How to Establish Your Digital Presence in an Increasingly Crowded Market Place

Why Word of Mouth Doesn’t Cut It

Old school professionals are still under the impression that word of mouth is the best form of marketing. Unfortunately, this is no longer the case–especially when it comes to building a law firm. 

While referrals do produce leads, social proof can only get you so far. In order to be successful, your firm needs a web presence. Here’s why: 

Everything Is on the Internet 

Your prospective clients aren’t thumbing through a phone book, they’re Googling your name or the name of your firm. If you’ve done your research and know a thing or two about search engine optimization (SEO), then your website should come up on the first page of their search. If it’s not, you’ve got a serious problem. 

According to Moz, the top result on Google has a 33 percent chance of getting clicked. This means, if your site isn’t showing up on page No. 1, you’re missing out. What’s more? More than 75 percent of people won’t click on the second page of search results. 

SEO, for those of you who may not know, is the process of building and managing your site in a way that will positively affect its ranking in the SERPs (search engine results page) for particular search terms. There are several ways to boost your site’s SEO, including but not limited to optimizing your site’s meta description and image alt-tags, improving your page loading speed, obtaining backlinks, and linking to relevant (authoritative) sites. Want a quick and easy way to see how your site is doing? Consider downloading an SEO plugin like Yoast SEO

SEO Is Constantly Evolving 

Nowadays, simply creating a website isn’t going to cut it. SEO is a never-ending process that requires updating and improving content. This is where the phrase “Content is King” comes from. Content runs the internet and includes everything from images to text to video to audio clips. 

Look at it this way. Your law firm probably focuses on one to two areas of law that can be broken down into a sub-area of practice. For example, if you’re a personal injury firm, you most likely handle motor vehicle accidents. This can include truck accidents, car accidents, motorcycle accidents, bike accidents, and pedestrian accidents. Each one of these “sub-areas” should have its very own page. Each page should contain a minimum of 300 words and include relevant keywords. By having a separate page for each sub-area, your readers will know exactly how your firm can help in their specific case. 

If you’re at a loss for words, another great way to get through to your readers is to create “I need” content in the form of a video. “I need” content focuses on answering your readers’ questions. To do this correctly, you’ll need to create an FAQ page on your site. On that page, list out common questions readers may have about your practice (i.e. What’s included in personal injury?, What qualifies as personal injury?, etc.) Each question should link to its own page that includes an explainer video and a video transcription. This way, your site will rank for both text and video content. 

Video Builds Trust 

Over the past few years, video content has become an essential part of any successful marketing strategy. This is because video content is engaging and easy to consume on the go. Video is becoming so crucial, that experts predict more than 80 percent of consumer traffic will be video by 2021.  

Video content isn’t just a way to rank, it’s a way to connect with your audience on a personal level. Addressing your audiences’ questions in a video format builds trust. This is because video allows your viewers to get a feel for who you are, both personally and professionally. Unsure of where to start? We can help. 

THELAW.TV produces effective marketing videos for law firms. We’ve produced more videos for law firms than any other company in the nation–that’s more than 200,000 videos. Choose from Video FAQs, like the ones we mentioned in this blog post, or Video Blogs. Either way, we’ll help you communicate a story to your prospective clients. 

We’ve been working with top law firms for more than a decade. Instead of letting you flail in the wind, we provide firms with the most searched questions for their practice area, open and closing graphics. Unlike other legal video companies, we strive to help your viewers. They’re on the lookout for legal help, not a documentary–and our videos are designed to do just that. 

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