your digital marketing strategy and determine the keywords to use in your content. Consider what type of content your target audience looks for online. What can you do to convince potential clients to choose your firm as their representative? These are important questions to ask when building your online presence.

Examine your current and former clients to identify any similarities. Research who in your locality is most likely to hire your legal services. Check out your competitors’ websites to see whom they are trying to reach.

You can also use this information to determine which legal directories and social media platforms to focus on. Start with the sites that are most relevant for your clients. If your clients are more active on Facebook, you may want to focus on updating Facebook more often to promote and maintain client engagement.

Online Reviews for Customers

Search Engine Optimization (SEO)

SEO, or search engine optimization, is the core of digital marketing. It involves improving your website’s quality and user experience to appear higher on search engine result pages (SERPs), such as Google’s.

Why is SEO important? Studies show that up to 96% of consumers use search engines to find legal services, with Google handling 90% of all online searches. Clients are now searching online for a lawyer rather than using the Yellow Pages. Most likely, they’re searching Google for legal services.

Research suggests that only 2-3% of users visit the second page of Google search results. Fewer than 1% click on a website on the second page. If you want to give your law firm’s website maximum exposure and generate significant web traffic, you must rank on Google’s first page.

The Anatomy of Google’s First Page

When you enter a Google search, three things will be visible:

  1. Paid Ads: These ads are displayed at the top of the search results and are obtained via the Google Ads Auction System. An advertisement that is paid for will be marked with an “Ads” box. We will go into more detail about paid advertisements below.
  2. Local Pack: The local pack is displayed on the first search page for searches with local intent (e.g., “local lawyer near me,” “City personal injury lawyer”). The Google Local Pack includes a map with business locations and three relevant businesses.
  3. Organic Search Results: These are the results that are most relevant to your query or keyword. Google uses a variety of ranking factors to determine a page’s quality and relevance.

The higher your ranking, the more visitors you will receive to your website. The first-ranked pages in organic search results are up to 35 percent more likely than the tenth-ranked page to receive a click. The ability of a law firm to rank at the top of search engine results correlates with more website traffic, leads, and caseload.

How Do Google Rankings Work?

Google’s algorithm takes into account more than 200 factors when determining which websites are best suited to answer a query or respond to a keyword search. The following are the most important SEO factors:

  1. Content: Provide relevant and high-quality content on your website. Ensure the information answers the questions and keyword searches of online users.
  2. Links: Acquire backlinks from other websites. This tells Google that your content is useful and helps you to be found online.
  3. RankBrain: Artificial intelligence that assists Google in determining a searcher’s intent.

Google treats legal content and law firms differently than other online content. Why? When someone searches for legal information or services online, they could be affected by:

  • Financial stability
  • Health and/or life
  • Well-being

Google refers to such pages as Your Money or Your Life (YMYL). SEO is a challenge for lawyers because clients may be looking for assistance with divorce, criminal charges, or compensation following an accident. The content and legal issues they encounter online can significantly impact their lives.

What does this mean for your law firm? Google will hold your content to a higher standard than generic online information, placing additional emphasis on its authority, trustworthiness, and expertise (EAT).

Search engines will analyze the content of your website using a variety of metrics, including:

  • Keywords
  • The time spent by the user on the page
  • Site engagement

Google will also evaluate the authority of your website by looking at whether other people have shared or linked to it. Additionally, Google will assess the trustworthiness of your website by analyzing user reviews, bounce rates on web pages, mobile user experience, and the security of your HTTP domain.

Local SEO

Local Search Engine Optimization (SEO) is a marketing strategy that targets clients within a specific geographic area, such as your office city for law firms. Local SEO includes appearing in the map pack, which is displayed above organic listings 93% of the time when a search has local intent.

The local pack highlights three businesses (or, in our case, law firms) it thinks are relevant to the user’s search. The pack includes the names of these businesses, their addresses, telephone numbers, and their locations on a map. The businesses included in the pack receive 44% of all clicks during a search. Law firms in the local pack can experience a 400% increase in views and a 1000% increase in clicks.

If you want to elevate your online presence and increase the number of leads, it is important to rank in local packs. How can you achieve this?

Local SEO strategies include:

  • Optimizing your website to showcase your involvement in the community
  • Obtaining links from local sources
  • Optimizing and updating your Google My Business profile

SEO is probably one of the most important aspects of digital marketing. If your website isn’t optimized for search engine results, you are losing out on a lot of leads.

Pay-Per Click (PPC)

Pay-per-click (PPC) is an online advertising method where a business pays a host company, such as Google, each time a user clicks on its ad. The host charges the business for every click on its advertisement. Google Ads is a popular PPC platform.

Consider these statistics:

  • 63,000 searches per second
  • 3.8 million searches per minute
  • 228 million searches per hour
  • 5.5 billion searches per day

What do these numbers mean? They indicate that consumers are searching online for products, services, and information using keywords. PPC can help your law firm get in on the action.

PPC campaigns allow you to target keywords relevant to your practice and appear when these terms are searched in your geographical area. This model allows you to reach the right users at the right moment when they need legal services. Google Ads PPC ads appear on the first page of results, the most coveted space in search engines.

By using PPC, you can be in the best position:

  • The local pack
  • Search engine results for organic keywords

Google will only charge you when someone clicks on your ad and visits your website, making this a cost-effective way to advertise online.

How Much Does PPC Cost?

Every attorney’s answer is: It depends. Ad placement and costs are usually based on the Google Ad Auction, which determines the quality and relevance of an ad. You must bid on the keywords you wish to appear in the search results. The cost of an AdWords campaign will depend on the commercial intent of your advertisement and your success in bidding for a particular keyword.

Pay-per-click (PPC) for lawyers is one of the most expensive PPC markets. Keywords like “lawyer” and “attorney” are very competitive and can cost up to $100 per click, depending on the keyword.

Google lets you control your budget. You can lower the cost of your PPC campaigns by:

  • Scheduling your ad for when your audience is online and customizing it based on demographics such as age, income, or marital status.
  • Limiting the reach of your ad to a specific geographic area.
  • Using exact match and phrase match keywords to focus your ad on users interested in legal services and avoid irrelevant clicks.
  • Selecting the right keyword phrases to drive traffic to your website at the best price.

However, PPC has its downsides. Many customers don’t trust ads. PPC should not be used as a sole marketing strategy but rather as part of an overall internet marketing plan.

Working With a Marketing Company for All Your Digital Marketing Strategies

Digital marketing for law firms is a complex process with many components. To be successful, a lot of money and time are required. As a lawyer, you might not have time to market, especially if your caseload is full.

If you’re serious about digital advertising, you need to partner with an agency that specializes in digital marketing for lawyers. You can be sure that your competitors who rank high for competitive keywords in your geographical area are doing the same.

Legal marketing agencies can manage all aspects of digital marketing for you, including website design, SEO, and managing lawyer directories and profiles on social media. This allows you to focus on your most important task: serving your clients.

Lux Digital Marketing is one of the top SEO companies in Florida for attorneys. We have helped law firms rank on Google’s first page and have helped countless firms grow their business by increasing their website traffic, calls, and leads.

Contact us for a no-obligation consultation about our services for law firms. We have experience in all areas of law, including divorce lawyer SEO and criminal defense. We will explore ways to improve your online presence so that you can get the leads your firm deserves.

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In a hurry? Give us a call now at 813-856-5318

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