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As the year 2014 gains momentum, professionals in the legal sector are looking for new and effective ways to market their legal services. Online advertising can be an incredibly effective way for a legal organization to promote itself.

To make the most of the opportunity to boost conversion rates and increase your client base, you have to implement sound, up-to-date Internet marketing strategies. Here are a few that will help.


1. Create great content

In web marketing, the phrase “Content is king” remains both common and accurate. Filling your pages with great content is essential for several reasons, including the fact that it’s the medium prospective clients tend to study in order to decide whether to use your services.

As an example, Nelson & Associates has incorporated considerable factual information relating to the type of services it offers (immigration law) into the firm’s home page. Thus, individuals who visit the site can quickly gain an understanding of pertinent issues in the field of immigration as well as the legal services Nelson & Associates offers.

In addition to making your content informative, it’s important that it be grammatically correct and devoid of fluff and tangential remarks.

2. Make the text scannable

You need to ensure that the content is “scannable.” That means the type of web article or blog post your reader can quickly skim in order to obtain the information she or he desires.

As noted by Nielsen Norman Group in the article “How Users Read on the Web,” there are several ways you can make the text on your web page scannable. Some strategies include the use of bullets, numbered lists, and headers. It’s also smart to disseminate one idea per paragraph.

3. Do a keyword analysis

In order to reach your target audience, you need to do a keyword analysis. In “Keyword Analysis-What’s the Best Way to Analyze Keywords?”, WordStream notes that “By understanding what queries qualified visitors to your website type into search engines, search marketers can better customize their landing pages to increase conversion rates.”

The keyword research will show you which words your prospective clients are using to research legal services. Once you know them, you can subtly but systematically insert them into your web articles and/or blog posts.

4. Use social media optimization (SMO) strategies

More and more business owners are using social media channels like Twitter and Facebook to market their services. Legal professionals should take advantage of the opportunity to implement SMO strategies that can help boost conversion rates, as well.

In the article “4 Winning Strategies for Social Media Optimization,” Mashable notes that you can use such tricks as widgets and badgets to increase the effectiveness of your social media marketing efforts.

If you’re a legal professional who wants to ensure your services are effectively promoted this year, you should know that online advertising is a great way to reach your target audience. By employing some or all of the strategies outlined above, you can ensure that your Internet marketing campaign is a success.


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