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[Author: Noreen Fishman]
Many people confuse digital marketing with web marketing. Digital marketing is the science of promoting services using digital channels such as search engines, social media, websites, apps, etc. Law firm web marketing falls under the umbrella of digital marketing: it’s the strategic promotion of your firm’s website to increase its visibility and attract relevant traffic. To do so effectively requires understanding what searchers – and your clients – really want and need. Here are the steps involved in creating an impactful law firm web marketing strategy.
Law Firm Web Marketing
1. Know Your Firm
What makes you stand out from other firms in the area? Why would someone work with your attorneys vs. others? Remember that when people search for topics online, they are looking for something specific. What is that information? Now is the time to perform research to understand what people are searching for and what they hope to find. Without this information, all of your efforts are based on wishful thinking.
2. Analyze Your Website
When a user visits your website, they want to feel as though they’ve come to the right place. Will they determine from what they see, feel, and read that your website is worth their time? And just as important, will they want to stay and explore? Can they find their way around easily? Do they feel that the website is credible and trustworthy? Obviously, you want the answer to all of these questions to be yes. Spend time looking at your website as objectively as possible. You can also ask others in your organization for their opinion or use third-party tools. It’s often worth the investment of working with an experienced partner to ensure the combination of words, images, and messaging is correct. A reputable agency will ask the right questions and provide expertise in color psychology, site design, SEO, content gaps, etc. so that you can improve your law firm web marketing strategy.
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