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The market of lawyer services is over saturated, there's no question about that. In California alone, there are about 190,817 actively practicing lawyers according to the State Bar of California. That makes for an extremely competitive marketing landscape.
The undeniable fact is this: there's nowhere to go but digital. This isn't the age of billboards and print-ads anymore, especially for those who are still not on the map and want to get ahead. In such a competitive market, digital marketing is an indispensable tool to keep the clients coming.
Here are some strategies that your firm might need to hack the market:
Having a clean and effective website is a no-brainer for digital marketing. A clean website is a site devoid of useless clutter. Make sure that every little aspect of it is there for a reason, that it does something other than take up space. Put too much information on a page, and you'll overwhelm the reader. Think of only the essentials: the services you provide, FAQs, details of the lawyers, contact information, and maybe a blog and testimonial section. Think of your target audience. Be in their shoes and imagine what you want to see in a lawyer's website.
Tip: Invest in mobile compatibility. Whether we like it or not, more people are spending time on their mobile devices to manage their online lives. So, it's best to get on it as soon as possible.
To build on the previous point, let's discuss landing pages. These are your digital chat-up lines. One look at the landing page is all it sometimes takes for a client to decide to go with your firm or find someone else. Landing pages need to be effective. They need to drive clients right to your doorstep.
The goal here is this: think of what potential clients value the most and put this on the landing page. It should not waste their time. They should get something out of it so that it feels interactive and valuable. There should be relevant information that a customer could get in one glance. As a bonus, include a call-to-action to seal the deal.
Build on good keywords
Keywords, keywords, keywords. If you've been in this digital marketing thing for any length of time, you've heard of keywords. They’re the backbone of digital marketing. Keywords may be confusing at first, but once you get the hang of it, you'll be able to choose and use keywords that are not only effective but optimal for your business.
When you do your keyword research, don't immediately jump on the ones with the highest search volumes — especially when you're running pay-per-click (PPC) ads. This will drive your costs to the sky and bury your firm in the ground. Don't compete with those who are already in the top results when you Google Search terms as general as "car accident lawyers". You'll get to that eventually, but there is no shortcut. You need to build from the ground up.
The keywords that will get you the highest returns are those that are specific and focused — like Legacy Car Accident Lawyers. It's better to rank higher on very specific keywords than to rate lower on overly general ones. Think of the client and choose keywords that are easy to type and specific to your business, especially when you're marketing for something as urgent as car accident lawyer services.
Of course, as any rational business ventures would, invest in social media marketing. Social media is a large, long digital highway of billboards and print ads. You need to get one of yours up there. There are a lot of avenues present in social media when it comes to marketing. Facebook, especially, has an intensely structured ad campaign system that can lead to strong feedback from clients.
A reliable way to use social media in digital marketing is retargeting. The strongest leads you can generate are the ones who have already visited your site. This way, you are not spending much on organic campaigns and will still have high potential returns.
You're a firm of California Car Accident Lawyers: market towards your state. Don't compete for lead generation with lawyers from New York or San Francisco. Stick to your turf. This way, the competition is loosened, your campaigns are more focused on the correct audience, and you're easier to find. Add California to your keywords. Make use of ad extensions. Specificity can sometimes be the key to great marketing. To be even more specific, add the fact that your services are for car accidents. People need car accident lawyers. Find those people and lead them to you.
To sum it up
Digital marketing is inevitable for any business today. There are a lot of ways to get ahead — especially in oversaturated markets — but not all those ways are compelling and relevant to your specific case. Know your target audience. Where are they from? What do they want? Where are they looking for you? And what value can you give them? This way, not only can your campaign generate stronger leads, but you also won’t spend too much.