In today’s digital world attorneys looking to grow their business do not just need marketing, they need the right kind of marketing. The vast majority of attorneys obtain their clients from within a twenty-mile radius of their office. An effective local marketing program is essential for any attorney looking to grow their practice. Here is what every attorney needs know to start marketing locally.
Make Your Site Mobile-friendly
Your next client is looking for you right now. But can they find you? The first step to up your local marketing strategy is to ensure your website is mobile-friendly. Not only are over half of your potential clients looking at your site from a mobile device, according to HubSpot, but data shows 61% of mobile searchers are also more likely to contact a local business if they have a mobile-friendly site.
Mobile-friendly sites are optimized to load optimally when viewed on any type mobile device. A mobile-friendly version of your site will typically include well formatted text, form fields, menus, and buttons, for easier browsing and one-touch calling.
To test if your site is mobile-friendly, try Google’s Analysis Tool. Simply type in your site and receive free feedback.
Localize Your Content
The content on your website should be relevant to your local audience and client base. This involves the integration of location-based terms to your website. For example, instead of advertising your business as simply a ‘trusted law practice,’ your message could read ‘trusted law practice serving Boston’s North Shore.’
The key is to be consistent by using this localized language across all marketing platforms. Don’t forget to include a location link, button, or widget to your site so clients, and Google, can easily locate your office.
Highlight your business and get your location to more people through online directories. The accuracy of your firm’s name, address, phone, and website information within other online directories is important. There are countless options, but some popular listing sites for attorneys include Google My Business, Yelp, and the Better Business Bureau. You can also establish accurate listings on industry-specific sites like Justia, Avvo, and Martindale Hubbell.
These listings help ensure that your business information appears accurately when clients search for information about your business. Creating listings on third-party sites helps to legitimize your practice’s online presence as well as bolster your search engine rankings. The key is to ensure your address and contact information is accurate and consistent across the web.
Local advertising is an effective way to reach your targeted clients. This strategy focuses on a specific audience, i.e., clients close to your location. You can use localized ads to stand out among your competition and your ads should include local references so there is no doubt you are a local attorney.
Additionally, Google now offers Local Service Ads for attorneys. This relatively new service help attorneys connect with people who search on Google for their services. Your ads will show up for customers in your service area, and you only pay if a customer calls you directly through the ad. A key feature of this service is that your ads will always appear at the very top of the page and will be the first result qualified prospects see.
No digital marketing strategy is complete without social media. As the quickest and most efficient way to remain connected with past clients as well as connect with new clients, social platforms provide plenty of localization options—post about local events, join local groups, sponsor and donate to local fund raisers, all through social media. This will help to generate awareness and trust among your followers.
Be Active In Your Community
Finally, don’t underestimate community pride. People love showing off the cities, towns, and neighborhoods they live in. This includes supporting charity organizations, schools, youth groups, and local businesses. When you support your community as a business, your community is more likely to support you in return.
Find a local non-profit, youth sports league, or community event to take part in or sponsor. And don’t forget to post about your experience on social media.
Start Marketing Locally
Local marketing is a surefire way to grow your practice by reaching new audiences, boosting your search rankings, and establishing your business in your local community. If you need assistance with establishing an effective local marketing plan that produces results, call Bardorf Legal Marketing to learn how we can help.