For law firms, success is dependent on being visible wherever their prospective clients are looking. But, being visible is just the first step.

There’s a lot of competition out there, and people don’t select a lawyer haphazardly. There’s a lot at stake, and people want to know they’ve found the right lawyer to represent them.

Increasing visibility while also establishing authority and trust can be difficult, but for a law firm, it’s a recipe for success.

Law firm wins with ads and content marketing

One law firm in New York City, with the help of their Marketing Success Manager and Content Marketing Specialist, learned about the power of combining visibility with authority firsthand.

With an attorney marketing strategy that boosted visibility with ads and increased authority with content marketing, they saw 100k+ impressions, 1,200+ clicks and dozens of conversions — in just 90 days.

Compared to the previous 90-day period, this strategy drove an almost 41% increase in impressions, an almost 21% increase in clicks and engagements, and a whopping 81% increase in conversions.

How did they do it?

Google ads

Their first step to success was advertising where people in New York primarily look for an attorney — Google.

They used search ads to target people actively searching for keywords related to their law firm and services, like “immigrant lawyer near me” and “best immigration lawyer NYC.”

They combined their Google advertising and content marketing strategy by directing leads who clicked on their ads to a landing page on their website.

Content marketing

In addition to creating landing pages to complement their ads, they ranked higher on Google for relevant keywords and boosted their authority by working with their Content Marketing Specialist to create high-quality blogs and infographics for their website.

They also drove organic visibility on social media by consistently creating social posts to educate and inform their followers and build trust with leads.

Conclusion

Visibility is an important first step, but for attorneys and other industries where trust is paramount, building authority and assurance can help to capitalize on that visibility and drive results.

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Account M10847
Screenshots taken on 7/20/21

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