When you’re focused on day-to-day marketing activities, it’s easy to get tunnel vision and overlook red flags that indicate declining marketing health. The following three signs are telltale indicators that your attorney marketing has gone off track. If they sound familiar, it’s time to make some changes.
Sign #1: Content that only reaches a small audience
Does your law firm have an established blog and/or news page but hear crickets after posting an article? That means you’ve got some work to do on your attorney marketing. Content that doesn’t receive many views, shares, and likes fails to spread your law firm’s name, display your expertise, attract new potential clients, and provide value to readers… all while wasting valuable time and money.
How to get back on track: If your content strategy is falling flat, experiment to assess which of the following factors is holding you back:
- Uninteresting or valueless topics
- Poorly written content
- An infrequent posting schedule
- A small audience
- A large but poorly targeted audience
If you only post one article per month on your personal injury firm’s blog and believe that posting more often would increase readership, try posting once a week for the next month and compare data to determine if your hunch is correct.
Or, your practice can use a brief form or pop-up to survey website visitors about which topics they would like to learn more about: workers’ compensation, Social Security disability, auto accidents, wrongful death, defective products, etc. Then, use the feedback to guide your content plan.
Sign #2: A shrinking or disengaged email list
A well-built email list results in several attorney marketing benefits. It can help to:
- Spread content and increase readership
- Keep in touch with past and current clients
- Move potential clients down the sales funnel
- Survey recipients about their satisfaction with your services as well as ideas for improvement
A growing list is considered a strong sign that your firm’s marketing strategy is effective. A shrinking list, on the other hand, means that contacts are unsubscribing, possibly because they are receiving emails too often or not frequently enough. Aside from small email lists, another common complaint among attorneys is low engagement among email recipients, such as dismal open or clickthrough rates.
If this is the case for your practice, there may be several culprits. For example, your list may contain people who don’t fit your ideal client profile, the email subject lines you’re whipping up are not strong enough to garner attention, or poor email design is turning off mobile viewers.
How to get back on track: First and foremost, the best way to keep email subscribers is to consistently provide them with relevant information such as enlightening blog articles, interesting news like recent laws that may affect them, and updates about your firm and services. People receive hundreds of emails a day but if your communications are always full of great information, recipients will be more likely to take a few minutes to read them.
And it’s not just the internal content that matters. A good email subject line piques readers’ interest and promises value in just a few words. Instead of utilizing a generic subject line like “ABC Law Firm’s Monthly Newsletter,” for instance, try teasing an article included in the newsletter, such as “5 Bankruptcy Laws You Need to Know Now.”
Finally, ensure that all emails are optimized for mobile viewing. With more people turning to their smartphones and tablets to check email, failing to make your mobile viewing experience seamless is a nail in the coffin of your attorney email marketing strategy. Be sure to:
- Use a responsive template that adapts to the size of the screen it is being viewed on
- Ensure that all images look great on compact screens, and that files are small enough to load quickly and easily
- Be concise
- Utilize buttons to route to pages on your law firm’s website rather than URLs (and ensure that all pages on your law firm website are also mobile optimized)
Sign #3: Few interactions per website visit
Examples of website visitor interactions include:
- Viewing pages on your website
- Subscribing to your firm’s email list
- Reading blog articles
- Commenting on posts
- Downloading materials like white papers or e-books
Fewer interactions per visit to your law firm’s website means a lower average value per visitor and a lower conversion rate from visitor to client. Conversely, a large number of interactions per visit leads to a greater chance of conversion and more business coming into your firm.
How to get back on track: Check your firm’s website statistics to see where things are going awry. For example, if a large number of visitors are landing on your homepage for a few seconds and then leaving for good, that’s a good sign that your homepage:
- Loads too slowly;
- Is not optimized for mobile;
- Is confusing and difficult to navigate;
- Or does not have appealing copy or images above the fold (the area of the page that you immediately see without scrolling down).
At that point, it may be best to reach out for professional attorney marketing help to redesign your law firm website. A web design team that specializes in the legal industry like James Publishing & Attorney Marketing can help to create a professional website that appropriately represents your firm and appeals to potential clients.
Our talented team has built more than 800 websites and generated 100,000 leads for attorneys like you. Let us redesign your site—request a quote now!