The National Trial Lawyers
  • Home
    • Meet Our Team
    • Contact Us
    • Mission & Goals
    • FAQ
  • Webinars
  • News
  • Membership Directory
    • Top 100 Map – Civil Plaintiff
    • Top 100 Map – Criminal Defense
    • Top 40 Under 40 Map – Civil Plaintiff
    • Top 40 Under 40 Map – Criminal Defense
  • Top 100
    • Civil Plaintiff Officers / Executive Committee
    • Criminal Defense Officers / Executive Committee
    • Benefits
    • About
    • Top 100 Presidents Message
    • Diplomat
    • Membership Renewal
    • Member Profile Updates
    • Top 100 Badge
  • Top 40
    • Civil Plaintiff Officers / Executive Committee
    • Criminal Defense Officers / Executive Committee
    • Top 40 Under 40 Trial Academy Bootcamp
    • Benefits
    • About
    • Top 40 Presidents Message
    • Membership Renewal
    • Member Profile Updates
    • Top 40 Badge
  • Specialty Assoc
    • About
    • Shop
    • Officers
    • Membership Renewal
    • Member Profile Updates
  • Nominate
    • Top 100
    • Top 40
    • Specialty Association
    • Trial Lawyer Hall of Fame
    • Trial Lawyer of the Year
    • Trial Team of the Year
    • America’s Most Influential Trial Lawyer
    • America’s Most Influential Law Firm
    • Lifetime Achievement Award
  • Shop
  • Magazine
    • A-List
  • Education and Networking Agenda
    • Trial Lawyers Summit
    • Top 40 Under 40 Trial Academy Boot Camp
    • Mass Torts Made Perfect
    • The Lanier Trial Academy Master Class 6.0
    • The Business Of Law
    • Webinars
  • Hall of Fame
    • Trial Lawyer Hall of Fame

5 Steps to Differentiate Your Law Firm Online

Posted on September 5, 2014 by Larry Bodine
stand out in crowd, differentiate law firm

To stand out in a crowd, create focused landing pages for different practice areas.

It wasn’t so long ago that a law firm could stand out online just for the sole reason that it had a website.

Today, law firm websites are ubiquitous, so they are no longer a differentiating factor. You’re going to have to dig a little deeper to set yourself apart online, especially because the majority of people looking for lawyers are doing the early part of their searches on the Web.

Here are five steps to differentiating your law firm online:

1. Pinpoint your ideal target market. Try to be as specific as possible in narrowing your target market down by demographics and personal profiles. This is key to your success in any kind of marketing, because if you fail to do this, nothing else you do will matter. You don’t want to waste time marketing to everyone, because no one is looking for a generalist these days. People have specific problems (to them) and want a specialist to help solve them.

2. Create focused landing pages for different practice areas. This is especially critical for consumer attorneys (personal injury, criminal defense, family law, bankruptcy, etc.) because you want to focus on the specific things people are searching for online. Someone in a car accident is more likely to search for “car accident attorney” than “personal injury attorney.” The most successful PI attorneys have separate focused landing pages for dog bites, commercial trucking accidents, motorcycle accidents, bicycle accidents, traumatic brain injuries, etc.

For criminal defense, firms create focused pages on specific sections of the law. For example, you could write a page all about Texas Penal Code 49.04 through 49.065 which is about driving while intoxicated. Have another page about section 49.09 which is for a second offense. More people search for information about the exact code they were cited for in their ticket.

3. Give something away. People love to get something for free, and it doesn’t have to cost you a dime. You want people to give you their email address and name and in return, you give them something of value like a free report, e-book, monthly newsletter, top 10 list, or other form of educational material on their area of need. Think about the top 10 questions you get from clients and create a free download with the answers.

4. Create relevant, interesting content. No one is going to remain on your website, or visit you more than once, if they find boring content that is heavy on the legalese. You must write simply and concisely, using laymen’s language. And you need to keep adding relevant content to your site to keep readers coming back.

5. Blog Daily. A blog on your website is one of the best tools in your online marketing arsenal to keep and attract readers, but only if you update it regularly. We update our legal marketing blog seven days a week and have found it to be a proven lead generator for us. You need to update your content at least 3-5 times per week and according to a study by Hubspot, most blogs do not start producing leads until they have more than 100 posts. Plus, because you are always adding fresh content, a blog helps your site rank better in search. A blog also allows you to humanize your law firm so prospects get a good idea of what it would be like to do business with you.

 

Posted in Blog, Marketing

Comments are closed.

News Categories

Read about other Top Jury Verdicts

Virginians Will Receive $489 Million in a Payday Loan Settlement

Virginians Will Receive $489 Million in a Payday Loan Settlement

Online payday loan companies that charged as much as 919% interest will spend $489 million to reimburse some 555,000 borrower[Read More...]
The State of Minnesota Will Pay $1.5 Million to a Man Who Alleged Excessive Force During an Arrest

The State of Minnesota Will Pay $1.5 Million to a Man Who Alleged Excessive Force During an Arrest

Minneapolis has agreed to pay $1.5 million to a man who said police used excessive force when he was arrested during the prot[Read More...]
A $230 Million Settlement Is Reached Over a 2015 Southern California Oil Spill

A $230 Million Settlement Is Reached Over a 2015 Southern California Oil Spill

The owner of an oil pipeline that spewed thousands of barrels of crude oil onto Southern California beaches in 2015 has agree[Read More...]
The LeClairRyan-UnitedLex Dispute Reaches a Pending $21 Million Settlement

The LeClairRyan-UnitedLex Dispute Reaches a Pending $21 Million Settlement

After a prolonged mediation process, the LeClairRyan bankruptcy estate looks to have reached a sizable settlement in one of t[Read More...]
The Families of Holyoke Soldiers Home Victims Reach a $56 Million Settlement

The Families of Holyoke Soldiers Home Victims Reach a $56 Million Settlement

Massachusetts has agreed to pay $56 million to settle a class-action lawsuit brought by the families of veterans who died or [Read More...]

#LegalNews

@@TheNTLtop100

Contact Us | Terms of Use | Privacy Policy

Attorney information and content provided on this website is provided for the benefit of members of The National Trial Lawyers and as a public service by Legal Associations Management, Inc. The website and all data are the property of Legal Associations Management, Inc. Data, including without limitation attorney information and content, on the site may not be mined, sold, or used commercially for any purpose without the explicit written consent of Legal Associations Management, Inc. This site may not be accessed by any automated program for extracting data for any use. By accessing and using the site you agree that you will not develop, support or use software, devices, scripts, robots, or any other means or processes (including crawlers, browser plug-ins and add-ons, or any other technology) to scrape data or otherwise copy profiles and other data. Unauthorized use or attempted unauthorized use of this system may subject you to both civil and criminal penalties.