/How to Create a Conversion-focused Website for Law Firms
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How to Create a Conversion-focused Website for Law Firms

For any Law Firm, website creation means following the age-old pattern of creating a website with a selected number of pages to show online visibility. But times have changed, and today a website can be more than or less than just the home page, services page and contact us page. Creativity has taken over and businesses these days are open to the idea of even making a single page website if it serves the purpose. But in the urgency of creating innovative websites, one should not forget about converting the website visitors into customers. To put more light on website conversions, here is how you can create a conversion-focused website for your law firms.

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Find What’s Wrong

Before you start working on coding a website that gets you new clients, get in touch with your existing customers. Why? To know what they like about your website and what they don’t. This will help you plan the new website better without adding any unnecessary elements. Also, sit and browse your website yourself and think from the perspective of a user. Note down the factors that annoy you and make sure you eliminate them.

Don’t Go Overboard

The different features to make your website creative can end up making it annoying for a user. Think from your client’s perspective. A person looking for legal advice may not want to see unnecessary videos but directly get the service that he/she is looking for. So don’t make fancy navigation with numerous options as it can divert your visitor. Avoid annoying pop-ups and refrain from using exceptionally attractive images as it can also divert your visitor from the actual call-to-action.

Focus on Navigation

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The whole idea of working on your legal website is because people are done with asking for directions to your office. The consumer today wants quick solutions and, therefore, they rely on the internet. If a potential client lands on your website and has a hard time looking up for the service they need, then forget about conversions. Users need clear and easy website navigation to reduce the time spent on finding what they need. This makes them feel like opting for your legal service rather than choosing a fancy website which is difficult to navigate.

Make Customers Believe

Would you buy yoghurt for your child if it does not have an FDA approval seal on it? No! In fact, you will go back and reconsider your choice. Similarly, if you want your legal website to make conversions, showcase your certifications and upload your successful case studies if possible to make them believe in your work. Also, adding images of happy people on your website also triggers a positive feeling in the mind of a visitor. Alternately, you could also add testimonials of happy clients.

These are just a few factors, and there is much more you can do with your website creation to make it a conversion-focused one. Make sure you collaborate with the right digital marketing agency to create a good legal website.

When you run a law firm, you have to maintain a stature to attract the right type of clients, and at the same time, you have to provide satisfactory professional services that will help your clients. If you are one of those law firms that provide all types of legal services under one roof, then your hands are already full. In order to grow your firm, you need to do more than just asking referrals from your existing client base. One of the emerging and effective options to acquire new clients is to market your firm and its services in the digital world. To begin with digital marketing, you don’t need to do it all by yourself. Simply hiring a digital marketing firm can help you achieve your desired objectives.

But before you are totally convinced into hiring an agency that handles digital marketing for law firms, you need to know what you are stepping into and how you can create that perfect digital marketing strategy for law firms.

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What is Digital Marketing?

The whole concept of digital marketing is very vast. However, if we were to define digital marketing in simple words, it is a process of promoting your products or services to your target audience with the help of digital marketing techniques. So digital marketing includes content marketing, online advertising, social media marketing, search engine marketing and so on. The process is simple. The frequency of masses spending their time on online platforms such as social media, search engines, news sites, etc. has increased. Digital marketing simply uses this knowledge to promote you on these channels.

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The idea behind the growth of digital marketing is because today the first place a person looks for a solution is the internet. Whether you want to buy a mobile phone, get instant remedies or hire a good lawyer in your locality, the internet is where you do your first search. This itself proves that having an online presence today is of utmost importance. Digital marketing also helps you in:

  • Creating a brand awareness for your law firm at a lesser investment.
  • Building a strong and loyal following among the audience for your services.
  • Shortening the process of acquiring a client in a much quicker way as compared to traditional marketing.
  • Tracking every single marketing effort and optimize your campaigns for better returns.

Since we have already covered how digital marketing for law firms will be beneficial, let us now understand how you can create a successful digital marketing strategy.

Breaking Down the Conversion Funnel

In a business, a client or a customer passes through different stages where they have different opinions about your serviced until they convert and become your client. These stages together can be known as the stages of conversion. However, we call it the conversion funnel as the stages of conversion are also the stages of elimination, which tapers towards the end. To have a better understanding about the concepts of digital marketing, you first need to understand the conversion funnel so that you follow the right path.

Our conversion funnel for law firms will have five important stages.

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1. Awareness

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When you started your law firm, were clients just waiting at your door? No, right. You had to let your friends and family know that you are offering law services and that they can refer their colleagues and friends about your firm. What you did here was word of mouth marketing. From the very start of your business, you did marketing because you knew that for your business to work, you need to spread awareness about it. It is also the very first step of the conversion funnel. In this stage, your audience has zero knowledge about your existence and your service. Therefore, you need to use marketing techniques to make them aware. For digital marketing of law firms, you can decide which channel you want to use in this stage to create awareness about your firm. You could create blogs about common legal matters to utilize search engine marketing or use paid ads to promote your legal services. Social media is also a good option to create awareness for specific audience type.

2. Interest

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After a preliminary awareness about your legal firm and services is created, you then move on to the stage where you make the audience interested in your firm. In the awareness stage, a large number of people will become aware about the existence of your firm, but all might not need your service at that point. The ones who will need it will try to find out more about your services. This is the audience you need to target and build their interest in your service so that they thoroughly go through what you have to offer.

From the stage of ‘knowing you’, you now need to bring them to the stage of ‘liking you’. To make it happen, you need to use a right mix of interest building and engagement. Client engagement will happen when your prospective clients will feel that your content is relatable, informative and interesting. Though we consider interest the second stage of your conversion funnel, it is one aspect that you need to keep constant throughout your client’s conversion journey. Even after the client is converted you need to keep them interested.. So how can you build this interest? You could opt to retarget the audience that is now aware of your with display ads to know more about your services. You could also up your content game and have informative blogs based on the keywords that bring in the most traffic to interest the audience with more information or solutions to their problems.

3. Desire

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The prospective client now knows about your legal firm and has shown some sort of interest in your legal services, thanks to your efforts. However, if your efforts were not complete, then the prospective client will not be ready to move to the next stage, desire. To build that desire, you need to try and get some contact details from the interested audience. When you get the contact details from your audience, you can use it to fuel the fire of desire and make them want to choose your services.

Take the example of your blog. If you are able to capture the interest of your audience with the help of informative blogs, it does not mean they will simply keep coming back to read your blog. To build that desire, a call-to-action asking them to subscribe to your legal newsletter will actually help in that. Once a user subscribes to your newsletters or blogs, you get their email id and a chance to keep them engaged with good content that will build the desire.

4. Conversion

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Conversion is the most important stage of the conversion funnel and also the one you were actually waiting for. Digital marketing for law firms is a patient process but one that shows the result in the long run. Once you have got your potential clients to like what you have to offer and trust you, you can now be ready for a conversion. A potential client who has reached the desire stage should mostly convert but to make them reach the finish line, give them a little push. This is a crucial stage and a difficult one too. Here a client will be investing their time or money, so you have to make it worthwhile for them. To persuade your prospects to avail your services, keep some non-monetary leeway.

For example, you could have a ‘book a free consult for estate planning’ to attract the target client to visit your office. Once they come to your office, you can definitely try to close the sale for more estate related services with your knowledge and expertise. It is crucial to remember in this stage that earning a profit is not your goal, earning a customer is.

5. Retention

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Your first give and take with the potential client has now taken place. You officially have a client. But for how long? That is for you to decide because now you have to lead this client into the retention stage. This is the stage where the client has availed your service and fulfilled their need. But you do not want that! What you want is for them to keep coming back to you for every legal need. For that, you need to work on your retention strategy. Have a thorough follow up with your client post conversion and make them feel valued. Find out if they have other legal needs where you assist them. The more valuable you make your customer feel, the more chances of them relying on you for their legal needs. In fact, if you offer a discount to the client simply because they are now your client, it will increase your chances even better.

Now to put this conversion funnel to action, you need strong digital marketing campaigns to motivate the audience to move ahead in the different stages. When doing so, design each campaign with a set goal so that once the goal is achieved, your audience is set to move to the other stages in the funnel.

Starting With a Content Marketing Strategy

The conversion funnel will be the base for all the different strategies that we talk about in this article. In this section, we will focus on how you can create a content marketing strategy for your law firm.

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There is no such thing as a perfect content marketing plan. Content is indeed like water and highly flexible too. You can use it just the way it suits your law firm’s marketing. This means every single firm will have a different type of content marketing plan for themselves and a single plan won’t work for every firm. Content marketing for law firms is not related to writing about you and your brand, it’s more about writing for the target audience and hoping to help them. If you put the focus of your content on your brand and promote it exquisitely, then the result will be hampered. Instead use content marketing to focus on the problems of your legal target audience and help them make better decisions. Your brand will be recognized as an expert in the eyes of your target audience. There is another thing to keep in mind. Blogging is not the only thing in content marketing. Anything on your website, social media pages and other company information is content. To help you understand content marketing better, let us break it down into parts.

  • Content Conversion is a Three Step Process

At the beginning of the article, we discussed how digital marketing for law firms has a conversion funnel which has five stages. However, we will now break it down into three stages for content marketing. In content marketing for law firms, you need to make your potential client go through three stages of conversion, they are awareness, consideration and conversion.

Let’s take, for example, a prospect is having trouble managing their estate plan. They struggled and finally looked for a solution online. They came across a blog written by you on ‘5 Simple Steps to Manage Your Estate’. This is the stage of awareness where the prospect became aware of their problem and that the solution is with you. The prospect will then read your blog and also check a few others to see which legal website has a better solution. This is the stage of consideration where the prospect wants to keep their options open and check for the best solution. After checking a few options, the prospect will only come back to your blog if you have the best information. They may even leave an enquiry for assistance. This is the stage of conversion, where your informative content made you the apt choice and compelled the prospect to choose you.

  • Content Marketing Should Have a Purpose

Content marketing is not just about creating articles talking about problems and solutions. As I said, there are other content types as well that you should be using to make the most of content marketing. To know what content to use, you need to first identify the purpose of your content. What is your immediate purpose and what is the purpose in the long run? Let us say, your purpose is to help people identify the different things that classify in a Will. Now you may consider writing a blog about it but why not have an FAQ page talking about it instead. It will, in fact, act as a much more resourceful content and help the prospect find exactly what they want. You could also make it a landing page for PPC ads to grab more attention.

  • Content Marketing Should Move Forward

I will keep referring back to the conversion funnel again and again in this article. This is because our intention with this strategy is to close a conversion and not just simply promote your business. In the previous section, we discussed how your content should have a purpose to serve. Now we need to make a forward strategy for all future purposes. The idea is simple, once a purpose is served, you need to plan the next purpose so that the prospect keeps coming back to you for legal services. So, if you create a FAQ page or a blog, you need to lead the reader into taking an action post reading. Probably you can add the links to related blogs at the bottom or have a call-to-action to subscribe to your newsletter.

  • Content Marketing Needs Promotion

If you are creating SEO friendly blogs on your website and working your way towards getting a good ranking in the SERPs, then promotion is one factor you should not ignore. Content marketing is successful when more traffic is received by the content. For that, it needs to be shared by as many online users as possible. If you feel that simply uploading a blog on your website will do this job, then you are mistaken as even content needs promotion. Consider promoting your content on social media platforms, third-party blog sides, etc. for maximum exposure.

  • Content Marketing Should be Analysed

The content marketing process is complete when you plan it, implement it and then finally analyse it. Therefore, while you are working on a content strategy, simultaneously plan how you are going to analyse its success. In content strategy, your metric to measure would be traffic by channel. In this, you will identify how much web traffic you are receiving and from which channel. Slowly you will start measuring ‘lead per channel’, ‘conversion per channel’ and so on. Along with these, you need to keep analysing your overall strategy, keyword popularity, etc. to keep content marketing going.

Experimenting with Online Advertising

Getting a good traffic on your website is a huge feat in digital marketing for law firms. We already spoke about using content to lure the masses. Also, making content SEO-friendly is a good technique to get traffic. But did you know that online advertising is also an amazing option to get high and relevant traffic to your website? Yes, it is! And hence we will now explore the idea of using online advertising for law firms.

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  • Two Types of Traffic

The online traffic can be classified into two main types, organic traffic and paid traffic. Organic traffic is the free traffic that you receive on your website without any marketing efforts or investments. Paid traffic, on the other hand, is the traffic that lands on your website due to the marketing efforts you take, ads you pay for, etc. Organic traffic are random users that turn up on your website. These people may not actually be your target audience or interested in your services. Paid traffic come to your website based on a planned strategy that only focuses on the people that would be interested in legal services.

Since organic traffic is not in our hands, we can work on getting more paid traffic. A major chunk of the paid traffic comes from your marketing efforts. This includes social media marketing and paid ads. Search engines are the first place where major traffic comes from because that’s the very first page a person looks for anything. If you have noticed, the top and bottom sections of the SERPs are generally occupied by ads. Just imagine how beneficial it would be to use paid ads to get paid traffic.

  • Key Elements of Your Campaign

Online ads are also a form of content that explicitly promote your legal services in a precise ad copy that has a direct promotional message. Each ad has certain key elements that remain the same. Let us take a look at them.

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1. The Offer

If you plan to create an ad that encompasses the complete services of your business, then it’s not right. An online ad when used to promote all the services together can become cluttered and vague. Instead use online ads to promote your current offers. This offer can be a discount on the first consult or simply a promotion of a very specific service such as divorce counselling.

2. The Ad Copy

The ad copy is the written content that is added to your online ad. It is a short and direct message that should not only inform users about what you are offering but also compel them to take action. Also, the message in the copy should strikingly point at the benefits of your legal services to make the offer look appealing.

3. The Design

The design of your ad is the aesthetic appeal of your ad and the structure in which you place every element. Like the example above, it is not necessary that all ads should only be text-based. You could have images in your ad to make them more appealing. The structure of the ad should have a clear heading, the main copy and most importantly, a call-to-action. Without a CTA your ad will just inform people about your services and not compel them to move to the next step.

4. Keywords

Keywords are not only important for your blogs but also PPC ads for your law firm as they help your ads rank well on the SERPs. Google Ads, for instance, has an amazing Keyword Planner tool that helps you find keywords related to your offerings. It is essential that you research these keywords beforehand and add them to your ad copy to target the right audience.

  • Creating Your Campaign

To start using paid ads for your law firm, set up an account on a publishing platform. It could be Google Ads, Bing Ads or Facebook Ads. The good thing about social media ads is that it is generally a part of your business account options. Once you set an account on Google or Bing, you need to identify your audience. Create persona’s of your potential clients and then find the most appealing factor in your legal service for each of these personas. Based on this combination, you need to create campaigns for each persona type as mostly each persona will have a different service requirement.

Now that you have these campaigns ready, you can accordingly use one to target the specific audience for a specific service. Finish up your ads by setting an ad agenda for each campaign. It could be a cost per click ads or cost per 1000 impression ads and so on. Make sure to know all the different online ad models so that you choose the one that is appropriate for your law firm.

Indulge in Email Marketing

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Even though newer advanced methods have been introduced in digital marketing for law firms, email marketing prevails. People may have become more social and chatty, but emails continue to be a part of the computer and mobile phones. Statistics speak for themselves as 86% of professionals prefer to use email for official communication. That is a major part of your target audience as a legal firm. So email marketing is something you cannot ignore. Email marketing is often underestimated by business as a form of follow up medium, but that’s wrong. You can use email marketing for branding, traffic building, retention, engagement and also direct conversions.

Since we have been taking all our marketing concepts back to the conversion funnel, we will do so for email marketing as well. Just like other forms, email marketing can also be used at the different stages of the conversion funnel.

  • Types of Email Marketing

For different stages of the conversion funnel, you have different types of emails that you can use.

1. Service Emails

Service emails are mostly the automated type that are often used by businesses in the preliminary stages of the client-business relation. If a user subscribed to your legal newsletter or left an enquiry about the services offered, such emails are sent as a reply.

2. Engagement Emails

Engagement emails are mostly sent to people whom you have already sent email to at least once. The purpose of these emails is to build a better connection with the audience and make them want to choose or avail  your legal services whenever they need them. Such emails are sent to welcome new subscribers, share gated content that the user subscribed for, share the news about a new legal advice blog, send weekly polls and inform about impending events and contests if any.

3. Persuasive Emails

Persuasive emails are straight out promotional emails sent to the target audience with the aim to promote your services. However, it shouldn’t be overtly promotional. For example, if you send a promotional email talking about the basic format of drafting an official notice, share an example and a call-to-action which leads the user to request the service of official notice drafting. You could also share gated content that needs little investment and ongoing discounts of services.

Some Mistakes to Avoid

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When you plan a comprehensive strategy, falling prey to mistakes is natural. Some of them happen because of lack of awareness while others are just minor slips. Just make sure you understand these mistakes and take measures to avoid them.

Digital marketing for law firms has a wide variety of options. We discussed just a few today. You could even consider social media marketing and affiliate marketing if you are up for doing more for your law firm. The idea should be to choose the types of digital marketing that work best for your law firm and implementing them with a single goal in mind. Do not forget to keep your conversion funnel ready before you start!

Original Source

Digital marketing, sales and technology expert. Public speaker, and entrepreneur. Co-founder of Rapid Boost Marketing. Ali's Lifelong Goal is to help propel and market businesses. Ali brings out of the box thinking to the table because he believes what worked yesterday won't work tomorrow. For him the bottom line matters, but relationships matter the most. His passion is to connect with people and help them market their businesses. Connect with Ali on linkedIn or visit http://rapidboostmarketing.com