Photo courtesy Vlado/

Photo courtesy Vlado/

The Internet has completely transformed the way companies market themselves. Law firms are no different. While some in the legal field may not think that online marketing is important, the numbers speak for themselves. In fact, there are more than 3.1 million Google searches for the words “lawyer” and “attorney” every year in the US. There are many perspective clients online looking for you. It is your job to make it easy for them to find you.

Whether you fall into the mega firm, mid-sized or solo practitioner categories, this series is designed to help you attract and retain more clients through the use of online marketing. Here’s an overview of online marketing tactics:

In today’s environment, being without a website is like being without a business card 50 years ago. If a potential client can’t instantly find you, they’ll move on to someone else in the click of a button.

Search Engine Optimization
Make your website work for you. Work with your website developers to ensure that your website will organically rank on search engines like Google, Bing and Yahoo. Search engine optimization requires optimizing such things as the URLs, headings, sub headings, text, meta-tags, images, load time, interlinking structures, categorization of content and so much more.

Google + (formerly Google Places) allows law firms to enter their local information such as address, phone number and website. These are the red dots displayed on the map on the right side of the Google page. This is a great, free way to drive extra traffic to your website.

Social Media
Social media is now a significant part of public relations. Potential customers of your law firm are using social media, so it is essential that you get in front of them on this channel.

If you don’t have good content your SEO and social media and public relations strategies will suffer. This original content can serve several purposes when you use it for blogs, social media and maybe even other legal publications.

Blogs offer your website fresh content, better search results and links to share on social media. Simply write about what you know and share your expertise.

Paid Search
The Internet is quickly overtaking traditional print ads in effectiveness and visibility. You need to dricve traffic to your website through Pay Per Click (PPC) advertising. PPC is highly cost-effective, low-risk, and easy to launch.

Display Marketing
Target and retarget potential clients with display ads. The Google Ad Network offers you the ability to buy placements on millions of websites.

Video Marketing
Video is eye-catching, dynamic, and hugely popular. You can produce short videos and upload them to your YouTube channel then post the link on social media, your website or reach out to more people though promoted videos.

Lead Generation
Lead generation sites like legal directories are an excellent and targeted source of getting qualified leads. They drive traffic to your website, increase your page ranking and indexes your web pages.

Analytics allows you to track ROI and user engagement. Use the insights you gain from analytics to improve your campaigns month after month.

Email Marketing
Email marketing keeps you in constant contact with your clients and potential clients and is an essential to getting the most out of each lead.

No internet marketing strategy is complete without optimizing for mobile. According to Small Business Trends, 60% of online traffic now comes from mobile devices, so you should be advertising specifically to mobile devices and ensure that your website is responsive.

By taking advantage of the marketing tools the Internet has to offer, your firm can quickly gain the upper hand. Please visit the Diamond Blog for more on how to market your firm.