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How Can Law Firms Better Market Themselves in an Increasingly Digital World?

As many new prospective law students attend law school for the very first time, they will be going into a field where there are over 1.2 million licensed lawyers. And according to the Labor of Bureau Statistics, the job outlook for the next ten years looks to be about average at ten percent. This means that there will likely be many opportunities, especially in the technology and intellectual property fields. Some will move on to established law firms, while others will start firms of their own. However, one question that remains is how well they’ll be able to market themselves given the way people find lawyers these days.

Accident Lawyer San Luis Obispo California
Creative Commons License photo credit: TheMayFirm2

The internet has changed the way we do many things, and this includes how we search for things. We find the restaurants we eat at through Yelp, the clothes we want to buy through pins on Pinterest, and the lawyers to defend us or pursue a lawsuit through a simple Google search. Lawyer internet marketing has become a major factor in how law firms and sole lawyers obtain new clients, and firms must pay attention to it to compete in a connected world. So how can lawyers better market themselves?

  • Search Engine Optimization: When an individual conducts a keyword search, there are a wide variety of factors that go into what websites come up first in the search rankings. And getting to the top of the list is incredibly important as very few people go beyond the first or second pages. There are a number of proven ways to improve your rankings through optimal search engine optimization, including onsite work, content enhancement and organic linkbuilding. A search engine optimization firm can also help you localize your website to attract users who do geo-centric searches.
  • Search Engine Marketing: Whenever a user does a keyword search, ads will often be on the page, which are designed to attract clicks through their prominence on the page. Basically, the search engine will acquire revenue based off the amount of clicks received through the ad, but the law firm that is able is to aggressively market themselves through these highly attractive ads above the search results could benefit as well through getting the edge in obtaining new clients. A paid search campaign is a fantastic way to stand above the competition and attract relevant searches.
  • Social Media Marketing: Some internet users don’t even bother using search engines to find prospective law firms. They’ll be attracted to law firms that can effectively market themselves through social media. Think about our society today. Many of us spend a large amount of time on Facebook, Twitter, or other social media platforms. A law firm that can tap into this market and deliver engaging posts or tweets will appear authoritative and informative. These efforts can pay dividends in the form of new clients.

It’s a different time for new and current lawyers. In order to attract new clients, they’ll have to pay attention to how people acquire goods and services. As the internet becomes the medium for their searches, lawyers will have to make an effort and embrace lawyer internet marketing.


Tyler Torres is a seasoned lawyer who enjoys playing hockey

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