When someone is searching for a lawyer, it’s common for them to look online for local providers. This digital landscape provides opportunities for your law firm to connect with potential clients who need your services. But the reality is that you are facing tough competition to gain visibility in the search results.
Gone are the days when traditional advertising and referrals were enough to sustain the firm’s growth. Now, if you want to maintain an edge in the industry, then it’s necessary to invest in digital marketing strategies to maintain online visibility.
The good news is that Pay Per Click (PPC) and Search Engine Optimization (SEO) strategies can be powerful ways to bring in high quality leads. These digital marketing methods get your website in front of your target audience and bring in a steady stream of clients.
The Basics of PPC and SEO for Law Firms
In the legal industry, even just one lead can turn into a significant paycheck for your firm, depending on the type of case the client needs help with. For this reason, it’s a great investment to create a marketing budget that helps you generate leads through the search engines. Not only will you find people who need your services, but this online visibility also helps to boost brand awareness.
There are two methods that can improve your visibility in the search engines:
- Pay-Per-Click (PPC) Marketing: With PPC marketing, you are investing in ad placement, but you only pay when people click through the ads. So, if someone is searching for the type of legal services you offer and they see your ad, there is a good chance they will click through and land on your website to learn more about your law firm.
- Search Engine Optimization (SEO): On the other hand, SEO is a strategy for organic marketing, which means you don’t have to pay for every click. SEO takes more time to see results, but once you have strong rankings, you can receive a consistent source of digital leads.
Both PPC and SEO are keyword-based marketing strategies. So, you can choose specific keywords related to the services you offer. PPC is beneficial if you need immediate results because the leads can start coming in as soon as your ads go live. SEO is a long-term strategy that will keep a steady stream of organic leads coming over months and years.
Law Specialties That Can Benefit from Search Engine Marketing
One of the best ways to connect with your ideal clients is by choosing relevant keywords for the specific legal services you offer. Successful campaigns can be designed for many legal specialties, including:
- Personal injury
- Family law
- Criminal defense
- Estate planning
- Business and corporate services
- Employment law
- Immigration services
- Real estate
- Intellectual property
PPC or SEO? Combining Strategies for Maximum Impact
The truth is that both PPC and SEO can be effective digital marketing strategies for law firms. In fact, some of the most successful online marketing campaigns use both PPC and SEO. Both strategies are essential in the legal industry, especially because the market is so competitive.
Investing in PPC & SEO means that you have the opportunity to be discovered by clients at different stages in the search process, which maximizes your reach and drives both immediate and ongoing traffic to your website.
Additionally, these strategies can go hand-in-hand. For example, you might find PPC keywords that are performing well and then decide to use those same keyword phrases in your organic SEO campaign. PPC is a great way to test keyword performance immediately, while SEO is effective for your long-term strategy.
Why Law Firms Need SEO Services
There are many reasons why SEO services are effective for law firms. Here are a few of the benefits you can expect if you choose to include SEO in your marketing plan:
- Search Engine Visibility: When a potential client searches online for your specific services, will they find your website or your competitor’s websites? SEO makes it as easy as possible for clients to find you over the competition.
- Targeting Local Searches: Since most law firms have specific geographical areas that they serve, SEO strategies can be used to ensure that the site is coming up in the local search results. For example, some of the target keywords might include “personal injury lawyer near me” or “personal injury attorney in [city name].”
- Building Credibility Online: When a website is ranking high in the organic search results, many people perceive the site as a trusted resource. So, SEO can have a positive impact on your firm’s credibility.
- Long-Term ROI: Even though it takes time to get your site ranked in the search engines, it’s worth the investment because of the sustained traffic you will have in the future. Leads will continue coming through without the ongoing cost of paid ads.
- Wider Reach: A good SEO campaign will optimize all pages and blog posts for relevant keywords, helping to cast a wider net to bring in more leads.
Why Law Firms Need PPC Services
The benefits of PPC marketing are undeniable. Law firms can literally turn on the stream of leads as soon as these ads start running. Here are a few reasons why we often use PPC marketing for law firms:
- Instant Results: Your ads can start showing in minutes, giving you immediate visibility. As soon as the campaign goes live, your website will appear at the top of the search engine results.
- Targeted Advertising: PPC allows you to choose specific areas and demographics that you want to target with the ad – so your ads are only shown to the most relevant audience.
- Budget Management: You have full control over the amount of money you are paying for ads. PPC allows you to set a budget and you only pay if someone clicks on the ad.
- Competitor Strategies: Many competitors in the legal industry are already paying for ads, which means that you are missing out if you aren’t using this marketing strategy.
- Remarketing Opportunities: If a potential client has previously visited your website but didn’t convert, then remarketing can be used to keep your brand at the top-of-mind.
FAQ
How quickly will I start seeing SEO results for my law firm?
Keep in mind that SEO is a long-term strategy. It usually takes between 3 – 6 months before you notice significant improvements in search engine rankings and organic leads.
Which is more expensive: PPC or SEO for law firms?
Both PPC and SEO require an upfront investment, and the pricing varies depending on how aggressive you want to be with the campaign. PPC costs add up per click, while SEO requires an upfront investment – but offers a better long-term Return on Investment (ROI).
Can I use both PPC and SEO at the same time?
Yes, if you want to maximize your digital marketing results, then we often suggest that you combine both PPC and SEO. This approach allows you to capture immediate leads while also building a sustainable, long-term organic search presence.
Effective SEO and PPC Strategies in a Highly Competitive Legal Market
All law firms in the area are competing for the same clients, which is why you need to take a proactive approach to stand out from the competitors. If you need help starting a new search engine marketing campaign or improving your current campaigns, our experienced team at ARYU Advertising is here to help. Contact us to learn more about PPC and SEO for law firms.
