The Growing Demand of Local Search
Local search is quickly becoming 1st priority in internet marketing.
Over 60% of all web traffic now comes from mobile devices. 86% of potential new clients search for your law firm on google maps. 75% of those clients confirm the location online before ever going to their first visit. If your law office has unclaimed business listings, or incorrect information, you may be losing valuable new clients before they ever make it to your door.
Gone are the days of simply setting up a website, waiting and letting potential clients come to you. The local marketplaces are highly competitive, and that’s why it’s more important than ever to have a strategy that is up to date.
5 Tips for Cornering Your Local Market
Although your law firm’s marketing strategy may include attracting clients from a large geographic area, having a strong presence in your community is one of the best ways to attract clients who will recommend you to their friends and family.
Regardless of whether you’re vying for clients against just one or two similar attorneys, or dozens of regional competitors, you can’t go wrong with these local strategies:
- Make your website city and community-specific.
Because you’re targeting local clients, it’s vital to make sure that they know you’re a local law firm. That means incorporating optimized content, photos, and contact information. Blog about events related to your practice areas that are happening in your area to increase the local flavor of your business. Accuracy is always key. Make sure your address, phone number, and business name are listed correctly on your website and consistent in directories such as Google Business, Yelp, FourSquare and many more.
- Maintain an active presence on social media.
If you consider your website your online office, your social media presence is the equivalent of opening the door and allowing your clients to interact with you. Stay active on Facebook, Twitter and others, but keep your posts relevant to your community and your law firm. Strike a balance between light-hearted and firm updates about your office and industry. In addition, you should always be fast to respond to any queries about your firm and your practice, including reviews.
- Ask for reviews from your clients.
You go above and beyond for your clients every day, so make sure your efforts are appreciated and known throughout the community. Potential clients are much more likely to contact a local a law firm, especially if it has plenty of positive reviews. Asking clients for feedback not only increases your reviews and search visibility, it also helps in reputation management. By having a steady flow of positive reviews on Google & Facebook, a single negative review will have less impact on your overall score. Be sure you are getting positive reviews on a regular basis to shield your reputation.
- Make sure your website is mobile responsive.
One of the best times to convert new clients is when they’re already out and about. And because most people never leave home without their smartphones, a quick Google search may be all it takes to point them in your direction. However, Google has several criterias for displaying your firm in its mobile results – mobile design aspects, speed, directories listings and more. Google is also starting to rank based on mobile optimization. If your local strategy is poor, or nonexistent, you could be losing out to the firm down the street.
- Reach your current and potential clients via email.
Email newsletters are a highly effective way of reaching current, former, and potential clients and informing them of firm-related updates and industry-specific news. And gone are the days of out of control spam due to the latest AI in spam filtering. A simple opt-in form on your website that gathers current and potential clients’ names and email addresses is a great way to quickly build a strong database of leads. Using the contact details that you receive, you can send newsletters on a regular basis to maintain a strong brand presence and connection with your clients, but it’s important to make sure they always contain relevant and helpful information.
Let Us Help!
It’s never been more important to have an optimized mobile responsive website, and a local search strategy. It is imperative that your location information is accurate and consistent across the board and on your website. It’s crucial that you claim citations, monitor directory listings, and monitor and respond to reviews. Let us manage all this for you and assure you will be found, every time.