Marketing law firm services without a proper, well-built marketing strategy are close to impossible. This is because competition in the industry is huge. Unfortunately, most law firms do not actually understand what has to be done in order to succeed in the modern online environment.
So many things can make a marketing campaign fail. However, according to child custody law firm Harrisburg, the following are the worst mistakes that are being done by marketing law firms:
Not Caring About Mobile Optimization And Load Times
Most law firm websites out there look horrible on mobile devices because they are not optimized. This is a huge mistake that you should never make as more and more people each week use such gadgets to browse the internet and look for service providers.
Speaking about load times, if the site takes over 3 seconds to load, half of the visitors are lost. Before any marketing campaign is started you have to work with the developer in order to decrease load times as much as possible.
Using Average Quality Content
Writing weekly blog posts is definitely a good idea, even if they are not mind-blowing or very long. However, do not expect huge results when you do this. An intern can easily write for free but your marketing strategy will suffer.
The truth is that in modern times you want to have longer, fulfilling and deeper content. Remember that the average first-page result on Google is around 1,900 words long. When content is great, it is much easier to promote. Interest is generated and results are simply much better. Content marketing is huge in modern promotion strategies. Take advantage of it and focus on quality when you do anything online.
Only Considering Personal Taste When Building A Website
The modern websites that are really good are built by using A/B testing. The bad law firm websites are built based on owner or designer personal preference. There are numerous tools that can be used these days to analyze websites and see what works and what does not work.
Things you absolutely need to test as the site is built:
- Headlines
- Short copy versus long copy
- Photographs
- Using shorter forms
- Calls to action – never assume your initial belief about these is actually correct
Not Taking Advantage Of Artificial Intelligence
You have access to numerous software tools that will help gather data to pick keywords and topics, together with what works when writing for specific people. Big data is becoming more important as it will add information you cannot really gather as a human. See what AI tools can be used and always take advantage of big data.
Blaming Someone
One of the biggest mistakes that should be mentioned is one that is not necessarily a marketing related one. The big problem when a marketing campaign fails is blame. There is always someone that is found responsible for a mistake.
The truth is that it is normal for a marketing campaign to fail. How you react when this happens dictates future success. It is really important to take responsibility for both failure and success. The marketing agency does work for you. In the end, that they are not doing a great job, you have to fire them. If they do work hard and you work with them, success comes.
