5 Tips for Marketing Your Criminal Law Firm Online

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You might be the best criminal defense law firm in town. But, if your competitors are better at online marketing, they’re probably going to have more clients. Whether it’s helping clients with traffic tickets, DUI arrests, or more serious offenses, people facing criminal charges need an attorney they can trust, and they need one fast.

When people need quick answers, whether it’s who delivers Chinese food “near me” or what the maximum penalty is for public intoxication in Virginia, they often turn to Google first. Now more than ever, it’s vital that your law firm shows up as a valuable online resource for people in their time of need.

That said, you need strategies that will help your firm stand out against the competition. You not only want to get found first but also produce such a compelling message that your visitors won’t feel the need to continue their search a minute longer. So, what do you need to do to get your phone ringing off the hook and your calendar full? Here are five tips for marketing your criminal law firm online that are designed to produce results.

  1. Build a User-Friendly Website

Most people make immediate judgments about a business based on that company’s online presence. So website design is pretty important. One of the biggest mistakes law firms make is taking shortcuts with website design.

As a criminal defense firm, it’s essential to position yourself as someone that will fight for the best possible outcome. For this reason, many criminal defense lawyers prefer a serious online persona. However you choose to position your brand, your website should:

  • Tell people what you do (You defend people charged with crimes)
  • Reveal who you are. (You’re an experienced, knowledgeable, and skilled criminal defense lawyer.)
  • Convince them why they should choose you. (List years of experience, show testimonials, etc.)
  • Provide a way to contact you. (Phone, form, chat)

These are just some of the surface items. If you don’t address the technical stuff related to your website, your efforts will be largely wasted. Specifically, your criminal defense law firm website needs to be:

  • Fast-loading
  • Easy to navigate
  • Mobile-friendly
  • Secure
  • Attractive

  1. Create Quality Content

You might be able to get visitors to your website that have pressing legal matters, but enticing them to stay and then contact you is another hurdle that some firms struggle with. The key is to have high-quality content on your website that provides visitors with relevant, useful information that boosts your credibility as a criminal defense attorney.

There are two types of content you’ll post on your website: Practice Area pages and Supportive content (i.e., Blog posts).

Practice Area Pages

Area of Practice content are the pages on your website that detail your different practice areas. For example, a criminal defense attorney would likely have a Criminal Defense overview page and then child pages for things like DUI, Domestic Violence, Assault and Battery, Sex Crimes, Drug Crimes, etc.

Interestingly, criminal defense lawyers have more sub-practice areas than any other area of the law. This gives your firm more opportunities to rank for phrases that can drive traffic and convert prospects into clients.

The key to these pages is that they should be helpful, comprehensive, and provide more information than your direct competitors.

Supportive Content

Blog posts can help your firm establish itself as an authority on a topic, such as DUI defense. They can also bring in more traffic by answering many of the questions that people type into Google, such as, “Is a DUI a felony in Florida?” and “How long does a DUI stay on your record?”

Most people who are dealing with criminal charges are frightened. They’ll spend a lot of time looking for information and reassurance online. If your blog posts can provide answers and build trust, you are more likely to get a call.

  1. Optimize for Organic Search

Just having a website and some content won’t be enough to help you rank higher in the search engines than your competitors. Chances are, they put some work into getting those results, and you need to do the same.

What you’ll need to do is focus on proven Search Engine Optimization (SEO) strategies to secure top search rankings for your criminal defense web pages. This involves:

  • Researching keywords related to your area of practice and incorporating them naturally throughout your content
  • Including location-based keywords to increase traffic for local searches
  • Strategically placing keywords within your webpages, metadata, and title tags
  • Claiming and optimizing your Google My Business page
  • Encouraging client reviews to boost your firm’s credibility

How user-friendly your website is will also impact your results. We already covered most of this in the website design section. In short, a visitor should have a positive experience and get the information they need when visiting your site.

  1. Get on Social Media

Many criminal defense firms believe it would be inappropriate to engage in social media marketing. But this isn’t the case. Your potential clients are on social media platforms, and these sites are another powerful way for your firm to establish and build a strong online reputation.

Using platforms like Facebook, Twitter, and Instagram can help your firm share useful information and create a reputation as an authority. Your social media posts don’t need to be promotional. They can ask questions to increase engagement or share snippets from recent content.

  1. Leverage Video Marketing

Video is one of the most powerful ways to reach potential clients and improve the performance of your website. If you think about it, people dealing with criminal matters may not be up to reading thousands of words of content on your site. But they will sit and watch your videos if they are engaging and informative.

With the right law firm videos, your criminal defense firm can:

  • Stand apart from the competition
  • Improve your firm’s online reputation
  • Increase conversion rates from visitors

There is a wide variety of video content you can create. You can start with your attorney and law firm profiles to give visitors an overview of why they should trust you to address their legal issues. You can also create short videos that address frequently asked questions as well as testimonial videos from prior clients.

Get Your Criminal Defense Law Firm Noticed

When it comes to marketing for criminal defense attorneys, having an engaging website and optimized Google My Business profile are excellent places to start. But there is stiff competition for legal clients, so your firm must have a robust ongoing legal strategy to get found and chosen by local clients.

At Too Darn Loud Legal Marketing, we have years of experience helping criminal defense law firms successfully market their services. Contact us today to schedule a free consultation – (800) 649-1764.

Building the Perfect Google Profile for a Law Firm

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Your law firm’s website should be a vital part of its digital marketing strategy. With the right search engine optimization (SEO), you should be able to achieve organic rankings and attract visitors looking for your services. But did you know you have another opportunity to get free traffic to your business through your Google Business Profile?

Also known as Google My Business, this listing allows your law firm to appear at the top of search results. If you aren’t taking advantage of this feature, you are probably missing out on a ton of potential traffic and business. Here is what you need to know and how you can build the perfect Google Profile for your law firm. 

What is Google My Business (now Google Business Profile)?

Google Business Profiles is a free service designed to make it easier for people to find local businesses in their area, allowing those same businesses to set up and manage their online business listings. 

When a person searches for a service, like a personal injury law firm, Google will display results on a map and provide other details about the business, such as the website link, contact information, and even reviews. 

Why Your Law Firm Needs a Google Business Profile

According to a Google My Business Insights Study by BrightLocal, the average GMB profile receives over 1,200 views monthly. Those are views your law firm wouldn’t get if it didn’t use this feature. Here are a few other reasons every law firm needs a Google Business Profile. 

  • Appear on Google Maps — Your law firm will appear on Google Maps, which shows where you are relative to a potential client’s location. 
  • Show up in the Local 3-Pack — You can also show up as one of the top three businesses on the Google Maps results if you have an optimized Google Business Profile. 
  • Increased Traffic to Your Site — Having another spot in Google’s organic search results can increase traffic to your website and produce more leads for your law firm. 
  • It’s Free Advertising — While Google offers some paid ad opportunities, Google Business Profiles are completely free. 

Steps for Building the Perfect Law Firm Google Profile 

Here are the steps you can take to set up an effective Google Business Profile for your law firm. 

Step 1: Link Your Email and Business in Google

Make sure you are logged into the Gmail account you want associated with your Google Business Profile. Then, go to the official Google Business Page and click “Manage now.”

Step 2: Enter Your Law Firm’s Name

Much of the setup is self-explanatory. You’ll want to enter your law firm’s name exactly as you want it to be seen in the search results. If it’s already listed, which isn’t uncommon, you can “claim” your business and make any necessary adjustments. 

Note: It’s never a good idea to spam your listing with keywords, like “Gulf Coast bankruptcy lawyer,” unless that is really the name of your law firm. If you use this strategy, Google may remove your listing from the search results. 

Step 3: Choose Your Primary Business Category

This is the place where you get to select your primary business category. If you are a law firm that focuses on several practice areas, the best approach is to choose the category that generates the most business for your firm. 

For example, if you provide both family law and estate planning services, you’ll want to select “family law” if that brings in the most revenue for your business. Keep in mind, you’ll be able to choose some secondary areas of business later. 

Step 4: Add Your Physical Location

Assuming your law firm has a physical location and you want to rank in the Google Maps results (recommended), you should pay careful attention to this step. Answer “Yes” when Google asks if you would like to add a location. 

Enter your law firm’s address on the next screen. Make sure it matches the address listed on your website and social media profiles exactly. 

Step 5: Do You Deliver?

This is an odd question to ask a law firm. But, it’s a generic Google business question. They are asking whether your business provides deliveries or offers home visits. Even if you do travel for visits, most law firms enter “No” at this step. You can make the offer on your website. 

Step 6: Provide Your Contact Information

While an optional step, filing out this information is a must if you want to rank well in local search and get qualified leads. When you enter your website URL, make sure it is listed correctly and consistently across all online platforms. For example, if you don’t use the www in front of your URL, don’t include it here. 

Step 7: Finish and Verify Your Google Business Profile

If your business hasn’t already been verified by Google, you’ll need to complete this process. Google will ask for a contact name at your law firm and will send you a postcard in the mail. Once your receive that, in about five business days, you can enter the verification code and then begin optimizing your profile. 

Optimizing Your Google Business Profile

Setting up your law firm’s complete and verified Google Business Profile is only the first step to achieving the goal of better local search rankings. Once your profile has been verified, you’ll want to put additional work into optimizing your profile. Some of those tasks will include:

  • Writing your law firm’s info section
  • Listing the services you offer
  • Adding secondary service categories
  • Uploading high-quality photos
  • Including your business hours
  • Adding attributes (women-owned, veteran-owned, accessibility information, etc.)
  • Monitoring and responding to reviews
  • Enabling messaging

Call Too Darn Loud Legal Marketing for a Consultation With a Law Firm Marketing Specialist

It’s going to be challenging to reach your target audience without a robust Google profile for your law firm. If you’re looking for ways to rise above the competition and become the law firm of choice in your area, we can help. 

Too Darn Loud Legal Marketing is a full-service digital marketing agency that helps law firms throughout the United States get more leads. We offer a comprehensive suite of marketing services, including Google My Business set up and optimization. 

Contact us today to schedule a free consultation. 

Five Most Important Elements in Your 2021 Marketing Plan

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Build Your 2021 Marketing Plan Today

If you are hoping to see a return to marketing as normal in 2021, that’s not looking likely. But businesses have proven to be incredibly resilient during this prolonged period of strangeness, and the hope is that the coming year will be no different.

We have already witnessed a fundamental change in how organizations approach sales and marketing. The idea of being available and helpful to potential clients has become even more vital over the past year as people struggle to cope with financial and other changes.

But what about moving forward? Here are some ways you can continue to adapt, and some of the most important elements you’ll want to include in your 2021 marketing plan.

Do You Need a Marketing Plan?

In short, yes, you do. Approaching digital marketing without a plan is a terrible idea. As a business owner, it is vital that you have a way to connect with potential clients at various stages in their marketing journey.

A typical marketing funnel consists of several stages – awareness, engagement, conversion, advocacy. Since few businesses close a sale with the first contact, your digital marketing strategy should include elements that will engage consumers throughout their journey. This is tough to accomplish without a plan.

Five Most Important Elements in Your 2021 Marketing Plan

Most businesses were happy to say farewell to 2020, but what’s on the table for the coming year? Here are five strategies that you should include in your 2021 digital marketing plan:

  1. Prioritize Search Engine Optimization

Search engine optimization (SEO) continues to be a moving target, and this won’t change in 2021. But there are few trends in SEO that can help your business in the coming year:

  • User Experience (UX) – Google now factors “UX signals” into its rankings, so it is essential that you consider things like page load speed, navigation, and content quality.
  • Semantic Search – This refers to “how” people search for information online. It’s changing, and Google wants your content to match the user’s intent.
  • Zero-Click Search Results – At least some of your content should be optimized to capture Google’s featured snippets, video carousels, and knowledge graphs that can help build brand awareness.
  • Google My Business – Every local business should have a claimed and fully-optimized GMB profile to target audiences in local markets.
  1. Focus on Video Marketing

2020 has changed the way consumers use video, and brands approach it as a digital marketing channel. According to Deloitte, 80% of U.S. consumers now subscribe to a video streaming service, and 78% watch videos online at least weekly.

Watching videos on mobile devices has become particularly popular, and viewers report retaining up to 95% of a message when it’s consumed via video.

If your business or law firm hasn’t focused on video marketing in the past, 2021 should be your year. If you have, keep posting video content and innovating to build brand awareness, instill trust, and drive conversions.

The good news is you have a ton of options when it comes to video content. For example, you can use demonstration videos to showcase services or products. You can post brand videos to share your company’s vision or mission. And you can create educational or frequently asked question (FAQ) videos to help customers better understand concepts or the benefits that you provide.

  1. Use Google Local Service Ads (LSAs)

Google might have international reach, but if you’re a local service business, you probably want to make a bigger impression on an audience within driving distance. Searchers want a personal injury attorney, a restaurant “near me,” or a plumber to fix an urgent leak.

This is why optimizing for local search through Google My Business profiles is vital. But Google also launched a new service last year that can give your business an even bigger advantage over its competitors – Local Service Ads (LSAs).

With LSAs, your listing will show up as a trusted professional in the area, nestled just above the traditional paid search ads. An LSA will show your business name, your GMB star-rating and number of reviews, your business phone #, hours, and a green check mark with the words “Google Guaranteed.”

LSAs are available for a growing list of service industries and ad regions. If your business is eligible, this is something you should integrate into your 2021 marketing plan.

  1. Leverage Social Media

Since COVID-19 started, people have been spending more time on social media, and brands have been dedicating more of their budgets to engaging those audiences. According to Marketing Charts, social media budgets rose to 24% of total marketing budgets in 2020, up from 13% the prior year.

This shift in consumer behavior gives your business a twofold opportunity. First, you can use social media to build brand awareness and expand your customer base. Second, you can leverage social channels to re-engage with long-time customers and increase your retention rates.

Social media marketing involves a commitment of time and resources. You’ll want to create a content plan, post on social channels regularly, monitor and respond to customers, and build trust. If you’ve put off social media or not made the most of it in past years, now’s the time to change that.

  1. Post Informed Content

Personalization has been a hot topic in digital marketing circles over the past several years. When it comes to the customer experience, this can refer to meeting your customer where they are in their journey to find a service provider, such as in the awareness stage vs. the advocacy stage.

Going even a step further than personalization, consumers are now placing a high value on informed content. What does this mean? Depending on your industry, it can mean several things.

In the age of COVID, political unrest, and situations that just change “fast,” consumers place trust in brands that keep them informed. It can be as simple as a timely post or video about a new law taking effect that is relevant to your target audience.

If your brand sells goods or a different kind of services, consumers are placing more value on things that would once seem intrusive. Many people “like” it when a brand anticipates what they might want to buy next, sometimes before they know it themselves. You can send out these suggestions in the form of targeted ads or emails.

Ready to Take Your Digital Marketing Strategy to the Next Level?

There is little doubt that the past year has rattled a few cages, but consumers and businesses alike have learned to pivot with impressive speed. According to McKinsey & Company, 77% of Americans have tried out new brands, places to shop, and shopping methods over the past year. Consumers are no longer passively returning to the same brands, which could provide your business with opportunities in the coming year.

As your business or firm seeks to boost awareness, create value, and drive results using these marketing methods, find out how we can help. Too Darn Loud Legal Marketing specializes in results-driven digital marketing solutions. Contact us today to schedule a free consultation. We can be reached at (800) 649-1764.

The Importance of Using Video in Your Web Marketing in 2021

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Video, Video, Video…OK, Have We Said It Enough!

Whether you are an established law firm or new firm, you probably know that video marketing is a big deal. But it has never been more prominent than it is today. More people are staying home to stay safe, and most outside entertainment options have been postponed or canceled.

YouTube engagement is at an all-time high, with up to 30% more views of video content and Instagram reports a 70% jump in live streaming. The demand for video content has soared, as has its importance to digital marketing.

People will always have legal issues to resolve, so they are going to need your services. If you want to connect with them in 2021 and beyond, it is vital that video marketing becomes one of your priorities.

Why Include Video in Your Law Firm Digital Marketing Strategy?

There are many reasons why your law firm should include video in its digital marketing strategy. First, some data:

Beyond the numbers, here are the reasons why video should be an essential part of your firm’s digital marketing strategy:

Videos Attract Attention

Infographics, photos, and informative posts still have their place. But a video can capture a visitor’s attention in a matter of seconds and hold it if you have a strong message.

Google Loves Video Content

Research clearly shows that video content increases the amount of time a website visitor stays on your site and when you can keep people on your website longer, your search engine rankings will benefit. Google will notice that people are spending more time on your site and reward you for having engaging content.

Law Firm Video Builds Trust

Consumers have grown understandably suspicious of businesses and marketing in general. When you “show” them who you are through video content, it can help instill trust and create a lasting connection.

Legal Consumers Want Video Content

People have become accustomed to seeing video content online and expect it on both websites and in their search engine results.

Video Explains Things Better

Sometimes, difficult concepts are easier to explain through videos. You can use a whiteboard or tell stories in your video that give your audience a better understanding of the subject.

Video Boosts Conversions

Since most consumers claim that video helps them make purchasing decisions, you can leverage this to attract new clients with targeted content.

Video Encourages Sharing

Social media networks, email, and even text apps are equipped to allow users to share videos seamlessly.

How Law Firms Can Use Video in Web Marketing

Video can be a powerful way to market your law firm and its services. Now that video is one of the most popular mediums online, how can your firm harness it to create awareness and produce results? Here are just a few ideas:

  1. Introduce Your Firm

Use video on your “About Us” page or homepage to tell people about your firm, your practice areas, and introduce the attorneys that will help solve their legal issues.

  1. Post Explainer Videos

Written content is still vital, but you can supplement this and broaden your reach by also posting some videos. Explain different legal issues and the ways your firm addresses them.

  1. Testimonial Videos

Before hiring an attorney, most potential clients want some validation that they are making the right choice. You can provide this on your website with testimonial videos from prior clients that let them know what they can expect when they hire your firm.

  1. Case Studies

Your firm can use videos to show potential clients that you have successfully handled cases like theirs in the past. This can instill confidence in your firm’s ability to achieve a positive outcome.

  1. Live Streaming

Having “live” on-camera dialogue with others has become more commonplace over the past year. Law firms can leverage this by live-streaming topic-specific webinars and Q&A sessions to connect with current and potential clients.

Four Video Marketing Trends to Watch in 2021

There is no doubt that video is powerful. If 2020 taught us anything, it is that you don’t necessarily need to meet face-to-face to get things done. Everything from classrooms to work to court cases are being handled through platforms like Zoom and social media channels.

When you market your business, using images helps boost engagement, but video can be even more memorable and effective when done right. Here are a few video marketing trends to watch for the coming year:

Google Search Emphasis on Video

Have you noticed that Google now includes a row of videos in many organic search results? This presents a golden opportunity for law firms to create videos that answer the questions that people are asking. If you can grab one of these spots, it can bring additional traffic to your page and clients to your firm.

The Rise of the Webinars

Online (or “web”) seminars, also called webinars, are another way to market your law firm with video content. You can use webinars to establish yourself as a trusted expert (for example, in estate planning) or to give the public useful information, such as how to file for bankruptcy or get a divorce during a pandemic.

More Omnichannel Video Content

Have you ever mentioned a Facebook video to someone, only to hear that they already saw it on Twitter, Instagram, or LinkedIn? This has become incredibly common because consumers often have a multi-channel diet that consists of many networks. So, when you post a video, it makes sense to do it across several digital channels.

Increase in Video Live Streaming

Posting live video streams is not new, but it has become much more popular as a video marketing strategy. In the past year, people have become used to attending live streamed yoga sessions, music performances, and cooking demonstrations.

This level of comfort with live video has opened new ground for marketers. You can use this medium to post “breaking industry news” or have regular chat or Q&A sessions via your website or social media profile.

Contact Too Darn Loud Legal Marketing Today To Discuss Law Firm Videos

At Too Darn Loud Legal Marketing, we specialize in helping our clients make the most of every opportunity, to create awareness and drive results. Contact us today, and let’s start a conversation about how our team can make video marketing one of your most effective channels in the coming year.