If you’re not getting good results from your marketing efforts, maybe it’s because you’re not EATing right.
No, we’re not talking about consuming more fruits and veggies. We mean taking steps to boost your law firm’s Expertise, Authority, and Trust (EAT).
“Expertise, authority and trust are three factors that Google uses to assess the authenticity of a website, brand, or business,” writes law marketing expert Jason Hennessey for the National Law Review. “There are many ways to improve your website’s EAT. For law firms, this might include publishing case studies and substantiating claims, having positive client reviews, and publishing accolades to showcase your expertise. [U]sers and Google are looking for brands they can trust. Lawyers should hold themselves to a high standard when it comes to publishing informative, accurate information.”
Another tip from Hennessey: use “gated content” – like ebooks, e-checklists, and downloadable resources – to create leads and develop an email database.
“Promote [gated content] in your blog articles, on social media, to your email list, or on your landing pages,” writes Hennessey. “The key is to highlight content that provides unique value to your audience that they’re unlikely to find anywhere else. The more enticing your content is, the more likely users are to provide their information so you can follow up with them as a lead.”
Read Jason Hennessey’s article “21 Law Firm Marketing Strategies Lawyers should be Using in 2021” in the National Law Review here.
Three other takeaways from his article are below.
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Insider Tips for Marketing Your Law Firm
Here are three of the 21 tips from Jason Hennessey’s article “21 Law Firm Marketing Strategies Lawyers should be Using in 2021” in the National Law Review:
Optimize your website for local search. “Local SEO for law firms involves: optimizing your website for geo-specific keywords; building out your local profiles (like Google My Business and Bing Places); creating valuable, user-focused content for your target audience; running geo-specific Google Ads; and earning high-quality backlinks through outreach and content marketing,” Hennessey writes.
Do some market research. “Use surveys and outreach to ask past clients or your social media followers what they are searching for when looking for a lawyer like you,” according to Hennessey. “Helpful questions to ask: What questions do you have about the legal process? What legal issue are you struggling with at the moment? Have you worked with a lawyer in the past? What did/didn’t you like about that relationship? What is your #1 goal when it comes to working through your legal issue?”
Use videos. “Video content can help make your firm seem more approachable while providing valuable information to your potential clients,” writes Hennessey. “Create videos related to the questions your audience has about the legal questions and common questions your clients ask while working with you.”
What about your firm? What marketing strategies get the best results?
Source: The National Law Review (Jason Hennessey, author of article)
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