Marketing Tips for a Workers’ Comp Lawyer Marketing Tips for a Workers’ Comp Lawyer
A workers’ compensation lawyer generally focuses more on helping clients win justified injury payouts than creating online marketing strategies. However, concrete online marketing strategies will elevate a firm above its competitors in the current legal climate. We are here to help the online workers’ comp lawyer understand the basics and how to use it advantageously.
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Understanding the Basics of Workers’ Comp Online Marketing Understanding the Basics of Workers’ Comp Online Marketing
As workers’ comp attorneys, you must find potential clients consistently to keep your firm afloat. However, you can also use innovative strategies to help potential clients discover you and focus on doing what you do best.
While traditional marketing approaches could work, we emphasize digital transformation for your marketing to surpass modernized competitors. What is digital online marketing? What makes it different from conventional methods? We have the answers.
Conventional marketing focuses primarily on physical mediums. It includes print ads, television commercials, radio spots, physical billboards or banner flags outside a storefront.
Digital online marketing steps outside the box to meet your clients where they spend most of their time: online. Digital promotion can approach consumers on any platform, whether a search engine result page or their favorite social media platform. This type of marketing includes strategies such as Search Engine Optimization (SEO), Pay-Per-Click (PPC) ads, or digital banners on websites that can redirect a potential client to your website.
Optimizing Your Workers’ Compensation Digital Marketing Optimizing Your Workers’ Compensation Digital Marketing
You can start – or increase the efficacy of – your online marketing campaigns in many ways. Our first recommendation is to work with a team that understands these systems and how to tailor each category to your unique requirements.
Next, we recommend familiarizing yourself with typical digital marketing strategies and how they can provide value to your business in an online ecosystem. Here are the most common methods we believe will provide excellent value to personal injury lawyers:
Comprehensive Website Design
This aspect is arguably the most critical requirement for online marketing. First impressions matter; a superlative website means your landing pages wow your visitors instead of causing a rapid exit. Exceptional website design is a task for professionals. If you already have a website, a specialist can assist you to find ways to improve it–often, they will discover numerous.
Examples of desirable features in a professional website include:
- Presentation that suits your brand. The aesthetic should speak to your brand’s values and make your clients feel they are in the best hands. Powerful presentation can occur through various tools such as photography, slideshows, button layouts, website copy, and even how you use your calls to action.
- Easy navigation. The last thing any potential client wants is to spend more time on the platform than they can afford. Remember, online searchers wish to find answers quickly, and the more clicks demanded for assistance, the more likely they will not commit.
Concise messaging. All your website copy must be readable and distinct for your specific clientele. Always consider what terminology your average client will understand to increase their trust.
Search Engine Optimization (SEO)
Another powerful tool available for online workers’ comp marketing is Search Engine Optimization. It cleverly places analyzed keywords and phrases so the search engine algorithm notices your content’s significance. When a client searches for information using those phrases, the top results will be the most relevant to their search. Professional SEO writers can assist you to construct your content to read well and make it pertinent.
The more relevant your content, the higher your organic return from search engines. Some companies will plaster your website with keywords, but there is a fine line between optimizing keyword use and overdoing it. Search engines can tell the difference, so work with a team that can do the same.
A Google update in August 2022, which makes up more than 60% of desktop searches, has some preferences regarding SEO. Google suggests:
Always focus on people-first content
The idea of people-first content is to create content that people enjoy. Some questions you could ask yourself include, ‘Would the existing audience return for new content and find it useful?’ or ‘Does your site have a primary purpose or function?’. You are on the right track if you can answer yes to these questions.
Search engines are not your audience
Google notices when content exists primarily to boost search engine traffic. This practice directly correlates with content that readers find unsatisfactory. You might be on the wrong path if you answer yes to ‘Do you produce lots of content on different topics in the hopes that some of them perform well?’.
Long-form, well-sourced content is the key to a successful people-first focus. Here are some quick tips on how to optimize your long-form articles’ SEO and people-first content:
- Research first. Sufficient exploration will avoid creating content that your consumers do not want.
- Don’t pretend to have answers. Making your headlines suggest that you have information that clients need, just for them to discover you do not have it is not best practice and useless for SEO ratings.
- Focus on your area of expertise. You may write about multiple topics for your website but never pretend to be an expert if you are not. Google will tell the difference, and your SEO rating could plummet.
- Quality backlinks: A winning strategy to keep readers engaged is linking relevant information to a reputable source that confirms your advice or content and adds more value for the reader.
In summary, SEO is a complex but powerful tool. It is often touted as the best way to garner website traffic organically. When appropriately implemented, it is easily one of the most affordable forms of advertising and an all-around exceptional option.
Search Engine Advertising, Such as Google Ads
Paid ads to help boost the views on your website are incredibly common. Many companies will pay for placement at the top of search engine result pages to get more eyes on their content. This form of advertising is beneficial if your website or firm is new.
Paid ad spots are different from organically high-ranking search results, like SEO. Paid ad spots always indicate that it is an advertisement. How customers will respond to that knowledge depends on the person.
The ideal implementation of search engine advertising is in tandem with content optimized for search engines. This approach places the ad atop more search page results and shows viewers immediate relevance. People will click on ads if they can immediately see an answer to one of their questions, a solution to one of their problems.
About the Blog Author
Grey Smoke Media is North America’s only full-service legal marketing firm, offering:
We elevate law firms to the highest echelon through a multi-pronged, unified approach.
Social Media Advertising
Many, if only some of your clients, use social media. It has become one of the most popular digital platforms, and billions of people use it. It is logical to meet them where they are.
Social media advertising works like regular online ad spots. You will create a campaign and pay for its promotion on your preferred social media platform. You can go at this challenge independently, but working with a team of professionals means you get insightful research first. This research will allow you and the marketing team to make better decisions regarding ad placement.
Ads on Facebook mean little if 90% of your target market uses different forms of social media. Proper research is imperative to make the most of social media ads–Grey Smoke Media can quickly assist you with this process.
Pay-Per-Click (PPC) Advertising
If you work on a smaller advertising budget, PPC advertising might be one of the better options for your legal firm. This type of digital marketing only charges you for every click that sends a client to your website.
The ads can appear via search engine results or as banners on other websites. The most critical aspect of creating effective PPC ads is ensuring the content is immediately identifiable as relevant to client needs.
Whether you use a picture, an animated banner, or only copy, clients must know that you can solve a problem for them as soon as they see the ad. They can only click through if they know this information. Fortunately, you won’t pay without clicks, but ultimately, your adverts must attract customers.
Here are some quick statistics about PPC advertising that will show why it’s such an influential option for many firms:
- 90% of internet users see Google ads, which is a staggering number.
- 65% of buyer-intent keywords are paid clicks.
- A staggering 46% of internet users cannot readily distinguish between pay-per-click advertising and organically returned links when using a search engine.
- 75% of users click on ads to find relevant information, rarely because they are curious.
Based on these statistics, you can see why PPC ads can tremendously increase traffic to your website. Moreso, ensuring your PPC ads link back to optimized pages that feel relevant and useful to your clients can help you reap maximum benefit for each paid click.
Consider Informative Content
Sometimes, a website with a single page, contact number, and a summary of services is ideal. Still, the more value you can provide to potential and existing clients, the better your outcome.
Informative content like blog posts, guides, or related articles allows clients to visit your website for more than finding a workers’ comp lawyer. You can write content explaining to potential clients when they need legal assistance and a Frequently Asked Question (FAQ) page.
ASK US HOW WE SCALED A LAW FIRM TO THE LARGEST IN THE NATION (BY VOLUME) IN JUST THREE YEARS
Typical Questions on Workers’ Comp Lawyer Online Marketing Typical Questions on Workers’ Comp Lawyer Online Marketing
Browse the following frequently asked questions and their answers about digital online marketing.
How Do I Improve Law Firm Marketing Digitally?
There is no straightforward answer to this question. Every business requires analysis before identifying which marketing methods will provide the best results. We always recommend that clients focus on a comprehensive website with all the relevant features and content. Once you have a website, Search Engine Optimization and paid ads are an excellent next step.
How Much Does SEO Typically Cost for a Small Law Firm?
SEO work costs typically depend on how much content you want to optimize. A single page will naturally be less expensive than fifty.
What is Your Best Advertising Advice for Lawyers?
Always work with professionals if you want the most from your marketing. A professional team will take less time to provide a reasonable turnaround. Anticipate improved content that enhances the longevity of your advertising endeavors.
Does a Law Firm Need SEO Services?
Every website that provides a service needs SEO assistance. It makes the algorithm-powered search engines notice its relevance to specific keyword searches. SEO allows your content to effectively put up its hand in a crowd and say, “I have the answer you need.”
Choose Grey Smoke Media for Optimized Online Marketing Choose Grey Smoke Media for Optimized Online Marketing
At Grey Smoke Media, we provide comprehensive support to clients who want to optimize their online marketing and digital presence. Our team can assist you if you only want to update existing content or start fresh with a new website, comprehensive SEO copy, and weekly blogs.
Speak to one of our professional team members today to discuss the best next steps to optimize your marketing in the digital era.
Grey Smoke Media produces verified results in the most fiercely competitive legal markets across North America
To date, we have helped generate over a billion dollars in revenue for our clients.
It’s time to get serious about your marketing.
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