In the competitive legal landscape, establishing a trustworthy and recognizable presence on the internet is crucial. Learning how to make your content marketing more effective can help your firm improve its search rankings, reach more clients, and build credibility online. In this article, we’ll explore 15 different ways you can improve your digital marketing efforts and grow your firm.
Fifteen Ways to Improve Your Digital Marketing
1. Identify Your Core Keywords
Understanding what people search for when they need a lawyer is the key to improving your online visibility. Developing a list of core search terms that define your firm’s services will drive more traffic to your website. For example, your keywords could include search terms like “estate planning attorney near me,” “DUI defense lawyer in Phoenix,” or “personal injury attorney,” depending on your law firm’s focus and location.
This list of terms is what all of your main content will be focused on, so your keywords need to be terms that your audience is actively searching for. SEO tools like SEMrush can help you determine the search volume and difficulty level of ranking for each keyword. Keep this list on hand so that any time you make changes to your content, it aligns with those core terms.
2. Install an SEO Plugin
If you don’t have an SEO-specific plugin installed on your website, it’s time to get one. WordPress plugins like Yoast or All in One SEO can make a significant difference when it comes to optimizing your content. These tools eliminate the guessing game of how well you’re targeting your keywords. SEO plugins allow you to focus on each page individually, optimizing it for specific keywords that will improve your search engine rankings.
3. Conduct an SEO Checkup
Once you’ve installed an SEO plugin, it’s important to conduct an SEO checkup right away. Simply go to one of your website pages, and enter your target keyword (such as “criminal defense law firm”) into the SEO plugin tool. It will give you a green, yellow, or red rating depending on how well your page is optimized for that keyword. Run the plugin on each of your key pages, then make adjustments to the copy, SEO title tag, meta description, and H1 tag as needed.
4. Review Your Copy
Regularly review the content on your key pages—start with your home page, then move on to your other main pages. Each one should target a specific keyword and touch on a few additional keywords from your core list. It’s also important that your copy is easy to read and error-free. Look for opportunities to break up long content with headings or bullet points, to lengthen valuable content, or to rewrite pages completely to improve SEO.
5. Claim or Update Your Google Business Listing
You don’t have any control over what Google says about your law firm until you claim and verify your Google Business Profile. Claiming your listing will boost your local visibility and earn you a spot in the Google Map Pack. To rank higher in local Google searches, make sure your listing has an optimized description that targets at least one of your core keywords. You’ll also need to check your Google listing to make sure its information is accurate and up to date.
6. Claim Your Listing in Other Major Directories
Broaden your reach by claiming your business listing in other major directories, such as Apple Maps, Facebook, Bing, and Yelp. Ensure that the information across all listings is consistent and accurate. If you make any changes to your hours, phone number, name, etc., make sure to update the information in every listing. Consistency and accuracy online make your law firm appear more trustworthy and boost your search engine rankings.
7. Establish a Review Management Strategy
Once you’ve claimed your listings, craft a comprehensive strategy for how you will manage your online reviews, both positive and negative. Create a schedule that allows you to address feedback promptly and professionally. If you want to improve your review ratings, don’t forget to encourage satisfied clients to share their experiences—ask them to write a review while the experience is still fresh in their mind.
8. Gather Insights from Your Clients
Identify the most common questions you get from your clients to gain insights into search intent. Your clients’ questions can be a goldmine for generating fresh and relevant content for your website, showcasing your expertise, and addressing the needs of your target audience. For example, an estate planning attorney’s blog might answer questions about wills and trusts. Answering FAQs on your website will help improve your credibility online and bring potential clients one step closer to converting.
9. Develop a Content Publishing Calendar
Producing fresh content on a consistent basis proves to Google that your law firm is relevant and operational, which boosts your SEO rankings. Authoritative content also showcases your expertise and keeps your audience engaged. You can maintain an authoritative online presence by creating a content publishing calendar. Plan your content around relevant topics and the target keywords you want to rank for, and then schedule your posts accordingly.
10. Publish New Content Regularly
Consistency is key in the digital realm. Regularly publishing new and relevant content not only keeps your audience engaged, but also positions you as an authority in your field. You should aim to publish new, valuable content at least three times a month. The content calendar you create should have at least three relevant blog post topics per month. If you don’t have the time to write 36 blog posts every year, hiring a professional content creator can help you keep up.
11. Review Google Analytics and Search Console
It’s crucial that your website is seamlessly connected to Google Analytics (GA4) and Google Search Console (GSC), and that these tools are connected to each other. You can define specific conversion goals in GA4 and track user engagement to identify which pages are working or not working content-wise. GSC will help you identify which keywords are driving the most traffic.
12. Know What to Look for in Google Analytics
Navigate GA4 effectively by understanding key metrics and insights. For instance, traffic sources and user location help you understand whether your content is reaching the right people. Conversion rate and bounce rate show how users are interacting with your content, and whether the content is successful.
13. Check Your Site’s Load Time
14. Conduct a Website Design Review
You’ll need to re-evaluate your website design from time to time, especially if you haven’t done so in a while. Take a fresh look at your home page and consider the impression it gives to first-time visitors. Think about the needs of your existing and potential clients, and whether or not your landing page addresses them. And don’t forget, looks matter—how does your website hold up to recent design trends? Does it appeal to your target audience? An attractive, user-friendly website will attract visitors and hold their attention, while also boosting SEO.
15. Revamp Your Social Media Pages
How long have your social media channels been around? Since your firm first opened? It’s important to check on your profiles periodically to ensure that they don’t have any outdated or incorrect information. Deactivate any profiles that you no longer use, to prevent users and search engines from thinking that your business isn’t operational.
Next, develop a social media content strategy and remember to check your content’s performance on all of your active social media channels. Some platforms may be more effective than others, depending on your specialty. For instance, Facebook is convenient for estate planning law firms that are trying to reach older adults. But no matter which platforms you use, stick to generating relevant content that resonates with your audience—don’t join in the latest social media trends unless they align with your brand.
Reach More Clients with Expert Digital Marketing Services
By incorporating these fifteen tips into your marketing strategy, you can confidently navigate the digital landscape, attract new clients, and build lasting relationships. But if all of these steps seem overwhelming, don’t worry—the marketing experts at New Wine Digital are here to help. From keyword research and content creation to analytics monitoring and social media management, we offer a diverse range of digital marketing services that will help your practice grow. Give us a call at 480-516-1819 today to learn more.