Your website is accessible to anyone with an internet connection, but you don't want just anyone on your website. Use directories, backlinks, social media, and targeted content to drive local traffic to your law firm.
Your firm has spent valuable time and resources constructing an attractive and functional website. A quick glance at your analytics will tell you how much traffic you're getting. If your traffic is low, don't worry. There are plenty of law firm marketing strategies that drive local traffic to your website and your phone line.
First, let's consider how web traffic benefits you and where it comes from:
Web Traffic Comes from Multiple Sources
You can drive web traffic through print ads, digital ads, social media, and email campaigns. However, you want a good chunk of your page views when potential clients search online. This is called organic traffic. If you aren’t, you may need to adjust your website so it speaks to search engines. This is called search engine optimization, or SEO.
There's plenty of information out there on how to do this because it's an important process in law firm marketing. Entire businesses revolve around legal SEO. You start by picking keywords, which represent the search queries of your ideal customers. Use a mix of short keywords that get high search volumes and long, specific ones.
For example, you'll have a rough time ranking for "criminal attorney," even if you use the keyword often on your website. However, if you're a criminal attorney based in Sacremento, you may be able to rank for "Sacremento criminal attorney." Ranking for this will help you drive local traffic.
Create a blog and optimize each post to rank for a specific keyword. Blogging creates more pages that search engines can index. Over time, you'll have a full catalog of content. You'll also be competing for a wide range of important keywords.
Regardless, the internet is a large and crowded place these days. SEO is important, but local traffic can come from a variety of sources. Here are four law firm marketing strategies that can help you drive more local traffic.
1. Lawyer Directories
They may be declining in favor, but lawyer directories have a number of benefits. For example, directories Avvo and Nolo can earn you local clients directly, but they also create links to your website. This helps your SEO effort and gives directory visitors a fast path to your practice.
Lawyer directories will also offer your firm a complete profile with a full list of information. Some include news, contact information, and professional profiles. You don't want to rely on directories exclusively, but they should still be one of your law firm marketing strategies.
2. Local Business Directories
Many people turn to local business directories like yellowpages.com, local.com, and Yelp to find services. Get listed on these sites as part of your law firm marketing strategy. You can be sure that users will be specific to your practice, and they're guaranteed to be local. Your clients can post testimonials and reviews on these sites. 88% of consumers trust online reviews as much as personal recommendations.
It’s a good idea to establish a presence on as many of these directories as possible, but do some research first. Focus on the ones that get the most users. Also, make sure your information is accurate and consistent across every platform. 73% of consumers lose interest in a business when its online listing contains incorrect information.
3. Social Media
If you haven’t established a significant presence on social media yet, consider it for one of your law firm marketing strategies. A solid social media presence grants you the opportunity to show the human side of your brand. You can also use it to push out content, share news, and drive traffic. To target a local audience, share content that's specific to their interests.
Once again, consistency is important. You want to be found easily on platforms like Facebook, Twitter, LinkedIn, and YouTube. Claim the handles (screen names) that people will recognize as yours and keep them as consistent as possible across every platform.
4. Targeted Content
If you don’t already have an active blog on your website, consider starting one. It could be one of your foundational law firm marketing strategies. When writing blog posts, write for your clients, not for yourself. Provide answers to their pain points and frequently asked questions.
To get more local traffic on your blog, write posts about local news and laws. A good topic might be a specific state law and how it affects your reader. Once you've written a few posts, share them on social media to get more traffic.
Law Firm Marketing Strategies for Local Clients
Any traffic on your website is good traffic. When potential clients get their eyes on your content and your offerings, there is a better chance that they’ll take the next step and hire your firm for their legal needs, but ensuring that the right audience is accessing your website means gearing your on and off-site marketing techniques to local audiences.
These 4 steps are just a few of the ways you can drive more local traffic to your website, giving you more leads, more clients, and more revenue for your law firm.