These 5 Marketing Mistakes Are Bleeding Your Law Firm Dry
Certain marketing mistakes don’t only cost you money but could cost you your business. Yes, it’s that serious.
You want your firm to get the right type of cases, and we want that for you, too. But first, you need to know the common mistakes to avoid in your digital marketing strategy.
Below, we discuss five law firm marketing mistakes and how to avoid them. Let’s dive in.
Mistake #1: Not keeping up with Google’s goings-on.
“Google’s goings-on,” that’s a little bit of a tongue twister.
Like an actual twister you didn’t see coming, it’s easy to get sucked into the ceaseless, furious whirlwind of Google. That’s why you need to see the Google machine coming before it strikes.
By “strike,” we mean releasing a new update or benchmark that could have major effects on Google ranking websites.
If you have no idea what Google is up to, you could find yourself giving the go-ahead on an expensive marketing project that ends up being useless in light of a new update. Not a good look for your firm.
So, how do you avoid the twister? EverSpark web developers recommend planning ahead and keeping yourself informed. Check out the resources below for general information about Google’s algorithm, as well as a list of past and future updates.
- History of Google Algorithm Updates (Search Engine Journal)
- Google PageRank & Algorithm Updates: Most Recent Entries (Search Engine Roundtable)
- May 2022 Google Core Update (Google Search Central)
Mistake #2: Not taking advantage of Google’s (free!) Webmaster resources.
Clients know they can come to us anytime, and we love when we get a call from someone who wants to talk about their website, how it works and what’s going on behind the scenes. We love opening up that world to clients, and Google’s Webmaster suite of tools makes it easy.
The Webmaster suite, or “Google Search Central” is a good place to learn about how your website is serving whom it’s meant to serve, the questions it’s meant to be answering, and if it’s doing so in a way that’s safe and beneficial to users.
Within the hub, you can:
- Learn all about the basics of SEO in the quickstart guide
- Analyze your site’s page speed and mobile-friendliness, then get suggestions from Google on how to improve
- Check if and how your site currently appears on Search
- Check eligibility for special features on Search
- Analyze how your website currently performs with clicks and rankings
But that’s not all you can do. See what else is new in Google Search Central.
(Keep in mind that more technical and performance-based actions should be performed by a credentialed web developer.)
Mistake #3: Writing strictly for search engines, not people.
Hello. I am here to tell you what you must do if you wish to attract law firm clients on the internet. To attract law firm clients on the internet, you must be relatable. You must also provide resources if you wish to attract law firm clients on the internet. Lastly, if you wish to attract law firm clients on the internet, you must not write like this.
We hope you’ve made it this far without knocking your head against your screen, because that’s what we wanted to do after writing that robotic section above.
The quickest way to turn potential clients away from your firm is to communicate with them as if they’re robots. Pro tip: Clients aren’t robots, and writing to them as if they are will do nothing to inspire confidence in your firm.
Whether you write your own content or hire a legal content agency to do it for you, you need to write to people as human beings, with compassion and empathy.
Enjoy writing your own content? Check out these UX writing tools:
- Readable – Measures the readability of your content, flagging poor UX elements like run-on sentences, passive voice, and cliches.
- Hotjar – Gives you an idea of how users are engaging with the content on your site, measuring things like click-through rate and scroll depth.
Mistake #4: Neglecting current pages in favor of new ones.
We once had a client who hired us to write all new content for their website. They wanted everything – blogs, FAQs, downloadable guides.
It didn’t take long for us to discover a staggering, festering pile of hundreds of pages of content just sitting there on the client’s website, becoming more and more obsolete every day.
Instead of taking on the all-new-content project, we convinced the client to let us optimize those musty pages.
Now, we’ll explain to you what we told them. You can’t just write a piece of content, post it, and expect it to perform well for the rest of the existence of the internet. Like anything else, website content is quickly outdated, and in some cases, totally inaccurate over time – especially legal content.
We’re not suggesting that you do a complete overhaul and delete all your old pages. All we’re saying is to go back through your old blogs, FAQs, and other supplementary content and update them for accuracy and user experience.
You should also update or add title tags, meta descriptions, image alt tags, and other elements of on-page optimization.
These may seem like daunting tasks, but don’t worry – here are a few in-house resources to get you started:
- How Refreshing Content Can Help You Rank Higher
- What is on-site SEO?
- How to Choose Pages to Optimize on Your Site
Mistake #5: Expecting immediate results.
Most people think SEO is like a slot machine, with results just pouring out the second after you pay.
In reality, SEO is the chess game of the internet, with tactical nuances and eccentricities that vary from person to person.
Expecting rapid results is an easy mistake to make, especially if you’re new to SEO and digital marketing or if you’ve put a lot of effort into building your SEO strategy and are wondering when you’ll see
Avoid making this mistake. It’ll only make you frustrated, and if you leave an agency just because you didn’t see the results you wanted in a matter of weeks, you’ll end up learning the hard way – when you hire a new agency and have to start over – that SEO takes time.
As a general rule, you should expect brand-new pages to rank in no less than six months. If they rank before that, great, but don’t bank on it.
For pages that already exist but just need a little work, you can expect your rankings to improve in no less than three months. Again, you may see results for existing pages sooner than three months, but don’t assume that’ll happen.
Avoid Costly Mistakes With EverSpark’s Help
Digital marketing is a nuanced field. With industry standards constantly shifting and changing, if you want to be successful you need to keep up. The legal marketing experts at EverSpark can help. With over a decade of law firm-centric experience under our belt, you can trust that we’ll earn your firm the right type of cases.
Call us at (877) 323-4661 or fill out our contact form and we’ll be in touch.