Do Law Firms Need Digital Marketing?

Did you know that digital marketing budgets are increasing year over year?

In 2023, digital ad spending crossed the $600 billion mark for the first time after a 9.5% annual increase.

Compare that to traditional marketing’s 0.7% increase, and you get a clear picture of where you should invest your time and money.

That’s not to say that traditional marketing is obsolete. Many practice areas do well with radio and television ads, including personal injury law. But digital marketing should be your number one investment.

But how do you get started?

In this article, we’ll go over the importance of law firm digital marketing, talk about budget and ROI, and give you some strategies to get started.

Why Do Lawyers Need Digital Marketing?

Digital marketing helps lawyers enhance their website’s visibility, establish expertise, and engage directly with potential clients. Through strategic SEO, personalized content, and targeted social media campaigns, law firms can significantly increase their client base and revenue, setting themselves apart in a competitive legal landscape.

Law firm marketing strategies like SEO, content marketing, and social media allow law firms to reach a wider audience, showcase their expertise, and build trust with potential clients. Not only that, but it’s more measurable and “in your control” than traditional marketing when you consider ROI.

With SEO and PPC ads, you are in complete control of your budget and can use tools like Google Analytics to track spend and ROI. What’s even better is that digital marketing lets you change and adjust spend on the fly, so you can redirect your budget to campaigns that are working.

Take a look at the case study below, showcasing how digital marketing helped our client.

Digital marketing can have a transformative impact on client acquisition and firm growth. Every dollar you spend will have a measurable return, and with SEO, those returns will compound over time.

The secret to successful digital marketing campaigns is consistency. SEO and PPC are not one-and-done kinds of things. The key is to continuously invest in and improve your digital marketing strategies to stay on top of the game.

Digital Marketing Strategies for Law Firms

Digital marketing for law firms encompasses several different strategies designed to improve your law firm website’s visibility, attract potential clients, and convert them into actual clients.

Let’s take a look at the main strategies.

SEO (Search Engine Optimization)

SEO for lawyers is the backbone of a law firm’s online visibility strategy, driving organic traffic from search engines.

By optimizing website content with relevant keywords, law firms can rank higher in search engine results, making it easier for potential clients to find them.

Effective SEO strategies involve thorough things like keyword research and creating high-quality content.

Because most prospective clients begin their search for legal services online, it’s crucial to rank for queries relevant to your law firm and practice area. For example, phrases such as “family lawyer in Calgary” have a high potential to bring in loads of qualified traffic.

To get started, do keyword research to understand what potential clients are searching for. Tools like Google Keyword Planner and SEMrush can help identify these search terms.

Incorporate these keywords across your website content, including blogs, landing pages, and FAQs.

PPC (Pay-Per-Click) Advertising

Pay-Per-Click (PPC) stands out as a quick path to visibility and client acquisition.

Imagine flipping a switch and watching high-intent clients flood your inbox — that’s the promise of PPC. You pay for a prime spot at the top of Google. But it takes an expert to really optimize PPC to reach its full potential.

PPC ads have a cost-per-click model. You pay a fee every time someone clicks on one of your law firm’s Google ads. When working well, you’ll experience a huge ROI. But PPC, when run by a novice, can be very expensive.

A well-optimized campaign can transform these clicks into substantial returns. It’s a blend of art and science, where immediate results from PPC complement the gradual gains from SEO strategies.

While setting up a campaign might seem straightforward, mastering its optimization is where the real challenge lies. That’s why we always recommend working with a professional.

Social Media Marketing

Social media is a potent tool for law firms to attract a different audience online and connect with potential clients.

Platforms like LinkedIn and Facebook offer the chance to showcase expertise and build trust.

If you consistently post content that answers your audience’s most pressing questions, you can get thousands of eyeballs on your content. Those individuals may not be ready to hire a lawyer now, but they’ll recognize your brand when they are.

Content Marketing

Content marketing transcends traditional advertising by directly answering your audience’s questions.

It goes hand in hand with SEO — the content you create is intended to answer questions and aligns with keywords and phrases that your target audience is typing into Google. By creating the most valuable resource, you’ll appear highly on SERPs and get those eyeballs on your content.

There are tons of opportunities for law firms in all practice areas to create content.

Diving into keyword research, especially focusing on long-tail phrases, positions your content for success. Such detailed, specific queries have lower competition and a higher chance of ranking well on search engines.

Once you’ve created this content, its value compounds. A single article can evolve into a social media post, a video script, or an infographic.

Website Optimization

A law firm’s website is the foundation of its digital marketing efforts.

Make sure your website is mobile-friendly, easy to navigate, and optimized for conversions.

Visitors should never struggle to find your contact information or wonder what practice area and services you offer.

Common Digital Marketing Mistakes by Law Firms

To effectively enhance their digital marketing, law firms should be mindful to avoid these common mistakes:

Addressing these areas can significantly improve a law firm’s digital marketing strategy, enhancing its online presence and client acquisition efforts.

Investing in Digital Marketing: Budget and ROI

When budgeting for digital marketing, law firms should view it as an investment rather than a cost, allocating funds based on objectives and expected ROI.

But that’s one of the benefits of digital marketing vs. traditional marketing. It’s much easier to forecast and calculate expected returns based on your budget.

Check out our budget calculator for an idea of what kind of results you can expect.

A common recommendation is to dedicate a percentage of revenue to marketing, adjusting it based on the competitive landscape and growth goals. That number is usually around 10%.

Tracking ROI involves measuring not just immediate gains but also long-term value brought by enhanced online presence and reputation.

Utilize analytics to monitor traffic, leads, and conversions, refining strategies for maximum efficiency. Efficient spending and outcome tracking are key to optimizing digital marketing investments.

The Future of Law Firm Marketing

To adapt to the evolving landscape of law firm marketing, here’s a detailed look into future trends and strategies for staying competitive:

Addressing these areas can significantly improve a law firm’s digital marketing strategy, enhancing its online presence and client acquisition efforts.

Elevate Your Law Firm with Strategic Digital Marketing

Investing in digital marketing is crucial for modern law firms. By harnessing the power of SEO, PPC, social media, and content marketing, you can level up your law firm’s online visibility and significantly boost client acquisition and revenue growth.

The ROI from a well-executed digital marketing strategy is substantial, underscoring its value in expanding your firm’s influence and securing a competitive edge. Partner with a skilled marketing agency to navigate the digital landscape successfully and position your law firm prominently in search engine results and beyond.

Seeking expert assistance with your law firm’s digital marketing? Reach out to us today.