In our fast-paced, digital world, it’s no secret that a solid online presence can make or break a law firm. However, not all digital marketing strategies are created equally, and common pitfalls can turn a promising partnership into a costly mistake. I’ve seen it happen repeatedly: lawyers make the same errors when hiring a digital marketing agency.
From failing to set clear objectives to choosing an agency without a proven track record in the legal niche, these missteps can hinder a firm’s growth and success. In this article, we’ll delve into the most common mistakes lawyers make when hiring a digital marketing agency and, more importantly, how to avoid them. Buckle up because we’re about to embark on a journey to digital marketing success.
Hiring a generic company not specific to their needs
In my exploration of common missteps lawyers frequently fall into when selecting a digital marketing agency, failing to hire a specific, niche-focused company poses a major hurdle. Digital marketing, while ubiquitous, extends beyond a one-size-fits-all solution. It’s paramount to acknowledge its diverse nature, making it crucial for law firms to scout for agencies that specialize in the legal field.
Overlooking Industry-Specific Expertise
Lawyers often make the mistake of engaging with generalist agencies. They compromise their brand’s digital performance by sidelining the pivotal role that specialized industry knowledge plays. To illustrate, an agency with a proven track record in e-commerce may struggle to deliver equally stellar results in the less familiar environs of law firms. A legal entity’s demands, needs, and communication styles differ greatly from a retail business’s. Hence, it’s prudent to select an agency well-versed in the professional “legalese” and fine-tuned to the nuanced requirements of the legal sector.
The Perils of Generalized Approaches
A generalized approach to digital marketing can jeopardize a law firm’s online marketing efforts. Without a clear understanding of the jargon, standards, and guidelines specific to the legal industry, the effectiveness of marketing campaigns, such as SEM and SEO strategies, can be severely hampered.
Furthermore, legal ethics are often overlooked when creating digital content, with elements such as client confidentiality and attorney advertising rules potentially being at risk. Thus, a firm that isn’t adept with these strings can inadvertently cross these vital ethical boundaries, inviting potential scandals and legal issues.
Value of Specialization
On the positive snapshot, an agency specializing in marketing in a law firm possesses the unique knowledge and skills to navigate this niche terrain. Their familiarity with industry regulations, professional standards, and target client behavior often translates into a more personalized, targeted strategy. By pinpointing the specific needs of potential clients, such an agency can enhance a law firm’s positioning, increase traffic, and stimulate optimal conversions.
To emphasize, one shouldn’t ignore the need for experts in law firm marketing. A specific, niche-focused approach pays off by saving time and effort, optimizing resources, and ultimately translating into better results for your law firm’s digital marketing strategy.
Lack of Investment in SEO
Overlooking SEO, or search engine optimization, is among the top mistakes lawyers make when choosing a digital marketing agency. When done right, SEO boosts a law firm’s online visibility, driving higher traffic and potential client engagement.
Lack of Page Structure
Ignoring page structure endangers the foundation of SEO. Google and other search engines rely on a webpage’s structure to determine its relevance to a user’s search query. Without a proper structure comprising clear headings, subheadings, and a logical organization of content, a law firm’s website may fail to rank high in search results. A significant downfall here means crucial messages about services and offerings do not reach potential clients, regardless of their need for legal assistance.
Lack of Authority
Another SEO element often sidelined is the establishment of authority. Search engines favor highly authoritative websites, typically marked by the quality and quantity of links a site earns from other reputable online sources. Law firms inadvertently diminish their online stature by failing to generate high-quality content that receives ample backlinks or not focusing strategic partnerships for the link- on securing the building. This lack of authority yields lowered site rankings and reduced visibility among potential clients, diluting a firm’s ability to attract business online. It takes an experienced digital marketing agency with legal industry understanding to prioritize and execute these crucial SEO steps, underscoring the need for law firms to invest time and interest in SEO.
Lack of customer service skills & reputation management
Continuing on from previous failures, another typical mistake observed is disregarding the essential roles of customer service skills and reputation management when contracting a digital marketing agency.
Law firms often focus intensely on the tech-driven aspects of digital marketing, such as SEO and website structuring, to the detriment of the softer skills involved. Specifically, customer service skills play a major role in user experience and customer relationship management, which directly impact online visibility and client acquisition. Acknowledging and valuing these competencies, usually demonstrated through timely responses, empathy, problem-solving abilities, and effective communication, can significantly enhance a law firm’s online reputation.
Secondly, reputation management often falls by the wayside when law firms onboard digital marketing agencies. Monitoring and managing a law firm’s online reputation involves careful tracking of reviews, comments, and general public opinion about the firm on various online platforms. Swiftly addressing negative feedback, promoting positive reviews, and maintaining a regular, positive presence on social platforms are part of a comprehensive reputation management plan. By disregarding the mentioned critical aspects, a law firm risks damaging its digital image, a detriment that could dissuade potential clients.
Hence, underestimating the serious impact of lacking customer service skills and ineffective reputation management can drastically affect the success of a law firm’s digital marketing strategy. Awareness of these areas serves as a reminder of the comprehensive strategies needed when hiring a digital marketing agency. Bypassing these failures can provide solid ground for a law firm’s online marketing efforts, ensuring sustainable visibility, a robust online image, and, ultimately, an increase in client acquisition.
Lack of solid social media strategy
Continuing to the drawbacks in the hiring process of a digital marketing agency by lawyers, let’s bring attention to one significant mistake: overlooking a solid social media strategy. Social media, a platform with billions of users, is fertile ground for establishing connections and communicating a law firm’s brand message, yet its full potential often flies under the radar.
Widespread Reach Ignored
Surprisingly, many lawyers don’t fully exploit social media’s vast reach. Platforms like Facebook, Twitter, and LinkedIn accommodate more than 2 billion, 330 million, and 303 million users. That’s a colossal audience that’s often untapped by many law firms. Moreover, social media platforms facilitate opportunities for a laser-focused targeting of potential clients, a feature that’s incredibly valuable in marketing.
Missed Opportunities for Engagement
A well-structured social media strategy strengthens client engagement, a crucial element often neglected when hiring a digital marketing agency. It isn’t just about posting content. It encourages active participation from the audience, offers a space to answer queries and share insights, establishes trust, and promotes relationships with potential and existing clients. A solid social media strategy humanizes a law firm, fostering a stronger connection with its audience.
Absence of Platform-Specific Strategies
Another aspect that falls out of the purview is the lack of platform-specific strategies. It’s necessary to recognize that each platform has a unique demographic and user behavior. For instance, LinkedIn attracts a professional base, while Instagram’s appeal is more visual and informal. An optimized strategy involves curating content that’s suited to each platform’s specific audience and style, an element often missed in the absence of a comprehensive plan.
These examples show that a lack of a strong social media strategy can often lead to lost opportunities to augment a law firm’s digital presence. That’s why competence in developing and implementing a robust social media plan becomes necessary when hiring a digital marketing agency. It exemplifies the need for detailed diligence and informed decision-making during the hiring process. It’s clear that the aforementioned, whether it’s SEO, webpage structuring, customer service skills, reputation management, or a social media strategy, all play a vital role in the success of a law firm’s digital marketing efforts.
Not being Google Screened
Google Screening stands out as a critical oversight that many law firms commit to when hiring a digital marketing agency. Introduced by Google in 2018, it functions as a trust builder that enhances a law firm’s credibility. However, most law firms overlook the immense potential of this feature.
Leveraging Google Screening, a thorough background check and claims verification process, implies clients interact with a trustworthy firm. If this verification is missed, law firms can lose potential clients who rely heavily on online reviews and Google’s seal of approval.
Moreover, Google-screened firms have a higher ranking in local search results. Clients prefer Google-screened firms, affirming their faith in quality service. The absence of Google Screening portrays a lack of interest in assuring client trust and can consequently lower a firm’s global positioning among competitors.
When engaging a digital marketing agency, it’s crucial to gauge their capability to handle Google Screening. Agencies not proficient in this area can prove detrimental to the firm’s online reputation. On the other hand, opting for Google-screened firms can significantly boost a law firm’s digital footprint.
The lack of Google Screening tends to be a considerable misstep in online marketing strategies for law firms. This critical feature enhances trust, impacts search engine rankings, and improves overall visibility. Including Google Screening in the digital marketing strategy is an absolute necessity, not an optional add-on.
Lack of GMB profile, even if you’re a service location
Often, law firms underestimate the power of Google My Business (GMB) profiles, much to their detriment. A properly managed GMB profile means business visibility and growth. It’s a free tool that allows businesses to manage their online presence and appears in Google Maps local listings.
Just as Google Screening amplifies a firm’s online credibility, a GMB profile elevates its local search presence. Google prefers GMB profiles in local searches, so lacking a GMB profile equates to missed local search opportunities.
I’ve noticed one common mistake. Unlike virtual law firms, law firms without a physical location often believe they don’t require a GMB profile. It’s a misconception. Google now allows service-area businesses, even without a physical address, to create GMB profiles. Firms of this kind can specify the area they serve and thus enhance their local presence.
Take, for example, a virtual law firm serving New York City. It can create a GMB profile and specify that it serves the NYC area. Whenever people from NYC search for lawyers, this virtual firm’s GMB profile can potentially appear in the local listings — increasing the chances of acquiring local clients without a brick-and-mortar office.
Additionally, GMB profiles offer a platform for client reviews, showcasing the firm’s reputation. Positive client reviews, particularly when responded to professionally, improve the firm’s credibility and build trust.
Just as I’ve stressed the importance of embracing Google Screening, overlooking GMB, especially as a service area business, is a digital marketing misstep. Imagine it as a free billboard on the most traveled online highway, and you start grasping the missing opportunity when a GMB profile is lacking.
Not understanding terminology and quality of deliverables
Mistakes crop up when lawyers hire digital marketing agencies without fully grasping the terminology involved or understanding the quality of deliverables expected. While I’ve previously highlighted the importance of comprehensive strategies like SEO, online authority, customer service skills, and optimization of GMB profiles, transparency in service delivery is fundamental.
Understanding digital marketing terminology offers a vital sense of direction, ensuring that I know what’s being worked on and what to anticipate. For instance, the term ‘organic traffic’ indicates the number of website visitors arriving via unpaid search results. A lack of understanding risks not recognizing the value of these organic visitors and could lead to a misguided focus on less beneficial strategies.
Gripping the quality of deliverables ensures that I’m getting my money’s worth. A clear indicator of a quality deliverable, say, in an SEO report, includes an overview of organic traffic, a list of keywords ranking higher, and an analysis of website backlinks developed, to cite a few examples.
Likewise, a top-notch social media marketing deliverable ideally encompasses elements such as the number of shares, likes, and comments on posts, follower growth, and audience engagement.
Notwithstanding, solid quality deliverables rise beyond mere metrics. They explain whether set goals are achieved and articulate if significant discrepancies exist. More importantly, they suggest actions to make improvements.
By thoroughly comprehending digital marketing terminology and deliverable quality, attorneys like me can dodge disastrous marketing agency experiences. By gaining this understanding, we can be confident in seeking and securing unparalleled digital visibility, trust, and search engine rankings synonymous with a successful law firm reputation.
5. Neglecting User Experience (UX)
The fifth common mistake attorneys make when hiring a digital marketing agency is neglecting User Experience (UX). Behind this term is the principle of making a website not only functional but enjoyable and easy for visitors to navigate.
Focus on Website Functionality
Lawyers often overlook the importance of website functionality. In a digital world with shrinking attention spans, slow-loading pages, broken links, or complex forms can quickly deter potential clients. A responsive, high-performing website constitutes a cornerstone of a law firm’s online presence and reputation.
Importance of Simplified Navigation
An intricate website layout doesn’t necessarily translate to a better user experience. A visitor’s ability to navigate a website smoothly is critical for retention and conversion. Law firms should prioritize concise, well-organized content and a clean, intuitive site structure to guide potential clients to the information they seek.
Misconceptions about Aesthetics
Frequently, lawyers equate a visually appealing website with an effective one. While attractive design elements can enhance a site’s look, they’re not a substitute for quality content and optimized usability. Overdependence on aesthetics, without an equal emphasis on user-friendliness, leads to an imbalance in law firms’ overall digital marketing strategy.
Parallel to understanding the terminology and ensuring the quality of deliverables, lawyers must prioritize UX while partnering with digital marketing agencies. An optimal UX ensures seamless website usability and boosts Google’s ranking factors, contributing significantly to the law firm’s reputation. Ultimately, an exceptional UX can delight site visitors, turning them from potential clients into loyal ones.
Failing to Track and Analyze Results
Now that we’ve navigated through the common pitfalls lawyers often encounter when hiring digital marketing agencies, one final mistake needs highlighting. It’s the failure to track and analyze results. Many law firms overlook the importance of monitoring their digital marketing efforts and analyzing the results to make data-driven decisions.
Remember, it’s not just about having an online presence. It’s about ensuring that your presence is effective and brings in the desired results. So, don’t let your efforts go to waste. Keep an eye on your digital marketing performance, understand what’s working and what’s not, and adjust your strategies accordingly. This way, you’ll be able to maximize your digital visibility, build trust, and improve your search engine rankings. This will ultimately contribute to a successful online reputation for your law firm.
