A website that serves your audience better than your competitors will position you as an industry leader and generate more visibility around your brand. While competitors may be building websites that have all the bells and whistles, they may be overlooking fundamental design principles that keep the needs of users in mind.
Today’s online users have a growing number of platforms to engage with businesses and each other. But it can be difficult for law firms to develop effective marketing strategies if they don’t know what platforms work best for their businesses and the clients they serve. The use of multiple devices further complicates this issue and requires your law firm to develop a multi-faceted approach to reaching, connecting with, and acquiring new clients.
Creating content that compels your audience to purchase your legal services is an ongoing endeavor. Content gives your audience the information that solves their legal needs, positions your firm as an industry leader, and improves search rankings. New marketing strategies require new messages in the form of advertisements, articles, social media activity, and other forms of marketing collateral. Knowing how existing marketing content shapes your marketing strategy makes it easy to improve results, reduce marketing costs, and enhance the experience of your target audience.
In today’s marketplace, law firms and other businesses must identify target markets, establish key performance indicators, and implement strategies that lead to lasting results. But not all law firms are created equally. They specialize in different practice areas that require unique ways to reach their prospective clients and grow within their industries. Knowing why different practice areas need different types of marketing is the first step to creating an effective marketing strategy for your law firm.
Reaching your ideal client and selling your legal services are at the heart of all of your marketing activities. But not all marketing strategies are the same. Business-to-business (B2B) and business-to-client (B2C) marketing tactics will depend on a number of factors. Understanding how to market a B2B law firm differently than a B2C law firm addresses the unique needs of your practice while providing better results from your marketing efforts.
Getting your audience to take action is at the heart of all marketing communications. But this doesn’t happen unless clear calls to action are included in your content. Calls to action (CTA) help law firms achieve consistent conversions and increased revenue. They request users to take actions that include clicking through to a landing page, downloading a free guide, signing up for your newsletter, or sharing your content.
In 2016, 56 percent of companies planned to spend more of their marketing budgets on social media, making this the fastest-growing marketing channel after email, according to data from StrongView and Selligent. Firms will spend 30 percent of all their marketing budgets online, with social media accounting for 15 percent of the total amount spend online, Forrester research shows. But despite this high prioritization of social media, 30 percent of marketers say they see a poor return on investment from their social media efforts, while only 32 percent see a good or excellent ROI, an Econsultancy survey found.
Small law firms have advantages over their larger competitors. They operate more efficiently by minimizing unnecessary expenses while having the agility to respond quickly to changes in the marketplace. Your small law firm may be better at providing a more personalized experience to its clients. You can be more responsive to feedback, which creates deeper relationships that lead to increased trust and client loyalty. But making your small law firm look big also has its benefits. It gives potential clients security and confidence in purchasing your legal services.
If you’ve struggled to get results from your website, you may be considering a complete site redesign. If you’re just starting out, you might not be sure how to create a website design that contributes to your business goals. Your website has a direct impact on your digital marketing strategy. Understanding the factors that lead to online success (or failure) gives you the tools you need to maximize the return on your website design investment.