If
you
feel
your
costly
marketing
strategies
are
not
providing
the
expected
results
for
your
law
firm,
you
may
be
making
some
serious
mistakes.
An
effective
marketing
plan
must
be
evaluated
regularly.
Adjustments
must
be
made
based
on
the
market,
the
economy,
and
what
is
working
for
your
specific
industry.
Learn
how
to
avoid
expensive
legal
marketing
mistakes
in
this
article.
Outdated
Websites
An
outdated
website
will
have
higher
bounce
rates
than
a
consistently
current
website.
A
high
bounce
rate
will
lower
Search
Engine
Optimization
(SEO)
because
when
visitors
bounce,
it
means
that
your
potential
clients
are
not
receiving
the
answers
they
are
looking
for
on
your
website.
Additionally,
if
you
do
not
upkeep
your
website
regularly,
links
stop
working,
the
material
becomes
disorganized,
and
navigation
is
difficult.
This
will
turn
users
away
from
your
site
and
onto
another
competitor’s
site.
Make
sure
that
whoever
you
have
updating
your
law
firm’s
website
is
doing
so
consistently
and
accurately.
Wrong
Demographics
Smart
marketing
efforts
include
demographic
research
to
ensure
you
are
reaching
quality
leads.
Content,
tone,
and
voice
will
draw
your
targeted
audience
to
your
site.
An
effective
way
to
lure
ideal
future
clients
is
to
provide
user-friendly
legal
content
like
question/answer
posts
that
provide
straightforward
responses
to
common
questions.
This
allows
you
to
establish
credibility
while
providing
a
useful
service
to
possible
customers.
They
will
remember
your
clear,
concise
advice
when
it
is
time
to
hire
or
recommend
a
lawyer.
Disorganization
and/or
Lack
of
Planning
Not
having
a
clear
digital
marketing
plan
is
a
mistake.
It
is
important
to
set
goals
and
incorporate
strategies
to
meet
those
goals.
If
your
plan
is
unclear,
your
marketing
efforts
will
seem
disjointed
and
will
not
generate
quality
leads.
If
you
are
unsure
how
to
create
a
digital
marketing
plan,
consider
visiting
with
a
professional
legal
SEO
agency
that
can
work
with
you
to
create
a
structured
plan
and
help
you
to
follow
it.
Low-Quality
Content
Relevant
and
useful
content
is
a
must.
Getting
sloppy
with
your
content
can
lead
to
a
high
bounce
rate.
You
must
establish
your
firm
as
an
expert,
and
providing
irrelevant
or
low-quality
content
will
harm
your
reputation,
and
your
SEO
rankings
will
plummet.
Discounting
Social
Media
Social
media
is
an
efficient
way
to
generate
traffic
to
your
site.
Linking
blogs,
posts,
and
important
content
to
your
social
media
accounts
is
like
free
advertising
and
should
never
be
overlooked.
Consumers
spend
a
lot
of
time
on
social
media
accounts
and
often
click
on
posts
and
links
that
interest
them,
often
leading
to
buying
services
and/or
products.
Not
Being
Mobile
Friendly
Most
people
use
their
phones
for
more
than
just
texting
or
talking.
They
shop,
search,
and
buy
services
on
their
mobile
devices.
If
your
law
firm’s
website
is
not
mobile-friendly,
Google
will
drop
your
SEO
ranking.
This
will
keep
you
from
acquiring
the
targeted
potential
clients
you
need.
What
potential
clients
see
on
their
mobile
devices
must
match
what
is
seen
on
their
desktop
computers.
A
mobile-friendly
site
should
be
easy
to
use,
quick,
and
professional.
Not
Using
Google
Business
Profile
If
you
want
your
law
firm
to
appear
on
Google
searches
and
maps,
you
must
claim
your
Google
Business
Profile,
which
is
a
free
business
profile
provided
by
Google.
A
Google
Business
Profile
allows
you
to:
-
Complete
and
claim
your
business
profile
listing -
Utilize
current
contact
information -
Add
pertinent
and
timely
links -
Post
consistent
and
regular
posts -
Add
relevant
images
and
pictures -
Stand
out
from
the
competition
Not
using
this
free
service
could
be
the
difference
between
first-page
search
results,
3rd-page
search
results,
and
not
showing
up
on
a
Google
map.
Not
Optimizing
Search
Engines
To
compete
in
the
digital
marketplace,
your
law
firm
must
rank
high
on
search
engine
results
pages.
Your
website
must
appear
early
on
a
search,
so
potential
clients
have
the
ability
to
find
you
easily.
Search
engine
optimization
is
crucial
to
successful
marketing
plans
and
cannot
be
ignored.
How
Can
You
Optimize
for
Search
Engines?
-
Keyword
research
–
this
is
an
important
aspect
of
SEO.
An
effective
legal
SEO
agency
will
know
just
how
to
research
the
best
keywords
and
pinpoint
the
terms
you
need
to
capitalize
on
to
drive
that
targeted
traffic
to
your
site. -
Relevant
content
–
a
successful
marketing
plan
identifies
targeted
demographics
and
what
type
of
content
they
want
to
read.
Your
content
should
be
aligned
with
the
needs
of
your
potential
clients. -
Meta
descriptions
and
title
tags
–
meta
descriptions
and
title
tags
are
the
first
things
users
see
when
they
search.
It
is
crucial
to
pay
attention
to
these
features
of
your
site.
Keywords
in
the
descriptions
and
tags
help
your
site
with
searches. -
Efficiency
–
many
factors
are
considered
when
Google
establishes
a
ranking
for
a
website,
but
usability
is
a
key
factor.
Slow
speeds
and
missing
links
will
lower
your
rankings.
Be
sure
to
provide
potential
customers
with
an
efficient,
user-friendly
desktop
and
mobile
site. -
Backlinks
and
internal
links
–
strong
internal
backlinks
will
improve
a
visitor’s
experience
on
your
website.
Ensure
your
links
work
and
send
users
to
relevant
and
current
online
places.
In
addition
to
the
above
aspects
of
your
site,
you
must
also
optimize
all
other
features,
including
alt
tags,
URLs,
and
images.
Not
Being
Data-Driven
Free
platforms
like
Google
Analytics
and
Google
Search
Console
will
provide
important
data
regarding
your
site’s
rankings
and
features.
This
data
will
help
you
to
update
and
improve
your
website
to
warrant
higher
SEO
rankings.
Using
this
data
will
provide
you
with
a
better
understanding
of
how
your
website
works
to
generate
quality
leads.
You
can
create
client
lists
and
profiles
and
use
marketing
strategies
to
drive
them
to
your
website.
Today’s
businesses
and
law
firms
are
data-driven.
Make
good
use
of
this
crucial
information,
as
disregarding
it
could
be
costly.
Digital
Marketing
Next
Steps
Are
you
aware
of
the
mistakes
your
firm
might
be
making
when
it
comes
to
marketing?
If
not,
you
could
be
costing
your
firm
thousands
of
dollars
in
misspent
digital
marketing
dollars.
Consider
taking
time
to
do
an
analysis
of
what
is
working
(and
what
is
not
working)
for
your
law
firm
with
regards
to
your
digital
marketing
strategy.
Annette
Choti,
Esq.
graduated
from
law
school
20
years
ago,
and
is
the
Founder
of
Law
Quill,
a
legal
digital
marketing
agency
focused
on
small
and
solo
law
firms.
Annette
wrote
the
bestselling
book
Click
Magnet:
The
Ultimate
Digital
Marketing
Guide
For
Law
Firms,
and
hosts
the
podcast
Legal
Marketing
Lounge.
She
is
a
sought-after
keynote
and
CLE
speaker
throughout
the
United
States
and
Canada.
Annette
used
to
do
theatre
and
professional
comedy,
which
is
not
so
different
from
the
legal
field
if
we
are
all
being
honest.
Annette
can
be
found
on
LinkedIn
or
at
at
annette@lawquill.com.