Finding and hiring excellent legal marketing professionals may be challenging, especially considering the plethora of false information circulating about how to do it properly.
We will go over some crucial dos and don’ts of working with a professional legal marketing agency so you can get back to concentrating on what you do best—practicing law.
1. Avoid hiring the first digital agency you come across
Although it may seem obvious, many law firms base their choice of digital marketing agency only on Google’s top search results.
These legal firms assume that a company’s ability to rank first demonstrates that it is a competent organization.
The issue is that you won’t be able to determine how much time, effort, or resources were invested in their SEO and digital strategy.
Although they might be able to devote numerous hours to improving their website, you should create a limit for how time and resources are distributed.
Furthermore, a quick Google search won’t offer you a clear picture of whether they have particular expertise in marketing law businesses or a track record of success in the field.
2. Employ industry professionals
Make sure the agency has a clear area of expertise in legal marketing and SEO when choosing an agency to work with your law practice.
- Look through their website for case studies and blog posts on marketing for law firms and the legal profession.
- Examine reviews and testimonies from previous customers.
- Make sure to evaluate their legal expertise as an estate litigation lawyer and see whether they are a suitable match by asking them legal-specific questions.
3. Hire a competing law firm’s marketing agency
The logic behind this one is simple and very self-explanatory. In the same way that employing the first “digital marketing agency” that pops up on Google’s search engine, many legal firms will conduct searches for their location, their practice area, and the word “lawyer.”
After reviewing the first website, they usually try to engage the same legal marketing firm working with their main rival.
Hiring the digital agency of a rival law practice presents a relatively simple dilemma. A conflict of interest is evident if the agency is representing your rival. Additionally, you may anticipate that the agency would save their finest work for the client who is paying them the most.
4. Inquire about specific services offered
It is essential to consider the services your personal injury attorney can offer and their specific areas of expertise.
Although you may have specified a few areas of emphasis, dealing with a “full service” marketing agency is often recommended. This implies they are prepared to handle all facets of your digital strategy, including law firm website design, SEO, and more.
For instance, some organizations may concentrate on sponsored search advertising, while others may be focused on organic SEO or provide a comprehensive range of digital marketing services.
Services for marketing law firms cover a wide range of skills, from sponsored advertising to managing intricate conversion rate tests. You can’t expect your paralegals to provide practical outcomes with their limited time and knowledge when there are many areas of emphasis to keep track of.
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