There are many different ways that a law firm can generate new leads. It's important to plan, research, try new methods, and measure your results. Jason Hennessey shared several helpful ways lawyers can improve their lead-generation methods in a recent article for National Law Review.
1. SEO
SEO stands for ‘Search Engine Optimization and is responsible for website presence in search engines. In short, the more content you have relevant to a user’s search, the more likely you will appear as a result. There are several ways you can increase your likelihood of ranking as a top result for searches and against competitors. Hennessey explains that earning backlinks by collaborating with other websites and publications in the legal industry can increase your website's reputation.
2. Share Valuable Content
You can utilize your firm's marketing content to establish yourself as an expert. Creating guides about legal processes and informing your audience of what they need to know when hiring a lawyer helps build a relationship between you and the user. Hennessey suggests items like "FAQ pages, blog articles, videos, whitepapers, resource libraries, PDFs or ebooks, interviews, or how-to guides."
3. Google Advertising
Another way to rank higher on a web search is by paying the people who operate it. Google offers Google Ads, which enables website owners to create PPC (pay-per-click) words. Paying for a set of words helps you target the audience you want. Hennessey states, "With PPC ads, you can target specific terms, locations, or demographics to ensure your ads are shown to the right people."
For more lead generation methods, read Hennessey's article for the National Law Review.
