Phil Risher walks through two free marketing tactics for law firms: optimize your Google My Business profile and gather reviews to show up in local searches, and write keyword-driven blog posts (600-1500 words) answering the questions prospects actually search for. Use Google Search Console data or your top 10 client questions to guide what you write.
Today we're going to discuss two free strategies to market your local law firm. So there are two separate types of strategies. The first one is a near me search, like divorce lawyer near me. And then the second one we're going to discuss is more of an informational search and how we can use the information to capture traffic to our website and convert them into leads. So the first one that we're going to look at is the divorce lawyer near me or whatever type of lawyer you are, near me search. So this is a common search because most people might not know a lawyer that does the specific service that they're looking for. So they go and ask Google, the number one referral partner. So what Google does is they give them. These are all ads here, ads. But we're focusing on free ways to market your business. And so right here, this is called a local service pack. So about 30% of clicks happen right in this. These three options. So the first thing that you want to do is to create a Google My business. And the second thing that you want to do is make sure that everything is filled out correctly. And so I'll link to our Google My business playlist below. But basically what you need to do is come up with a strategy to get Google reviews. We have a video on that. And make sure that you have the content on your Google My business created so that Google knows that when you search for a divorce lawyer, that this company does divorce law. Obviously they've, they've said that they do divorce law. Divorce law. So this for just basic, simple things from a free perspective, get Google reviews and make sure that you tell Google that yes, you do this service and yes, you are in this location. So this location that I picked specifically is Chicago. But let's say you're, you know, you're in a smaller town, that's not necessarily Chicago. You want to make sure that your address is correct and you have to verify your address with Google. So going through that process for your Google My business is one free way to market your law firm. The second strategy takes a little bit more work from gathering keywords, but it's more of the informational searches. So obviously this search is more of, I'm just looking for a divorce lawyer. I need to talk to someone. This is the bottom of the funnel, people, because they're already ready to almost do business. The top of the funnel, which is the informational stuff. The strategy that we utilize with our clients is we use Google Analytics. And what this allows us to do is to see the search that People are searching. So how long do you have to be separated before divorce in Virginia? So we would basically take this keyword from Google Search Console. And we know that the law firm that we work with, people are searching this in their area because Google's telling us that this is. And you can see how many impressions and how many clicks. So this law firm is in Virginia. So what you do is we take these queries and then we create content, long form content, anywhere from 600 to 1500 words about how long does it take to be separated before a divorce and all the things that go into it, why this, that. And if you see their average position on this keyword is number one. And so people search Google for this keyword, click on this keyword, go to their website, and how long does divorce take in Virginia? You can see all the information. And then over here is their call to action. So schedule a consultation, send us a message, book online, call us all of those things. So using the content that people are searching, the informational content, this allows you to then create content on your website that is more the informational type. People may just be gathering information now, but you are going to be the best company to provide that for them. So this is called the formula for this called they ask, you answer, what questions are your prospects asking? And then provide the answers as if you were to give it to your family member, grandmother, mom, whatever you want to be able to give them that information because it builds trust and people do business with people that they know like and trust. So the two strategies are definitely set up with Google My Business Google. So going through that process for Google My Business is one free way to market your law firm. The second strategy takes a little bit more work from gathering keywords, but it's more of the informational searches. So obviously this search is more of I'm just looking for divorce lawyer, I need to talk to someone. This is the bottom of the funnel, people, because they're already ready to almost do business the top of the funnel, which is the informational stuff. The strategy that we utilize with our clients is we use Google Analytics and what this allows us to do is to see the search queries that people are searching. So how long do you have to be separated before divorce in Virginia? So we would basically take this keyword from Google Search Console and we know that the law firm that we work with, people are searching this in their area because Google's telling us that this is and you can see how many impressions and how many clicks. So this law firm is in Virginia. So what you do is we take these queries and then we create content, long form content, anywhere from 600 to 1500 words about how long does it take to be separated before a divorce and all the things that go into it, why this, that. And if you see their average position on this keyword is number one. And so people search Google for this keyword, click on this keyword, go to their website and how long does divorce take in Virginia? You can see all the information and then over here is their call to action. So schedule a consultation, send us a message, book online, call us all of those things. So using the content that people are searching, the informational content, this allows you to then create content on your website that is more the informational type. People may just be gathering information now, but you are going to be the best company to provide that for them. So this is called the formula for this called they ask, you answer, what questions are your prospects asking? And then provide the answers as if you were to give it to your family member, grandmother, mom, whatever you want to be able to give them that information because it builds trust and people do business with, with people that they know like and trust. So the two strategies are definitely set up with Google My Business. Make sure that that's optimized. Get Google reviews. There's so much more that goes into Google My Business. But on the surface that's the basic bare bones that you want to do. And then also have a content strategy. And maybe you don't have access to your Google search console and your queries, but come up with a list of your top 10 questions that prospects are asking you and then just create content on that. Maybe come up with a monthly rotation of lawyers. Each lawyer takes one question each month or something like that. So hope this helps. Be sure to like and subscribe to this video. We post content on how to grow your local service business and I'll see you all in the next video.
