How to Research Your Law Firm’s Marketing Competition
When it comes marketing, every single industry has a unique approach for gaining new clients. So with this being said, the law marketing is no different when creating strategies for marketing on the internet. Simply relying on word of mouth or walk-ins isn’t enough to keep a law firm afloat anymore. That’s right, the digital era offers a whole new dynamic of individuals who are reading up on your expertise before dumping their hard-earned money on the consultation fee. Heck, even lawyers who offer consultations for free have a hard time keeping clients.
So like most industries, law firms have to really push and pull to keep clients out of the hands of their competitors. This was difficult before, but the online marketplace has only enhanced such difficulty. So in order to secure clients, your business needs to hone traditional marketing practices that are capable of grabbing the attention of the audience and remove themselves from the heap of attorneys who are all one and the same. In our era where testimonials, reviews, and hundreds of options are available at one’s fingertips, it is essential that the customer comes first in all professional interactions.
How Competitors Grab Attention
In order to grab attention, you’ll have to do so much more than that to gain new clients. You’ll need to know that when people are searching for legal counsel, they usually fall into one of two groups:
- They’re specifically searching for a lawyer. This means that you need to be visible and you need to present yourself as the best choice for them.
- Clients are performing research on their own.
So when considering these factors, it’s important to have a robust marketing strategy to plan for success in the future. In addition to making your firm look credible, establishing a great online identity can offer a wonderful sales pipeline. Why is that so? Well, in the industry of lawyers, it’s your credibility that means everything.
Competition & SEO
Most lawyers don’t understand how SEO works and if so, they do not know how much incorrect SEO can derail their messaging. You see, according to a customer survey through Google, roughly 96 percent of people are flocking for legal advice through search engines. This means that your legal service needs to be at the top of the results in order to pull in a potential new client.
So how is this done? Well, it all boils down to SEO. By utilizing proper search engine optimization techniques, your site can rise to the top of the search engine results page. This heightened visibility in the unpaid results allows your site to grow organically.
So by having SEO as a priority in your online marketing scheme, you’ll have no problem pulling ahead of the competition – or understanding how they use SEO. However, it all boils down to understanding how Google’s algorithm operates and what they deem worthy of a top search. Such things to look out for are:
– The algorithm is frequently changing. Since most law firms don’t update their content, they usually sink to the bottom of the searches.
– SEO is an investment in regard to how your website performs. To stay afloat, you need to generate backlinks, create content that’s targeted, and optimize your website. The site needs to be mobile friendly and it needs to have a responsive design.
It’s also worth mentioning that users usually judge websites in about .5 seconds as the website is loading, which means you need to keep them wanting more. In addition to this, almost 75 percent of all users have noted that a lawyer’s site is the sole reason why they planned on working with them.
So given this information, every aspect of your law website should exude authority, professionalism, credibility, trust, and friendliness.
Competition & Page Loading Times
Another issue to consider would be page loading times, as these are another metric in Google’s algorithm. Avoid having too much going on your site so that it doesn’t slow down how fast it can load. Try to have the loading time under 2 entire seconds if you can.
Competition: Are They Clear & Concise
Try to keep your meta tags and titles concise for each web page on your site. This is especially true for the website landing page. Try to only use 60 characters for the title and less than 200 characters for the description of the page.
Competition Understands & Utilizes Local SEO
Make sure you utilize local tags so that it anchors where your business operates. Having your website without anchored tags makes it difficult to reach your expertise and for all people know they’d assume your service is out of their reach. So if your business operates in New York City, it’s important to note your geolocation where business is operating.
Considering the information above, there’s a lot that comes with making a successful law website. Thankfully, Gladiator Law Marketing can help you monitor your competitor’s rankings, why they do so well, and how you can pull ahead. Contact us today for further information!