Greg Baumgartner, Personal Injury Lawyer, LawFuel contributor
The legal industry has been slow to adopt digital marketing strategies, but as technology advances, it’s becoming increasingly important for lawyers to have a strong online presence.
In 2024, digital marketing for lawyers will be crucial to any successful law firm’s marketing strategy.
In this article, we’ll explore the importance of digital marketing for lawyers, marking trends, and how it will evolve in the coming year.
The Importance of Digital Marketing for Lawyers: Increased Visibility and Reach
In today’s digital age, most people turn to the internet when they need legal services. This means that if your law firm doesn’t have a strong online presence, you’re missing out on potential clients.
Digital marketing allows law firms to reach a wider audience and increase your visibility, making it easier for potential clients to find and contact your firm.
More often, with the ongoing Google updates and increased exposure of paid advertisements above organic listings. Law firms are expanding beyond Google for advertising.
Not long ago, Google gave more attention to “organic” search results. Today, paid and LSA ads have drastically reduced the effectiveness of organic listings.
Add to the drop is the rise of many law-listing sites, which sometimes displace organic local pages, particularly when using terms like “best personal injury lawyer.”
Focus Cost-Effective Marketing
Traditional marketing methods, such as print ads and billboards, were once considered expensive and may not always reach your target audience. Digital marketing, on the other hand, previously was much more cost-effective and allowed you to target specific practice areas.
In 2024, we are seeing an expanded role of classic marketing, such as billboards and sponsorships, to increase client acquisition.
Also, while Bing has only a small percentage of the online market, many firms are focused on Bing as a hedge against Google’s focus on paid listings.
Measurable Results
One of the biggest advantages of digital marketing is the ability to track and measure your results. With tools like Google Analytics, you can see how many people visit your website, where they are coming from, and which pages they spend the most time on.
Today, firms use tracking phone numbers to measure non-Google marketing efforts.
Establishing Credibility and Trust with Social Media
A strong online presence can help establish your law firm as a credible and trustworthy source. By providing valuable information and resources on your website and social media channels, you can build trust with potential clients and position yourself as an expert in your field.
Social Media has exploded in the last several years. Arguably, Facebook, Instagram, and other social media advertising are less expensive and more effective than paid listings on authority sites or paid Google ads.
The Evolution of Digital Marketing for Lawyers
As technology advances, the digital marketing landscape for lawyers will also evolve. Here are some key trends to watch in the coming years.
Increased Focus on Personalization
In the past, digital marketing for lawyers may have consisted of simply having a website and a few social media profiles.
However, as technology becomes more advanced, personalization will become increasingly important. Local service areas and specialty practice areas are the focus for organic SEO in 2024.
Focusing on hyper-local practice pages has been effective for our personal injury law firm.
Embracing New Technologies
As we move into 2024, new technologies will continue to emerge and change how we approach digital marketing.
For example, virtual and augmented reality could provide virtual tours of law firms or showcase courtroom experiences.
Chatbots and artificial intelligence also improve the customer experience and streamline communication with potential clients.
Finally, AI is the open frontier, and firms that work to stay up with evolving technology will have an edge moving forward. I suggest using caution when using AI on content. Helpful content should have a personal touch from an attorney with experience.
In 2024 and beyond, expect search results to evolve further with AI in search.
Mobile Optimization
With most internet users now accessing the web through their mobile devices, law firms must have a mobile-friendly website.
Mobile optimization will become even more important in the coming years as Google prioritizes mobile-friendly websites in search results. The mobile-first approach also means condensing practice pages to be as helpful as possible in as short of form as possible. Focusing on mobile-first for important pages has worked for our firm.
Video Marketing
Video marketing has become increasingly popular in recent years, which will continue in the legal industry.
Videos can showcase your firm’s expertise, provide valuable information, and engage potential clients. In 2024, we can expect more law firms to utilize video marketing as part of their digital strategy.
Digital Marketing Tips for Personal Injury Lawyers
Personal injury law is highly competitive, and digital marketing can be a powerful tool for standing out. Here are some key strategies for personal injury lawyers to consider.
Search Engine Optimization (SEO)
SEO is optimizing your website to rank higher in search engine results pages (SERPs). This is crucial for personal injury lawyers, as potential clients will likely search for terms like “personal injury lawyer near me” when needing legal services.
By optimizing your website for relevant local keywords and local search, you can increase your chances of appearing at the top of search results.
Tips for Choosing an SEO Agency for Lawyers
When choosing an SEO agency, here are some specific recommendations for lawyers based on my many years of using SEO companies.
- Always control the hosting of your website. If you do not control the hosting and decide to go in another direction, you may find nothing but pieces of your website that must be redeveloped into a new one.
- Require monthly statements of work completed. Many SEO companies can get you to rank and then do little or nothing on the site.
- Measure progress and results monthly. Always look at where you are and what direction your site is headed.
- Learn enough about SEO to avoid being sold the jargon (like “optimization”). Learning the basics can help you evaluate the cost-benefit of the work.
- Talk to existing clients before you sign on.
- The person who handles your account matters. Look at the SEO experience of the person assigned to your account.
Google LSA Ads
Google Local Service Ads are an option for getting website traffic to your website quickly. However, many law firms are finding that the costs are becoming such that they have difficulty making the budget favorable, particularly in very competitive markets.
If you use LSA for leads, we have found it important to ensure your phone is answered promptly, as that is a factor in how many leads you get. Also, to be most effective, you must commit to competing with the others in LSA, which may require substantial spending.
Make Your Law Content Marketing Valuable
Content marketing involves creating and sharing valuable content, such as blog posts, videos, and infographics, to attract and engage potential clients.
For personal injury lawyers, ongoing content about specific cases you handle can help establish your authority. Like tips for staying safe, articles about types of accidents or injuries, and resources for those who have been injured.
By providing valuable information, you can establish your firm as a trusted source and attract potential clients to your website.
Ask- “How will this content help the person reading it”? Make the content easy to read and with an eye toward the potential client.
Balance in Marketing is the Focus Today
Digital marketing is no longer an option for lawyers – it’s necessary. In 2024, we can expect even more advancements in digital marketing strategies for lawyers, and those who fail to adapt will be left behind.
By embracing a balanced approach beyond just Google and staying ahead of the curve, law firms can reach a wider audience, hedge their bets, establish credibility, and cost-effectively attract more clients.
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Greg Baumgartner founded the Baumgartner Law Firm, a personal injury law firm in Houston founded in 1985. The firm has been recognized by Texas Super Lawyers, Preeminent Rated by Martindale Hubble, Lead Counsel Rated, Top Truck Accident Lawyers, Top 100 Trial Lawyers, Houstonia, Newsweek, and many others. Greg Baumgartner is a Trial Lawyers College graduate with double law degrees and has also been actively involved in marketing his law firm using digital technology and other marketing tools.
