Having a Clear Voice and Tone for Your Posts
Whether you are writing a blog, sending out a newsletter, or tweeting out a new award, how you craft your voice and words can determine how your reader views you and your firm. While each platform and medium can have its own style and goals, your social media posts will rely heavily on consistency. Having widely different tones across several posts can make it seem like each post is by a different writer, thus giving your account an identity crisis. But if you decide on a tone beforehand and are selective about how you post – from the words you use to the topics – you can improve engagement across each platform.
The SEO Opportunity Hiding in Plain “Site”
Most legal websites have some type of relevant content, whether it be legal articles, newsletters, or blogs. Any website that has a reasonable amount of good content (read: written for users, informative, and not copied from other websites) is off to a good start in terms of SEO. But many websites, even in competitive markets, are not using this content as well as they could. If you are looking for an easy fix to take your content to the next level, consider internal linking.
Don’t Just Solicit, Offer
For a lot of attorneys, bringing in new clients can feel like selling vacuums door to door. As charming and persuasive as you may be, getting a client to “open the door” can be tricky on the internet. Users are bombarded with ads, pop-ups, and chat boxes on a daily basis and have learned to tune out most sales pitches. However, that only means you have to get more creative with your messaging.
Good SEO Is Focused on Leads
SEO is a complicated industry, with as many tools to measure performance as there are experts on the subject. Every SEO company will differ on which tools are best. Some of the most prominent ways of measuring the success of your SEO are link strength (domain authority), rankings, and keyword density. While these and many other metrics can play a role in measuring SEO, we have found that the most important metric is leads.
The Key to Eye-Catching Social Media Images
Building out a following on social media for your law firm can be a huge boon to your long-term goals, but only when done right. You may be able to discuss the latest changes to the law, new attorneys or paralegals you’ve brought on, speaking engagements, or events you will be sponsoring. With each post, you may be tempted to share a photo or graphic to make it visually interesting. But you should always remember that each platform has different image size requirements for posts that include images. If your image is not correctly sized, it can be stretched or skewed, and make your post look unprofessional!
Display Your Relevant Experience and Inspire Your Clients
The greatest proof of one’s ability is their experience. When someone is trying to find legal help, they may search high and low to find the firm that has handled cases similar to theirs. They’re looking for familiarity and hope that you can get them the results they want. If you show your clients right away that you have won cases like theirs before, it will give them the confidence to choose you as their lawyer more than anything else.
Link Opportunities Are Everywhere!
You’ve probably heard the pitch: Your website looks great, but it could really use some links! You may have received emails from other law firms or websites claiming: We would love to showcase our content on your website for free. Or, from less scrupulous firms: Let’s swap links!
Create a Style Guide for Your Posts
Marketing your firm on social media is a lot like picking the right outfit. If you’re going to be meeting with a new client, you will want to wear a suit that makes you feel confident, a tie that catches their attention but is not distracting, and shoes that you can comfortably walk in. It all has to work together at the end of the day, but what’s important is how it showcases your unique style and brand.
Charm New Clients by Showcasing Your Attorneys
A picture could be worth a thousand words, but only if you use the right one. Remember, many clients are scared to enter a courtroom, and nothing increases that anxiety more than working with a faceless law firm. If they are browsing your website and all they find are vague stock photos or wide shots of your office, that’s exactly what you are presenting.
Watch Out for Copyright Scams and Phishing Emails
Email scams are nothing new to anyone running a website. Our email clients typically filter out such phishing schemes into spam folders and promptly delete them each month, but scammers have become more sophisticated over the years. Nowadays, many try to mask themselves as “professionals” and can create detailed facades to make website owners think they are legitimate.
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