Recommendations for Building Your Legal Practice Online in the New Year
In today’s digital world, the landscape can change overnight. If you want to stay relevant, you need to carefully monitor both user trends and marketing developments, and you need to be proactive about adapting your approach to maximize online visibility. Over the past 20 months, the impact of the pandemic has changed the way that businesses effectively use the internet to bring in new business. Here are some of the changes that we see coming during the next 12 months, with recommendations on how to take the right steps to respond to them.
Be Willing to Embrace Artificial Intelligence
Though AI has been somewhat involved in digital marketing developments, it’s now ready to take a central role. Artificial intelligence can help businesses automate many of the components of online marketing, including search engine optimization, social media marketing, email campaigns, online reputation management, and online analytics. There are conversational AI tools that can effectively converse with customers, responding to queries or complaints. AI is also being used to make real-time adjustments in the use of keywords and links, immediately enhancing search engine marketing.
Content Remains King
Though many aspects of online marketing have changed over the past 20 years, there has been one constant—content rules. With the increasing sophistication of search engine algorithms, the most effective content focuses on quality—it must be clear, informative, engaging, and attractive. Significant evidence points to a preference among consumers and search engines for long-form content, as we discussed in our recent article. The most important component of search-engine-friendly content, however, is relevance.
Though voice-activated search has not grown to the degree projected over the past few years, there is still evidence that making your web content voice-searchable can improve your return on investment.
Video Content Continues to Grow
Some research indicates that more than nine out of ten consumers believe video content is a positive factor when making a purchase decision. Video puts a face and a voice to the two-dimensional content on your website, humanizing you in a way that no written content can. Studies show that most consumers are willing to stay longer on a website if they are watching a video than if they are reading content. The longer a prospective client stays on your site, the more likely they are to contact you.
Hybrid Events Have Strong Appeal
A hybrid event combines digital technology with in-person engagement, allowing some participants to come together in the same physical space, and others to participate online. For most of us, the isolation brought about by the pandemic has created a hunger to be with people. With a hybrid event, you can effectively respond to the need to be physically present with others, while also meeting the needs of those who cannot or choose not to meet in person.
Let GetLegal Help You Build Your Client Base in 2022
At GetLegal, we have provided a broad range of digital marketing services and products to attorneys and law firms across the United States for over 20 years, from website development and search engine optimization to social media and email campaigns, reputation management, directory listings, full video production capabilities, and website development with fully customized content. To learn how we can help you increase your visibility and bring in more business in 2022, go to https://www.getlegal.com/ or call 1-877-359-7077.