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Episode 506: 9 Law Firm Marketing Tactics for Business Building in 2021 by Kristopher Jones #506
Law firms can build digital marketing success in 2021 by combining brand solidification, practice-area page optimization, content publishing, email marketing, social media, PPC, legal directories, mobile-friendliness, and social proof through reviews.
Key takeaways
- Optimize a dedicated page for each practice area and location to rank for targeted keywords and handle lead volume.
- Publish authoritative content consistently because 86 percent of people use Google to research a lawyer before deciding.
- In 90 days, 80 percent of former clients have forgotten who you are, so send at least monthly email marketing.
- PPC works best for urgent legal needs like DWI but requires tight attribution, CallRail tracking, and a high-converting landing page.
- 98 percent of respondents say reviews matter when researching law firms, making social proof a top priority.
all things being equal. People like to do business with their friends.
About this episode
9 Law Firm Marketing Tactics for Business Building in 2021How can you increase your law firm's online visibility and build more business in 2021? Check out these 9 can't-miss digital tactics for law firm marketing.
Questions this episode answers
Is PPC advertising worth it for law firms?
PPC can be very expensive in the legal industry, with high cost-per-click rates. It works best for urgent needs like DWI cases. Firms should pair it with CallRail tracking, a high-converting landing page, and remarketing where allowed, rather than treating it as a standalone solution.
How can law firms collect more client reviews?
The hosts recommend a service called pro testimonial, which lets clients record a video review from their phone without downloading an app. The software adds an intro, music, and a call to action automatically, making it easier to collect positive video reviews at scale.
In their words
86 percent of study respondents said they would use Google as their resource for researching a lawyer online.
Host
by the time someone picks up the phone to call you, they've already kind of decided who they're going to go with.
Guest
figure out how to do those things online and then do them and then boom, like you're going to see more success.
Guest
Terms defined in this episode
- Same As schema markup
- A schema markup tag used to link a brand's various online profiles so Google recognizes them as the same entity and measures them together.
- EAT (Expertise, Authoritativeness, Trust)
- Google quality rater guidelines criteria, referenced in the episode as the framework law firms should follow when building their online brand and content.
- Conversion Rate Optimization (CRO)
- The process of improving a website so a higher percentage of visitors take a desired action, described as essential before investing heavily in PPC ads.
- Web 2.0 directories
- Third-party listing and review sites such as Yelp, Trustpilot, Avvo, and similar platforms that aggregate leads and sell them, but can also be evaluated for traffic value and used as a cost-effective alternative to direct PPC.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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