With a 15% increase in lawyers over the past decade, law firms need to know how to stand out. Without a strong marketing strategy, your firm could struggle to attract new clients.
Here are 10 tips you need when marketing for divorce & family lawyers. With these tips, you can increase web traffic, boost brand awareness, and generate leads. As you differentiate your brand, you can stand out from the competition to boost your business.
Don’t fall behind in 2021. Instead, use these marketing tips for divorce lawyers to stand out from the rest.
Discover how to reach new clients and generate more business with these 10 marketing tips today!
1. Build Brand Consistency
A strong professional reputation is important if you want to build trust and loyalty with your clients. In order to build your reputation, however, you’ll need to build a distinct brand.
Your brand will help you set your law firm apart from others. If you can’t differentiate your brand, however, clients might confuse you with someone else. Instead, you can use an eye-catching brand and consistent brand marketing to build recognition.
It takes between five and seven impressions for consumers to remember your brand. Meanwhile, presenting a consistent brand across all channels can increase revenue by up to 23%.
In order to maintain brand consistency, start by establishing brand guidelines.
Brand guidelines will keep everyone on your marketing team on the same page. Your brand involves many different elements, including your:
- Photography/imagery styles
- Color palette
Think about the unique value your law firm offers clients. What goal are you trying to achieve? What promise are you making to your clients? Your mission and vision statements can impact the other components of your brand.
Think about the message you want to communicate in your brand. Do you want to appear professional and experienced? Maybe you want to become a thought leader and credible resource. You can use your branding to convey these messages.
Take a look at what other law firms are using for their own brands. By determining what they’re doing, you can avoid making the same choices for your brand. Then, you can create a unique, consistent brand that helps you stand out from the crowd.
When marketing for divorce & family lawyers, you’ll use your brand guidelines throughout the rest of these marketing strategies.
2. Update Your Website
Now that you’ve established a stand-out brand, you can use it in your marketing for family lawyers. Start by updating your website.
In some cases, prospective clients see your website before any other piece of marketing for your law firm. In other words, your website needs to make a strong first impression. Otherwise, potential clients will leave unimpressed.
They could turn to your competitors instead.
About 75% of consumers judge a business’ credibility based on the company’s website. If your website looks messy, cluttered, or old, clients will take notice.
You can improve your website by focusing on the user experience (UX). UX web design prioritizes the user’s convenience. When your website is easy to use, visitors are more likely to explore your content. The longer they explore, the more your dwell time will improve. As they click around, your clickthrough rate will rise, too. If people leave without clicking around, your bounce rate will increase instead.
A high bounce rate can have a negative impact on your search engine ranking. The lower you rank, the less likely clients will find your website. They’ll see your competitors at the top of a search page instead.
Using UX design throughout your website can benefit other marketing for divorce & family lawyers tactics. For example, UX design is an important component for search engine optimization (SEO). It can benefit your pay-per-click (PPC) advertising, too.
To update your website with UX in mind, start by removing clutter. Give each web page a specific purpose. Keep readers focused on that purpose instead of confusing them with too many concepts on one page.
Once you remove unnecessary clutter, use white space to give your content room to breathe. A cluttered website can make it difficult for visitors to focus on the content.
Use short sentences and paragraphs to improve your website’s readability. You can also organize your content using headings and subheadings. Don’t forget bullets, lists, and engaging visuals as well.
Is your website taking too long to load? Visitors might leave instead of waiting for your content. You can use Google’s PageSpeed Insights to determine what’s slowing down your website.
How are you converting visitors into leads? Make sure your conversion opportunities are eye-catching and simplistic. For example, you can add a colorful button to the top of your navigation bar. You can also add a form to your website’s footer to attract email subscribers.
Don’t forget to optimize your website for mobile devices. You can use Google’s Mobile-Friendly Test to determine if your site is already optimized.
If it’s not, your search engine ranking might suffer. Google uses mobile-first indexing when determining rankings. If you’re not mobile-optimized, competitors might rank first.
More people are using their phones to search for businesses online. If you’re not mobile-optimized, people might struggle to use your website. They’ll leave and turn toward competitors instead.
As you update your website using UX design trends, make sure to make any updates with mobile-optimization in mind.
3. Optimize for Search
Businesses that appear on the first page of search results get 92% of consumer traffic. If you’re not on the first page, you could lose the chance to attract leads. Search engine optimization can help you improve your ranking.
Ranking higher on search engines like Google can increase traffic to your website. It can also:
- Make your law firm look more credible
- Establish you as a thought leader in the industry
- Position your law firm ahead of competitors
- Boost brand awareness
- Increase brand trust and loyalty
- Ensure you focus on high-quality leads
- Increase leads and conversions
- Improve your ROI
Attracting more traffic to your website can support your other efforts when marketing for family lawyers.
Audience and Keyword Research
SEO marketing for divorce lawyers relies on audience and keyword research. Otherwise, your website might appear for irrelevant searches (or none at all).
First, take the time to learn everything you need to know about your target audience. Who are your clients? How old are they?
Consider other demographics like marital status, household income, gender, and location. Are you focusing on a certain location radius? Do you want to work with clients who can afford higher-priced services?
Focusing on a niche audience can help you personalize your content. It will also help with your keyword research.
For an effective SEO strategy, you need to know what keywords your clients use when they search for your law firm. Then, you can create content using those keywords. As your ranking improves, you’ll appear more often in relevant searches.
You can use Google Trends, Keyword Planner, SEMRush, and Ahrefs to develop a list of keywords to target.
As you develop your content for SEO, it’s important to keep up with the latest SEO marketing trends. Otherwise, your content might not out-rank the competition’s.
First, focus on EAT (expertise, authority, trustworthiness). You can demonstrate EAT in your content by:
- Leveraging your experience and expertise
- Referencing journals and other high-authority websites
- Adding high-authority links to your content
- Remaining transparent and honest
Local SEO is a great way to attract more website traffic, too. Update your Google My Business (GMB) listing with your business information. Clients can use your GMB to get instructions to your law firm or find your phone number.
Your GMB can also display reviews from happy clients (more on this below).
4. Stay Social
When marketing for divorce & family lawyers, don’t forget to consider your clients. Where are they spending the bulk of their time online? Chances are your clients are already on social media.
Social media marketing can help you remain in contact with your clients. It’s also a great tool you can use to generate more site traffic.
First, start creating high-quality content on your website. These can include blogs, videos, and interactive forms of content. Then, share your content on social media.
Add a strong call-to-action (CTA) in your captions to encourage readers to perform a specific action. For example, maybe you want prospective clients to schedule a consultation. Perhaps you want them to call you directly.
By adding social media to your marketing for family lawyers, you can generate more leads.
5. Advertise With PPC
Almost 50% of small businesses are already using pay-per-click (PPC) advertising. If you’re not using PPC advertising when marketing for divorce lawyers, you might fall behind the competition.
PPC ads (including Google and Facebook ads) appear on social media platforms and search engines. You can target clients based on age, gender, location, and other demographics. You can also use keywords to target prospective clients.
PPC ads can help you boost brand awareness and generate traffic to your website. Anyone who clicks on your ads will visit a landing page on your website. You can then use a strong CTA and a form to gather more leads and conversions.
SEO is an organic marketing strategy. With PPC, on the other hand, you’ll pay each time someone clicks on one of your ads. You might want to work with an experienced marketing company to avoid wasteful spending.
6. Email Often
Email marketing is still an effective marketing strategy. You can use it to reach prospective and previous clients.
Make sure to segment your subscription list. Segmenting your subscribers will help you write more personalized emails. Then, use your branding throughout your emails to generate awareness and recognition. Add a CTA button to your emails to direct people to your website. You can send them to a form to generate more conversions.
7. Tell Success Stories
Over 90% of customers read reviews to determine the quality of a local business. Another 95% of customers read reviews before making purchases.
Have your happy clients support your marketing efforts. When marketing for divorce lawyers, your previous clients can speak up for your law firm. They can help prospective clients recognize the value you have to offer. Post these reviews on your GMB and website.
Consider creating a testimonial video, too. You can share your video on social media to attract more leads!
8. Keep Creating Content
Your SEO strategy will rely on fresh, engaging, helpful content. Focus on the value you can offer clients.
What questions are they asking? What problems are they experiencing? How can you help?
You can create different forms of content, including blogs, videos, polls, quizzes, eBooks, and checklists. If you have a blog post full of statistics, recreate it into an infographic. Reformatting old content can help your content marketing strategy.
Don’t forget to optimize your content with a focus keyword in mind. Then, end your content with a strong CTA to boost conversions!
9. Use Automation
Automation can make marketing for family lawyers a lot easier. You’re busy enough focusing on clients. Automating will save you valuable time and effort.
You can use automation with:
- Live chats
- PPC campaigns
- Call and conversion tracking
- Text messages
- Contact form submissions
Automation can provide your website visitors with a fast, convenient online experience. At the same time, it takes one more responsibility off your plate.
10. Analyze and Optimize
As you use these marketing tips for divorce lawyers, remind yourself to return to every campaign. Reviewing your campaigns will help you determine which tactics are working. Then, you can adjust your campaigns to optimize them for results.
Learning how to review your marketing analytics can help set your campaigns up for success.
Leaving your campaigns unattended could leave problems unattended. For example, you might limit how far your PPC ads reach if the target radius is too tight. Catching these mistakes and optimizing your campaigns can improve your ROI.
Marketing for Divorce & Family Lawyers: 10 Strategies for Generating Fresh Leads
When marketing for divorce & family lawyers, you don’t want to miss an opportunity to reach new clients. With these 10 marketing strategies, you can expand your reach and generate more leads. Give your law firm a boost using these marketing tips for divorce lawyers today!
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