Comprehensive Legal Marketing

Why do law firms like yours need a comprehensive marketing plan? Because your potential new client base has more availability and opportunity than ever to find your name. An integrated online legal marketing strategy allows you to take advantage of that. It promotes your business, builds your authority in the market, and can exponentially increase your client base and case intake.

Whether through Google and other search engines, social media, video channels, or paid advertising, online law firm marketing is a 24/7 thing. An integrated marketing plan from Consultwebs targets each of these avenues — and many more — to give your law practice maximum exposure, the kind that limited, single-channel campaigns and spontaneous branding simply can’t.

Are you looking to take your law practice to the next level and beyond? Then read on about how comprehensive marketing can serve as your foundation and roadmap and lead to your future success.

What Can a Comprehensive Marketing Plan Do?

Competition in the legal field has always been fierce. After all, without clients to serve, you don’t get paid. A cohesive marketing strategy lets your practice stand apart from your competitors, as it can:

How Does a Comprehensive Marketing Plan Work?

A comprehensive digital marketing strategy brings many crucial puzzle pieces together to form the most effective picture. If one of those pieces is missing, you could risk having a high-value case slip through that hole and go to your competitors instead.

For a moment, though, think of a law firm’s digital marketing plan as less of a picture to admire and more of a dynamic, living, breathing thing. There are many ways — and times — to nurture it so that it will be strong. The most dependable way to grow your law firm online is by tactically applying select, proven techniques over time; aligning them with your business goals; and measuring them for performance.

The essential components of a digital marketing strategy all work together. They include the following:

• Search Engine Optimization (SEO) — Effective SEO ensures that the clients you seek in your geographic area can find your firm online immediately. It’s not limited to a search results page, though; digital maps, ads, reviews, and content excerpts also put your name out there.
• Video — Forrester Research says a minute of video is worth 1.8 million words. What matters more, though, is saying the right ones, which is why the quality of your video marketing and messaging is paramount. Comprehensive marketing makes it so.
• Website Design and Enhancement — A law firm website is like a digital office that brings new clients to your actual one. We design and enhance sites with the user experience in mind, using mobile-first responsiveness, flexibility for algorithm updates, and clear paths for users to connect with you.
• Paid Digital Advertising/PPC — There are several ways paid advertising can bolster your digital marketing campaign: search ads (Google Ads, Bing, etc.) are shown in search results for targeted queries; display ads are shown on relevant websites; YouTube ads help get the most out of your video content; and Local Services Ads (LSAs) close the deal by placing your firm right at the top of Google search results. It’s a proven way to find clients who are searching with a given keyword, all the while generating a reliable return on your investment.
• Social Media — Being active on Facebook, LinkedIn, and other platforms increases your law firm’s name recognition, enhances SEO, and brings word-of-mouth referrals. Be the first law firm people think of when they need a lawyer by interacting with them where they spend their time online. With 239 million social media users in the U.S. (per DataReportal), your clients are out there ready to discover you.
• Content Marketing — Well-written, high-quality web content improves both user experience and SEO. Blogs, practice area pages, attorney bios, and infographics can engage visitors, demonstrate your extensive knowledge and unique values, and generate case leads.

When your law firm is on multiple digital channels, there are more opportunities for higher-quality cases and calls from the clients who need what you have. With so many smartphones, tablets, laptops, and other devices in people’s hands, more eyes than ever are on a screen. You can — and should — be what they’re seeing.

What Are the Four Objectives of Legal Digital Marketing?

A winning digital marketing strategy for your law firm should be focused on four concepts: attraction, conversion, branding, and delight. Adhering to them ensures your digital marketing activities will cover a spectrum — not just a slice — of what’s required to be effective, drive leads, and grow your business.

• Attraction – Offerings such as blog posts, social media posts, video, and SEO can guide the visitors you seek to learn more about who you are and what you do.
• Conversion – Once a lead lands at your site or landing page, you can use a compelling call-to-action box, button, or free publication download to get the reader to take the next step.
• Branding – Over time, a brand becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind. It’s constant, identifiable, and trust-building.
• Delight – The best lawyer/client relationship is the one that lasts long after you’ve resolved their matter. Be loyal and caring to them; they’ll reward you with referrals and repeat business.

Marketing firms have used these four objectives long before the digital domain supplemented the way we work, live, and consume. However, the immediacy and omnipresence of the online world means your target client base has a much limited attention span. Therefore, your digital law firm marketing plan requires intricate concentration on each of the four facets.

Why Is Consultwebs Your Best Choice for Law Firm Digital Marketing?

Having your law firm’s name, videos, and other elements appear across several digital platforms is great for exposure. However, it’s the who and what behind the video, ads, and content that matters. As a premier provider of digital marketing for law firms, we at Consultwebs know the difference that a well-rounded, big-picture approach can make.

Since 1999, we’ve connected law firms across the U.S. with the people who need their services, using proven, real-time data strategies. With us as their partner, law practices coast to coast have gained an average 300%-plus increase in signed cases, while their cost-per-case has been slashed by 56%. Some of our law firm clients have even seen their qualified leads increase as much as 831% year over year and their revenue boosted upward by 414%.

The digital realm allows us at Consultwebs to collect and interpret direct, first-party data generated from your marketing campaign. The ability to track the efficacy and ROI of campaigns means our real-time data analysts can advise you on the routes to take given current performance and market trends. We base our strategies on objectives, not subjective feedback. And, as Google, Microsoft, Meta, and other platforms shift their algorithms, we make sure our law firm clients always find themselves back on top of the search engine results.

Let’s Plan Out Your Future with a Comprehensive Legal Marketing Plan!

At Consultwebs, every step we take together is designed with a singular focus: growing your caseload. From establishing a digital presence that attracts leads to becoming the legal authority that clients trust implicitly, we’re here to ensure your practice not only grows but thrives. Contact us today and discover what we can do for you.