Law firms are necessarily local businesses, in part because attorneys are restricted from practicing in jurisdictions where they are not licensed to practice. So, whereas an auto body shop could set up on the state line, and service customers from each state – not so the attorney, at least not without passing another bar, or waiving into a state.
But, even if that wasn’t the case, law firms almost constrain themselves, by relying so heavily on in-person referral networking, which requires regular conversation with other attorneys and business owners in the locality.
Combine all that with the fact that most people retreated to their local communities during the pandemic, and that referral sources from within communities and families were already on the rise before the pandemic hit – well, it does make sense to double (triple? quadruple?) down on local marketing.
And, that includes search engine marketing, because local SEO is hyper-important to law firms, given the rise of ‘near me’ searches and the viability of Google Screened.
Looks like home is not only where the heart is – that’s where the money is, too.