2023 Digital Marketing Trends That Are Likely to Stay Trending in 2024

Digital marketing is an ever-evolving landscape with the introductions of new platforms, tools strategies, industry sunsets, and trends. In 2023, we’ve seen some notable shifts and innovations that have transformed the way law firms and businesses operate online. As a divorce and family law marketing agency, Cardinal Concepts aims to stay ahead of these trends to ensure your law firm’s online visibility and success. Here’s a glance at the 2023 digital marketing trends that have been prominent throughout 2023 and will most likely stay at prominent in 2024. 

Emphasis on Core Web Vitals and User Experience (UX)

In 2023, Google’s Core Web Vitals became a crucial ranking factor. These metrics focus on how users experience the speed, responsiveness, and visual stability of a page. Divorce and family law firms should prioritize improving these vitals to ensure a seamless online user experience, directly impacting SEO rankings and user engagement.

Google’s Core Web Vitals are a set of specific factors that Google considers important in a webpage’s overall user experience. They include three specific user interaction measurements: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). 

LCP measures the loading performance. Ideally, the LCP should occur within the first 2.5 seconds of the page starting to load. To improve LCP, optimize images, minimize CSS, optimize server response times, and use a content delivery network. 

First Input Delay (FID) measures interactivity and responsiveness. Web pages should have an FID of less than 100 milliseconds. To improve FID, reduce the impact of third-party code, optimize JavScript, reduce server response times, and use a web worker. 

Cumulative Layout Shift (CLS) measures visual stability. A page should maintain a CLS of less than 0.1. To reach a CLS less than 0.1, consider using a set size of attributes, ensure ads elements have a reserved space, use CSS aspect ratio boxes, and add new UI elements below the fold. 

Rise of Video Content

Video content is nothing new, but its dominance grew exponentially in 2023. YouTube, TikTok, and Instagram Reels have changed how consumers consume content. For marketing a divorce law firm, producing quality, informational videos can position your firm as an authority, aiming to drive both engagement and trust. In order to rank your video content higher when the topic is searched, consider adding closed captions and other strategies to increase search traffic to your video. 

Voice Search Optimization

With the proliferation of smart speakers and voice assistants like Alexa, Siri, and Google Assistant, voice search has surged. It’s essential for law firms to optimize their content in a more conversational tone to capture this growing audience. Adapting to the rise of video content and its latest best practices can also assist with the ability for your target market to use voice search to reach your content.  

To make this applicable to your divorce and family law firm, consider how your target audience is searching for content. Here are a few examples of ways to improve your law firm’s content for voice search optimization: 

Use Natural Language and Long-Tail Keywords:

Typical: “Divorce attorney Boston”

Voice Search Optimized: “Who is the best divorce attorney in Boston?”

Optimize Website Speed:

Voice search devices prioritize fast-loading websites. Make sure the firm’s site is mobile-optimized and loads quickly.

Create Conversational Content:

Blog posts and articles should adopt a more conversational tone, mirroring how people speak. Use complete sentences and avoid excessive legal jargon.

Artificial Intelligence (AI) and Chatbots

AI-driven chatbots have become a staple in digital marketing. They offer instant responses to user queries, book appointments, and even provide basic legal advice (although this is often followed by a disclaimer to assess your situation with a local attorney). In 2024, expect more refined AI bots that offer more personalized experiences for users, enhancing engagement and conversion rates. 

Artificial Intelligence in 2024 will not only drive innovation in the digital marketing world, but it could also be hindered by attempts to slow down and regulate AI. In 2023, we’ve seen strides taken in both the advancement of AI with the launch of platforms like ChatGPT 4.0 and in the regulation of AI. In the coming years, digital marketers will need to find balance between utilizing Artificial Intelligence to stay on top of industry trends and not relying so much on AI that new regulations could halt business production. 

Law firms can use AI and Chatbots for a variety of operations like conducting legal research, providing instant answers to frequently asked questions (e.g., “What are your consultation fees?”, “Do you handle DUI cases?”), scheduling appointments, sending reminders, and rescheduling as necessary. However, there are also ethical considerations for law firms using artificial intelligence. Always ensure that AI and chatbot usage align with legal ethical guidelines. Avoid giving direct legal advice through bots, as it may be considered an unauthorized practice of law. AI tools must comply with data protection regulations and client information should be stored securely, and clients should be informed about how their data is used.

Increased Importance of Local SEO

For local law firms and practitioners, local SEO became even more crucial in 2023. With features like Google’s Local Pack, having an optimized and verified Google My Business profile, accumulating genuine Google reviews, and local backlinks can significantly boost a firm’s visibility in local searches. As the digital world becomes more saturated into 2024, local SEO will help your law firm stand out in searches that matter. 

Inclusivity and Diversity in Marketing

Today’s consumers, especially younger generations, prefer brands that have values and show inclusivity. Law firms need to ensure that their content, imagery, and branding reflect the diverse audience they aim to serve. It’s crucial that your law firm and its agents behave with your inclusivity and diversity marketing efforts in mind. 

A law firm can incorporate inclusivity and diversity across all of their marketing channels. While creating content, use diverse imagery in marketing materials, websites, and advertisements. Showcase people of different races, genders, ages, abilities, and orientations to represent the varied clientele the firm serves. Ensure all written content uses inclusive language and avoid terms that could alienate or stereotype specific groups. 

Content That Serves Intent

Google’s algorithms have grown smarter in understanding user intent. In 2024, legal agencies should focus less on keyword stuffing and more on content that genuinely serves the user’s purpose. This includes crafting in-depth, value-driven pieces that answer the most pressing questions of your potential clients. Consider the different user journeys your clients may experience and build content intentional to those journeys. 

For pieces of content for your divorce and family law firm, informational intent may look like sharing related blog posts on how to get the best custody outcome, or infographic materials explaining complex legal processes of temporary orders or statistics on divorce in your state. 

Interactive Content

Interactive content, like quizzes, polls, and interactive infographics, became a favorite in 2023. Such content not only drives user engagement but also increases the time spent on your site or on your Instagram/Facebook page, a key SEO factor. One easy way a law firm can create interactive content is by sharing from your feed onto your story with an option to take a poll or quiz relating to the original post. Expect to see interactive content topping social feeds into 2024 as well and to see advancements in the variety of interactions available. 

Adapting to Digital Marketing Trends

The digital marketing landscape for the legal industry is continuously evolving. The trends that made a significant impact in 2023 are likely to continue their influence in 2024. As a divorce and family law firm, adapting to these trends is no longer optional but a necessity. By embracing these changes and implementing them in your strategies, you set the stage for expanded reach and a strong digital presence in the legal industry.

Remember, while it’s essential to know and understand these trends, the real magic happens in the execution and upkeep. For your divorce and family law firm digital marketing needs, don’t hesitate to contact Cardinal Concepts.