Law Firm Marketing Agency
SEO is often misunderstood as being solely focused on generic web searches. However, the queries and personas you decide to target are up to you! As a B2B firm, you can use SEO to build online credibility rather than cast a wide net.
We often hear from firms who know they need digital marketing but scoff at SEO because they’re targeting businesses—and business decision-makers don’t use Google to find legal counsel. That’s not true! However, it is true that B2B (business to business) SEO can be very different from B2C (business to consumer) SEO.
Keep reading to find out how your B2B law firm can capitalize on the power of SEO.
SEO is optimization, and you decide what to optimize for
For some transactional firms that work with businesses, their gut reaction—that prospects won’t perform web searches—is wrong. When we hear this, it’s time to unpack what SEO really is.
SEO is optimizing your site (and off-site presence) to be found in relevant searches. You get to decide what queries and personas to target.
Here is an example of how SEO can work for B2B law firms.
Let’s say you are a B2B firm that handles patent cases. It is true that your target clients may not perform a generic web search like “patent attorney for pharmaceuticals in San Francisco.” However, they are very likely to search for the attorney referral they received from a trusted colleague.
For this B2B law firm, an investment in SEO should focus on optimizing for the attorney name or firm name. It’s worth pointing out that SEO may not be enough—you may need a new website if you have ongoing technical issues or your branding is outdated.
For B2B law firms, SEO is often all about credibility for referrals
Content marketing is a core part of SEO. As such, content is non-negotiable for every single law firm, whether B2B or B2C—but the goal and the tactics must be correctly differentiated.
If a decision-maker at a business is following up on a referral, their primary concern is to find out whether you are reputable. In other words, they want to see that you know what you’re doing and you have a track record of success. SEO can help with that. Seder & Chandler, a Massachusetts business law firm, is a great example of a practice that regularly publishes helpful articles for local business owners, exploring topics like “3 Effective Strategies to Resolve a Partnership Dispute” and “Should You Franchise Your Business? Questions to Ask an Attorney Before You Decide.”
Here’s a top-level comparison of B2B vs. B2C SEO.
SEO for B2B: Establish ongoing credibility as experts and stay top of mind for referral sources
- Thought leadership content
- Firm name and branding
- Information and transaction searches
- Targeted advertising
- More technical keywords
SEO for B2C: Generate leads and persuade visitors to take immediate action
- Long-tail keyword searches
- Information searches
- Valuable pillar content
- Lead magnets
- Social media
To sum up, B2C is more about lead generation whereas B2B is more about the strength of your brand.
Don’t forget about persona building!
Persona building is necessary, even for B2B firms.
You are not your prospective clients.
Building a persona is a process of articulating a specific persona (not a generic audience) and their needs, which ultimately allows you to create better content to serve this “person” along their journey to becoming your client. You’ll learn more about clients’ buying behaviors, preferences, and decision-making processes (which can be a lot more complex for B2B clients than B2C).
PRO TIP: When B2B firms do this exercise, they should include distribution channels that will reach prospects and referral sources. This might include LinkedIn, networks like JDSupra, and highly targeted monthly newsletters.
The insights you get from persona building can increase the chances of that content resonating—and driving more conversions. Plus, you will gain valuable insights that can help your B2B law firm stay ahead of the competition.
Review and next steps
B2B law firms can use SEO to establish credibility for referral validation. This process should include:
- Building personas
- Identifying distribution channels
- Creating content that establishes expertise
As a B2B law firm, you need a digital marketing approach that is uniquely tailored to the decision-makers you’re targeting. SEO is important, but it’s also just one part of a comprehensive digital strategy,
From branding to client generation, Omnizant is your partner in growth. Reach out to learn how our team of experts can help grow your law firm.