Embrace Leading-Edge Marketing With LaFleur

Today, your law firm’s digital presence can be impacted countless factors: the quality of your content, the platforms you choose, and the skill of your marketing team. LaFleur carefully tracks digital marketing best practices, usage trends, and technology developments, looking for ways that we can improve law firms’ online visibility and boost their return on investment.

Content Is Still King—But Consumers Are Looking for Something Different

In the past, lawyers could haphazardly pack keywords into their webpages and see results. Today, this strategy falls flat (thank goodness). Modern search algorithms and legal consumers want more than a mishmash of keywords—they want information-rich content that empowers and informs.

Modern content marketing focuses on three core essentials:

• Meticulous research into your clients’ demographics and top concerns
• Empathetic and legally accurate information that builds trust and educates legal consumers
• Keyword and data analysis that frames your content strategy and ensures that you reach the right people

You can’t cut corners in this process and build a dominant content marketing strategy. That’s where LaFleur enters the picture.

We Translate Digital Marketing’s Jargon Into Plain English

SEO, CTV, PPC, LSA, and CWV. Digital marketing has its own alphabet soup that can seem incomprehensible at first glance. We can help you cut through the jargon (and the chatter), understand what’s really important, and make a marketing plan that’s tailored to your firm’s needs. Here are a few trends that you should be following:

• Core Web Vitals (CWV): Starting in 2021, Google began prioritizing user experience as part of their ranking system. Websites created with a “drag and drop” builder (like Squarespace or Wix) will likely be too slow and cumbersome to rank well under these new standards.
• LSA (Local Service Ads): Lawyers can now take advantage of these “pay-per-conversion” ads on Google. Our clients are seeing a remarkable ROI on these ads, which are located above traditional PPC ads and organic listings on a search results page.
• CTV (Connected TV Ads): Many of your ideal clients subscribe to streaming services like Hulu and Disney+. CTV ads cannot be skipped and are generally more affordable than traditional TV advertising.
• Data Privacy: Your law firm’s marketing strategy might rely heavily on cookies, snippets of code that can track people who visit your website or social media profiles. However, as tech giants like Google and Apple begin to limit access to user data, you’ll need to reassess how you use and acquire this information.