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Legal Marketing Blog

Tag: Attorney Marketing

The Importance of Properly Qualifying Prospective Clients for Attorneys

Managing incoming inquiries may seem like a straightforward administrative task, but it is actually one of the most critical steps in attracting and converting desirable, high-value cases. Unfortunately, this process is often mishandled in many firms, leading to wasted time and resources on unqualified leads that could have been filtered out early, or worse, missed business opportunities. A common issue is the lack of proper qualification of prospective clients. Legal assistants or intake staff often answer direct questions without probing deeper, missing the chance to turn inquiries into qualified leads. In some cases, unqualified leads are passed on to attorneys, resulting in unnecessary time spent on cases that should have been deemed unfit from the outset. To avoid these inefficiencies, law firms must adopt a

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Practice Area Pages vs. Blog Posts: Do You Need Both?

Your marketing strategy should aim to engage potential clients and direct leads to your website. The best method for accomplishing this is content. The more relevant and quality content you have, the more opportunities your legal website has to attract new business. Maximize your marketing efforts with multiple types of content, such as blog posts and practice area pages. Blog Posts vs. Practice Area Pages Every type of content has a unique purpose and use. When comparing the content of blogs vs. practice area pages, you’ll quickly discover both have distinct roles to play in your marketing strategy. Blog Posts Blog content is a great way to set your firm apart from the competition while connecting with potential clients. This type of content is ideal

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Optimize Your Law Firm Site To Convert Visitors To Clients

Getting a qualified potential client to your site is a feat-in-itself. Enticing them to stay on your site and to take action to connect with you is an entirely different matter. A successful website addresses visitor intent to ensure qualified prospects stick around long enough to learn how you can solve their legal problem and instill the confidence to take the next step and contact you. Visual elements are often the first thing a visitor will notice. The right elements will inform visitors they have reached the right place to have their questions answered. Apply the following principles when adapting visual elements to your legal website. Less is more. Simple, straightforward elements help guide visitors to answers and your call to action without detracting from

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Moving from Universal Analytics to Google Analytics 4 For Lawyers and Law Firms

Google is updating Google Analytics from Universal Analytics (also known as GA3 or UA) to a new, upgraded version, Google Analytics 4 (GA4). As you may already know, Google Analytics is the measurement platform that collects important website activity and data. The current Universal Analytics version will stop collecting data on July 1st, 2023, so many lawyers and law firms are preparing to make the switch to GA4 now. Here are just a few of the highlights of GA4 that will undoubtedly improve your law firm marketing analytics. Event Enhancements User engagement activities, such as scrolling, outbound link clicks, document link clicks, and website searches, are new measures offered by GA4. Tracking these events provide valuable information about how users interact with your site and

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The Truth About Those Prestigious Awards For Attorneys

Congratulations! You’ve been selected for the Attorney Congeniality Award. Okay, this is a made-up award but many of the honors, awards, and recognition claims in the legal world are just as meaningless. Unfortunately, many attorneys make the mistake or perhaps intentionally turn a blind eye, to the true legitimacy of these so-called honors. From a marketing perspective, there is certainly value in displaying a nicely designed badge on the attorney’s website denoting achievement, accomplishment, and/or professional experience. These digital trophies serve as a mental check-mark to clients and prospective clients of some type of industry recognition. It feels good to hire an attorney who has been recognized as a “Super Lawyer” or the “Top Divorce Lawyer in Boston”. But here’s the reality. The vast majority

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Developing a Brand Personality for Your Firm

What attracts potential clients to your firm over your competition? What thoughts and feelings do you want to evoke when others hear or see your firm’s name? What type of clients do you want to attract and resonate with? These are the questions you need to consider when developing your firm’s brand. Your brand personality is what will help your firm stand out in a sea of legal options. What is Law Firm Branding? Think about your favorite product. What are some characteristics you associate with that brand? Whether you realize it or not, the thoughts evoked when thinking about that product are not an accident. Developing a brand personality doesn’t just happen. Companies, including law firms, take deliberate actions to build brands. While you’re

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Small Law Firm Marketing Strategies

Your firm may be small, but that doesn’t mean you can’t out-market your competition. Marketing on any scale can be intimidating in today’s complex and ever-changing digital landscape. However, you can successfully grow your practice on any marketing budget. The following tips are designed to help small law firms maximize the results of a limited team and budget. Effective Marketing Strategies In order to overcome marketing challenges as a small firm, you need to employ the use of the right strategies. #1 Organic vs. Paid Marketing One of the most significant impacts on the growth of your firm is how much business you drive to your site. You need to have a balance of both paid and organic tactics working for you at all times.

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How Attorneys Use LinkedIn As A Reliable Source For New Client Referrals

Successful marketing strategies take advantage of various social media platforms to connect with different audiences. Today we review how attorneys use LinkedIn to obtain quality clients as a reliable referral source. Understanding LinkedIn Each social media platform attracts users of varied demographics. However, LinkedIn is typically considered a platform for professionals. As such, you can optimize your page to match the tone of your professional colleagues. The goal for attorneys using LinkedIn to market themselves is to connect and remain connected with relevant professionals who can refer high quality clients to you for legal services. Depending on what type of clients you’re looking for, you may want to connect on LinkedIn with real estate professionals, accounting and tax professionals, insurance professionals, small business owners, etc.,

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Is Your Attorney Bio Due For an Update?

When was the last time you thought about your biography? If it’s been a while, it’s probably overdue for an update. Potential clients read your bio to get an impression of you as a lawyer. Drafting a well-crafted biography can be a strong foundation for your marketing efforts as you establish yourself as an expert in your practice area. Your professional bio should be prominent on your Google Business Profile, law firm website, and social media platforms. Because this single piece of content plays such an influential role, it needs to effectively convey your professional qualifications while providing insight into your personality. This article will outline crucial elements to create an up-to-date, top-notch attorney biography. Let Your Personality Shine Through The key to creating a

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Lead Magnet Marketing for Lawyers

Every successful marketing strategy begins with capturing leads. Turning leads into clients is the ultimate goal. So how do you capture leads? Lead Magnets Social media posts are not enough to catch the attention of today’s fast-scrolling readers. Lead magnets offer law firms a strategy for capturing the contact information of those interested in learning more about their services. Lead magnets are also referred to as “opt-in” or “freebie” marketing strategies. Think of a lead magnet as something valuable, like an ebook, that your firm can offer in exchange for a qualified lead, an email address, or other useful information. When creating and implementing a lead magnet, there are two goals to keep in mind. The first goal is to obtain contact information from your

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Start Planning 2022 With The Ultimate Marketing Plan For Lawyers

With the new year fast approaching, the only way to outperform your rivals in 2022 is with an effective marketing strategy. Get a leg up on your competitors and position your firm for success next year by planning now. Follow the strategies below to create your ultimate 2022 marketing plan. Establish Realistic Marketing Goals What is your primary marketing goal for next year? Have you considered how you will achieve this goal? Creating goals is the easy part. Establishing steps to make sure they are realistic, however, is where the work begins. If your ultimate goal is to generate more clients, realistic marketing steps will include: Establishing your firm’s brand Developing your firm’s reputation Highlighting your expertise as an attorney Marketing your firm is always

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Top Three Local Search Ranking Factors For Your Law Firm

Google provides nearby results in places like Maps and Search whenever someone searches for a business or service. Does your firm make the list? If you want to maximize how often users find your law firm in local search results, your Google My Business information must be accurate, complete, and engaging. Start by ensuring your listing provides a physical address and phone number, the correct category for your law firm, and relevant attributes. Next, you’ll need to verify your location. You can find instructions on how to verify your firm in this Google My Business Help article. Your firm will have the option to verify by mail, email, phone, or Search Console. After verifying your firm’s location, you’ll want to make sure your hours are

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The Truth About SEO And Marketing Your Law Firm

You won’t read a single marketing article without the mention of ‘keywords’ or ‘search engine optimization’ these days. And for good reason. SEO is crucial to getting ahead of your competition, but there are a few things you need to understand in order to truly master this marketing tactic. Truth #1 SEO is essential to your firm’s marketing success, but that doesn’t mean results are instantaneous. One of the reasons it’s recommended to include paid-per-click advertising and social media ads in your marketing strategy is that using keywords to generate organic search results takes time. Results from SEO efforts depend on several different factors, such as your firm’s website content and technical SEO and obtaining high-quality backlinks to your site. Not only does the content

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The Three Pillars of a Balanced Law Firm Marketing Plan

With so many digital marketing strategies out there, it can be challenging to figure out which ones are right for your firm. A balanced marketing plan will incorporate multiple strategies and is necessary for today’s competitive market. Pillar I: Content Marketing When it comes to creating content, think authority and authenticity. Clients want to feel connected to a business before they buy into a service. This is especially true for legal services, where issues often affect clients on a personal level. So what is content marketing? Content marketing covers everything from blogs to social media posts. To get the most out of this strategy, you need to utilize your content to build your brand, engage your prospects and clients, and drive sales. Effective law firm

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You Didn’t Go to Law School to do Sales and Marketing

When you decided to follow the path to becoming a lawyer, what did you envision as your primary job duties? ‘Sales’ probably wasn’t on the list. However, like a salesperson, being a lawyer involves building relationships, commanding trust, and getting clients to say “yes”. How To Sell Your Legal Expertise Luckily for lawyers, effective sales is about asking questions, not performing a song and dance. Asking the right questions puts you in control of the conversation while showing what a caring lawyer you are. Asking pointed, strategic questions is the best way to influence prospective clients and referral sources. As you are well aware, clients may understand the symptoms of their legal situation but not the cause. Your attorney sales strategy (i.e., asking questions) is

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