Improve The Digital Marketing Efforts Of Your Law Firm

Looking for some ideas to help improve the digital marketing efforts of your law firm?

In this article, I’m going to take a look at some of the common areas where you should be putting your energy in order to increase the traffic to your site and capture more leads once it goes there.

I’ll give you some tips and suggestions to get the most out of the engagement with your clients, thus giving you a better return on your investment and a better experience for your viewers.

Let’s get started shall we.

Search Engine Optimization (SEO)

Yes, having quality SEO practices is still important in generating traffic for your site, but don’t make the mistake of thinking that this is all you have to do to get people to come calling.

It should only be a part of your online marketing strategy, and certainly not the sole go-to tool.

It is important to remember that SEO takes time, money, and effort to get ranked, and there is never any real guarantee.

Therefore, it is a better practice to use SEO in concert with the other areas of your marketing, like building quality landing pages and creating valuable content.

Getting More Leads

One of the best ways to generate more leads is to set yourself apart from your competitors.

In your efforts to gather email and contact information, lead with the benefit to your client and always make sure you are offering something of value in exchange for that information.

Remember, people are more likely to base their purchasing decisions on the ‘know, like, and trust’ factor rather than the features of the service.

Essentially, people make buying decisions for two reasons: i) Avoid pain, ii) Gain pleasure.

The better you can connect with those two factors, the greater your conversion success.

Additionally, you’ve got to find where your target clients are hanging out and listen to what they are actually saying, not just what you think they are saying.


When putting together a marketing campaign, make sure you have a clear vision of the big picture, from the start to the end goal.

Asking yourself a few key questions will help you formalize your plans.

1. Where is your traffic coming from?

2. Where does your audience go once it reaches your site?

3. What is the entire process to get them to the ultimate end goal of lead generation?

The more you map out the journey of your potential client, the better you will be able to guide them through the process and ensure you have smoothed over any potential snags and roadblocks.

Diagnosing Problems

97{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} of website owners have tracking in place, but less than 30{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} use it.  That 70{cf5d02f31badde63b68d55c0bed56ab5356094abc2057734bc0088249d8536d3} is missing out on the opportunity to utilize valuable data.

Your analytics are key for fine-tuning your marketing strategies and diagnosing where you weak spots are.

They will help you figure out where your visitors are going when they visit your site, and where they are falling off.

Essentially, your analytics are the window into seeing how people are interacting with your site, so make sure your blinds are open!


When viewing your analytics, there are a few key areas that you want to assess.

1. High-traffic pages

2. On-page time

3. Bounce rate

4. Additional pages viewed

Once you have a good idea where people are spending their time on your site, you can fine-tune your marketing with well-placed opt-ins and content upgrades.

Remember, the idea is to cultivate relationships that span time, and you can’t do that if people are leaving your site quickly.

Find out what might be turning them off and fix it.

Increasing Website Engagement

If you find that your bounce rates are high and your conversion rates are low, there are some fixes you can make to increase engagement with your viewers

Remember to make sure to break up paragraphs into smaller pieces.  Headlines are another great way to break up larger sections of text.

People scan rather than read on the internet, so if you have large blocks of text, they will likely glaze over and move on rather quickly.

You have around 3 seconds to capture the attention of a website visitor.

It is also a good idea to use bullet points and keep your language concise and to the point.

And, in our content saturated internet environment, it is becoming more and more savvy to make use of video.

Just ensure that it is going to look proper on all those mobile devices!

Improving the User Experience

Finally, you can make some adjustments to improve the user experience.

1. State your unique selling point as soon as possible, so they know whether or not you are going to fix their problem and meet their need.

2. Create a strong benefit-driven headline that captures the visitors’ attention.

3. Support the headline with stats and use proof, such as a client list of testimonials.

4. Have a strong call to action.

5. Don’t try to give too much too early.

6. Nurture the audience to make a ‘micro-commitment.’

Closing Thoughts

I trust you will find this information helpful and insightful for the digital marketing efforts of your law firm.

If you would like more detail on this subject, I invite you to have a listen to my discussion with Justin Christianson.

He is the co-founder and President of Conversion Fanatics, and is a 13-year veteran of digital marketing.  He is also the author of the bestselling book Conversion Fanatic.

Let’s just say he has a knack for finding holes in marketing campaigns and being able to offer simple solutions.

You can have a listen to the podcast episode by clicking here.


Until next time.

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