Is Your Legal Marketing Strategy Failing?

Liran BaronGet Leads Online, Inbound Marketing, Legal, Legal Leads, Legal MarketingLeave a Comment

Is Your Legal Marketing Strategy Failing?

Employing a strategy with blogging as one of it core components has led to 3.15 times more visitors and 4.77 more leads per month (data below)

Does this sound too familiar? You actively throw money at Google Adwords and Facebook advertising with the goal to capture legal marketing leads. You’re probably registering a good amount of traffic but are failing to convert your traffic to customers; not as many as you’d hoped to, that is.

If you’re continuously paying for advertising on different channels, where are you ultimately sending those Google Adwords and Facebook legal marketing leads? In most cases businesses who don’t have a proper strategy are sending 100% of these paid prospects to their home page. According to the ABA 70% of attorney sites don’t have any call to actions on their home page! A call to action is a button designed to get the reader to take a specific action on your page. So that means that when a prospect visits your site, there is no clear and obvious action for them to take. The typical contact us page in the menu doesn’t count since it doesn’t stand or jump off the page. A call to action needs to scream “CLICK ME!!!”

A call to action is most effective when it’s part of a total strategy where your goal is to–in time–get the visitor to contact you for further information. In addition to well thought out call to actions, it’s much more effective to present your legal marketing leads with pages specifically designed to provide the logical next step based upon the ad they just clicked on. Are you advertising divorce legal services? When the divorce law ad is clicked, for example, your prospect should land on a page that provides only information about your divorce services as well as defining to them a clear cut desired next step.

Take a Step Back – Think About Your Visitor’s Intent

When visitors land on your homepage, what do you want them to do? Would you like them to click to and read about your services then contact you? Unfortunately, with new marketing and savvy online shoppers, it doesn’t usually happen this way, especially when involving a product or service with a larger price tag that requires research and plenty of consideration prior to executing that purchase.

The typical online shopping experience consists of three phases:

  1. Awareness stage: the person is aware of their problem but doesn’t yet know how to properly frame the problem. They will do a Google search for their issue to do some research about their problem.
  2. Consideration stage: after learning more about their problem, they will research solutions and compare the answers they found to one another.
  3. Decisions stage: finally, the consumer will decide upon the best solution to solve their problem and follow through to get in touch with the business they’ve chosen.

Awareness Equals Opportunity

The awareness stage presents an opportunity to educate and build early trust with your prospects. Yet, according to the American Bar Association 40% of small US law firms don’t have a website. Of the law firms that that have a website, 85% don’t have a blog.

Kristen recently put together an interesting infographic about this.

Use your blog to build awareness, educate visitors and build trust with prospects! In fact, the American Bar Association Tech Report revealed that across law firms of all sizes who are blogging, a whopping 39.4% claimed that blogging has resulted in clients or referrals.

Furthermore, according to an MIT Sloan MBA student study of over 5,000 data points, employing a strategy with blogging as one of it core components has led to 3.15 times more visitors and 4.77 more leads per month. Blogging works. The data backs it up. It’s a matter of strategy, execution and improvement.

Four Key Takeaways for More Legal Marketing Leads:

  • Use pages specifically built to work in conjunction with your paid advertising
  • Employ call to actions on your pages to alert visitors of the next step
  • Start blogging immediately!
  • Employ call to actions on your blog!

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