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Roadmap To Growth: Designing A Digital Strategy For Law Firms


Image Source: Giammarco

The world is slowly becoming digital as industries and companies all over the world go online. From the massive surge in eCommerce, especially during COVID-19, to the expansion of digital marketing, the future of business is most certainly digital.

The move to digital is not confined to only online brands but has evolved to impact various industries and businesses. Having an online presence and digital strategy is key for business expansion, and the fact is, not too many companies are ready for this. This lack of online presence could impact a company’s branding, reach, and customer acquisition.

We thought we would look at how companies can create a digital strategy that works for them. We are going to look particularly at law firms, as they appear to be somewhat lagging in their digital presence.

Create A Functioning Website

This should be your first point of call if you are embarking on your digital journey. There are currently a staggering two billion websites globally, and if your company does not have one, you are truly missing out. Your website needs to be created and optimized to reach new clients, retain current clients and educate visitors to convert them to clients.

Whether you are looking into creating a brand new website or overhauling your current site, consider hiring professionals in law firm website design. Not only will they know what information your clients will be looking for on your site, but will be able to create optimized landing pages to draw your client in and convert them immediately.

Unlike an eCommerce company, a law firm will need a tailored website that will reflect the branding of the firm and speak directly to potential clients.

Include High-Converting Content

Content is key when it comes to your site, your social media and all digital marketing exercises. The copy that appears on your site is vital to not only attract your clients but to provide them with valuable and educational content about your firm as well as your industry.

Each landing page needs to have keyword-rich content which provides simple, yet descriptive explanations about your company and what you do. Keyword research is key to heightening your SEO on your site. So, if you want to be placed in the first few search results on search engines, you need to make sure that your keywords appear in your copy.

Include your specialties, your services and other key elements that your client may be looking for. Terms like “affordable”, “in my area”, “trusted” and “client-focussed” are also handy to include. It is important not to stuff your content with keywords, however. Google does pick this up and will penalize you for it.

Image Source: Scott Graham

Develop A Content Marketing Strategy

Now that you have your very targeted, and keyword-optimized website up and ready, it’s time to start marketing. Digital marketing relies very heavily on content and the dispersion of content. So, your first point of call would be to create a blog,  get your mailing platform ready and open up your social media platforms.

A blog is a great way to inform and educate your clients and it also does wonders for your SEO. Focus on getting regular blogs out weekly with topics that your clients will be searching for and that will educate them. Not only will you most likely pop up first in the search, but you will also become a trusted source of information.

Once your blogs go up, you can share them across your social platforms, to your mailing list and also share them with authoritative third parties. Link-building is key for SEO, so factor that into your overall strategy.

Put Some Money Behind Your Digital Marketing

Now that you have all of that up and running, and you are posting regular posts and ads to your social platforms, it’s time to start putting money behind it. Normal, unpaid posts on Facebook, will only be seen by your direct followers, and if they share it, their audience.

If you want to expand your reach a bit, you will need to put some money behind it. Keep an eye on what campaigns and posts are attracting attention and getting engagement and sponsor those posts. 

You can also put money into paid keywords and paid Google ads which will show up to audiences who have historically searched for similar terms and keywords.

Last Thoughts

Before starting your online journey, try and understand what your customers want and need and create something around that. It is helpful to start your digital strategy by mapping the customer journey around what your clients are looking for, so do some research, and your efforts are most likely going to pay off.

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