Frequently Asked Questions About the Best Website Design and Marketing for Attorneys, Doctors, and Other Professionals
Below are some questions many clients have when they first contact Foster Web Marketing about the online marketing world.
The questions below may address many initial concerns you may have. If you don't find your answers here, you should contact us for answers to any questions specific to your firm.
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Why isn’t my law firm's website getting me business?
There are lots of reasons why your law firm’s website might not be driving the leads, clients, and cases you want. We’ll get into some of those reasons below, but there’s an even better option if you’re looking for answers:
Request a website design consultation with the FWM team. You’ll get expert eyes on your current website, along with personalized guidance on how to make it better—no more searching for generic advice! Instead, you’ll know specifically where you are and what you need to do.
But even if you’re not ready for that, you still need answers. So, let’s talk about 5 of the biggest reasons we see law firm websites fall short of their goals.
1. Your Law Firm’s Website Doesn’t Work Right
There is nothing more frustrating than trying to use a website that doesn’t work right. Your potential clients will give up on trying to use your law firm’s website if:
- Pages take forever to load correctly
- Design elements get in the way
- Links don’t go anywhere
- It won’t work on a phone or tablet
- Buttons and menus are broken
- Contact forms don’t work as intended
Google pays major attention to these kinds of technical issues, too. If you’re not meeting the minimum stands for technical performance, security, privacy, speed, and “crawlability,” you’re probably not showing up in Google searches.
2. Your Website Content Doesn’t Hook Your “Perfect Clients”
High-quality, relevant content is what drives your perfect clients from your website to your doorstep. If your content is thin, irrelevant, sales-y, spammy, full of grammar mistakes, and over-stuffed with awkward keywords, it doesn’t help anyone. At best, you look like you don’t care. At worst, you look like you’re purposefully trying to be manipulative.
It's a bad look for a lawyer. And, ultimately, people just don’t want to stick around on a website that doesn’t help them or answer their questions!
So, think about what your perfect clients want to know and want to read. Use language they understand. Answer their questions with every blog post, article, or FAQ you write. Address the kinds of “micro-moments” that prompted them to land on your website. Develop a content strategy that keeps you on track.
And—this is a big one for turning visitors into leads—make sure you include customized calls to action that show readers how to take the next step.
Sometimes, too, it’s all a matter of how you present the content on your law firm’s website. Do you highlight your best content on your homepage? Do you link relevant articles together? Is your content organized and easy to navigate to?
Put it out there where people can see it and benefit from it!
3. Your Biggest “Goal” Pages Aren’t Focused on Conversion
Speaking of calls to action, your main “goal” pages—like offer landing pages, practice area pages, and contact pages—should be optimized to convince users to click or call. You have to send people to these core pages and ask them to take the next step!
This is honestly the problem that’s at the root of so many under-performing websites. Your website has to help people get from point A (“I need answers!”) to point B (“I need this attorney!”). It has to be focused on conversion. From top to bottom, it should create a logical path for your visitors that ends in the right kind of “ask.”
If you’ve built that path effectively, people will land on your website and automatically start funneling themselves toward those goal pages. And, if they land on those goal pages, you know that they’re interested in your services.
That’s why these types of core pages need to be clear about what people should do, what they should expect after they do it, and why it’s an important step. Then, ask them to take that next step with you!
Of course, it’s also critical that everything on these pages works exactly as intended. So, test them routinely—especially your contact forms. If something is broken, you’re probably missing out on a good chunk of your warmest leads!
4. Your Law Firm’s Website Gives Off Sketchy Vibes
As common as it is to do business online these days, people are still hesitant to reach out over the internet to an unfamiliar law firm. People tend to be sensitive about their legal issues. They don’t want to talk to “just anyone.” They want to talk to someone they feel like they can trust.
So, your website needs to do everything it can to show that you are a trustworthy attorney running a trustworthy law firm.
If your website looks abandoned, outdated, or otherwise off-putting, it’s going to give off the wrong kinds of vibes to your potential clients. Every element of your website should look professionally done. You should make it clear what you do and who you are. Your law firm’s branding should be subtly reinforced in colors, taglines, images, and other design elements. All your information should be current, and you should always have something fresh to offer. These signals matter to people that don’t know you yet.
And don’t forget to leverage what other people have said about their past experiences with you. This is a huge trust signal! Testimonials, reviews, and case results go a long way toward setting new visitors at ease. It’s also a good idea to make sure that your online reputation is positive and consistent not just on your website but across the board.
5. Your Website Lacks Those Little Extras That Make a Difference
Little touches on your website can be big converters, and little problems can be major roadblocks to the clients and cases you want. Along with all the big things we talked about above, you also have to stay on top of the less obvious things that can affect how people feel about you and the actions they’re willing to take on your website.
Almost every element of a website impacts the user experience. Sometimes, it’s the addition of a live chat service or an adjustment in the language or tone of your headlines that makes a difference. Sometimes, it’s adding video FAQs or setting up better lead alerts and tracking for your team.
I won’t lie; it’s a lot to look at. But it’s critically important that you consider EVERYTHING that affects your potential clients when they use your website.
Of course, you don’t have to do all that analysis alone. Want to look at what’s going on with your website with award-winning experts by your side? Request a website design consultation with our team, or give us a call at 888.886.0939.
Is a CRM worth it for a small law firm?
The whole point of customer relationship management (CRM) software is to manage the experience that clients have with your law firm. And, if you think about it, an awesome client experience is really what most small and solo law firms are already known for!
But is the software really worth it? Well, yeah! We sure think so.
Although small law firms handle less volume than bigger firms, they might actually benefit the most from CRM software. CRMs typically come loaded with all kinds of digital tools that streamline, personalize, and improve the relationships you build with your clients. So, in a nutshell, it supports you as you capitalize and expand on what you already do well—and that’s the kind of strategy that gives you an edge over your competition.
Still not sure if a CRM is right for you? Keep reading below to see exactly how and why small law firms are absolutely KILLING IT with CRM software.
Already a marketing-automation enthusiast, but looking for something better? Don’t forget these three CRUCIAL things when you upgrade your law firm CRM software.
Short on Staff? Law Firm CRM Software Is Like Another Employee
Small and solo law firms often find themselves running with a skeleton crew. They employ less staff, or their attorneys might even be doing everything themselves. We all know how hard it is to be an attorney, a business owner, and a marketer all by yourself. And that’s exactly why a little bit of software can make a HUGE difference.
When you have a CRM, it’s like having an extra employee in the office that takes charge of new leads, collects contact information, and notifies you that people are coming in. It sends email sequences right on time, to the right people. And it solicits feedback that keeps you on the right track with your clients and referral sources.
Just like a well-trained employee, a well-trained CRM can carry out the tasks you know you need to do—exactly the way you want them to happen. And, if your ideas don’t work out the way you’d hoped, it’s easy to make on-the-fly adjustments that will make it all work better.
Imagine what you could do with just one employee that is dedicated to improving your relationships with clients and referral sources. Now, imagine that employee is working for you 24 hours a day, 7 days a week, and never takes a day off.
That’s the power of a great CRM!
Leads Getting Lost in the Shuffle? Law Firm CRM Software Puts Them Right in Front of You
There’s no doubt that an excellent, personalized client experience is one of the biggest selling points for small law firms. But that’s pretty tough to keep up consistently, especially as your law firm grows. Leads slip through the cracks. Promising contacts fall off because they don’t hear from you and don’t get the follow-up communication they need to make a real hiring decision. It can be a big mess, even when you have the best intentions.
And, yes. CRM software notifies you of the leads that come in, leaving fewer contacts hanging. That alone can be a big relief for a small but busy law firm. But CRM software also does a whole lot more to keep you engaged with great leads.
CRM software is all about managing and nurturing your leads and contacts. You can easily create, edit, import, and export your contact list—no matter how big or small. It’s easy to update contact information, tag contacts, and create groups without the need to maintain separate lists.
So, you want to send an email blast only to past clients? No problem. You want to send an email blast to everyone BUT your past clients? Also, no problem.
With custom email templates and automatic scheduling, you know your email sequences, blasts, and campaigns are going to the right people at the right time. So, ultimately, a great CRM saves you time and automatically keeps you top of mind with the people that matter most. It reduces redundancy and “busy work,” so it improves your overall efficiency. You know when you have a lead. You know that lead is already getting emails that educate them and introduce them to your law firm. You can rest assured that each new contact is funneled in the right direction, and you don’t have to write every email or make a personal call to keep it all going.
And that’s really the beauty of it. CRM software takes a lot of the work off your plate in the background while making you look like a total pro to your existing clients, referral sources, and potential clients.
Not Sure If CRM Software Is for You? Track Your Performance and See for Yourself
Our CRM is backed by all the power of DSS, so you never have to wonder if your investment in a CRM is worth it. Instead, you can track it for yourself!
You can track your leads and monitor your performance, all from the same place. You can easily see the number of opens, opt-outs, and clicks from your email campaigns, and you have access to other tools that give you essential insight into what’s working best for your practice.
And, even more importantly, the DSS CRM makes it simple to create and deploy customer feedback campaigns. All the numbers and data aside, that genuine feedback from your actual clients might be the best and most important indicator of success you can get.
Find Marketing Automation Software That Makes You Even Better at What You Do
Ultimately, great CRM software streamlines contacts, communication, and client acquisition, while helping you manage the relationships you build with your clients and contacts. It’s a little thing that can boost small law firms, build up their relationships, and grow them into bigger firms. And it can do it all with less juggling, less stress, and fewer new leads getting lost in the mix.
Ready to see what a powerful CRM can do for your small law firm? Request a DSS demo or call 888.886.0939, and let us know that you’d like to see our CRM in action!
How much do lawyers spend on marketing?
It’s hard to grow your law firm if you’re not marketing it. It’s hard to pay for marketing if you’re not getting a lot of clients and cases. It can feel like a terrible catch-22 situation. And it leads a lot of lawyers to ask, “well, just how much SHOULD I be spending on marketing, anyway?”
That’s probably why you’re here right now! And, while there is a real answer to this question, there are some things we should talk about first.
Your Marketing Budget Should Match Your Law Firm and Your Goals
The size and age of your law firm, the types of practice areas you cover, your location—all these things impact how much you should spend on marketing yourself. For example, a growing personal injury law firm might need to spend more on marketing and lead generation than an established corporate law firm does. A hometown law firm will likely spend less on marketing than a similar law firm in a big, competitive city. So, you need to think about those kinds of factors and adjust your budget accordingly.
It really comes down to your goals. How much do you want to grow? What areas are you trying to develop?
And, even more importantly, is your law firm ready to handle it if it works?
“We have never been this busy before. It’s even a joke around the office: ‘Stop the marketing! We’re getting too busy!’ Busy in a good way, though.”
Simone may be joking in the quote above, but there is a legitimate concern there. If you get too many new leads too fast, and you don’t have systems in place to be ready for them, it could turn into a big problem. A hundred new leads won’t help you if all of them have a terrible experience on your website or with your firm.
You might be ready to go fast and furious, or you might need to start more slowly and work up to a bigger push while you improve your intake systems or follow-up campaigns. You might be better served by improving your law firm website or finding marketing automation software you like before you go crazy with new campaigns or ads.
In other words, the foundation you’re working from will impact how much you need to spend and when.
And, finally, lawyers have all different kinds of marketing approaches. A bigger or smaller spend doesn’t always correlate directly to their actual success in marketing their law firms. So, chasing their numbers won’t necessarily give you the same results. Instead, you have to choose your marketing budget with YOUR goals in mind.
So, with all that out of the way, how much SHOULD lawyers spend marketing their law firms?
How to Nail Down a Working Number for Your Law Firm’s Marketing Budget
The general wisdom is that businesses should spend between 3 and 18 percent of their revenue on marketing. For law firms, in particular, we can actually narrow this down even further and say that it’s between 7 and 10 percent of your revenue.
Depending on the other factors we talked about above, that might be a little more or less. If you want to make a big push, go a little higher. If you just want to maintain, go a little lower. But between 7 and 10 percent is a good place to start working from.
So, let’s say a law firm with an annual gross revenue of $250,000 has decided they need to reinvest about 8 percent of that into their marketing. That turns into a monthly marketing budget of about $1,667.
Or, let’s say a law firm with an annual gross revenue of $900,000 wants to put 9% of that into marketing projects. That turns into a monthly budget of $6,750.
Typically, law firms that push that number a little more—by maybe $1,000 or $2,000—outperform law firms that undercut it by the same amount.
Ultimately, you may not actually be saving money by shaving little bits off your marketing spending here and there. Instead, you could just be shaving off your future profits! So, choose your budget carefully, and be ready to adjust it over time.
And here’s another important note: if that reinvestment into your business isn’t increasing your business, then don’t make the mistake of quitting marketing altogether. Again, it’s tough to grow a business that you aren’t marketing or letting people know about. So, don’t give up. Just get more focused on what’s working for what you want to achieve.
If you aren’t focused enough on the right goals or don’t know what you’re trying to achieve, it won’t matter how much you spend on your marketing.
Track the Return You’re Getting From Your Investment
The whole point of putting money into marketing is to make more money later. So, you need to have a finger on the pulse of your marketing. Is it working? Are you getting more leads, clients, and cases? Are there ways you can leverage what’s already successful for you? Are there better ways to do what didn’t work out as well as you planned? Don’t be afraid to ask questions or work with experts. To be a great marketer, you always have to be ready to adjust your tactics and push your knowledge further. You can’t ignore it all and expect it to work!
You want to put your biggest focus on the things that bring in the best clients for your firm. That might be a referral campaign. That might be creative videos or educational content or email outreach. But don’t totally neglect the little things that build your branding and trust with potential clients.
You want to ensure you’re nurturing your existing list AND putting out lots of lines for new leads. Together, that’s how you keep tons of great clients in the pipeline. It’s a bit of a balancing act, and that’s all the more reason to know what’s going on.
Not sure what’s really going on with your law firm’s marketing? We have answers. Request a free website analysis to find out why your marketing isn’t as effective as you need it to be, or give us a call at 888.886.0939 with your questions.
How do I get more law firm reviews?
Getting great online reviews is tough, especially for law firms. People who will enthusiastically review a retailer or product might not feel as comfortable leaving a review for legal services. And that sometimes means that the people most motivated to leave reviews for law firms have had the worst experiences. So, it’s really no wonder lots of attorneys struggle to get reviews.
But it doesn’t have to be that way. If you sit down, think out a solid law firm review strategy, and make it a real goal to get on top of your reviews, then you will. You just have to find the right ways to motivate your clients and partners and then make those techniques a regular part of the marketing you do.
In the dark about how to get a review strategy going? It’s actually not as hard as you might think. Below, let’s go through some of our favorite ways to do it and talk about how you can make those techniques work for you.
1. Make It Easy to Leave a Review for Your Law Firm.
A big part of getting great reviews is taking down the barriers that slow down would-be reviewers. You have to make it easy! You can’t force people to leave reviews, but you can point them in the right direction and seed the idea in their minds. Sometimes, that’s all it takes!
Get started by choosing a few review platforms to focus on. You want people to have some options, so you might go with something like a mix of Google My Business, Facebook, Yelp, and Avvo or other legal directories. Claim your profiles on the platforms you choose, and fill out those profiles completely.
If they allow photos, images, or links back to your website, take advantage of it! You want each profile to look great and really show off the brand personality of your law firm.
Once your profiles are claimed and ready, let people know that you welcome their reviews. Tell them on social media. Link to review sites on your website. You might even want to create a dedicated “Rate Us!” page on your website that calls people to action and puts the links to popular review sites right in front of them.
2. Automate the Ways You Ask Your Clients to Leave Reviews.
You should ask people to leave reviews if you want to get reviews—that’s fairly obvious. But finding the right moment to do it, or even remembering to do it, can be tough. That’s why so many attorneys that have successful review strategies automate the process with law firm CRM software. Whether you’re creating customer feedback campaigns, tracking and managing your leads, adding review links to existing campaigns, or just keeping your contact list in order, you’re going to find it a LOT easier to stay on top of if you have the right software to automate it.
You shouldn’t totally automate your review strategy, though. There are still some parts of a great review strategy that require a personal touch.
For example, you know which clients are happy with your service. You know those clients are usually happiest right after their case is resolved. So, when you wrap up a case with a happy client, ask them if they would like to leave a review for your law firm. You might be surprised how willing people are to leave a positive review if you just ask—so, make it a habit.
It's also a good idea to ask for reviews somewhere in your regular communication with clients. Make it a routine part of your customer service contacts. Add some review links at the bottom of your regular emails. Ask for reviews in your newsletter and any print mail you send out.
These little things can make a big difference without a lot of sweat!
3. Respond to All the Reviews Your Law Firm Gets.
You should respond to every review your law firm gets—good, bad, and everything in between. This shows people your law firm is alive and attentive, and it shows you care about the client experience, even after the case is resolved.
For a positive review, this can be as simple as, “Thanks for your review! We loved working with you!” Don’t copy and paste the same response every time. Instead, mix it up and make it sound genuine. No one wants to feel like they got a “canned” response.
For a negative review, responding can be a little bit trickier. Make sure you get the facts and understand the situation before your office responds. Who worked with that client? Why are they unhappy? With the facts in mind, acknowledge the issues the reviewer brought up and direct them to offline ways to resolve their issues. Keep it short and simple, and don’t get lured into an argument.
Find out more about how to respond to a negative review.
4. Get Everyone in Your Law Firm on Board With Your Review Strategy.
You might know what you need to do to get great reviews. You may have already implemented automated email campaigns and wrap-up scripts that should generate reviews. The truth is that none of that stuff actually matters if the rest of the people in your law firm aren’t on board with what you’re doing.
So, get everyone involved. Tell everyone that your goal is to get genuine reviews from happy clients. Be clear about your expectations for making it happen. Enlist a friend to pose as a new client, and verify that the experience of your “secret shopper” is as excellent as it should be.
And don’t forget to let everyone on the team know when those great reviews come in! Seeing the fruits of the labor makes everyone feel good—and it keeps everyone motivated to keep up the good work.
Need some inspiration? Here’s just one example of a law firm that built up its review generation strategy into a huge success.
Get Your Law Firm Review Strategy Started, and Watch It Take Off
Once you have lots of 4- and 5-star reviews coming in with a consistent strategy, it’s all gravy from there. Potential clients use those reviews to make their hiring choices, and they’re more likely to join the positive voices singing your praises if there’s already a sizable choir out there.
It's definitely worth the effort! Law firms that improve their review strategies usually also enjoy an increase in leads, referrals, search rankings, and brand visibility. You just can’t beat that.
So, what are you waiting for?
Find out how to encourage more reviews with DSS, or join us for a free DSS demo to see it in action. You can also give us a call at 888.886.0939 to talk about how our team can make review generation a breeze for your law firm.
How long does SEO take to kick in for a law firm?
You’ve just launched a new website for your law firm, or you’ve just started dipping your toes into law firm SEO. Are you getting impatient to see the fruits of your labor?
The truth is that it typically takes around 6 months to a year for attorneys to see the biggest gains from a new SEO strategy. But it doesn’t necessarily stop there—as long as YOU and your marketing team keep it going.
And, truthfully, this is where a lot of attorneys go wrong with their SEO. They get impatient!
While you might see some positive changes within a matter of days or weeks, it’s truly a case of good things coming to those who proactively wait.
Why Faster Isn’t Always Better for Law Firm SEO
SEO feels like a science. It feels like you should be able to plug in the right keywords, turn the right knobs, and get a great result as soon as you “turn it on.” And that’s kind of the way it used to work, years ago.
But modern SEO is a lot less black and white. There is a lot more to keep track of. You’re usually trying to be seen for lots of longtail, natural-sounding keywords and phrases. You’re working a lot harder on little things that increase your reputation and authority. You’re working on getting things just right on the technical backend of your website. You’re competing with more law firms for your perfect clients’ attention. It’s about a lot more than getting to Page One with whatever the biggest, most obvious keywords are for your law firm. It’s frankly a lot more confusing than it used to be!
All that additional complexity slows things down—and, in some ways, that’s really a good thing.
Even Google raises an eyebrow at sites that gain too quickly in the rankings. Why? Because it assumes you’re doing something you shouldn’t be doing. Just like I said above, that’s just NOT the way SEO works these days!
Your goal with SEO isn’t to race to a predetermined endpoint and then relax. Instead, you’re building up a complex strategy and constantly monitoring and adjusting it to keep it going and make it better. No matter how much you do or how skilled your law firm’s SEO partners are, there will not be a point where you can just rest on your laurels. You have to stay fresh and keep moving if you want to keep a stronghold on your search domination. Scammers and tricksters get flushed out with each new Google update, and earnest lawyers that provide what their potential clients want slowly move up.
Think of that first year as the time you spend EARNING your rankings and wins. Google knows it takes time, and it doesn’t want to push sites to its own users that aren’t up to its standards.
So, it’s really not about how fast you can get there; it’s about sustainability and the quality signals you send over time.
What Can Attorneys Do to See SEO Results Faster?
The most effective SEO strategies right now are a cocktail composed of:
- Technical SEO—you know, things like keyword research, optimization, search-crawler friendliness, etc.
- Consistent, high-quality content
- Clean backlink profiles
- Ongoing maintenance of all the above
So, if you want to speed up your results, make sure that your content strategy is on point. Play by Google’s rules and follow its guidelines for speed, structure, security, and other best practices. This will clear out a lot of bumps in the road that would otherwise slow you down.
Other things you’re already doing to market your law firm can support your SEO efforts, too. Community outreach, PR opportunities, social media involvement, your review strategy, and even email and newsletter outreach can pump up excitement and word-of-mouth referrals. And all those things can give Google more subtle signs that your brand is trustworthy and that your site is hitting all the marks for your perfect clients.
It won’t guarantee you faster or bigger wins, but it sure will support those goals and put you in the best position to achieve them.
Staying on Top of the Things You Can’t Control
Of course, there are things you can’t control that can and will impact how fast your law firm’s SEO strategy gains traction. The quality of the sites you’re competing with matters. The age and authority of your current website matter. Google’s constant algorithm changes matter. But that’s one of the big benefits of working with a skilled SEO partner who can explain the lay of the land and warn you when big changes are coming.
Ultimately, you don’t WANT to see huge, sudden gains that disappear as fast as they appear. That’s usually a bad sign. Instead, what you really want to see are steady gains in traffic and conversions over time. It’s totally normal to see a pattern of fast growth in the first year, followed by slower but steady growth after that. This pattern shows your progress as you trample over poorer quality sites in the beginning before going head-to-head with stronger competition on your way up to the top.
And the best part is that, if you maintain it, your SEO strategy only gets more powerful. It might start slow or feel like it hits a plateau from time to time, but it’s really getting exponentially stronger in the long run. You’ve heard us say it before, but it’s a whole machine that runs faster, better, and more efficiently as you work on it.
Not getting the results you want from your law firm’s SEO efforts? Not sure why it’s taking so long to see results? Join us for a free website analysis, and let’s take a look under the hood together.
Should I work with multiple law firm marketing companies?
If you’re marketing a law firm right, then you’re probably spinning a lot of plates. You have to keep up with your website, SEO, email campaigns, content creation, paid ads—the list goes on and on. It’s a lot to keep track of, so most successful law firms end up hiring a company to keep track of it all for them.
And that’s great! It makes sense to bring in the professionals when you want professional results!
The problem is that some law firms can’t stop there. They keep hiring MORE law firm marketing companies—and that’s dangerous.
I do understand the impulse, though. It seems like getting more companies involved will improve the kinds of results you’re getting. But here’s the thing.
If you don’t like the results you’re getting from one marketing company, is it really a good idea to add more law firm marketing companies to the mix?
Chances are that you don’t need a mix; what you need is a switch.
Now, to continue the pattern of answering your question with more questions, I’m going to ask you two more questions below. But I think that, by the time you’ve thought through both of them, the answer to your question will be crystal clear.
So, let’s get into it!
Question 1: Why Do You Want to Hire Multiple Law Firm Marketing Companies?
Generally speaking, it’s a bad idea to hire more than one marketing company. I won’t bore you with a long list of reasons here. Instead, I’ll just break it down into simple math. You won’t make more money by hiring someone to do something someone else is ALREADY doing.
So, you need to think about why you’re even thinking about adding someone new. What is motivating your search?
Are you doing SO well that you’re riding on the high and want to do even better? Hiring another marketing company or two for your firm isn’t likely to boost your success. Instead, it’s likely to cut your results in half or wreck them entirely. Think about it—you’re just asking someone new to come in and get in the way of the pros who are already killing it for you. It’s a “grass is greener” or “fear of a better option” mentality, and it will keep you chasing your tail forever.
Of course, it’s more likely that you’re on the hunt because you’re not getting results or hitting your goals. First, you need to look at your expectations. Are you being realistic? Great marketing takes time, and no ethical company can guarantee overnight results. You want to see small and steady improvements. You don’t want to see sudden and drastic results that quickly fizzle out.
With that out of the way, you need to question why you’d rather pay for more than one marketing company than make a clean break. Are you worried about losing the work you’ve already invested in your marketing? Are you afraid the company you’re working with will retaliate or hold your website prisoner? Don’t give in to the fear. You’re going to be better off moving to a new marketing company that you CAN trust and that WILL help you make the move.
Question 2: How Will Adding Another Marketing Company Actually Benefit You?
If the answer is, “I don’t know,” let’s stop and dig a little deeper.
Is it because you don’t have the time to oversee your marketing? Hiring another marketing company just means you’ll have two sets of marketing strategies you don’t have time to deal with. Instead, you might be better served by hiring an in-house marketing manager that can work directly with your law firm marketing company.
Is your current marketing company too limited in what it can do? This is a tough one. Sometimes, it makes sense to work with another company to do something VERY specific, like sending out your print newsletter or developing a book for your law firm. HOWEVER, if you’re running into lots of limitations with your current marketing company, you might have to face the fact that you’ve outgrown them. It will save you time, money, and frustration if you hire a single, more substantial company instead of trying to piecemeal tasks between two companies.
Your Results: SHOULD You Work With Multiple Law Firm Marketing Companies?
Now that you’ve mulled it over, what do you think? Do you still think more equals better?
Probably not. In my experience, law firms get much better results by sticking with one marketing company at a time. It gives them a chance to see what that company can really do, and it gives them the focus and clarity it takes to capture the wins they want. Even more importantly, they avoid the disastrous situations that arise from having too many people in one place trying to do the same thing a hundred different ways.
That’s never the better option!
Having trouble pinpointing your problems? Developing “trust issues” with law firm marketing companies that just confuse and use you? Give us a call at 888.886.0939, or request a free marketing analysis. You’ll leave knowing more about YOUR marketing, and you’ll be armed with the information you need to make wise decisions.
How do I get more law firm leads?
Every law firm wants more leads. That’s probably why you’re here!
- The best way to get more leads for your law firm is to understand the leads you want to attract.
- Your best potential leads probably aren’t searching for the terms you think they are.
- Your best potential leads are looking for the right answer in the right moment.
- Your best potential leads are waiting for you to ask.
If you aren’t getting leads, you obviously want more leads. If you ARE getting leads, you probably still want more leads. And if the leads you’re getting aren’t good for your law firm, then you probably want more BETTER leads.
And it’s only natural—those leads turn into clients and keep your business growing!
Of course, if you do a Google search for “how to get more law firm leads,” you’re going to see all kinds of advice out there. Most of that advice comes in list form, and it covers all kinds of specific marketing modalities and things you can try—from emails to content to PPC.
And, sure, there are lots of little improvements and tweaks you can make to all those facets of your marketing that will help you get where you want to be. But, for all that overwhelming advice, what I want you to do is step back and look at the big picture. There’s really only one “perfect” way to get more “perfect” leads for your law firm:
You have to understand your leads and apply that knowledge strategically.
What Law Firms Think Their Best Leads Search for Versus What Leads ACTUALLY Search For
If you want to improve your law firm’s leads, take a look at the keywords you’re using to draw them in. As it turns out, people may not be searching for the kinds of words and phrases you THINK they’re searching for. For example, if you’re already a little savvy about digital marketing, you know that most people searching for a lawyer won’t type in terms like “atlanta personal injury lawyer” or “product liability attorney.” They’re a little too technical, and they’re terms that probably aren’t on your average new client’s radar.
The next piece of advice is usually to use simpler words and phrases to describe what you do. But here’s what might really surprise you—your potential clients probably aren’t searching for plain-language phrases, like “car accident lawyer” or “slip and fall lawyer” or “traumatic brain injury lawyer,” either.
Instead, you have to really get into the mind of your potential clients. You have to think about why they’re searching Google for answers. You have to think about what motivated them to do so. And you have to think about how they communicate those concerns BEFORE they know a lot about it.
And what are people REALLY searching for?
They are not searching for generic terms. They are not searching for neatly packed keywords. Instead, they’re searching in their own words for what they think they need at the stage they’re at. That means they are more likely to type in searches like “do I have whiplash” or “football helmet injury” or “bicycle head injury” or “fell in parking lot what to do.” In other words, they are searching for things that accurately describe the problem as they understand it.
So, it’s not really just about getting specific with the keywords you use in your content—it’s about getting specific in a way that your perfect client can understand and relate to. Remember, you can’t talk AT people; you have to talk TO them.
Think about it—lots of people don’t know the terms “TBI” or “traumatic brain injury” until AFTER they’ve received treatment and called an attorney. That means a fair number of the leads that do come from those keywords are likely people who have already started taking steps to solve their problems. They may even already be in communication with several other law offices! That’s why it’s almost always going to be better to capture those leads on their first search, not when they’re already 5 or 8 searches down the line.
Website content that speaks to your perfect client’s or first-time searcher’s needs will drive better leads than content that focuses on a generic keyword. And you’ll probably also find that kind of insightful and highly targeted content is much more likely to rank highly in search.
Make sense? Here are some other ways to get more readers for your law firm’s website content.
You don’t have to guess what people are searching for when they search for you. Instead, here’s a quick and easy way to see what kinds of search terms real people are using to find your business:
In your Google My Business console, go to Insights, and take a look at this:
On the left, you can see where viewers are coming from and if they got to you on desktop or mobile. This is great information that gives you more insight into how to create and structure your content.
On the right, you’ll see the top search terms real people have already used to find your business. (Just click on “see more” at the bottom to see more than five.)
Let me stress that these are real words and phrases that real people have already typed in! You know for sure that those search terms sent them to your business profile, and that means you know that they really work.
The only way to convert searchers into leads is to bring them to your website, and the only way to bring them to your site is to create content that speaks to them. So, don’t take wild guesses.
Instead, look at how people have found you already and make strategic decisions based on what you know.
Worry More About “Micro-Moments” and Less About Traffic
It’s great to get traffic to your website, but it’s not about just bringing in “more.” Ultimately, you’re not really trying to get lots of traffic with your website; you’re trying to speak to a micro-moment.
You want your website to resonate with that one person out there with a million-dollar case who needs your help. If you go too general or broad trying to capture a ton of clicks, you risk missing that one click out of all of them that actually matters. It’s the click that creates a relationship, makes another happy client, and increases your revenue. So, stop focusing so much on the hundreds of other clicks that don’t go anywhere.
When you look at your website traffic data, you need to take a hard look at what kinds of user behaviors those numbers represent. For example, you don’t necessarily just want a huge number of new visits. You want to see return visits, as well. Those return visits mean people are finding that page on your website and saving or bookmarking it to come back to later. That’s a good sign that you’re providing something useful to people that keeps them engaged and coming back for more.
It’s also worth looking at how many pages people go through when they visit your law firm’s website. The truth is that more isn’t necessarily better here, either. If people are digging through a lot of pages when they land on your website, it might mean they aren’t finding what they need on the first page they visit.
For example, if someone searches for “football helmet injury” and lands on your main TBI practice-area page, they’ll have to go digging on their own for a more specific answer. If someone searches for “football helmet injury” and lands on a blog post about football helmet injuries, then it immediately speaks to their needs, meets the micro-moment, and answers their questions in a relevant and specific way.
That’s a much more helpful and memorable experience!
Motivate Potential Law Firm Leads to Take Action Before You Lose Their Attention
You’ve probably heard that you should include “calls to action” (CTAs) in your content and on your website—and that’s absolutely true.
The catch here is that you can’t just copy and paste a generic blurb with your phone number at the bottom of every page. That’s not going to work well! Instead, all your CTAs need to be unique and robust. They should ask the reader or viewer to reach out. They should tell people how to take the next step. They should guide people along in their customer journey and move them toward a relevant goal.
Your CTAs should be just as interesting and compelling as the “meat” of your content!
Keep in mind that placement matters, too. You want your CTAs to be in front of people when they are ready to act or unsure what to do next. For example, you might want to put your CTA near the bottom of a whitepaper or long-form article because people tend to read that kind of content all the way to the end. However, on your shorter blogs or FAQs, you might want to put your CTA “above the fold” or at the halfway point because lots of people will quickly scan through that content and cherry-pick the bullet points. Go ahead and get the “ask” in before you lose their attention!
Ultimately, you can’t be afraid to ask people to take the next step. You can’t leave them hanging and wondering what to do at the critical points when they’re ready to act. You have to put it out there, and you have to try to make a connection.
Even if it’s just a well-placed contact form, people will appreciate the nudge in the right direction, at the right time.
Add a Little to a Little and You Get a Whole Lot
Understanding how your perfect clients find you and why will take you a long way, but only IF you use that understanding to adjust your law firm’s marketing strategy in smart ways. There is absolutely no silver bullet that will magically get your law firm more leads. Instead, there are just lots of different things you can and should do to move the needle ahead a little further.
If you can find a niche where you’re already doing well, boost it. Maximize what you’re getting out of your efforts BEFORE or ALONGSIDE doing something totally new. The more strategized each piece becomes, the more powerful your overall marketing machine will get at attracting the leads you want.
And, hey, if you want some pro insight into where you can lean in to get the most out of your efforts, schedule a free marketing analysis. You’ll get a quick breakdown of where you are, where you could be, and how you can get there—and that’s everything you need to get started on a path to success.
How important is loading time for law firm websites?
The “loading time” on your law firm’s website matters a lot more than you might think—and only a matter of seconds can make a HUGE difference. Research from Google as far back as 2016 shows that, as page load time increases from 1 second to 5 seconds, the probability of bounce increases by 90%. And it gets worse as load times get slower:
- 106% probability of bounce as loading time increases to 6 seconds
- 123% probability of bounce as loading time increases to 10 seconds
Does that give you an idea of how important loading time is for your law firm’s website? We’ll get into this a little deeper below, but you should know that it’s not JUST potential clients bouncing away from your website that you have to worry about.
At the end of 2020, Google announced that its new page speed criteria would go into effect in May of 2021. While Google has been interested in loading time for a long time, this shift makes it even more important for your website to load quickly. Fast websites will be favored in the ranking mix, and you’ll need to get your loading time under 3 seconds to avoid problems.
What does all that mean? While loading used to impact your rankings a little, it will soon impact your rankings A LOT. So, in terms of importance, it’s now up there with other major factors like backlink health and relevant content.
Loading time isn’t the only measure of your website’s success. Check out the 5 most important metrics for your law firm website, or give us a call at 888.886.0938 for more answers about your website’s performance.
Why Do Visitors to My Law Firm’s Website Care About Loading Times and Page Speed?
Most of us perform at least a handful of Google searches each day. And most of us have clicked on a result only to be met with a blank or broken page that seems to be hung up while it loads.
In that moment, how often do you wait for the page to load? How often do you instead click back to the search results to try a different page? Are you more or less patient with a page’s speed when you’re using your phone to view a website?
If you’re like most people, you probably click away pretty quickly. And, even if you don’t, you start your interaction with that website already frustrated.
Your website is the first impression many of your potential clients will have of your law firm. If it loads so slowly that they get impatient, then they won’t see the experience you worked so hard to create. They won’t see your homepage or click through your compelling content. Instead, they won’t see anything but the “back” button as they click away to a faster competitor’s site.
This is why your website’s loading time has such a big impact on your traffic, leads, and conversions. Even speeding it up by a second or two could have a dramatic effect!
Why Does Google Care About Page Speed?
Your potential clients aren’t the only ones paying attention to how fast your law firm website loads. Google wants to provide a good user experience for its own users, so it favors websites that will make users happy and helpfully answer their search queries. Law firms that provide a thoroughly excellent website user experience rise in the rankings; law firms that don’t will fall.
While there are lots of facets to that “user experience” in Google’s eyes, page speed or loading time is a part of it. And, just like your potential clients, Google wants you to serve up website pages that quickly load and become interactive for the user. Google doesn’t want to send its users to slow sites that people get frustrated with and “bounce” away from—it’s not good for their own business!
While page speed has been a part of the ranking algorithm for a while, Google is putting much more weight on it in 2021. Starting in May, slow loading times will have a much bigger impact on your overall ranking than ever before. So, you need to take the speed of your website seriously!
Get Back to the Basics With Your Ranking Factors
Ultimately, Google rewards the things that make your website better for your perfect clients—and you can’t really go wrong with that. After all, Google has access to a huge amount of data about user behaviors online, and they set the pace for all things search-related. It’s up to you to use what they know to your advantage!
Nailing the new page speed criteria set by Google has everything to do with the foundation your website runs on and how you use and optimize the heftier elements on each page. And, since page speed isn’t the ONLY thing Google is looking at it, it’s also an excellent time to improve other core ranking factors, too. Remember, it’s not just fast sites that rise to the top of search; the real winners are fast sites that go the extra mile to give their “perfect clients” exactly what they want.
Ready to get back to the basics and build a speedy site that delivers for YOUR perfect clients? Schedule a website design consultation with our team, or give us a call at 888.886.0939 with your questions.
How to Make the Most of the Thank You Pages on Your Law Firm’s Website
It’s polite to thank your potential clients when they download your book or reach out to your law firm. But, if your thank-you page is too simple, it can leave your potential clients hanging at a very critical moment.
And no one wants to disappoint a curious potential client right after they’ve taken the first step!
Sure, it might seem like a small thing. However, the thank-you pages on your website can be so much more, and they can do so much more for your business. The trick is to apply some smart strategy to the small details, which we’ll get into below.
With this advice and a little effort, you can maximize what your website’s thank-you pages can do and put more of your fresh leads in a hiring mood.
Hey, by the way, your thank-you pages aren’t the only little details that matter on your website. Check out these 7 small details that really pack a punch in law firm website design.
Wait! What’s a Thank-You Page?
On most websites, visitors are directed to a thank-you page directly after completing a goal, like requesting a book, signing up for a consultation, subscribing to a newsletter, or otherwise filling out a contact form. The thank-you page typically thanks the visitor for reaching out and delivers the offer requested (or tells the visitor when and how it will be delivered).
While that’s the most basic idea of what a thank-you page is, the reality is that it’s not quite enough. Keep in mind that this is the first thing that someone will see after deciding to reach out to you! They’ve taken their “customer journey” to the next level, which means it’s a perfect opportunity to really show them what you and your law firm are about.
So, don’t just use your thank-you pages to say thanks! Below, we’re going to talk about five ways to really make the most of the thank-you pages on your law firm’s website.
Tip 1: Link to the Best Content on Your Law Firm’s Website
If someone is interested enough in your law firm to fill out your contact form, then they’re probably going to be interested in your website’s best content. A thank-you page is the perfect place to suggest some further reading that might answer questions, inform, or otherwise be relevant to the requester’s needs.
Think about your very best blog posts, FAQs, and articles. Choose a few that are relevant to the offer the thank-you page is linked to. Thank your potential client on the page and point them toward those resources. You’ll increase engagement, build a stronger connection, and provide an awesome user experience—and all you did was add a few extra links to your standard thank-you page content!
Tip 2: Tell Them About Your Other Relevant Offers
You don’t have to stop with blogs, FAQs, and articles. The thank-you pages on your law firm’s website are also a great place to point to your books, offers, law firm newsletter, webinars, local speaking engagements, and other “extras.” Make sure the offer is relevant enough to make sense on the page, and make it clear if you will be sending them newsletters or emails in the future.
Pointing freshly converted visitors to another relevant offer on your thank-you page is like a little “upsell” that comes at just the right moment. Your potential client gets the heads up about other offers that might be helpful to them, and you get a stronger and more informed lead.
Tip 3: Ask for Feedback
People like it when you ask their opinions, and feedback from potential clients that are actually using your website and interested in your law firm is like gold. So, make the most of your thank-you page by including a survey or an invitation to submit comments.
You can make this even more powerful if you ask questions in your thank-you page content that encourage people to answer. For example, you might ask, “how was your experience on the website?” Or you might ask, “how do you feel about video consultations?” It just depends on what kinds of feedback and information from your potential clients is most valuable to you. Be sure to also let them know where to click or call to leave their comments!
Tip 4: Ask Them to Refer a Friend or Family Member
Lots of law firms get their best clients and cases from word-of-mouth referrals, but not a lot of law firms actually ask for those referrals. In the moments after someone has requested something from you, it’s more likely that they’ll be willing to:
- Do something that helps you, like sending a friend your way
- Tell their friends that you are offering something that might help them, too
So, it’s the right time to ask! You don’t have to get complicated with it or sound like you’re begging for clients. Instead, it can be as simple as saying, “If you found this offer helpful, share it with any friends or family members that could use it.”
Doing something like this on your thank-page is a truly easy way to multiply the power of each lead you get through your offer forms. Plus, it makes your potential clients feel good when they can share the “insider knowledge” they learned from you with other people they care about!
Tip 5: Link to Your Social Media Pages
Follow up your gratitude with links and buttons that welcome people to get involved with your social media pages. Make it easy for people to share your offer with their friends and family on the most popular sites, and invite people to “like and subscribe” with your brand around the Web.
Whether it’s YouTube or Facebook or Twitter, most Americans spend a big portion of their time each day on social media sites. Adding social media signals to your website reinforces the idea that your law firm is real and ready to help. Plus, it gives your freshest leads an easy way to get to know you better and get involved with your brand!
Create Thank-You Pages for Your Law Firm Website That Put Your Leads in a Hiring Mood
Thank-you pages are simple but very powerful. They constantly work for you in the background, while consistently multiplying the power of your campaigns and putting your leads in a hiring mood.
But keep it simple! Don’t bowl people over with thank-you pages packed with ALL the options above. Instead, test out one or two ideas at a time. You can track and measure what works best for the types of potential clients you attract, and you won’t overwhelm visitors with all your enthusiasm at once.
Need to create a thank-you page that rocks? Schedule a website design consultation with our award-winning team, and let’s start talking about your ideas.
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