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Law Firm Marketing Strategy: 20 Tactics to Grow Your Business

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A well-developed law firm marketing strategy is essential for generating more leads. Here are 20 tactics that can help your firm grow its business.

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1. Improve YOUR Website’s EAT Score

To determine website rankings, Google assesses each website’s EAT score, which assesses its authority in a field and expertise on relevant topics. Adding case studies, positive client reviews, and awards may improve your law firm’s score, proving its reliability to potential clients.

2. Use Google Ads

Google Ads campaigns involve running targeted campaigns that display your law firm’s website at the top of the results page for certain target demographics and keyword searches.

3. Create Landing Pages

Make optimized landing pages about your firm’s services with compelling copy and clear calls to action. You can also use them to support a Google Ads campaign.

4. Build Backlinks

Use white-hat SEO methods to build backlinks that take a client from your law firm’s website to other websites containing their content, such as a social media account.

5. Join Legal Directories

Submit your website to reputable legal directories to create backlinks and help boost organic SEO.

6. Make Profiles

Create profiles through Google My Business and Bing Places to provide users with a snapshot of information about your firm.

7. Optimize for Mobile

Since many users rely on mobile devices for their searches, it’s essential to optimize your firm’s website for mobile browsing.

8. Use Social Media

Post regularly to your firm’s social media accounts to share relevant content with your audiences and engage with the legal community.

9. Gain More Referrals

Consider using platforms like LinkedIn to partner with related businesses, such as firms that offer different services than yours, to encourage referrals.

10. Add Live Chat

Add a live chat feature to your firm’s website with AI messaging so potential clients can contact the office staff more efficiently and ask questions.

11. Update Website Content

Update your website with new content often, such as news updates or SEO-friendly blogs.

12. Offer Gated Content

Entice users to provide contact information by offering access to special content, like a case study.

13. Optimize for Local Search

Optimize your firm’s website so it attracts users from the local area, generating organic traffic.

14. Try Geo-Specific Google Ads

Consider running a geo-specific Google Ads campaign that targets clients searching in a specific area.

15. Conduct Audience Research

Release regular surveys to clients so you can understand how to target new leads appropriately.

16. Use Video Marketing

YouTube is one of the top search engines in the world, and you can often benefit from uploading short videos that educate potential clients.

17. Incorporate PR Techniques

Develop public relations campaigns that use techniques like guest articles and interviews to drive traffic to your website.

18. Distribute a Newsletter

Send a newsletter to your clients regularly containing article links to the firm’s website.

19. Update Email Marketing Strategies

Leverage your email marketing strategy to target specific users, such as leads who previously engaged with any paid ads.

20. Optimize the Content

Research which keywords your clients commonly search to find related law firms, then incorporate them in future blog posts. Incorporating these tactics can help your law firm develop and implement a successful marketing strategy. Contact LMH Agency today with burning questions about marketing a law firm.

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