Law Firm Marketing

Convert Local Leads to Clients

Now that your law firm has caught the attention and interest of a lead, it’s time to convert them from a prospect to your client. Creating a clear call to action (CTA) is important for both landing pages and websites, as that call to action is what will convert leads to clients.

Create & Share Authoritative Legal Advice

Few industries fully comprehend the importance of evidence and proof to the degree the legal industry does. It’s not enough to say that your law firm is the best at what it does. You need evidence to prove your expertise, and one of the best ways to do that is through blogging.

Not sure what to blog about? Thankfully, the legal industry is a place that’s ripe with content ideas, particularly when it comes down to legal advice.

Remember: 96% of people seeking legal advice use a search engine. If a potential client is seeking legal advice before settling on whether or not they need to hire an attorney, your blog could very well be the first place they realize that they do, in fact, need some form of legal representation.

Authoritative content can also boost your search engine ranking and make your law firm easier for prospects to find.

Multi-Channel Approach

Advertising on one channel is going to sell your law firm short. If you want to reach as many prospects in your target audience as possible, you’ll do so using multiple channels.

Once we’ve worked with your law firm to establish a target audience, we’ll create a holistic marketing plan that includes some or all of the following, depending on your goals and needs:

PPC

Pay-per-click (PPC) advertising can help boost your digital presence quickly and generate high-quality leads. They are highly targeted advertisements that appear when a search engine pulls up search results for a keyword. PPC ads can be shown to specific demographics in certain locations, so you can target local prospects.

We go above and beyond researching relevant keywords and long-tail strings of keywords (i.e., “can my boss legally fire me”) that potential clients seeking your firm’s legal expertise may use in their search.

As a top Google Premier Partner for search, mobile, and display advertising, we have been trained directly by Google and are required to meet higher levels of qualification and support than the majority of marketing agencies. We’re also a Microsoft Ads Partner.

These partnerships allow us to give your law firm extra support, services, and solutions to PPC campaigns.

Paid Social Advertising

Social media is a great tool for influencing users and easily distributing information. Paid social ads are simple to use and are more cost-effective than PPC due to their lower costs per click (CPC) and impressions, allowing your law firm to reach more people than on other channels.

Paid social ads are also more customizable than search engine PPC ads, which tend to be text-only. You can use powerful visuals and even create video ads.

Display Advertising

Another powerful visual comes in the form of display advertising. Text-based ads are effective on search engines like Google and Bing, but not as much on other websites. As the name suggests, display ads use images and/or simple animations used to catching prospective clients’ attention.

Display ads can be “placed” on websites that host content that’s relevant to the services your law firm offers. For example, a toxic tort law firm may place display ads on a blog post about asbestosis or mesothelioma.

These ads are particularly effective for remarketing prospects. Remarketing, also known as retargeting, is a means of advertising to prospects who visited your website and left. Display ads serve as little reminders that should point a prospect back to your website to take action.

SEO

Search Engine Optimization, or SEO, is a strategy that helps your law firm’s website rank higher on search engines organically — that is, without paying Google or Bing. The higher the rank, the better. Having a higher rank also means your website is an authoritative resource.

OppGen uses a local-first SEO strategy, which is advantageous since 71% of people seeking a lawyer think it’s important to have a local attorney. Most search engines are smart enough to know a searcher’s location, so searching for “law firm near me” will yield results within a certain radius. With a local-first approach, we optimize your law firm’s website by including its address, local keywords, and content that potential clients are searching for.

However, SEO is not a quick fix or solution (if you’re looking for a quick increase in high-quality leads, stick to PPC and paid social ads). It takes time but is worth doing, as it increases your law firm’s visibility and proves that you’re a well-renowned resource.

Websites & Landing Pages

In this day and age, there is no excuse for not having a website for your business. There’s also no excuse for having a website that is not mobile-first. As of 2019, Google primarily evaluates sites on their mobile load time before the desktop load time for ranking. If your website is slow and is not optimized for mobile devices, your law firm’s search engine page ranking is going to take a pretty big hit.

As part of our SEO strategy, we design fast mobile-responsive websites that will be sure to help give your law firm a jump start over competitors. We take design into account, too, because we know how important credibility is to your firm and more importantly, your clients.

We also develop landing pages for PPC campaigns. If your law firm practices in more than one legal segment, we’ll create landing pages for each individual segment while retaining your firm’s brand and values.

Customize User Journeys through Landing Pages

If your law firm offers more than one area of focus or has overlap (i.e., a personal injury law firm that specializes in workers compensation or has experience in motorcycle accident-related cases), landing pages are a must. The landing pages we’ve designed are made to improve your law firm’s lead conversion rates.

Gather Data with Our Proprietary Lead Tracking System

Our proprietary lead tracking system allows us to accurately attribute leads to the correct channels. If your law firm finds a lead or two but doesn’t track where these leads came from, you’re losing an opportunity to find more leads who go through a similar “path” to find your firm.

A/B Test New Variations

Many of our clients already have a brand in place, and we don’t want to see your current clients flee because your law firm’s website went under a drastic change. We minimize that risk with A/B testing, particularly for ads and landing pages. We only change a small part of an ad or design and run that with the original to see if there’s a difference in the responses of prospective clients.

Advertise on Different Platforms

Depending on your law firm’s specialty, some platforms may not be appropriate for advertising your services. It’s important to know your target audience, but it certainly does not hurt to diversify where you advertise, either.

Google & Bing

As the most popular search engine, it’s only natural that Google is one of the best places to market your law firm, regardless of specialty. It also has some of the best dashboards and tools for monitoring your website, like Google Analytics, Google Search Console, and Google PageSpeed Insights.

Just because Bing isn’t nearly as used as Google is doesn’t mean you should ignore it entirely. Bing reaches up to 49.4 million searchers that Google can’t reach. It still has a place in ensuring that people see what your law firm can do for them.

YouTube

A quarter of people researching legal topics turn to YouTube as part of their research process. That stat makes marketing your law firm on YouTube a wise decision.

Facebook

Ads for your law firm will be seen on Facebook; after all, 74% of Facebook users check the social media site daily. It’s also easy to target ads based on demographics. Considering that your firm probably focuses on targeting millennials, Gen X, and boomers, you’ll have no problem reaching those particular demographics there.

LinkedIn

If your law firm specializes in employment or corporate law, LinkedIn is a fantastic platform for advertising your legal services. Business to business (B2B) marketing is one of the most difficult kinds of marketing. The fact that 80% of social media B2B leads come from LinkedIn makes the professional networking site one of the best B2B marketing options out there.

GBM Law

GBM Law, a personal injury law firm located in Columbus, Ohio, had been running PPC campaigns on Google with another agency with questionable success. The lead volume was so low it didn’t make sense to keep investing in this advertising campaign. GBM Law also couldn’t track the true performance due to unclear lead attribution.

Given that personal injury law is known for being one of the most competitive and expensive legal segments, GBM Law very well may have been burning through its PPC budget on an inefficient and inaccurate campaign.

Then, GBM Law consulted OppGen for an improved PPC strategy and an SEO strategy. None of GBM Law’s keywords ranked on the first page of search results. Its outdated website and incorrect Google My Business listing details were hurting its chances to rank high SEO-wise.

Oppenetix created a fully functional website for GBM Law that was optimized for mobile devices, faster, and easier to navigate. Slowly but surely, GBM Law’s website began to creep up from page 2 and page 3 to the first page for several target keywords. 

Within the first 6 months of implementing an improved PPC campaign with accurate lead tracking, 12 clients signed up for GBM Law’s services, resulting in a 6% case sign-up rate. An average of 28 new leads were generated each month over a 4-month period.