Websites are a law firm’s key marketing asset. They are the landing spot for most other marketing initiatives and you can bet that even if a client has been referred to your firm, they will also go poke at your website.
However, there are other online projects that your Firm can complete that help support your marketing foundation. The following list are low to no cost “should haves” for law firms.
- Claim and optimize your Google Business Profile (formerly called Google My Business. It’s free and it’s what everyone sees when searching on Google. Make sure you add a link to your website and firm contact information. GBP also now allows you to add links to your other social platforms. Do that.
Tip: Make sure the firm’s GBP is set up with a firm owned email address and NOT the personal email of one of the firm lawyers or staff. The easiest thing to do here to set it up using a Gmail account that has been designated for setting up firm online platforms and infrastructure.
Don’t have a Google Business Profile? Here’s how to set one up straight from the horse’s mouth: Sign up for Business Profile.
Add Service Descriptions
Add Photos for your firm e.g., logo, lawyers, firm environment shots. If you don’t you may see Google adding them for you and this can end up having mixed results. We’ve seen a number of situations where Google has selected a “Street view” when the building was under construction and in one particular case the photo representing the outside of the firm’s building was of the loading dock.
2. Set up a branded LinkedIn Company page for your Firm and Personal Profiles for all lawyers. Make sure your lawyers (and staff) link their profiles to the firm’s Company page.
3. Set up branded social media profiles for Facebook, Instagram and X. Not all of these profiles will be appropriate for your firm. Pick and choose according to where your target audience is likely to be online. Make sure your profiles include links back to the website and reference your firm’s other social platforms where possible.
4. Do you do presentations or webinars? Get a YouTube channel, brand it and make use of the channel description and individual video descriptions to drive traffic back to your site.
5. Take advantage of all free (reputable) directory listings relevant to your practice area. Make sure you vet any directories before you add your firm.
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