How Law Firms Should Navigate Marketing In 2021

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Stand Out as a Law Firm

Working in a competitive industry such as law it may be demanding to differentiate yourself from competitors. This is where digital marketing comes in to help. There are three strong ways to make your law firm stand out: Search Engine Optimization (SEO), retargeted ads, and a purposeful website. 

Search Engine Optimization (SEO) for a Law Firm

Search Engine Optimization is the process of bettering your website to ensure it appears in the top search results. Your SEO goal should be to claim the first search result on a search engine. This can be accomplished by adding a blog section to your website and optimizing keywords. For example, if you specialize in entertainment law, you would have blogs using keywords such as “media law”, “intellectual property law”, “contracts”, or “music licensing”. This way, when users are searching for a specific type of lawyer, your firm comes up first. 

Retargeted Ads

You might not realize it, but you are a victim of retargeted ads. Retargeted ads are those advertisements that appear on your screen after you searched for similar products. For example, maybe you browse Amazon for a new desk and choose not to make a purchase. Then later, you’re on Wikipedia, and an Amazon ad for desks appears on the side. They’re retargeting you to try to get you to return to their website to make a purchase. This process works quite well for law firms. If someone needs a lawyer, they’re very likely to start with a Google search. You can target users who search for “best divorce lawyers in Orange County. This way, you are advertising to users who have already shown interest in your service, and you can include location. 

Your Website

After you put in all this work with SEO and retargeted ads to draw users to your website, you do not want to lose them. Your website is a digital representation of your business. That’s why it must make the right impression on the users that visit. PPL Labs can help you build out a beautiful website that both suits your business and gets the right people to sign up. Don’t lose leads after putting in the work to get them to your site; let’s create the right website for your law firm.

Want to learn more? Book some time with our team here

About the Author

Tessa Zuluaga

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