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Local Marketing

Target Audiences That Matter to You

Justia

Law firms have long invested in local marketing campaigns to expand their regional client base. While lawyers still advertise in phone books, newspapers and billboards, their local marketing dollars have increasingly been refocused to online alternatives, which have grown more attractive as technological changes have pushed Internet access and geolocation services to consumer mobile phones and other computing devices. This has allowed search engines and other Internet directory services to more effectively deliver localized results to users of these devices.

Our local marketing services include à la carte custom content development for our clients and optimization of the metadata on a law firm's website for particular locations. Additionally, we help law firms create law firm and attorney profiles for social media sites, business directories, and lawyer directories. Moreover, we assist our clients in promoting consistency of NAP (name, address and phone number) across channels. If a law firm is interested in paid local advertising, we can provide cost-effective strategies that allow the firm to reach its target audience efficiently.

At Justia, we understand how people search for lawyers, what tools they use, and how they evaluate the lawyers they find. We use this knowledge to help our clients optimize their sites to reach the audiences that are most important to them, wherever they might be.

Optimizing Website Content for Local Searches

Law firms seeking local clients should optimize the content on their website for their targeted locations. Having website content that is locally optimized can improve the placement of the website within organic search results. Because such content serves as a compelling indicator to the search engines that the business is locally focused, it can also impact rankings in map and directory listings.

Our website optimization services identify the locations and search terms that can improve the placement of your law firm website for local search results. We also tag your website with location markup to increase the readability of names, addresses, and phone numbers (NAP) by search engines such as Google and Bing.

Local Listings in Directories & Maps

Search engines and directories play a complementary role in local marketing. Not only can directories provide referrals to a law firm, they can also aid with rankings in Google and Bing.

Our directory services can optimize your presence in the local listings of various directories. We can target users looking for law firms in search engine directory listings, such as Google and Bing, or social media websites, such as Facebook. We can also help optimize your listings in business directories, such as Yelp and LinkedIn, as well as more lawyer-focused directories, such as Justia and Avvo.

Additionally, we also audit your listings and follow up with corresponding directory submission work to ensure that you are presenting a consistent name, address, and phone number for each of your offices. This is especially important for ranking in Google. Listings should also include the URL of your website where possible, and be placed in the appropriate practice area or category.

Some online business directories allow you to update your listing directly, while others retrieve data from the major business data providers. We provide guidance to our clients on how to maintain and update their contact information, both for ease of use by prospective contacts, as well as to aid with rankings in Google and Bing directory search results.

Online Reviews

Consumers often turn to online review websites for information before they decide to purchase a product or hire a professional. While consumer reviews can provide some insight, these reviews may lack context, such that the reader is not able to determine whether a positive or negative review represents a typical experience or is more of an outlier. To provide a more complete picture to local consumers, law firms should consider encouraging satisfied clients to write honest reviews. Managing these online testimonials, as well as appropriately dealing with negative reviews, can help law firms improve their online reputation.

Paid Advertising (CPC/PPC)

Advertising on Google, Bing, Facebook, and other websites offers law firms another avenue for reaching local clients. In addition to targeting clients by location keywords, law firms can also filter for users based on their physical location. Our paid advertising services help law firms optimize their advertising budget by targeting clients only in specific locations.

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