The Internet has transformed the way we live our lives. The average person consults the Internet to find everything from recipes to yesterday’s game highlights and, of course, legal services. The typical consumer will search Google first, then proceed to the firm’s website or a review site. He or she may watch a YouTube video, “like” the firm on Facebook, or follow it on Twitter.
The challenge for today’s attorneys is to understand how these activities work together and how to use them to connect with potential clients. Having a well-defined Internet marketing strategy is crucial for many businesses, but is especially important for attorneys whose main source of business is their local communities. Here are the seven tools and techniques of an effective online lead generation campaign.
1. Search Engine Optimization (SEO)
When someone needs legal representation, the first place most turn is Google. They typically search by geographic location and practice specialty. For example, “Boston bankruptcy attorneys.” Search engine marketing allows you to reach and engage the searchers who are looking for you. The process of creating the most relevant site that is also the most search engine friendly is called Search Engine Optimization or SEO. If you’ve optimized your site properly, you’ll appear in the search engine results, making it easier for potential clients to find you and generating a flow of inquiries.
2. Mobile Marketing
A customized mobile app is a great way to tap into your client base — your best source of repeat business and referrals. The AttorneyConnect mobile app keeps your clients engaged with you and your law practice through the privacy of their personal mobile phone. “Go mobile” to stay connected with your clients and grow your business.
Having your own blog not only helps establish credibility and protect your online reputation but will also help potential clients get to know you and your expertise and build trust and rapport. A blog also improves the search engine rankings of your website and increases website traffic, driving more prospects to your site.