The location of your law firm and its target audience is an important component in your marketing strategy. Many law firms and other businesses overlook geography when determining how to best reach prospective clients.
But knowing how geography impacts the way a law firm markets itself helps you understand what methods and tools will support your business goals.
Understanding Your Target Audience
The location of your target market gives you information related to the characteristics of a given demographic including age, interests, income, and buying behavior.
Data related to geography helps you develop a profile of your ideal client. This makes it easy to deliver messages that resonate with individuals who are most likely to need and purchase your legal services.
You can use the insights gained from understanding your target audience to optimize the contact points they have with your law firm. These include online advertisements, blog and social media posts, and emails or newsletters.
Geography and SEO
Your search engine optimization (SEO) efforts achieve better results when you incorporate geography into your strategy.
This process begins by targeting keywords that are relevant to your location including your city, state, or county. They can be included in your web site’s page content, tags, and blog posts.
Your website’s design elements can also correspond to your location through the use of images, headers, and taglines. These let site visitors know the location in which you provide your services.
Your law firm can utilize local directories, which can help you achieve higher rankings in the search engine results pages. Google Maps is a valuable tool for getting recognized in your local area when your law firm is included in map results.
Marketing your law firm according to its location requires a number of strategies.
If your law firm serves more than one location, your website should have dedicated pages for each one. This makes it easy to drive traffic to content that’s specific to a prospect’s location.
Building a geo-specific link profile is another way to market your law firm. Consider local businesses in related industries. Your law firm may be included in their websites’ resource listings, which help clients who are looking for services like yours.
You can contribute to local blogs and publications by providing useful and relevant content related to your legal services.
This is a great way to position yourself as an industry leader while generating more visibility among your local audience.
Sponsorship of local events helps law firms get in front of prospective clients. Becoming a sponsor helps your firm get featured on the organizer’s website and grows your network.
Finally, the right website design is critical to achieving success in your local market. It helps you appear at the top of search engine results while giving users the information they need when seeking local providers of legal services.
Geography impacts the way today’s law firms market themselves. Understanding how to market for your local area gives your practice greater visibility and increases its client acquisition.
If you aren’t sure where to begin gaining traction in your local area, let us know what challenges you’re facing in the comments below. We’ll help you determine the best marketing strategy for your needs and location.