When a law firm reaches a point where they need marketing, hundreds of questions come to mind. Many lawyers have no prior marketing experience or even know where to begin looking for answers. It can be overwhelming for some, but The Search Engine Guys are here to help. We’re listing some of the most frequently asked questions we hear about the major disciplines of digital marketing for lawyers including Websites, SEO, PPC, Social Media, and OTT.
Your Law Firm’s Website
Can I keep my old/current website?
If your current website is built on WordPress, there is a chance you may be able to continue using it in your digital marketing strategy. WordPress is the foundation of every TSEG website build and we highly recommend using this platform to ensure your website can be as optimized as possible. Not only is this an industry standard, but we believe it can have plenty of benefits for your law firm’s online presence. The capability of creating a beautiful, custom website comes from how flexible of a platform WordPress has become. The customization here exceeds limits that other content management systems like Wix and Weebly offer – meaning your website won’t look like a clone of your competitors’ websites that use these systems. Additionally, having your website on WordPress makes managing your content and implementing SEO easier while keeping your website speed fast.
Do I really need a new website?
We hear this question from attorneys who have recently paid a lot of money for a website build with another company. It can be upsetting to hear that your investment in another company’s website needs to be cut short – but it is extremely important to know the drawbacks of having your website built by a company that focuses on the front-end (what the user sees) while neglecting the organization and structure in the back-end (what the developer sees). Though you may have found a “steal” of a price for your website, this inevitably requires the site to be repaired, which can take as many hours and as much money as it would to build a new site, or build the site from scratch. We recommend building a new website when your law firm is ready to start SEO, PPC, or any online advertising that leads users to your website to ensure that your conversion process will not be hindered by past mistakes. Lastly, you want to be certain that your web build is FAST – which is typically not the case when an attorney brings along their old website.
How do I find out what my website’s speed is?
First, it’s important to know that your website’s speed can directly impact your search engine rankings. Yes, Google uses your website’s speed as a ranking factor. Close to 50% of all online traffic is mobile – and Google has switched to favor mobile versions of webpages when indexing your website, or adding your website to be discoverable on google.com. If a user goes to your website and it loads too slow, they are likely to leave get the information they want elsewhere. Google’s search engine algorithm favors websites that load quickly and keep the user engaged for longer periods of time, as it is a sign of “good” content that gives users what they are looking for. To promote an overall better user experience, Google provides a tool to measure website speed called PageSpeed Insights. This tool scores your website when you click the “Analyze” button to show your current speed. Your average site speed over the past month will be scored against similar websites (according to Google) to show you whether your site has fast, average, or slow loading times. There is plenty of other data included in the report you can sift through to learn more about your website. There are other, more accurate, ways to find your site speed – but we won’t go into details about those. If you want a full site speed audit – feel free to contact The Search Engine Guys and we will get your speed for free along with recommendations on how to boost your score.
Your SEO Campaigns
Is SEO really necessary for success?
Short answer: YES. In recent years, the topic of SEO has been pushed to the background of digital marketing – but do NOT make the mistake of assuming its importance has dwindled. As previously mentioned, every digital marketing campaign leads to your website – but most of these are one-way campaigns that limit the information potential customers see. In 2020 however, people are accustomed to the abundance of information on the internet and reverse the roles by doing extensive research when deciding which law firm to hire; they are no longer limited to the information law firms selectively choose to advertise. Search engines, like Google, are the tools used to seek out this information. Your law firm’s search rankings not only give users access to all the information on your website, but they also provide key information like your location and customer reviews. Unfortunately, some internet users develop a subconscious filter Having a strong organic presence in search engines drastically increases the chances a user picks your law firm over others that no longer include SEO in their marketing strategies.
Why is Local SEO different than regular SEO?
Regular, or organic SEO gets your law firm’s website to rank in Google’s search results page. Optimizations done on your website increase your chances of ranking higher for your target keywords such as “personal injury lawyer.” Your placements here will be among the blue colored text links in the search results page while Local SEO gets your law firm to appear in the Google Maps section of the results page. The main difference is that Local SEO uses the geographical location of your law firm as a ranking factor. One of the main benefits of ranking in the maps section, or the “local map pack” is that these results are found right above the organic results when you search on Google; so when users search for your target keywords + a geographical modifier, like “personal injury lawyer New York,” your law firm’s website could potentially have a placement in maps AND a placement in the organic results. Ranking in maps means that the user will see your law firm before they even see the organic search results. Another benefit of Local SEO is that users can see your physical location immediately which may influence their decision to hire you if it is convenient for them. When users click on your map result, they can also see reviews that past clients have publicly posted about their experience and results after hiring your law firm. Nowadays, people consider public reviews as personal recommendations before making a purchase, making these reviews a modern take on word-of-mouth advertising. Optimizations that help you rank higher in maps are not done on your website, but instead they are done on your law firm’s GMB (Google My Business) profile. The Search Engine Guys have an in-depth guide on how to optimize GMB for law firms available for free here. If your law firm is in need of more reviews, we can help with that too – get in contact with us today to get started!
Your PPC Campaigns
What do I get out of PPC campaigns?
PPC, or Pay-Per-Click, campaigns can help you get high placements in Google’s results page for a price. PPC, or Google Ads, placements are at the top of the results page, above the maps and organic results. This top placement typically has three text ads that appear based on the user’s searched keywords or geographical location. Though these ads are considered premium placements because of the cost associated with them, there are strategies to optimize a PPC campaign so that you lower your cost while reaching the same number of users. When combined with a good SEO and Local SEO campaign, PPC can help your law firm be listed in the Google search results page three different times. When fighting for this page’s real estate, having a plan for all three types of campaigns is the best way to win. If you want to know what a PPC campaign can do for you, or if you want to make sure your PPC strategy is fully optimized, contact us to start a conversation and have all your questions answered.
Your Law Firm’s Branding
Can I afford OTT advertising?
OTT advertising campaigns are executed on video streaming platforms like Hulu, YouTube TV, SlingTV, and more. For those unfamiliar, these services are the same as cable or satellite TV except the programming is broadcasted through the internet (read more about OTT here). One of the most common misconceptions about OTT advertising is that it is just as costly and just as much of a hit or miss as traditional TV advertising. This is not true. Ads that run on traditional TV have a high price and are shown on predetermined networks and times to everyone and anyone watching. Though this mass-scale media will likely reach hundreds of thousands of viewers, it lacks the advanced targeting options offered by OTT platforms. Newer technologies are able to provide these OTT platforms with data about individual viewers such as their demographics, interests, and behavior. This data collection is then used by the platform’s algorithms to determine the most opportune moment to show your law firm’s ad to a viewer. Since the viewer is able to tune into a program any time they want, your ad will be shown when they are most attentively watching their television, computer, or smartphone. The viewer is also more likely to be interested in your ad because their profile has data that matches your perfect target audience. This hyper-focused targeting ensures your ad is only shown when the circumstances point to a higher conversion or retention rate based on what your ad’s objective is, instead of showing the ad to every single person tuned in. As a result, your ad is more likely to generate a lead for your law firm as well as reduce your ad spend compared to traditional tv advertising. Curious to see what OTT can do for you? Contact us today to learn more.
What can I get out of using social media?
Social Media is the best way to engage with people on the internet. However, for an average user, it can be mundane to follow a law firm because of the serious and sensitive nature of the field. Facebook, Instagram, Twitter, and LinkedIn offer advertising platforms for your law firm to put its name where people are spending their free time every day, whether they follow your account or not. Just like OTT, social media platforms collect data on every user that is then used to help advertisers reach their target audience. Demographic data such as income, zip code, education level, and age can all help your ads be shown to the right people. Combined with geographical data, law firms are able to replicate a local traditional billboard, print, or television ad campaign at a fraction of the cost. Have you ran a branded campaign for your law firm yet? You may be surprised at how quickly you can generate legal leads. Start your first campaign with The Search Engine Guys by clicking here.