Video, Video, Video…OK, Have We Said It Enough!

Whether you are an established law firm or new firm, you probably know that video marketing is a big deal. But it has never been more prominent than it is today. More people are staying home to stay safe, and most outside entertainment options have been postponed or canceled.

YouTube engagement is at an all-time high, with up to 30% more views of video content and Instagram reports a 70% jump in live streaming. The demand for video content has soared, as has its importance to digital marketing.

People will always have legal issues to resolve, so they are going to need your services. If you want to connect with them in 2021 and beyond, it is vital that video marketing becomes one of your priorities.

Why Include Video in Your Law Firm Digital Marketing Strategy?

There are many reasons why your law firm should include video in its digital marketing strategy. First, some data:

Beyond the numbers, here are the reasons why video should be an essential part of your firm’s digital marketing strategy:

Videos Attract Attention

Infographics, photos, and informative posts still have their place. But a video can capture a visitor’s attention in a matter of seconds and hold it if you have a strong message.

Google Loves Video Content

Research clearly shows that video content increases the amount of time a website visitor stays on your site and when you can keep people on your website longer, your search engine rankings will benefit. Google will notice that people are spending more time on your site and reward you for having engaging content.

Law Firm Video Builds Trust

Consumers have grown understandably suspicious of businesses and marketing in general. When you “show” them who you are through video content, it can help instill trust and create a lasting connection.

Legal Consumers Want Video Content

People have become accustomed to seeing video content online and expect it on both websites and in their search engine results.

Video Explains Things Better

Sometimes, difficult concepts are easier to explain through videos. You can use a whiteboard or tell stories in your video that give your audience a better understanding of the subject.

Video Boosts Conversions

Since most consumers claim that video helps them make purchasing decisions, you can leverage this to attract new clients with targeted content.

Video Encourages Sharing

Social media networks, email, and even text apps are equipped to allow users to share videos seamlessly.

How Law Firms Can Use Video in Web Marketing

Video can be a powerful way to market your law firm and its services. Now that video is one of the most popular mediums online, how can your firm harness it to create awareness and produce results? Here are just a few ideas:

  1. Introduce Your Firm

Use video on your “About Us” page or homepage to tell people about your firm, your practice areas, and introduce the attorneys that will help solve their legal issues.

  1. Post Explainer Videos

Written content is still vital, but you can supplement this and broaden your reach by also posting some videos. Explain different legal issues and the ways your firm addresses them.

  1. Testimonial Videos

Before hiring an attorney, most potential clients want some validation that they are making the right choice. You can provide this on your website with testimonial videos from prior clients that let them know what they can expect when they hire your firm.

  1. Case Studies

Your firm can use videos to show potential clients that you have successfully handled cases like theirs in the past. This can instill confidence in your firm’s ability to achieve a positive outcome.

  1. Live Streaming

Having “live” on-camera dialogue with others has become more commonplace over the past year. Law firms can leverage this by live-streaming topic-specific webinars and Q&A sessions to connect with current and potential clients.

Four Video Marketing Trends to Watch in 2021

There is no doubt that video is powerful. If 2020 taught us anything, it is that you don’t necessarily need to meet face-to-face to get things done. Everything from classrooms to work to court cases are being handled through platforms like Zoom and social media channels.

When you market your business, using images helps boost engagement, but video can be even more memorable and effective when done right. Here are a few video marketing trends to watch for the coming year:

Google Search Emphasis on Video

Have you noticed that Google now includes a row of videos in many organic search results? This presents a golden opportunity for law firms to create videos that answer the questions that people are asking. If you can grab one of these spots, it can bring additional traffic to your page and clients to your firm.

The Rise of the Webinars

Online (or “web”) seminars, also called webinars, are another way to market your law firm with video content. You can use webinars to establish yourself as a trusted expert (for example, in estate planning) or to give the public useful information, such as how to file for bankruptcy or get a divorce during a pandemic.

More Omnichannel Video Content

Have you ever mentioned a Facebook video to someone, only to hear that they already saw it on Twitter, Instagram, or LinkedIn? This has become incredibly common because consumers often have a multi-channel diet that consists of many networks. So, when you post a video, it makes sense to do it across several digital channels.

Increase in Video Live Streaming

Posting live video streams is not new, but it has become much more popular as a video marketing strategy. In the past year, people have become used to attending live streamed yoga sessions, music performances, and cooking demonstrations.

This level of comfort with live video has opened new ground for marketers. You can use this medium to post “breaking industry news” or have regular chat or Q&A sessions via your website or social media profile.

Contact Sundown Legal Marketing Today To Discuss Law Firm Videos

At Sundown Legal Marketing, we specialize in helping our clients make the most of every opportunity, to create awareness and drive results. Contact us today, and let’s start a conversation about how our team can make video marketing one of your most effective channels in the coming year.

Build Your 2021 Marketing Plan Today

If you are hoping to see a return to marketing as normal in 2021, that’s not looking likely. But businesses have proven to be incredibly resilient during this prolonged period of strangeness, and the hope is that the coming year will be no different.

We have already witnessed a fundamental change in how organizations approach sales and marketing. The idea of being available and helpful to potential clients has become even more vital over the past year as people struggle to cope with financial and other changes.

But what about moving forward? Here are some ways you can continue to adapt, and some of the most important elements you’ll want to include in your 2021 marketing plan.

Do You Need a Marketing Plan?

In short, yes, you do. Approaching digital marketing without a plan is a terrible idea. As a business owner, it is vital that you have a way to connect with potential clients at various stages in their marketing journey.

A typical marketing funnel consists of several stages – awareness, engagement, conversion, advocacy. Since few businesses close a sale with the first contact, your digital marketing strategy should include elements that will engage consumers throughout their journey. This is tough to accomplish without a plan.

Five Most Important Elements in Your 2021 Marketing Plan

Most businesses were happy to say farewell to 2020, but what’s on the table for the coming year? Here are five strategies that you should include in your 2021 digital marketing plan:

  1. Prioritize Search Engine Optimization

Search engine optimization (SEO) continues to be a moving target, and this won’t change in 2021. But there are few trends in SEO that can help your business in the coming year:

  • User Experience (UX) – Google now factors “UX signals” into its rankings, so it is essential that you consider things like page load speed, navigation, and content quality.
  • Semantic Search – This refers to “how” people search for information online. It’s changing, and Google wants your content to match the user’s intent.
  • Zero-Click Search Results – At least some of your content should be optimized to capture Google’s featured snippets, video carousels, and knowledge graphs that can help build brand awareness.
  • Google My Business – Every local business should have a claimed and fully-optimized GMB profile to target audiences in local markets.
  1. Focus on Video Marketing

2020 has changed the way consumers use video, and brands approach it as a digital marketing channel. According to Deloitte, 80% of U.S. consumers now subscribe to a video streaming service, and 78% watch videos online at least weekly.

Watching videos on mobile devices has become particularly popular, and viewers report retaining up to 95% of a message when it’s consumed via video.

If your business or law firm hasn’t focused on video marketing in the past, 2021 should be your year. If you have, keep posting video content and innovating to build brand awareness, instill trust, and drive conversions.

The good news is you have a ton of options when it comes to video content. For example, you can use demonstration videos to showcase services or products. You can post brand videos to share your company’s vision or mission. And you can create educational or frequently asked question (FAQ) videos to help customers better understand concepts or the benefits that you provide.

  1. Use Google Local Service Ads (LSAs)

Google might have international reach, but if you’re a local service business, you probably want to make a bigger impression on an audience within driving distance. Searchers want a personal injury attorney, a restaurant “near me,” or a plumber to fix an urgent leak.

This is why optimizing for local search through Google My Business profiles is vital. But Google also launched a new service last year that can give your business an even bigger advantage over its competitors – Local Service Ads (LSAs).

With LSAs, your listing will show up as a trusted professional in the area, nestled just above the traditional paid search ads. An LSA will show your business name, your GMB star-rating and number of reviews, your business phone #, hours, and a green check mark with the words “Google Guaranteed.”

LSAs are available for a growing list of service industries and ad regions. If your business is eligible, this is something you should integrate into your 2021 marketing plan.

  1. Leverage Social Media

Since COVID-19 started, people have been spending more time on social media, and brands have been dedicating more of their budgets to engaging those audiences. According to Marketing Charts, social media budgets rose to 24% of total marketing budgets in 2020, up from 13% the prior year.

This shift in consumer behavior gives your business a twofold opportunity. First, you can use social media to build brand awareness and expand your customer base. Second, you can leverage social channels to re-engage with long-time customers and increase your retention rates.

Social media marketing involves a commitment of time and resources. You’ll want to create a content plan, post on social channels regularly, monitor and respond to customers, and build trust. If you’ve put off social media or not made the most of it in past years, now’s the time to change that.

  1. Post Informed Content

Personalization has been a hot topic in digital marketing circles over the past several years. When it comes to the customer experience, this can refer to meeting your customer where they are in their journey to find a service provider, such as in the awareness stage vs. the advocacy stage.

Going even a step further than personalization, consumers are now placing a high value on informed content. What does this mean? Depending on your industry, it can mean several things.

In the age of COVID, political unrest, and situations that just change “fast,” consumers place trust in brands that keep them informed. It can be as simple as a timely post or video about a new law taking effect that is relevant to your target audience.

If your brand sells goods or a different kind of services, consumers are placing more value on things that would once seem intrusive. Many people “like” it when a brand anticipates what they might want to buy next, sometimes before they know it themselves. You can send out these suggestions in the form of targeted ads or emails.

Ready to Take Your Digital Marketing Strategy to the Next Level?

There is little doubt that the past year has rattled a few cages, but consumers and businesses alike have learned to pivot with impressive speed. According to McKinsey & Company, 77% of Americans have tried out new brands, places to shop, and shopping methods over the past year. Consumers are no longer passively returning to the same brands, which could provide your business with opportunities in the coming year.

As your business or firm seeks to boost awareness, create value, and drive results using these marketing methods, find out how we can help. Sundown Marketing Group specializes in results-driven digital marketing solutions. Contact us today to schedule a free consultation. We can be reached at (800) 649-1764.

Blogs Are A Must If You Want Your Website To Rank Well

There is wide agreement among online experts that blogging is one of the core strategies that should be integrated into an effective digital marketing plan. This is true for virtually every industry, but it is especially the case for law firms. People encounter all types of legal trouble, and these days, one of the first places they go to try to make sense of their legal issues and solve them is the internet.

Before a typical legal consumer contacts an attorney, they will want to read as much as they can about the issue that they are dealing with so they at least have a basic understanding of it, and so they will know what questions to ask a lawyer when they finally contact one.

Attorneys and law firms that take the time to produce content that answers consumers’ questions stand out from their competitors by sharing free information with the public and demonstrating their knowledge of the law. Done correctly, blogging will drive targeted prospects to your web properties, a certain percentage of which should become clients. Dollar for dollar, this is one of the most cost-effective ways to grow a legal practice.

Developing an effective blogging strategy is not really all that complicated. It does, however, require a time commitment and consistency. A small to medium-sized law firm should be willing to produce at least one to three blogs per month. This could take three to 10 hours or so of your time to write the articles, edit them, and post them to your website.

If you or someone in your office is willing to put in the time, then you can turn blogging into a winning strategy that will grow your clientele. The traffic will trickle in at first, but if you stick to it, your website visits will begin to multiply, and you will produce successful long-term results.

To help ensure that you write a good blog post every time, here are six steps to follow:

Understand your Audience

It is very important to understand who you are writing the blog for and what its purpose is going to be. Primarily, a law firm blog is written for legal consumers (as opposed to other attorneys, etc.) because they are the ones who may eventually become your clients. So, when you prepare to write a blog article, put yourself in their shoes and think about what they are going through. What are their pain points? What kind of resolution are they hoping to obtain by reading your post?

The best kind of content for a blog post is content that connects with your audience and speaks to their concerns. For example, someone who was injured in a car accident is likely to be under a great deal of stress about the medical bills they have to pay, being out of work, and how long it will take to resolve their legal claim. Someone who was arrested for drunk driving is probably worried about the heavy fines they will have to pay, losing their driving privileges, the possibility of jail time, and maybe even losing their job.

By identifying your audience and understanding what they are concerned about, you will be better able to produce content that is compelling and engaging. This will help you establish an emotional connection with them, which will keep them interested in what you have to say.

Write for Topics over Keywords

You have probably heard a lot about search engine optimization (SEO) and the role it plays in getting your content found on the Web. Ranking for keywords that your target audience is searching for is one of the major goals with blogging, but you should never allow the quality of your content to be compromised for this purpose.

“Keyword stuffing” is a practice from a bygone era, and thankfully, it is no longer an effective SEO strategy. Google’s algorithms are far more sophisticated these days, and they are better able to interpret the context of an article and its relevance to various keyword queries.

The best approach for writing legal blog posts is to choose topics that your target audience cares about. One way to do this would be to make a big list of the most frequently asked questions you get from your clients and write blog articles that answer these questions. You could also look in places like Yahoo! Answers and Quora to find some common questions that are being asked.

Create blog posts about topics that are relevant to your target audience, and do not worry as much about keyword phrases. If your content addresses their most important issues, the search engines will reward you for that and your posts will be found.

Make your Content Coherent and Understandable

As a lawyer, you need to project a professional image for you and your firm. As such, you need to make sure that the content you write flows smoothly and is grammatically correct. At the same time, however, make sure it is not overly technical. Remember, much of your audience is not familiar with a lot of the legal terms that are part of your everyday vernacular. When you write a legal blog that is geared toward average consumers, your job is to make complex legal concepts understandable to your target audience.

Make your Content Informative and Useful

Your readers should be able to understand your content, and further, they should find it interesting, informative, and useful. Sure, your ultimate goal is for them to contact you and become a client, but you should not be continually trying to sell that within your post. Instead, give your readers practical information that they can take away from the article and put directly to use, so they believe that it was worth their time to read it.

Show Yourself as an Authority

Avoid talking too much about yourself within the article and instead show your expertise by discussing the legal topic and providing helpful information to the reader. The place to talk in more detail about your credentials is on the area of practice (AOP) pages of your website. Blogs can direct readers to AOP pages when appropriate, and you should do this from time to time. But within the blog post itself, show readers your in-depth knowledge about the subject. This will help establish you as an authority in your area of practice, which builds trust among your target audience and makes them more likely to become clients.

Include a Call to Action

You should end your blog with a paragraph or two that moves the reader toward a desired action. This is one place where you could discuss your credentials while inviting readers to contact your firm for more information and to schedule a consultation. If you are writing a fairly long post, you could also insert a brief call to action in the second or third paragraph for readers who know they need legal help and/or do not have the time to get through the entire article. This is optional and it is entirely up to you.

About Sundown Legal Marketing

Now here’s our call to action. We know that for a lot of attorneys, even fitting in an extra five to 10 hours a month for blogging and other types of digital marketing can seem like an impossible task. And this is where we come in. Sundown Legal Marketing specializes in helping law firms by reviewing their current online footprint, developing a comprehensive internet marketing plan, and implementing every aspect of that plan.

We work with attorneys and legal practices in whatever capacity they need us. For some, we just build a professional lawyer website and host it for them while they do their own blogging and other web marketing activities. For others, we implement their entire marketing strategy – from website construction to SEO to content marketing to social media, paid advertising and beyond.

To find out how we can help your firm, call us today at (800) 864-1764 or message us online for a free website evaluation and internet marketing assessment. We look forward to serving you!

The Importance of Client Reviews and the Most Effective Way to Get Them

In law school, the last thing that you were likely thinking about was how to market yourself as an attorney. Instead, you probably assumed that by doing good work and providing effective legal counsel, as well as by establishing or working for a reputable firm, clients would come to you. But the days of word-of-mouth marketing are all but are gone; today, more people than ever before are turning to online information as a resource that influences their purchasing decisions of various types, including who to hire for legal representation.

If your law firm is still relying on out-of-date means of client retention and acquisition, you’re missing out on a big opportunity to reach more people. At Sundown Legal Marketing, our legal marketing team can help you to understand the importance of client reviews and the most effective way to start cultivating reviews today.

Why Are Client Reviews So Important?

When it comes to understanding why client reviews are so important, the following statistics say it all:

  • Those who are in need of a lawyer aren’t just going to ask around to find one; instead, 75 percent of consumers seeking an attorney will use online resources to identify who they plan to hire. Again, by not having online information about your firm, including online client reviews, you could practically be sending clients to your competitors.
  • Not only are ¾ of people who need a lawyer using online resources to look for one, but nearly ⅔ of people say that online reviews greatly influenced their decision in selecting an attorney.

The bottom line: people are using the internet to learn more about a business before making a purchasing decision – this includes those who are in need of legal services. By failing to provide information to potential clients about your business in a variety of forms, including client reviews, you’re missing an opportunity to connect with a potential client in a valuable way; this opportunity will likely be snatched up by other attorneys in your field.

The Most Effective Ways to Get Client Reviews

Now that you understand just how important client reviews are for your legal practice, the next consideration is how to start building a collection of client reviews on your website.

Lawyers often fail to get reviews for a variety of reasons, starting with the fact that they don’t maintain the right spaces for clients to leave reviews (i.e. Facebook, Google, etc.). Second, lawyers often fail to ask clients for reviews, which is a critical step in the process of actually getting reviews. Third, if a lawyer does ask a client for a review, they often go about it in the wrong way. To get more reviews, consider the following:

  • Choose the right platforms. The first thing that your law firm needs to do is ensure that the right platforms for client reviews are in place. Facebook and Google are both great options – Facebook has more than one billion active users, and consumers say that Google reviews is their favorite source for online reviews. In addition to Google and Facebook, also consider using Avvo, which is a review site specifically for lawyers.
  • Start asking for reviews. It’s not just about having the right platforms in place; you’ll need to actually ask your former clients for reviews. This can be daunting and even feel uncomfortable, but there is a way to do it appropriately and effectively.

How to Ask Clients for Reviews

As you start to ask clients for reviews, there are a few key things to keep in mind for maximum effectiveness.

  1. Make sure your reviews are current by asking clients to leave you a review as soon as possible after representation has been completed.
  1. Ask for reviews from clients who had a positive experience – the goal is to have positive reviews reflected on your website and the various review platforms.
  1. Make it personal by asking for a review in person or by picking up the phone and calling them. Simply sending a generic email to a client you’ve been working with isn’t nearly as effective as personalizing it. If the client agrees to leave you a review, then you can immediately follow up with an email containing the relevant links to review sites.

Know How to Make Reviews Work for You

Finally, once reviews start coming in, you’ll need to know how to make these reviews work for you. Make sure that positive reviews are shared on your website in an area that is easy for prospective clients to find. Show recent reviews first.

Another tip for making reviews more effective is to respond to former clients’ reviews, both positive and negative. Be honest, empathetic, and use a negative review as an opportunity to admit fault when appropriate and highlight how much you care about your clients.

Work with a Professional Digital Marketing Team Today

At Sundown Legal Marketing, we are experts at helping law firms like yours improve their online presence and start attracting more clients. Not only are we skilled digital marketers, but we also understand the unique rules and regulations that you face as a lawyer, including client confidentiality rules and the consequences of fake reviews. To learn more about how we can help your firm, reach out to our legal marketing team by phone at (800) 649-1764 or online today.

How to Get Reviews from Clients

Getting reviews isn’t something you can sit back and trust people will do. You have to actively have a review-requesting plan in place, and train their staff – from managing partners down to their receptionists – in the best ways to ask satisfied clients for reviews.

Here are a few suggestions:

In Case-Closing Letters

Do your clients send a final letter to their clients with their settlement checks or copies of final judgment documents? Include specific instructions on how to leave their firm a review within these letters.

If your client sends copies of these letters via email, include direct links to their review profiles to make it easy.

In Text

Part of the problem with getting clients to leave reviews is them knowing how to. Remove those barriers by texting a link to their business’s Google profile. Here’s how.

In Person

The most powerful way to ask for a review is in person where your client can say, “I appreciated working with you. It would really help more people who need my help find me if you would leave a review online.”

Follow up this conversation with a texted link.

How Can Law Firms Responsibly Voice Social Concern

While “activist” might not be the first word most attorneys would use to identify themselves or their firms, engaging in matters critical to our time has become almost necessary for a brand’s survival. Today, most businesses – and that includes law firms – are taking social, cultural, and political stands that would have been unthought of just a few short years ago.

From police brutality to racial injustice to immigration and climate change, organizations are being called upon to draw their lines in the sand and declare and stance on a long list of divisive issues. And now, law firms are adding their voices.

The Age of Corporate Social Justice and Responsibility

Giving back to the community is nothing new. For decades, corporations have dedicated themselves to Corporate Social Responsibility (CSR) programs, and for good reason. Research shows that companies with effective volunteer and philanthropic efforts are more profitable than those without.

But businesses have traditionally taken a neutral stance on political and controversial matters – until now. Both consumers and employees are raising the bar on what they expect from the businesses they hire and work for.

The past year has done nothing but accelerate the public’s idea that brands have a greater responsibility to take a stand on political and social matters. Between the COVID-19 pandemic, the racial justice movement, and the U.S. election, a new form of corporate social justice is emerging, where businesses can lend their voices and resources to groups that are disadvantaged or harmed by society.

And aren’t lawyers uniquely trained and positioned to do just that? As professionals with knowledge of the law, attorneys and their law firms can use their skills and resources to further important causes and advocate for change.

Considerations for Law Firms Engaging in Social Activism

When the world around you seems to be on fire, there is a certain danger in taking a “business as usual” approach. In other words, not taking a stand is, in itself, making a statement.

With some groups, that will be heard loud and clear. One study revealed that two-thirds of consumers want brands to take a stand on important issues. So, if you haven’t done this yet, how do you fill that gap?

  1. Walk the Talk

You don’t have to wait for the next big controversy to start advocating for what is just and right. But, before you take a stand, make sure your own house is in order.

Statistically, law firms are some of the least diverse organizations. If you plan to advocate for immigrants’ rights for example, take a look at the diversity within your organization first. Some of the programs meant to improve diversity within the legal industry include JOIPYear UpStreet Law, and Lavender Law Conference & Career Fair.

  1. Encourage Your Team to Get Involved

Work with your team at every level to create some missions and policies that will make it easier for members of your firm to be more socially and politically active. Simply by volunteering their time to causes they care about, members of your team can be some of your biggest brand ambassadors.

For example, global law firm Norton Rose Fulbright gave employees time off this year to attend protests. National firm Katten Muchin Rosenman created a “Day of Reflection,” a paid day off encouraging staff to engage in a meaningful cause. Other firms are providing free legal advice or services to people arrested during peaceful protests.

  1. Be Honest About Any Past Missteps

Maybe your firm hasn’t been the most inclusive in the past. Or perhaps you supported a cause or candidate that you now view as a mistake. If you’re going to take a stand on any social or political issues and want the respect of your employees and clients, you need to be honest.

People will know if you’re just paying lip service to something because it is the “cause du jour.” This is part of walking that talk.

  1. Thoroughly Understand the Movements You Support

Before you jump into a movement, be sure you understand it first. What might seem like a simple enough issue on the surface may be much more complex once you get all the information.

The leaders of any movement can make mistakes, but social activism works best when it is well-organized. For example, if you want to participate in a social media campaign that makes a statement, collect the critical information so that your efforts will have the biggest impact.

  1. Communicate Internally First

Before you release statements to the public or decide to support a cause that might be sensitive or controversial, speak with your team first. They deserve to have input on your firm’s social and political activism choices.

Be available to staff to answer questions about your firm’s plan. No one should feel caught off guard by a brand’s public communication. Instead, they should be ready to stand behind your choices because they helped create the strategy.

  1. Align Your Activism With Your Firm’s Values

Every firm should have a mission statement that drives its interactions with clients and the public at large. Discuss your firm’s mission with staff at every level to see how you can put your stated values into action.

For example, it’s not uncommon to have core values relative to inclusivity. Are there social causes you can support to make your community more inclusive? If you value the environment, make sure your activism and support of any political issues align with those values.

  1. Create a Resource for Staff and the Public

Whether you decide to wade into the trenches on an issue or simply voice your support, you can also serve as a source of vital information for the public. Instead of listing items that are subject to change, give your readers some valuable e-sources.

As lawyers, you are in a unique position to help both clients and the public at large bring about meaningful change. No matter where your firm stands on certain issues, getting your message across to the public can be challenging at best.

If you would like help communicating your firm’s stance and values as well as the action steps you are taking, contact Sundown Marketing Group at (800) 649-1764. We specialize in helping law firms reach their greatest potential through creative legal marketing solutions.

The Importance of Working with a Professional Web Designer on Your Website

As a law firm, you operate a unique business type that is very distinct from others. Indeed, you’re not merely offering a product; you’re offering a service that could be life-changing for your clients. But regardless of whether or not your law firm is in a class of its own, there’s one thing that’s just as true for your firm as it is for other businesses: website design is a critical part of your marketing strategy. At Sundown Legal Marketing, our legal marketing team offers superior website design services with built-in search engine optimization (SEO) services. As your law firm seeks to attract more clients, having an effective website will be a key part of the process.

Why Is the Design of Your Website So Important?

How your website looks, its usability, and its content are all critical elements that can have a direct effect on whether or not prospective clients choose your law firm for legal services.

The first important thing to know about having a website is that today, nine in 10 American adults use the internet. What’s more, the use of the internet is often directly tied to purchasing decisions, and the internet is now the most popular way for a person who needs legal services to find and research a lawyer.

This means that prospective clients will be searching for law firms like yours online – your website needs to contain the right information to draw users to your site and then keep them there. With effective website design, you have an opportunity to:

  • Differentiate yourself from your competitors by providing unique information and visuals;
  • Maximize your conversions by not only attracting people to your site, but then guiding them in taking meaningful action (i.e. scheduling a free case consultation) ;
  • Improve your site rankings and move your page to the top of the search results page, resulting in more targeted traffic;
  • Provide potential clients with valuable information about your firm and legal services that will influence their decision to hire your firm;
  • Establish yourself as an authority in your field by providing valuable information to users;
  • Build trust and credibility with easy site navigation, a positive user experience, customer reviews, and effective content; and
  • Education your audience by offering blogs and pages with information that they need to know in order to make a smart decision about what steps to take next.

Bad Website Design and Bounce Rate

Bounce rate refers to the rate of people who leave your website before performing a desired action, such as traveling to another page on your website. Essentially, bounce rate is a representation of the users you had an opportunity to connect with, but lost.

Bad website design is associated with a high bounce rate. To be sure, consider the following:

  • Display matters. Whether a prospective client is accessing your website on a computer, laptop, tablet, or phone, your website needs to be responsive and display correctly. Hubspot found that 93 percent of people have left a website because it didn’t display properly on their device. 
  • Delays can be ruinous. Visitors to your website have an expectation for fast load times – delays can result in users leaving your site before ever interacting with it. Like improper display, over 90 percent of people have left a website because it didn’t load quickly enough. 
  • User experience is king. In the marketing world, the phrase “content is king” is one that most marketers stand by. While we agree that good content is a critical element of an effective digital marketing campaign, the first thing that you need to be thinking about is user experience (UX). If a user lands on your site only to be bombarded with ads, overwhelming graphics and displays, chat and email subscribe buttons, and general poor design, your bounce rate will increase. 90 percent of people have left a website because it was badly designed.

Hire a Professional Legal Marketing Company for Your Website Design Services

In order to attract more users to your website and maximize your impact on those users, partnering with a professional website design company is key. Our legal marketing team understands the important features that your website needs to have in order to be effective, including responsive design, content that incorporates search engine optimization, ease of navigation, client testimonials, distinct practice area pages, attorney pages, a blog, visually appealing content and layout, plenty of white space, strong calls to action, and more.

If your website is outdated, unresponsive, slow to load, or otherwise poorly designed, you could effectively be sending potential clients straight to your competitors. Don’t make the mistake of thinking that website design doesn’t matter, or that taking a do-it-yourself approach to website design will be sufficient.

Call Our Legal Marketing Team Today for Website Design Services You Can Trust

As a lawyer, your primary responsibility is to your clients – the design of your website isn’t something that you should be trying to tackle on your own. Partnering with an experienced, professional legal marketing team to manage the design of your new website offers peace of mind and convenience.

To learn more about Sundown Legal Marketing and our web design services, please reach out to us by phone at (800) 649-1764 or online today. We provide custom web design services based on your firm’s needs.

No Video in Your Marketing Plan – Your Plan is Destined to Fail

If you want to create more brand awareness, generate more traffic for your firm’s website, and convert more visitors to clients, video marketing checks all the boxes. Despite the clear appeal of video to consumers, law firms are often reluctant to try this medium as part of their digital marketing strategy. So, if you have been considering ways to take your marketing game to the next level, here is how video can do it and some of the ways you can use it in law firm marketing.

How Video Marketing Can Help Your Law Firm

Consumers love video, and its use has expanded to much more than just silly challenges or travel diaries. Video marketing has proven to be an incredibly effective marketing strategy across all industries. According to the latest statistics:

  • 89% of video marketers claim that video gives them a good ROI.
  • 92% of marketers that use video say it is an essential part of their marketing strategy.
  • 96% of consumers admit that they have watched an explanation video, and 84% say they have been convinced to buy a product or service by watching a video.

According to statistics compiled by The National Law Review, 96% of prospects now begin their search for legal answers online. And 62% of searches are non-branded, meaning a person isn’t looking up your name, but rather asking a question or searching for a “Birmingham divorce lawyer.”

When your firm has a variety of ways for consumers to get the information they want and need, it will reach more people. Some consumers want to read, and others would prefer to watch a video. Even if you already have some of this information on your site, video marketing can pay off in spades for your firm.

5 Ways to Use Video in Law Firm Marketing

Roughly 300 hours of video are uploaded to YouTube every minute, which is a staggering figure. But the truth is that many of your competitors either aren’t taking advantage of video marketing or are not doing so effectively.

As a lawyer, you can begin to get better rankings, reach more clients, and improve your business results by creating some high-quality videos. Here are five ways you can leverage video to market your law firm.

  1. “About Us” Page

Create a video for your “About Us” page that showcases your firm from the ground up. Include information about your company’s background and mission statement and then introduce your attorneys and other key staff.

While you might have some of this information in written form, video is a more engaging way to connect potential clients with attorneys that may be able to help them solve their legal matters. A video like this can make your office, and its staff seem less intimidating to potential clients. You might even wish to include it on your website’s home page.

  1. Video Series

Another useful way to use video in law firm marketing is to create a series of videos tied to a particular topic, such as divorce, trucking accidents, or disability law.

If you are a personal injury attorney, you can create a series of videos about what to expect from a personal injury case. There can also be videos explaining the best way for dealing with insurance companies, getting medical care, and avoiding common personal injury case mistakes.

  1. Case Studies

Prospective clients generally want to know that you have successfully handled cases like theirs and achieved positive outcomes. While you may not be able to cover all the possibilities, you can showcase some of your experience and past successes with video case studies.

Create some videos of your firm’s attorneys describing a specific case from start to finish. If the client consents, you can even ask them to provide testimony about how your firm solved their legal issue. This gives clients a good sense of what they might expect from their case and your firm.

  1. Testimonials

Many legal clients still arrive via referrals and word of mouth. Even those that get a recommendation from a friend or family member are likely to do some independent research on your firm before giving you a call. If there aren’t any reviews or testimonials available, even a personal referral might not be enough.

Video testimonials are excellent ways to reach that segment of your audience that is doing a deep dive into your online reputation before deciding on what law firm to hire. More than a few printed quotes from past clients, these pieces elicit more credibility and emotion and are likely to influence the decisions of those who view them.

  1. Live Streaming

If you have not added social media to your digital marketing strategy, there are a host of benefits to meeting clients where they spend a good deal of time. One of the features of social media, particularly Facebook, is the ability to “go live” with your videos.

Many law firms are now hosting informal live sessions on Facebook, LinkedIn, and even Instagram that feature Q&A sessions, a discussion of breaking cases or current events, or other information that would be of interest. One of the benefits of these videos is that they don’t disappear forever once you hit the “stop” button. Visitors can continue to replay the recorded versions of your live sessions as long as you keep them posted.

Should You DIY or Hire a Video Team?

Video isn’t necessarily complicated, so your firm could create some of these materials without a dedicated marketing agency or videographer. That said, you have other things on your plate and may not have the tools on hand to do quality video editing.

If you want to create video marketing pieces that will have the most impact, it makes sense to work with a digital marketing agency that will help you get the most return on your investment. If you’d like to maximize the value of YouTube and video marketing for your law firm, give Sundown Marketing Group a call. We have extensive experience helping clients review their needs and goals and will present a plan designed to deliver the best possible results.

Does Your Firm Need to Generate Press Releases….Yes, Yes it Does!

Press releases are a great way to gain publicity and visibility for a law firm, and to drive targeted traffic to the firm’s web properties. A well-crafted press release can attract the attention of widely read media outlets, which puts your firm in the news, helps brand it as a major authority in the areas of law that are practiced there, and reaches legal consumers that could turn into clients. In some cases, press releases can even go viral and lead to other media opportunities, such as a local radio interview.

Press releases are different from blog post articles, area of practice (AOP) pages, attorney profiles, and other forms of online content. A press release is a news story that should be written in the third person with the goal of providing unique and compelling information that targeted readers would find interesting and useful. The primary purpose of a press release is not to sell your firm’s legal services (although that could be one of the results of the story going public), but rather to inform the reader about something important that you or your firm have some involvement in.

Although a press release can be a strong addition to your content marketing strategy, this will not just happen by chance. Media organizations are inundated with countless news stories every day, and if you want your story to gain traction, it needs to stand out from the others. Fortunately, it is not terribly difficult to create a press release that will get your firm noticed, but it does involve incorporating some essential elements.

Here are some important guidelines for writing and publishing a winning press release:

Select a Newsworthy Topic

Since the primary purpose of a press release is to announce something or convey an important piece of information about you or your firm, you need to make sure that your story is newsworthy. Your topic should be unique, timely, and tell readers something relevant and interesting that they could not find out in a hundred other places.

Here are some examples of newsworthy topics that you could write about:

  • Attorney awards and recognitions.
  • A new partner joining the firm.
  • The opening of a new office.
  • An important case that your firm just won.
  • Groundbreaking legislation that your firm was a part of shaping.
  • A special event that you or your firm is sponsoring.
  • Your firm’s participation in a charitable event.
  • A new legal service that you are offering.
  • The release of a book or white paper.
  • Discussion about the legal implications of timely events (COVID-19 is a great example).
  • Useful tips and insights for legal consumers.

A good way to know whether or not you are choosing a newsworthy topic is to ask yourself this question, “why would anyone outside our office care about the topic we want to use?” If you cannot come up with a good answer to this question, then put that topic on the shelf.

Write an Attention Grabbing Headline

Create a headline that is short, to the point, and draws readers in. A good headline should have no more than 15 words in it, around 10 is even better. Here are a few examples:

  • Top Atlanta Personal Injury Firm marks 40-Year Anniversary
  • Leading New York Firm wins Major Lawsuit against Auto Manufacturer
  • Philadelphia Injury Attorney Shares Unique Insights into the Auto Accident Claims Process

Include just the facts in your headline – no exaggerations, hyperbole, or opinions. Give the reader the “who”, “what”, “how”, “when”, or “why” of the story, and if possible, look for a unique angle or spin that will make readers want to click on your news article. You should also try to optimize the headline for a keyword phrase that you would like to rank for in the search engines (more on search engine optimization later).

Use the Proper News Story Structure

As we have talked about already, a press release is a news story; and as such, you need to make sure that it is structured properly and written in the right style and tone. The press release should be written objectively and using a journalistic style. Include the dateline and city/state prior to the body of the article, and include the name of the attorney or law firm that the story is about in the first paragraph.

In the body of the press release, include all relevant facts about whatever you are announcing, and also include quotes from one or more of the attorneys or other stakeholders who are involved in the story. Although the story itself should be strictly informational, including quotations gives you the opportunity to sell yourself and your firm a little bit.

For example, if your firm just won a major lawsuit, whoever is being quoted could talk about the importance of this win, give credit to the other attorneys and staff who worked on the case, talk about how the win helped your client, and discuss some of the keys to your firm’s ongoing success. This is not directly selling your firm, but it does give readers some insight into how you approach cases and emphasizes your successful track record.

After the body of the press release, there should be a few more sections:

  • About: A paragraph talking about the attorney or firm, your services, recognitions and awards, how long you have been practicing, and any other relevant information you want to include. The same “About” section can be used in all of your press releases.
  • Call to Action: One sentence that directs readers to the firm’s website to learn more details.
  • Contact Information: The contact information of the firm, including phone number, email address, and social media profiles (if you have them).

Make your Press Release Readable and Concise

Because of the sheer volume of information that is available online, most internet consumers scan news stories looking for information that is useful to them rather than reading every word. Journalists are the same way when they consider whether to run with a news story that lands in their inbox.

Make sure your press release is easy to read. Limit your paragraphs to three sentences or less and use subheadings and bullet points frequently to separate the text. Be careful not to make your news article too long; a good rule of thumb is to keep it to 1000 words or less, unless it takes more than that to adequately cover the topic without any added “filler.”

Lastly, select an image to complement your press release. This could be a picture of the building where an event is being held, a picture of a courthouse if you just won a big court case, a picture of the book cover if you are releasing a new book, or the picture of an attorney if you are announcing the addition of a new partner for your firm. If in doubt, you can always use your firm’s logo for the image.

Optimize the Press Release for Search Engines

A press release is a strong branding tool, but it can also play a role in your SEO strategy. This can be done through backlinks from authority news websites to your own website (which helps build search engine rankings) or through your press release article showing up for popular keyword searches.

Identify two or three keyword phrases that you would like to rank for in order of importance. Try to work the most important one into your headline and into the article three or four more times. Then work the other keyword phrases into the article a couple times as well.

Do NOT “keyword stuff” or force a keyword into a sentence awkwardly if it does not naturally flow with the text. The search engine algorithms no longer reward this strategy, and more importantly, it will make your article look unprofessional and unappealing. Focus on quality content first, and work your keyword phrases in only where you can find an appropriate place for them.

Send your Story to the Right News Outlets

Be sure to send your story out to the news publications that are most relevant to the region the news story is covering, and outlets that are most likely to publish the story. For example, if the story has something to do with a charitable event that you are participating in within your city, there is no reason to distribute the release nationally. On the other hand, if you were part of a major class action lawsuit with class members in all 50 states, then a national release might be appropriate.

You can send out the press release yourself by compiling a list of news publications you would like to see it in and obtaining the email addresses of reporters at each outlet. But this is extremely time-consuming, and most firms opt to use a distribution service that can guarantee publication in at least some of the outlets that they are targeting. There are numerous distribution services out there, and their prices can range from $100 on the low-end up to $1,000 or more on the high-end depending on the length of your article and how many (and which) outlets you are sending it to.

Set Realistic Expectations

One very important thing that everyone needs to realize about press releases is that they are not a “one off” strategy, and you should not expect every news story to be a home run.

Will your first press release result in a highly lucrative case for your firm or a radio interview?

It could happen and it has happened. But there is also a chance that the first news story you send out will not receive a strong response. Or maybe it will receive a decent response in which you get some good exposure, but it does not result in immediate business.

The point is that you never know what will come of each story you send out. A successful effort will include some singles and doubles, some strikeouts, an occasional home run, and even a grand slam every now and then. This is a long term strategy, and with consistency over time, your efforts will pay off and you will see a good return on your investment.

Do Not Overthink It or Overdo It

The last point we want to leave you with is not to overthink this or overdo it. Creating a press release that will get your firm noticed is not as complicated as it may seem. It is simply a matter of writing a good news story and sending it out to the right places. For some topics, 300 to 400 words is all that is needed to craft your story and have it ready for publication.

By “overdoing it”, we are referring to sending out too many press releases in too short a period of time. For example, if you are spamming the news wires with a new press release every week, you are far less likely to get any reporter to take your story seriously. This will not do your reputation any good, and it will produce diminishing returns on your SEO efforts as well.

Some firms produce a monthly press release, and this could work as long as you have a newsworthy topic every month. But we would definitely not recommend doing it any more often than monthly. We typically advise our clients to shoot for a press release every three months or so as an optimal branding and SEO strategy.

If you feel like writing a press release yourself or having someone in your office do it seems overwhelming and beyond your capacity, no worries. As with distribution, you can always have a professional do the writing for you. And as always, if there is anything we can help you with regarding press releases or anything else related to digital marketing, feel free to get in touch with us whenever it is convenient.

About Sundown Legal Marketing

Sundown Legal Marketing specializes in helping law firms review their current internet footprint, developing a comprehensive internet marketing plan and implementing every aspect of that plan. Contact us today for a free website evaluation and a no obligation assessment of your internet marketing plan. Call us today at (800) 864-1764 or online at Sundown Marketing.

Facebook Is Made For Sharing

While the relationship between social media and SEO isn’t black and white, we know it does exist and may help you move up in your google rankings. For example, if your number of site visitors increases due to SEO, and you have a link to your Facebook page on your site, many of them will likely visit your page. They will then become followers and share your information with their friends. Over time, the SEO you used to attract visitors to your site can help you continue to attract followers and shares on Facebook as users find your page through your site. This can help you continue to build a following by fostering relationships with people in your industry, as well as prospects and customers. Conversely, if a Facebook user happens to see one of your blog posts in their News Feed because one of their friends who follows you shared it, they like what they see, and decide to follow you. After seeing more of your posts over the following weeks, they want to learn more about your firm and visit your site, in turn resulting in increased traffic to your page.

Now that we’ve demonstrated the benefit of social media and SEO, with Facebook leading the way, it is worthwhile to establish some easy measures you can implement to increase your business’ Facebook reach. We are often asked by our client’s “What can I do to help my social media following”. Given the fact that most do not want to spend a tremendous amount of time on this, I have assembled some of the easiest ways to boost a firm’s following. Let’s assume that you are posting interesting content that is both original and curated on a regular basis (2-3x per week)…now what?

  1. Share your page on your personal news feed.
  • Tell your friends and family about your Facebook Page. Ask them to like the Page and to share it with their friends and communities.
  1. Create a link from your personal page to your business page.
  • Friends may (or may not ) know you are an attorney, but not sure what firm you are associated with. By adding a link, you take the guesswork out.
  1. Include a link to your Facebook page in your email signature.
  • Make sure any potential follower is aware of your Facebook page. A simple addition to your automated signature can quickly add followers.
  1. Use your email list directly and ask former and current clients to follow your Facebook page, and to rate your service or write a review.
  • Page ratings and reviews can help build trust and credibility for your business.
  1. Follow local business with similar interests.
  • Share, like or comment on posts. Tag individuals and businesses and your post will show up in their news feed, giving you the potential to gain some of their followers.
  1. Engage with your community.
  • Post about local businesses, sports teams, restaurants, essential workers etc. Show that your business cares and supports the community that it resides in.
  1. Post photos of office staff.
  • It’s a social platform and your brand needs to have a human touch. Don’t rely solely on your latest blog post or curated content. Let your followers know what your firm is all about.
  1. Boost a post.
  • If you want audience engagement on your page or to develop your brand awareness, boosting a post is a great way to maximize visibility and grow your audience. Boosting a post is an effective way to spread information to a wider audience for a chosen amount of time, geography and target audience. This is an effective way of sharing exciting information, like a big win for your law firm, a recent honor that was bestowed to you or your team or a tactic to target new customers in a specific practice area. With just a few clicks your post can reach hundreds of people in a specifically targeted area.

There are many other ways to increase your social media presence, specifically Facebook for the sake of this article. Many of these options may only have to be completed once or even quarterly. These are steps that don’t take extensive time or knowledge but the potential benefits can make a big difference in expanding your Facebook reach.

Social Media and SEO Rankings: What’s the Connection?

If you take Google at their word, correlation doesn’t mean causation… at least, directly.

But indirectly is another story.

Social media may not be a ranking factor for Google, but it can amplify the ranking factors that Google DOES consider.

Here’s why: Social media is built for mass sharing

Facebook is made for sharing

Contact Sundown Legal Marketing Today

Fortunately, many attorneys are gifted storytellers but don’t think to use that skill to market their own services. For more information on using this effective tool in your website content, reach out to Sundown Legal Marketing. Contact us today at (800) 864-1764 or online to schedule a free website evaluation or with any questions about our services.

Personal Injury Attorneys Beware – It’s A Jungle Out There

These days, running a personal injury firm is not for the faint of heart. With so much competition, law practices need to do everything they can to distinguish themselves. It is no longer enough to run an ad in the Yellow Pages and hope your phone will ring. And although client referrals are still one of the best marketing tools a firm has, this avenue alone may not be enough to build long-term stability.

In recent years, there has been a major shift among legal consumers, particularly Millennial’s and Gen-Xers. The majority of individuals from these generations now look for a personal injury attorney online after they suffer an injury. They are very tech savvy, and they will often spend hours researching to find out about their type of case and what they need to know.

In recent months, the COVID-19 pandemic has accelerated the shift toward online commerce. At this point, having a strong digital presence is not just an optional strategy for personal injury firms, it is a must.

If you want to compete in the 2020s and beyond, you need to show up online, and you need to do everything possible to establish authority in your area of practice. Build your web properties correctly, and they will do most of the selling for you, so you can focus on what you do best – practicing law.

Tips for Marketing your Personal Injury Practice

Here are five of the most effective steps you can take to market your personal injury firm online:

Focus on the Low Hanging Fruit First

A surprising number of attorneys and law firms do not even complete the basic steps to developing an online presence. Even before we talk about websites, you need to understand where many legal consumers look to find an attorney and be sure that you are there as well. For example, have you claimed your Avvo profile yet?

Avvo is the largest and most popular online legal directory; and it is one of the first places a consumer will look to see how reputable an attorney is. Ideally, you want to have an Avvo rating of 9 to 10, which means “superb.” And you definitely want to avoid being on the middle or lower end of that rating scale.

Maximizing your Avvo rating can be done with fairly minimal effort. It is a one-time investment of your time that will pay dividends on an ongoing basis. Whether you know it or not, you most likely already have an Avvo profile. So, the first step is for you to claim it and fill in all of the necessary information.

Put in your education, years of experience, areas of practice, licenses, recognitions and awards, contact information, photo, etc. Also be sure to submit your bar number to Avvo, so they can verify your identity.

Finally, your Avvo rating is partially determined by external sources. Specifically, you will need to request peer endorsements, which you can do within the Avvo system.

Endorsements from other attorneys are best, but you can also get endorsements from friends, family members, former coworkers, or others you have worked with in the past. Avvo client reviews are also very helpful, so be sure to request them when you successfully handle a case.

Create an Attractive and Engaging Website

Get your profiles optimized in Avvo and other widely used legal directories, then focus on your most valuable online property, your website. A law firm website is more than just an online calling card; it houses several pages of content that describes your firm, background, why people should hire you, each of your areas of practice, a blog where you can publish helpful information for legal consumers, and maybe a section to list all of your verdicts and settlements (if that is something you want to highlight).

Your website is essentially the vehicle that drives your online marketing strategy. You can also think of it as the digital version of your physical office. An effective website is one that is professional, user-friendly, attractive and aesthetically pleasing, and engaging to potential clients.

When a visitor arrives, they should find a website that is easy to navigate, clearly explains who you are and what you can do for them, and provides the opportunity to interact via a chat box and online contact form. Keep in mind also that a growing percentage of the population connects online using a mobile device, so your website should look good on both tablets and smartphones.

Develop an SEO-Friendly Content Marketing Strategy

You have an Avvo rating of 10 and a beautiful website that is ready to convert visitors into clients. Now what?

These are important pieces to the online marketing puzzle, but there is still one more essential ingredient you need to add – targeted traffic. The best website in the world will do you no good if nobody ever sees it, so you need a consistent strategy to make sure you are continually bringing in targeted visitors.

There are two main ways to drive targeted traffic to your online properties; search engine optimization (SEO) and paid advertising. With SEO, the object is to rank on the first page of Google (and ideally in one of the top three to five spots) for keywords that your target market is searching for. With Google pay per click advertising (which is one of the most common forms of paid search advertising), your ad is displayed on the top of the page or on the right-hand side, and you pay each time someone clicks on the ad.

The challenge with paid ads for personal injury law firms is that they can be extremely expensive. For example, the keyword “best mesothelioma lawyer” costs more than $900 per click. Of course, winning a mesothelioma case could be worth millions, but a lot of personal injury firms do not have the budget to spend thousands of dollars up front just to bring a handful of visitors to their website.

Effective SEO gives you organic rankings that will last much longer than a paid ad, provided you are not doing anything to manipulate Google’s algorithms. One of the best ways to drive traffic organically through SEO is by consistently publishing blogs. This method is commonly known as “content marketing.”

There are a few essential elements of a strong content marketing strategy:

  • Choose the Right Article Topics: An SEO-friendly content marketing strategy starts with creating blogs/articles with the right titles/topics. Go for topics that will be relevant to a larger number of readers and try not to get too specific. Find keywords that a lot of legal consumers are searching for and look for common questions that your audience is asking. Articles that answer frequently asked questions tend to work very well for both SEO and reader engagement.
  • Make your Content Understandable: It might be tempting to use a lot of legal terminology in your articles and doing some of that certainly helps establish your authority on the topic. That said, be careful not to overuse legal jargon. The best legal article is one that takes complex topics and makes them understandable to the average layperson.
  • Make your Content Practical: Always give your readers practical and helpful advice, so they will come away feeling that reading your article was worth their time. A good example would be an article that gives readers an inside look at what to expect during each step of the accident injury claims process. Another type of article that readers appreciate is helpful advice on avoiding auto accidents, or steps to take if they get into an accident.
  • Make your Content Readable: Most people do not read an article all the way through – there is simply too much information out there online and not enough time in the day. If they click on your page and see a huge block of text, the reaction of many will be to go somewhere else for their information. Make sure your content is readable and scannable with plenty of subheadings, bullet points, and bolded text.

Think of each web page and blog post as another avenue that allows legal consumers can reach your website. The more pages and posts you create, the more chances you have to rank them for keywords that are searched for by members of your audience. Do not stress too much over ranking one specific page or article – the key here is consistency, and if you keep this strategy up over time, you can drive a ton of targeted traffic to your website.

Build Relationships with Your Audience through Social Media and Newsletters

Even if someone has not become a client yet, you can still build a relationship with them through the use of email and social media. Social media platforms like Facebook and Instagram are more relaxed settings where you can show your human side and build rapport with those you interact with. You can connect with past clients and associates, and you can build up a network of followers who appreciate the useful content that you put out.

If you want to take your online relationship building to the next level, consider publishing a biweekly or monthly newsletter. It doesn’t have to be anything too fancy, just something that updates readers about what is happening in your firm, recent cases you have won, and maybe some interesting things that are going on in the world of personal injury law.

When a reader receives a newsletter from you regularly, that keeps you in the front of their mind, and you will be the first firm they think of when they need help with a personal injury claim.

Be Flexible in Your Approach

One thing we can be absolutely certain of when it comes to the online world is that it is always changing. New technologies will emerge, and new platforms will come on the scene, and some of these new trends could be useful for personal injury attorneys to grow their clientele. As we have seen recently, societal disruptions like COVID-19 can also force firms to adapt their strategies in order to survive and grow.

Test and tweak your online marketing methods, find out what is working best and do more of that, and eliminate campaigns that are not performing. Stay flexible in everything you do online, and always be prepared to make shifts when necessary. Finally, if you need any help marketing your personal injury firm online, feel free to reach out to us for a free consultation.

About Sundown Legal Marketing

Sundown Legal Marketing specializes in helping law firms review their current internet footprint, developing a comprehensive internet marketing plan and implementing every aspect of that plan. Contact us today for a free website evaluation and a no obligation assessment of your internet marketing plan. Call us today at (800) 864-1764 or online at Sundown Marketing.