The last decade has seen the shift of law firm marketing away from traditional “mass-media” to more innovative methods of digital marketing. Web 2.0 social media sites allow law firms to target audience segments better than before, podcasting allows for specialized content tailored towards specific demographics, and excellent customer retention practices provide a steady stream of new clients eager for legal advice.
Marketing your law firm online is becoming ever more important in recent years due to an increasing preference among consumers (and particularly millennials) when seeking legal services. Traditionally the legal sector is slower to adopt these changes than other industries, but the advancements in law firm digital marketing have been significant.
In 2022, lawyers will be forced to drastically change their approach to online marketing if they want a chance at winning over customers from either a new competitor or a well-established market leader. The following article looks into some of the ways that lawyers around the world are already altering their online strategy and examines what might happen in 5 years’ time when technology is even more advanced and consumer behavior is further shaped by technological advances.
The future of law firm SEO
We could write another entire article delving into this subject alone because SEO for law firms will fundamentally alter when compared with today’s technique. However, there are two fundamental changes that will affect SEO, namely the birth of voice search and the allowance for content syndication.
Voice search is becoming increasingly popular with young people in particular because it makes finding information more natural. For lawyers on a website, this means they risk losing out to competitors if their website isn’t optimized for voice commands. Lawyers also need to consider what keywords they are using when creating new content for their site. It’s unlikely many people are typing “murder trial” into Google anymore – most would just ask Siri or Alexa.
The second change is that of content syndication between websites which will become an important new facet of law firm marketing in 2022. If you have a successful blog post on your website, why would you keep it there when you can syndicate the post across other industry publications and law firm websites? This type of marketing may be seen as unethical by some lawyers (and their marketing teams) in 2022 because the content they spent time creating will be freely available for anyone to use.
However, in 5 years many lawyers may see this change as part of the natural evolution of search engine optimization. Asking Siri how much divorce costs will likely return a list of results from different people offering at least slightly different prices – so it’s about getting your own name on top.
Law firm digital marketing trends five years from now
There are two main areas where law firms will continue their struggle with online competition if they fail to adapt to technological changes: mobile and video content.
Mobile phones will continue to be the most used device for researching legal services and this is unlikely to change by 2022 even if tablets and other devices become more common. Lawyers need to make sure their website works on mobile (and all other devices) because consumers will assume that a website that doesn’t work on mobile isn’t fully optimized.
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Video has already exploded in popularity over the past 5 years due to its ability to tap into our emotions and create connections with brands like no other medium can do. Consequently, it’s likely we’ll see law firms use more video content as technology improves and competition increases further. Lawyers should experiment with video now so they understand how effective it can be in reaching a client base that is becoming more accustomed to rapid, efficient information.
Law firms don’t have the luxury of sitting around and waiting for technological change before updating their marketing strategy because their competitors won’t wait either – it’s a fight for clients and consumers who now have more choices than ever before. A new mobile-friendly website or an original video doesn’t cost much compared to the benefits of winning over a potential customer who may not even realize they need your services until they’re on your website! Law firms must embrace digital marketing now if they want any chance at being remembered in 2022.