Top Legal Marketing Trends

Top legal marketing trends have been influenced by many factors in the recent past, not least of which is the impact of the pandemic on the way that legal services are being provided with delivery models changing with many services moving online. As with turbulent periods in the past, law firms need to be flexible in their approach in order to weather the current economic conditions. This means applying some creativity to their marketing approach and having some willingness to use new strategies for attracting clients. Following are some top legal marketing trends that are likely to impact legal services providers.

Be Aware of Semantic Search

Google has implemented semantic search techniques to more effectively connect people with the legal services they are looking for. Semantic search means that search engines can now determine the intent, context and meaning of user’s search queries to more accurately provide them with the most relevant content. In essence, this boils down to working out why a user is making a search. To help meet this goal ensure that content answer’s people’s potential questions, is written for a human not a search engine, and includes contextual links to show what the content relates to. In short, content needs to be optimized for a legal topic, not just for keywords.

Pay Attention to Local SEO

Google wants to connect users with services that are in their local area to more closely meet their needs. Small and medium-sized legal practices often serve a specific geographic area from which the bulk of their customers come. They need to build awareness in their local market and be represented in Google’s local search business listings. The significance of local search is that local services can distinguish themselves from larger competitors.

Focus on Client User Experience

Legal firms’ websites need to be client-focused so that potential customers can easily get the information they need. User experience, or the ease of using a website to achieve specific goals, is vital. This means testing and refining all interactions that user’s have with a website and making them as frictionless as possible. Competitors, as always, are only a click away.

Content Marketing

While content is crucial to any marketing website, blog posts alone are not enough. Effective content marketing means addressing specific needs and questions that potential clients may have and being open to new technologies and methods that more quickly and adequately answer their questions.