Legal Marketing & Web Design Blog

Wednesday, July 12, 2017

5 Things You Can’t Afford to Omit From Your Online Marketing Efforts

The legal world is a competitive place. If you’re not proactively taking steps to enhance your firm’s online marketing, then the chances are you will be left behind. While you don’t have to exhaust every possible avenue for promoting your firm online, there are certain things that are non-negotiable. Some are easy to do yourself, while others should be left to the pros. According to our visibility team, here are the five things you can’t afford to omit from your online marketing efforts:

1. Sign up for Google My Business and Create or Claim Your Free Listing

Your Google My Business account directly communicates your business information to Google. When people do a local search on Google Search or Maps, they’ll be able to see your website link, office location, operating hours, photos and reviews from clients.  While responding to online reviews is a topic for another day, take care to monitor your reviews and respond promptly to any detractors.  
 
Google Posts are now available to share daily updates, product highlights and promote events for your firm. By using Google Insights, your firm will be able to understand how clients are interacting with your business listing and how they found it. Your firm can review useful client actions such as clicks, calls and listing views as well as better target potential clients by identifying where they are coming from.

2. Setup & Review Your Google Analytics 

Google Analytics is an excellent (and free!) program which offers valuable insight into traffic statistics for your law firm’s website. The site tracks all traffic to your site and stores a wide array of information about referral sources, visitor information, and content. Make sure that you have created an account for your practice and have configured your site for tracking. Once the tracking code has been installed, log in to check stats at least once per month so you can identify any changes in traffic patterns and adjust your site accordingly.

3. Make Updates to Your Website. And Make Them Often.

A dynamic content strategy is a critical component of any successful website. At a minimum, try to post new content to your site each week. This may be in the form of a blog post, news article or even an announcement about a recent settlement that you obtained for a client. This will help with your site’s SEO and also encourage visitors to return to your site.

4. Have an Effective Call to Action on Your Firm’s Website

A website is only a powerful online marketing tool if it succeeds in turning website visitors into leads for your firm. Far too often, attorneys focus on the graphics of the site rather than honing in on their sites’ calls to action. To maximize the utility of your website, make sure you take time to identify exactly what you want visitors to your site (aka potential clients) to do and then create a benefit-focused path that leads them to take that action. Potential courses of action could include:

  • a form to sign up for a free consultation;
  • event information to attend a free seminar at your office; or 
  • subscribing to your e-newsletter.

5. Claim Your Online Profiles

As an attorney, you likely have an AVVO profile, a profile with your local bar association, and even a Yelp listing. Take time to identify what listings already exist on the web and, whenever possible, claim them and take a few minutes to add relevant information on your experience and services. In claiming them, you take greater control of your online presence.

Zola Creative can not only help you with these must-do marketing efforts, but can take your firm’s online presence to the next level.