In the age of technology and social media, law firms must take full advantage of digital marketing techniques. Although word of mouth can be valuable for attracting new clients, relying on this tactic alone is no longer sufficient in today’s highly competitive and constantly changing market. A successful digital marketing strategy is crucial for improving your firm’s visibility, reaching the widest target audience, and persuading them to secure your services.
Because every law firm is different and each practice area comes with its own unique concerns, there is no singular “ideal” marketing strategy or formula for attorneys. However, you can still implement a few key tactics to develop a strong digital marketing campaign for your criminal defense firm. Review the strategies below to ensure your firm continues to grow into the future.
Criminal defense is one of the essential practice areas of law, and it is also one of the most competitive. If you took the time to carefully research your target geographical market, you would probably find dozens, if not hundreds, of other criminal defense attorneys offering representation to the same client base. While handling litigation and managing extensive courtroom proceedings is difficult, your firm’s success also hinges on the strength of your marketing efforts.
Modern digital marketing is a constantly evolving game with many rules. As a result, every brand faces unique challenges as they strive to carve out control over their target markets and establish brand recognition. However, a few crucial strategies can help you leverage the full strength of each of your marketing channels. Today, it’s essential for criminal defense firms to develop marketing campaigns for various channels, from internet search traffic and email newsletters to social media interactions and local advertising.
The following strategies can help you enhance your firm’s visibility in your target market, drawing more prospective clients into your office. Remember that a cohesive and multifaceted digital marketing strategy is most likely to succeed when you consistently revisit and revise your efforts and have an experienced digital marketing firm assisting you.
SEO refers to search engine optimization, the practice of improving your business website in specific ways that make it more visible online. Research shows that most online users enter queries into Google search to learn more about services before contacting the companies individually, so this is often your first point of contact with potential clients. The higher your pages rank on results pages, the more exposure your firm will have among searchers looking for a criminal defense law firm in your area.
If you aren’t focusing your attention on SEO, then you probably aren’t going to rank well on major search engines. When online users can’t see your law firm on search engine results pages, this seriously reduces your chances of attracting traffic and obtaining new clients. Improving your site’s SEO isn’t a one-step process, and there isn’t a rigid formula behind it. Still, you can take certain simple steps to get started.
Begin by performing in-depth keyword research to determine which terms your target audience uses most often when searching for law firms and see how these trends have changed over time. Along with keywords related to your practice area, remember to focus on location-based keywords, as well. Many users search for lawyers using the name of their city or the phrase “near me,” so this is extremely helpful in reaching local clients.
Once you discover which terms are ranking well, you can begin integrating these keywords into your website — just make sure that it sounds organic. Keywords can be added to content throughout your website, including practice area pages, blog posts, headings, subheadings, metadata, title tags, and hyperlinks. It’s a good idea to publish regular content that features popular search queries and expands upon relevant topics from an expert’s perspective. When you can attract readers to your pages and give them the information they want, you demonstrate your authority in your field and your credibility as a resource.
A strong SEO strategy will ensure your firm’s website tops search results when prospective clients look for a criminal defense attorney in your target area. One of the most cost-effective elements of a functional SEO strategy is pay-per-click (PPC) advertising. As the name suggests, the advertiser pays for ad space at the top of Google Search results based on specific keywords and phrases. When a search engine user clicks one of these ads, the advertiser pays Google “per click.”
PPC Google Ads appear at the top of Google Search results. So, for example, if you use Google to search for “Los Angeles criminal defense attorney,” you would see something like this:
At the top of the search results, Google displays “Google Screened” sponsored ads from criminal defense attorneys in the Los Angeles, CA, area. The three attorneys at the top all have respectable numbers of reviews and high average ratings. They have paid to ensure their firms’ ads appear whenever a Google search engine user uses the keyword phrase, “Los Angeles criminal defense attorney.” The price per click typically depends on how competitive the keyword or key phrase is. When many advertisers want to bid on a popular keyword or key phrase, the price per click can increase quickly.
If you plan to use PPC ads, it’s vital to ensure that the price you are paying per click translates to leads and clients for your firm. Some users may click on your PPC ad and visit your site but decide not to engage further with you. A cohesive SEO strategy and engaging content will keep potential clients browsing your site longer and increase the chances of them taking the next step and contacting your firm.
Countless attorneys make the mistake of marketing themselves as simply “criminal defense lawyers.” Although this seems like the obvious path to take, potential clients often search for lawyers based on specific criminal charges they may be facing, not necessarily to find a jack of all trades. If you’d like to be discovered by the clients who could most use your services, then it’s a good idea to be upfront about your expertise.
Analyze the wording you currently use on your website and any social media platforms on which your firm maintains an active presence. If you find overly generic phrases, focus on updating them to be more specific. The language you use to present your firm should be as precise as possible. Your goal is to make it clear to potential clients that you have the education, skills, and experience they need to effectively handle their cases and help them achieve the best results.
Not only should you be upfront about your expertise, but you should also include other key details about what your clientele may be looking for, such as your location. For instance, if your site header currently reads “Criminal Defense Attorney,” consider modifying it to “San Francisco DUI Lawyer.” A substantial portion of your website traffic likely comes from local searchers, so adding location-based terms provides more relevant results for potential clients based on their intent and their proximity to your firm.
Don’t forget that criminal defense is an especially saturated area of law. There’s no shortage of experienced defense attorneys, and you’re going to need to stand out from your competitors if you want to attract new clients. Of course, it’s crucial that you provide quality legal services and generate positive feedback from current and past clients. However, this isn’t all that you should be concentrating on.
To engage prospects and ensure they receive the right message about your firm’s services and values, you must carefully create a brand for your firm and communicate that brand clearly in all the content you publish. Consider your client base and develop a brand that you feel could connect and resonate with them. Keep a consistent tone and style throughout all the copy your firm releases across each of your platforms. The material you publish should provide readers with the information they need while also showing your firm’s unique personality.
Your brand should clearly reflect your expertise, but it should also make an emotional connection with potential clients from the very beginning to cultivate trust in your firm. While some readers do want specifics about the law, cold legal jargon isn’t likely to catch the attention of readers seeking an attorney. Emphasize that you offer compassionate services tailored specifically for their needs, make it clear that you can put yourself in the client’s shoes, and remind them that you are dedicated to delivering the optimal outcome in their case.
While it’s important to put time and effort into your firm’s website, this isn’t the only area where you should be focusing your attention. Many clients will discover your criminal defense firm through your various social media profiles rather than your website, so building a presence here is key for brand visibility. Social media also provides you with a far better opportunity to directly engage with your audience, establish your credibility, and show that you value their feedback. As you build these relationships, you can simultaneously reinforce the brand you’ve created for your firm and encourage brand loyalty.
Even a single Facebook profile that you’re updating on a weekly basis is far better than no social media presence at all. However, when it comes to social media, quality is more important than quantity. Rather than attempting to maintain as many social media profiles as possible, concentrate your efforts on a select few platforms. Consider your target audience and choose the platforms they already enjoy and use. Share fresh, original, high-quality content that engages readers and compels them to learn more about your firm.
One of the most important aspects of any criminal defense firm’s business strategy is the firm’s website. If you represent clients facing criminal prosecution, it’s natural for many to feel isolated, desperate, and frustrated by their circumstances. When people in this situation need defense counsel, they need it fast. Your website should be an entry point for them to quickly learn they can trust your firm to represent them.
An experienced web design team can help you ensure your firm’s website tops search results pages and provides users who find it with engaging and informative experiences. Your conversion rate, or the rate at which you turn potential clients into actual clients, will largely depend on whether those potential clients feel that they can trust you. A solidly constructed, functional, and responsive firm website is one of the best ways to accomplish this.
Your website’s blog serves a few important purposes. First, it provides measurable SEO benefits. Every time you update your blog with a new post, this improves your search engine rankings as Google rewards websites that are updated regularly. However, your blog also provides potential clients with valuable information, increasing the chances of contacting your firm for representation.
You must invest the time and effort into creating compelling blog content that keeps readers engaged. While your firm’s practice area pages can focus on the details of types of criminal cases, blogs can answer deeper and more specific questions pertaining to criminal defense. Your marketing team can assist you in brainstorming ideas for timely, relevant, and engaging blog topics that boost your SEO results while also cultivating trust among potential clients.
One of the most important things to remember about your digital marketing strategy requires consistent attention. Google and other search engines change their algorithms regularly, sometimes without notice. You may need to adapt your strategy or adopt new strategies in light of recent search engine updates. Additionally, you will need to revisit your marketing efforts when your firm undergoes significant changes or expansions.
An experienced digital marketing team can help you track your marketing efforts over time, verifying which elements work and which underperform. Consistent tracking of your SEO success and the efficacy of your other digital marketing channels helps you make more informed decisions about future marketing plans.
The following are some of the most frequently asked questions we hear from criminal defense firms developing digital marketing strategies. Review our answers and think of additional questions you might have that only an experienced digital marketing firm can answer.
As a business owner, you need to ensure that every dollar spent on marketing your firm has an acceptable return on the investment. There is no single formula to calculate the ideal amount you should spend on advertising your firm. Every firm faces unique challenges and has different opportunities to enhance its marketing strategies.
Partnering with an experienced digital marketing firm is an excellent option for ensuring maximum return on your firm’s advertising investment. When you have the right marketing partner, they can help you understand the cost of each aspect of your advertising efforts. This will help you streamline your budget, focusing your resources on what works best for your firm and maximizing the return you see on everything you spend on marketing.
If you invest time and resources into locating and hiring a marketer to assist you in growing your business, it’s vital to ensure the marketer has experience handling the needs of businesses like yours. Law is unlike many other businesses advertised online. Search engine users who need legal representation are tricky: They need defense counsel as soon as possible, but the stakes in play mean they need defense counsel they know they can trust. A good marketer will help you position your criminal defense firm as the leading choice for potential clients in your target area.
When you meet with a potential marketing partner, ask them about their level of experience with criminal defense firms, specifically firms in your target area and those that handle similar cases. The better your marketer understands your business, the better they can help you expand your operation and streamline your marketing budget.
Creating a brand identity is a multifaceted process. The first impression you present to potential clients is the face of your firm, and you will need to do several things to create a strong brand identity. A welcoming, informative, and accessible website, a strong SEO strategy, and compelling written content for your prospective clients are all vital steps toward establishing your firm’s brand identity.
A digital marketing team can help you determine the best way to brand your firm. A criminal defense attorney needs to capture the attention of prospective clients and quickly convey reliability and value. Experienced marketers can help their clients develop more memorable logos and brand imagery, coordinate website design, and bring various elements of a marketing strategy into better cohesion.
Digital advertising has never been so essential for so many industries. When the average person needs products or services, they turn to search engines to find the highest-quality solutions to their problems. In addition, criminal defense law is a highly competitive professional field, and every attorney must establish themselves as a reliable authority through their marketing efforts.
Therefore, SEO is an essential component of online advertising for any business, especially in a competitive market as criminal defense law.
When leveraged correctly in your Google advertising strategy, Google My Business is a powerful tool. You must provide complete and accurate information pertaining to your business, and Google will display your listing when a search engine user performs a relevant search query. For example, when a user searches for “Los Angeles criminal defense attorney,” the search result page will begin with sponsored ads for Google-screened attorneys, followed by Google My Business listings of attorneys in the area, typically accompanied by a map:
Search engine users can click on each of these Google My Business labels to learn more about the attorneys in a snapshot, and they can see an attorney’s site with a single click:
An experienced digital marketing team is the best resource for getting the most out of your Google My Business listing.
One of the most critical aspects of your business is your first point of interaction with a potential client. While you need a multifaceted and cohesive digital marketing strategy to grow your business over time, it is essential to have a user-friendly website that’s easy for people to find and learn about your firm.
People facing criminal charges need defense representation as soon as possible, so they need to be able to look at a potential attorney’s site and quickly ascertain the attorney is an excellent choice for their case. When a person in your target client base needs a defense attorney who offers the kind of case representation you offer, their online search should lead them directly to your website, and your site’s content should keep them engaged. Quickly conveying your trustworthiness and capability is the best way to attract new clients to your firm.
When you need a marketing partner to help your criminal defense firm grow, it’s essential to carefully weigh your options before choosing a marketing team that can deliver tangible results. While you might wonder whether you can manage your own digital marketing efforts, this is a very demanding task that requires ongoing effort and resources that you could spend handling your clients’ cases.
Your investment in a digital marketing partner must translate to measurable value. Not only will an experienced marketer help you enhance your current strategies and think of new ones, but they will also assist you in streamlining your marketing budget. Ultimately, even the cost of hiring the marketer will be offset by the amount you save on advertising costs and how much you earn by attracting new clients.
RizeUp Media specializes in digital marketing for attorneys. Our team understands the highly competitive nature of criminal defense law in attracting clients and the many challenges attorneys face when attempting to market their firms. We can help you dominate local web search traffic in your target area and create more memorable experiences for potential clients with polished written content, engaging visual design for your website, and a functional Google advertising strategy.
Digital marketing is essential for any criminal defense firm but running a successful campaign can be complex and time-consuming. Save yourself the hassle of trying to do everything on your own and contact RizeUp Media to manage your digital marketing strategy. Our team has years of experience in the realm of digital marketing, and one of our areas of expertise is helping law firms market and promote themselves. We provide many services to our clients, including web design, social media marketing, search engine optimization (SEO), and more. To get started, you can request a quote through our site or reach out to RizeUp using our contact form.
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