Legal marketing: Everything your law firm needs to know

Legal marketing: Everything your law firm needs to know


Starting a law firm website and keeping it up to date with fresh, high-quality content is the significant first step toward marketing your services, but it doesn’t stop there. You likely will need to invest in professional SEO services that will help your firm to rank on Google when prospective clients search specific keywords – for instance, “personal injury lawyer Vancouver” or “divorce lawyer Halifax.”

“SEO does take a bit of time to build – it’s living, breathing thing,” says Dhingra, who uses a third party to optimize the website. “You always have to be looking at what’s working and what isn’t working. If some of the keywords that we have selected are not performing well, we’re constantly fine tuning that to make sure we are or are choosing the best way to get in touch with our clients and potential clients.”

Rudner echoes the advice about working with an SEO agency. “Google is constantly changing its algorithm. And it would help if you worked with a good SEO organization that stays on top of these algorithm changes because they can drastically affect your rankings.

Digital marketing and landing page: A landing page is a standalone web page created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or purpose, known as a call to action (or CTA, for short).


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