During 2017, 63% of Australian law firms identified securing new clients as one of their top business challenges.
In an increasingly competitive and dynamic sector, attracting and winning high-quality leads is incredibly important. If you’re serious about doing just that, it’s crucial that you establish a strong, unanimous understanding of your business’ target audience company-wide.
What are your consumers’ distinct needs and defining characteristics? By building a comprehensive profile of your ideal customer, you can cultivate strategic direction that’s embraced across all organisational levels.
Prospects are expecting the same professional service they’ve always demanded, but are now pushing more than ever before for it to be delivered at a price that they believe is justified. If your law firm is unable to clearly and convincingly communicate the value of your legal assistance, you’ll likely struggle to grow your business and clientele.
If you’re not sure where to begin, but want to drive results, optimising your law firm’s marketing strategy is a great place to start. By doing this, you can build a strong brand presence in the legal sector, helping you define and accurately represent what sets your company apart from the rest.
Discover the power of exceptional law firm marketing and start reaching more, valuable members of your target audience with strong purchase intent.
Invest in Local Search Engine Optimisation
When deciding on a law firm to represent them, your target audience will likely be looking for professionals in their general area.
By seeking legal assistance from a local law firm, individuals give themselves the ability to meet and communicate with their lawyer easily. If your online domains aren’t optimised to attract such clients, you may be stunting your overall growth in the market.
“92% of searchers will pick businesses on the first page of local search results.”
There are various strategic steps you can take to increase your ranking in the local search engine results pages (SERPs) and, consequently, drive more relevant leads.
When it comes to local search engine optimisation, establishing a presence on Google My Business is crucial. Claiming and verifying your company is cost-free and relatively straightforward, but can boost your ranking significantly. Your business will be displayed on Google Maps and, in most cases, listed above the organic search results.
By optimising your website in this way, you can make it more accessible to prospects who are searching for the distinct services you offer in their area. This can, in turn, assist your business in driving more relevant traffic to your website, all the while attracting individuals with clear purchase intent.
To truly excel in your local SEO efforts, there are numerous measures your law firm can take. These include the following:
- When setting up Google My Business, include your logo, hours of operation, and images that accurately reflect your branding;
- Ensure the information you provide is accurate, up-to-date and consistent;
- Encourage clients to share reviews and, of course, make sure to include a sincere response;
- Conduct keyword research that targets terms that relate to both your business and the area within which you operate. When doing this, using long-tail keywords can be particularly effective, as they’re highly specific;
- Optimise your website for mobile devices.
“88% of consumers who do a local search on their smartphone visit or call a store within a day.”
Leverage Case Studies & Testimonials to Build Trust
Often, those seeking your assistance are fighting incredibly personal cases and, in some instances, they may incur significant penalties if their efforts are unsuccessful. Thus, if your prospects don’t trust you, it’s highly unlikely that they’ll decide to proceed with your guidance.
In this way, sharing case studies and testimonials from previous, satisfied clients can be an incredibly compelling and persuasive way to build greater trust with prospects. Essentially, you can highlight past successes and demonstrate your expertise, all the while establishing credibility.
You can advocate tirelessly for your law firm; however, without case studies and powerful testimonials from past clients to back up your claims, such endorsement may hold little value. With the support of your previous or existing clients, you can assure members of your target audience that your legal services are as brilliant as you say they are.
Case studies and testimonials paint a picture of the type of experience clients can expect from your law firm, lowering or completely alleviating doubts that may be holding prospects back.
By including content of this nature across your website and promotional material, you can also further differentiate your law firm from competitors. Through the incorporation of case studies and testimonials, you have the opportunity to share accounts from real people that highlight your expertise. In doing this, you can clearly articulate what makes your legal services different and establish your firm as a leader in the sector.
Speak With an Expert
If you’re interested in building a strong law firm marketing strategy, get in touch with the Lead Agency today. Our marketing professionals can help your law firm drive more relevant leads and grow your clientele, all the while establishing a strong brand in the legal sector.