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Foster Web Marketing Product Spotlight

How to Market Your Law Firm in Today’s Online World

By Tom Foster

As new technology emerges and new trends take over, how we market our business changes. You have to keep up in order to stay relevant, and all of the moving pieces should work together seamlessly so you can spend more time focused on generating new clients, and less time trying to string these things together.

What Are the Key Strategies for Online Success?

To effectively market your law firm online, you must be:

Adding and Updating Content Regularly

Creating excellent and unique content is something you can’t NOT do. While most attorneys know this is absolutely crucial to be found online, not every Content Management System (CMS) will set you up for success.

Whatever software you use to manage your website, your CMS should organize your content to help search engines locate and crawl information and to provide the best, most intuitive experience for users.

To do this, your CMS should require that every page includes the following:

  • Page title (or title tag). Your page title is about 60 characters, and it is the first line that someone sees; it needs to describe what is on the page. Don’t try to stuff keywords in here that don’t make sense. The title should be relevant, informative and it should make sense in search results.
  • Headline. On average, 8 out of 10 visitors will read headline copy only, so it must be powerful and compelling to get visitors to read beyond the headline! To create a compelling headline, it should be unique, useful, very specific to what is outlined in the content, and it should convey some sense of urgency if possible.
  • Meta description. A meta description is the line of text that shows up under a link in search engine results. It is your opportunity to entice a reader to click the link and read the full article, so make it engaging!

Success online is not just about having content — it’s about having content that is structured correctly, provides valuable metadata, flows according to the users’ needs, and provides the right information at the right time in the most unobtrusive way possible.

Managing Your Reputation

You can’t always control what other people say about you, but if you take an active role in generating reviews and monitoring your online reputation, you can guide the conversation in a positive direction. In fact, 84 percent of people trust online reviews as much as a personal recommendation, according to Bright Local.

You should be consistently sending out requests for feedback and using the positive responses to generate reviews (while using the negative responses as a catalyst for change!). Our marketing automation system will not only send out requests for feedback, but it will send users down different paths based on their response. This helps prevent negative reviews and encourages users to post their positive feedback to review sites like Yelp or Google+.

If your marketing software solution does not help you manage your reputation online, it may be time to consider a change.

Nurturing Your Leads

You spend a lot of time, money and effort generating new leads, so you must follow up with those leads if you want to see a positive ROI. Grouping or tagging contacts based on their interest, or where they converted on your site, is going to help you focus your marketing message on the needs of individual prospects. Your marketing software should provide the ability to communicate with contacts over an extended period of time so you stay top of mind and provide valuable information those users need.

Analyzing Your Efforts

Google Analytics allows us to see which content pieces, email campaigns and online marketing efforts are working, and which are not having an impact. Analyzing your marketing efforts means you can spend more time focused on successful endeavors and improve the items that are not accomplishing what you’d hoped for. By connecting your Google Analytics account to your marketing software, you can get a quick rundown of the best avenues for marketing.

Foster Web Marketing Makes it Easy

Dynamic Self Syndication (DSS) is our all-in-one automated marketing software that allows you to control, manage and monitor all of your marketing efforts from one place. The Content Management System guides content creation to follow Google’s best practices. The Reputation Management Tool allows you to generate tons of positive reviews, and the Customer Relationship Management tool allows you to track, tag and market to your contacts in a number of different ways. DSS also connects to your Analytics account to give you a snapshot of your overall marketing efforts so you know where to focus your energy.

DSS does everything we have outlined and so much more, all from one place.

If you are tired of adding plug-ins to your site that slow down page speed and load times, or using (and paying for!) multiple systems that force your marketing to work in silos, then it is time to consider a change.

See what DSS can do for you with a one-on-one demo here.

About Foster Web Marketing

Foster Web Marketing builds beautiful, user-friendly, fully responsive websites for lawyers. All of our sites are built on our automated marketing software, DSS, giving you full control over your website and online marketing. Visit to learn more.

SPONSORED CONTENT. Product Spotlight showcases content provided by Attorney at Work sponsors and advertisers. This does not constitute endorsement by Attorney at Work. See Terms and Conditions for more information. 

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