We’ve said it before and it’s worth restating: You need more than a website to build your law firm’s brand and be found online.
A comprehensive digital marketing strategy will help accomplish this. It should incorporate marketing investments that build law firm brands — including search engine optimization, content generation, pay-per-click advertising, Google’s Local Service Ads and Business Profiles, and social media. Then, tracking key measurements, or key performance indicators (KPIs), for each of these components will help you make progress on your firm’s marketing goals and determine the ROI of your marketing strategy.
Here are four KPIs you should care about to boost your law firm’s brand.
1. Visibility and Reach
Why it's important: With most people turning to search engines to find legal services near them, having a strong online presence for your law firm is crucial. Visibility and reach are fundamental KPIs of a law firm's online brand because the marketing tactics that influence visibility and reach ensure your firm is easily discoverable by potential clients.
High visibility means your firm appears in relevant search results, increasing your chances of attracting new clients.
How to enhance visibility and reach for your law firm:
Search engine optimization (SEO): Optimize your website content for search engines by using relevant keywords, creating high-quality content, and building backlinks. This helps your firm rank higher in search results.
Pay-per-click (PPC) advertising: Invest in Google Ads or Bing Ads to appear at the top of search engine results pages (SERPs) for targeted keywords.
Google Local Service Ads: These ads help your firm appear at the very top of search results for local queries, making it easier for potential clients in your area to find you.
Social media marketing: Use platforms like Facebook, LinkedIn, and Twitter (X) to reach a broader audience and drive traffic to your website.
2. Credibility and Trust
Why it's important: Credibility and trust are critical for law firms because potential clients need to feel confident that they are choosing a reputable and reliable firm to handle their situation.
How to enhance your law firm’s credibility and trust:
Content marketing: Publish informative and valuable content such as blog posts, articles, and whitepapers that demonstrate your knowledge in your field. This positions your firm as a credible thought leader.
Client testimonials and reviews: Highlight positive reviews and testimonials from past clients on your website and social media profiles. This social proof can significantly enhance trust.
Professional certifications and accreditations: Display any professional certifications, accreditations, or memberships in recognized legal associations prominently on your website.
Professional photography: It’s worth it to get professional photos taken of you, your team, and office space, and showcase them on your website. High-quality photos will help you stand out from competitors, establish a positive and credible first impression with prospects, and build their trust in you.
3. Client Engagement and Communication
Why it's important: Active engagement and consistent communication with your clients can lead to higher client satisfaction and loyalty, which in turn can lead to referrals and repeat business.
How to enhance engagement with clients:
Email marketing: Use email newsletters to keep clients informed about legal news, updates from your firm, and upcoming events. Personalized emails can also make clients feel valued.
Interactive content: Create webinars, Q&A sessions, and live chats to engage directly with potential clients, answering their questions and offering valuable insights. These interactions invite clients to get to know you — and people tend to trust who they know.
Social media engagement: Regularly interact with your audience on social media platforms by responding to comments, taking part in discussions, and sharing relevant updates about your firm and the legal industry.
4. Competitive Advantage
Why it's important: Standing out from competitors is vital in a saturated market. A strong competitive advantage can make your firm the preferred choice for potential clients over others.
How to enhance your firm’s competitive advantage:
Unique Value Proposition (UVP): What makes your firm unique? Spend time to clearly articulate this and form your firm’s unique value proposition — what you offer and how you offer it that sets you apart from your competitors. This could be specialized expertise, a distinct approach to client service, or innovative legal solutions.
Branding: Develop a strong brand identity that resonates with your target audience. This includes a professional website design, a cohesive color scheme, and a consistent brand voice.
Client experience: Focus on providing an exceptional client experience from the first contact through to case resolution. This includes user-friendly website navigation, prompt responses to inquiries, and clear communication throughout the legal process.
Build a Brand for Law Firm Growth
Focusing on marketing activities that boost visibility and reach, credibility and trust, client engagement and communication, and competitive advantage helps you build a robust online brand for your law firm that attracts and retains clients. Implementing targeted digital marketing strategies tailored to enhance each of these KPIs will position your firm for sustained growth and success in the digital era.
Legalfit can help. Contact us to learn how we work together to build your law firm's business.
