You’ve put in the time, effort, and resources, but your marketing still isn’t delivering the results you expected. Sound familiar? Don’t worry—you’re not alone. Before you start overhauling everything, let’s take a beat and identify where things might be going wrong and how to set them right.
Step 1: Boost Website Traffic
Your website is your firm’s digital front door; if traffic is low, it’s time to roll up your sleeves and get to work. Start with SEO—make sure your site is optimized with the right keywords, has a fast loading time, and is mobile-friendly. You’d be surprised how often these basics are overlooked.
Next, focus on content marketing. Consistently publishing high-quality, relevant content helps with SEO and establishes your firm as a thought leader. Think blog posts, case studies, and white papers that address the pain points of your target audience.
Don’t underestimate the power of multi-platform social media marketing. Use your social platforms to drive traffic back to your website by sharing compelling snippets of your content with clear links to “read more” or “learn more” on your site.
Finally, don’t turn up your nose at email marketing. Segment your lists and tailor your messaging to different audience segments. A well-targeted email can drive significant traffic to your latest blog post or service page. And if you need an extra push, don’t shy away from paid advertising—whether it’s PPC or social media ads, sometimes a little investment goes a long way. (Yes, even for B2B firms!!)
Step 2: Enhance Engagement
So, people are landing on your website or social media profile, but what are they doing once they get there? Engagement is key to turning a visitor into a client. Let’s break it down.
For social media, the key is to focus on quality content—content that’s visually appealing, relevant, and adds value. Post consistently to keep your audience engaged, and don’t forget to include interactive elements like polls, questions, and live Q&As. When people engage with your posts, be responsive. A quick reply to a comment or message goes a long way in building relationships.
When it comes to blog articles, start with engaging headlines that grab attention and make readers want to click. Your content should be well-researched and informative, offering real value to your audience. Break up the text with visuals like images, infographics, and videos—they make the article more appealing and help convey complex ideas more effectively.
Always include a solid call to action (CTA) at the end of your posts. Whether it’s asking readers to comment, share, or explore more content, a clear CTA guides them on what to do next. And don’t forget about internal linking—by linking to other relevant articles on your site, you keep readers engaged longer and reduce bounce rates.
Step 3: Nudge Contacts Further into the Funnel
Driving traffic and engagement is great, but you must move those contacts further into the funnel to turn them into clients.
Remember those CTAs we just talked about? Make sure they’re compelling. These should be clear, persuasive, and prominently displayed across your website. Whether it’s downloading a white paper, signing up for a newsletter, or filling in an online contact form, your CTAs should make the next step obvious and enticing.
Landing pages are crucial for capturing leads. Each resource or offer should link to its own dedicated landing page with optimized copy highlighting benefits and making it easy for visitors to take action. When a form-fill is the desired action, a clean, user-friendly form is key. Don’t ask for more information than you need; it can deter people from finishing and submitting the form.
If you’re offering gated content—like a detailed white paper or eBook—make sure it’s worth the trade. Your audience should feel like they’re getting something valuable in exchange for their contact information. Once they’ve entered the funnel, follow up with a targeted email campaign to nurture those leads and encourage further engagement.
Finally, don’t forget about analytics. Regularly analyze your download and engagement metrics to see what’s working and what isn’t. Use this data to continuously optimize your strategies and keep your funnel flowing smoothly.
Revitalizing Your Law Firm’s Marketing Strategy
If your marketing isn’t working as expected, don’t panic—pivot. By focusing on boosting traffic, enhancing engagement, and nudging contacts further into the funnel, you can start seeing the results you’re after. We’ll dive deeper into these areas in our upcoming series, offering actionable tips and strategies to help you get your marketing back on track.
