Most lawyers understand the need for a robust marketing strategy in today’s competitive economy. However, many attorneys still struggle to find time to dedicate to digital marketing. Even if you don’t have time to learn the ins and outs of every digital marketing tactic, however, you can still benefit from knowing the answers to common questions that often come up.
In this article, we’ll help jump-start your marketing knowledge by answering some of the most common questions about digital marketing that we hear from our legal clients.
What’s the Big Deal About Data Analytics?
Unless you’re using data analytics, it’s virtually impossible to build an effective marketing strategy. Analytics can help you quantify your website’s engagement, identify low-performing marketing assets, and build content that resonates with your ideal client base.
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Using software like Google Analytics, you can do a lot more than review page views and bounce rates. Google Analytics can also help you track your law firm’s key performance indicators (KPIs) and calculate your average cost per lead.
When you properly utilize analytics, you can understand:
- Exactly where your website traffic is coming from (organic search, paid advertising, social media, referrals)
- How much time your readers spend on your site
- Which pages, topics, and keywords attract the most interest
- Your readers’ typical journey down the client funnel
- How often potential leads engage with your law firm’s emails, social media pages, and website
This information can help you refine your marketing strategies by removing or improving under-performing assets, focusing your attention on high-performing areas, and making smarter marketing investments.
If you need help interpreting your website’s analytics data, we’d love to talk to you. LaFleur’s marketing specialists can help you understand your existing site’s performance and identify meaningful ways to improve its visibility and conversion rates.
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Isn’t Paid Advertising, Like Pay-Per-Click, a Rip-Off?
Paid digital advertising sometimes gets a bad rap. Many lawyers are skeptical about its value, especially if they’ve been burned by a less-than-scrupulous vendor in the past. However, when used wisely, paid ads can boost your law firm’s brand awareness and name recognition.
It’s remarkable how accurately you can target your law firm’s ideal clients with paid advertising. Today, powerful paid advertising tools allow you to target ideal clients based on much more than geographic regions and general demographics.
Using sophisticated software, marketing professionals can push ads to people in specific locations, those in certain occupations, or those who have already checked out your site. With analytics, you can also track your paid advertising conversions, which will help you determine whether your PPC, programmatic advertising, or social media campaigns are improving your overall digital marketing performance and delivering a return on investment.
Our clients have experienced remarkable success with paid digital advertising. For example, when a tax firm in Maryland incorporated PPC into their marketing strategy, they experienced an 82% increase in total web traffic and a remarkable 156% increase in the number of new users who visited their website. For more information about S.H. Block’s PPC success, read our case study.
My Website’s Jam-Packed with Keywords! Why Should I Worry About SEO?
If you’ve ever browsed the websites of other law firms, you’ve probably encountered some comically keyword-packed websites. These outdated sites smoosh as many keyword variations and locations into their copy as possible, making their pages hard to read and off-putting. Do you think your ideal clients will be attracted to a page entitled “Somewhere, MI Defective Airbag Lawyer for Personal Injury and Product Liability Settlements?” We know we wouldn’t click on that link. And not only do humans avoid these types of pages, but search engine algorithms dislike them too.
Instead of haphazardly jamming keywords on your page, focus on creating high-quality content and compelling headings that encourage your readers to not only click on your pages in search but spend time navigating your website. Modern search algorithms are looking for more than an assemblage of keywords. They’re sophisticated enough to evaluate the quality of your content, its originality, and the relevance of your links. The better your writing and research, and the more people who reference it, the better you will perform.
However, there are also a couple of tricks you can use to boost your organic search rankings.
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Create Unique and Appealing Titles and Headings
Search algorithms use headings and titles to identify your pages’ core concepts. Make sure you give your webpages unique titles and headings that also appeal to readers and structure your content. Generally, the only headings you need to worry about are the H1, H2, and H3 tags as well as the title tag.
Build Internal and External Links
When other websites link to your pages, it gives your site added credibility and can improve your pages’ search rankings. Look for opportunities to build links, especially with high-value organizations like state bar associations.
However, you’ll also want to add internal links to pages within your own website. These types of links, when executed correctly, help search engines understand your website’s internal hierarchy and often improve performance in search.
Looking for a Collaborative Marketing Partner? Get in Touch With LaFleur
At LaFleur, we work closely with our legal clients, educating them about marketing best practices and crafting unique strategies that reflect their brands and their ideal clients. If you’re looking for a marketing partner who prioritizes creativity, thorough research, and collaboration, contact LaFleur today.