If a lawyer wants to truly shine in this day and age, they need to have a solid presence where most eyes are — and that’s largely on Google and Facebook.

Have you ever tried looking for a local service? Most of us head straight to Google. That’s where Google Business Profile steps into the spotlight. It’s kind of like a digital business card. If set up right, it offers a concise snapshot of a lawyer’s services, client reviews and even their office hours.

Plus, being highly visible on Google search is akin to having prime real estate in the digital marketplace.

Remember when Facebook was all about reconnecting with high school buddies? Those days are long gone. Today, it’s a dynamic platform where businesses, including law firms, can establish genuine connections.

Here, lawyers can share a bit of their personality, engage with comments and really show clients they’re not just a faceless entity. It’s where organic content — those insightful articles, updates, and even behind-the-scenes looks — can play a crucial role.

But, while organic posts create authenticity, they sometimes need a little nudge to reach a broader audience. That’s where paid ads come in. Think of them as the amplifier in a rock concert, ensuring the message gets across to every corner of the venue.

Combining these — authentic content with strategically placed ads — is the secret sauce for lawyers wanting to maximize their online impact.

Local law firm drives success by building a strong online presence

One Colorado-based law firm witnessed the power of building a strong online presence across Facebook and Google.

Over the past 90 days, this law firm has seen hundreds of thousands of impressions, thousands of clicks and hundreds of conversions. And, as you can see from the channel comparison below, they owe much of their success to their paid and organic marketing efforts.

Compared to the previous 90-day period, they’ve seen an 8% increase in impressions, an 83% increase in clicks and 68% increase in conversions. They’ve also boosted their new website visits by a whopping 147%.

How did they do it?

This law firm built a strong online presence by combining the power of two very important marketing strategies — organic content marketing and paid advertising.

Their organic strategy started with optimizing their website for important keywords and creating valuable, ongoing content in the form of blogs.

Not only did this help them drive more organic traffic to their law firm website, but it also allowed them to provide valuable information to their visitors, helping to build trust with potential clients.

They also claimed and optimized their Google Business Profile listing, helping them get found in local searches.

This involved adding professional pictures of their team, providing a quality, keyword-rich business description and posting regular updates.

Finally, they increased their visibility on Google by getting lots of five-star reviews and building a high average star rating.

To maximize their visibility on Google, they ran paid search campaigns.

By bidding on brand-related keywords, they were able to get in front of people actively searching for their law firm by name.

In addition to their organic efforts on their website and Google Business Profile listing, they also made it a point to post regularly on their Facebook page.

By boosting their organic posts through paid advertising, they maximized their reach and got in front of more potential clients.

Last but not least, they used Facebook advertising to target lookalike audiences — people with similar characteristics as their existing client base.

Conclusion

The digital landscape has revolutionized the way lawyers connect with potential clients. Google and Facebook aren’t just platforms; they’re powerful tools that can be harnessed to build credibility, showcase expertise and amplify reach.

While authentic, organic content builds trust and showcases a lawyer’s human side, pairing it with well-strategized paid ads ensures that the message doesn’t get lost in the vast digital crowd.

For any legal professional aiming to leave a lasting impression in today’s digital age, mastering this dynamic duo is not just an option — it’s a necessity.

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Account M1305
Screenshots taken on 8/14/23

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.