Discover why it is so important for lawyers in Sacramento to have an online presence and things they should keep in mind.
Having online visibility gives any business credibility and authority, as suggested by previous studies. But surprisingly, some legal firms fail to recognize the importance of this media and just rely on online reviews and testimonials.
While customer reviews can help improve your online visibility, they are not enough to make you an industry leader. Take note that your online presence should also be supported by professional-looking websites, blogs, social media accounts, forums, and other digital platforms to ensure success.
In a 2018 survey conducted by Salesforce, around 87% of consumers searched online before making a purchase or decision. While this survey focused on shopping behavior, it is safe to surmise that people looking for services like legal advice also start their “journey” with online searches.
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Online Presence: Blogging and Digital Marketing
Blogging and digital marketing can provide a unique opportunity to improve your online presence, particularly your visibility on Google. For example, when a person types in a search box “lawyers in Sacramento,” all the legal firms whose content includes this key phrase will show up on the search results.
However, the search results, particularly your page ranking, will not just depend on keywords. Previously, Google said it’s using more than 200 factors to determine web page ranking; however, the most well-known and arguably the most important ones are the following:
The Importance of Blogging to Boost Online Presence
Helps with Search Engine Optimization or SEO
Inbound marketing company Hubspot says that blog creation and SEO complement each other in creating a strong online presence.
Through a blog platform, legal professionals can provide advice and other content that can help them build credibility and authority. While on the surface it appears that they are giving away “free” content, this is actually a form of subtle marketing that allows them to engage with potential clients without appearing intrusive.
With blogging, lawyers can also create their own brand image, which allows them to stand out from the competition.
To be most effective, ensure that your blog includes a call-to-action or CTA, which are words or phrases that compel readers to do the desired action.
Examples of CTA:
- Call us for legal advice
- Contact lawyers in Sacramento at this number
- Click here to request a quote
Increases Web Traffic
Blogging is an effective tool to drive traffic to your site and ultimately help with your SEO, which is the process of making yourself “visible” on search engine tools like Google and Bing.
The more visitors to the site, the more clients a legal firm can attract. In a nutshell, the amount of web traffic represents the opportunities you have in generating qualified leads and connecting with people.
According to Hubspot, blog content that provides real value to the readers can prompt readers to visit the website and ultimately engage with the business.
Creates a Successful Brand Personification
Through blogging, you can put a “face” to your legal service. Remember that clients want to interact with real people, as opposed to a “faceless” firm.
In a nutshell, brand personification is a technique that compels people to think about brands as if these were people who think and feel the same way as them.
Blog Creation: What You Should Keep in Mind
Who Are Your clients?
Knowing the core value and nature of your business can help you identify your target clients.
In legal practice, there are niche areas such as estate planning, bankruptcy, employment, corporate, personal injury, intellectual property, etc. These areas use specific legal jargons–or in the case of SEO, keywords and phrases–that will help lawyers in Sacramento connect with their target clients.
By identifying your potential clients, you can focus your marketing efforts and budget on the most qualified leads–i.e., people who are the most likely to need your legal service.
What Platforms Should I Use?
Before creating content, identify which platforms are most suitable for your legal service. Contrary to popular belief, image-focused social networks like Instagram can also serve as a valuable platform for legal professionals who want to share statistics, data, and information that might be too heavy when shown only through text.
Should I try pay-per-click or PPC?
The new norm has prompted many sectors (like legal firms), which were initially hesitant to use digital media, to shift online. This has resulted in a fiercer competition that makes it even harder today to advertise to clients.
If you want a highly targeted marketing campaign, you may want to consider PPC, which is an advertising model that drives traffic to a website. As its name suggests, the advertisers pay each time a reader clicks on their online ads.
Final Word About Why Do Lawyers in Sacramento Need Online Presence
If you have no or limited online presence, you can contact LOJO Marketing to schedule a free consultation.
At LOJO, we use customer-focused marketing techniques, which means that we connect with your potential clients in a way that reflects their values and online activities and provides content that answers their pain point.