Search engine optimization (SEO) is no longer a luxury for lawyers or, for that matter, any other business that hopes to be found by prospective clients. Search engine marketing (SEM) should be a necessary and vital component of every law firm’s marketing strategy. It has been established beyond doubt that search engine visibility is the primary driver of potential clients to attorney websites and it provides for the highest return on your marketing investment.
SEO and inbound content marketing are some of the best long-term digital marketing strategies a law firm can execute. Unlike paid marketing in Google AdWords, Facebook ads, Instagram ads, or other paid media, when you stop paying for SEO you can still continue to get traffic and leads. In some ways, SEO pays dividends on your investment. It’s time to partner with us to fill your funnel so that you can focus on serving your clients!
Why Search Marketing? SEM is necessary for law firms because the Internet, today, is among the most effective ways to reach most people. The days when people found lawyers in the Yellow Pages are long gone. So, law firms need to become savvier about various search engines, especially Google. That said, it’s not going to do law firms much good to put a website out there and hope clients will come to them. A website only benefits you if people see it. And this is exactly where Search Engine Optimization or SEO comes in.
We understand that this alone might not be enough for you to jump into SEO just yet. Let’s consider this though. In the last ten to fifteen years our entire society has been progressing from printed media to digital media, and the vast majority of those individuals have become comfortable using the internet to research on the web. People use it for mindless decisions such as where to go for lunch to more important matters such as what surgeon they should use.
When it comes time for someone to find an attorney how likely is it that they will search online for the best lawyer in their area? And when they do, how likely is it that they will find your law firm?
What is Search Engine Optimization?
SEO is a system of techniques and strategies used to ensure your website or Web page comes up at the top of searches when someone looks on the Internet for a law firm in your geographic area or in your practice area. Essentially, SEO considers what search engines are looking for and utilizes that information to help your page rank as high as possible, get more people looking at your content and potentially, get more clients for your law firm.
So why does your law firm need a Web site and SEO? When you have a website, you have laid the foundation for all digital marketing activities you may wish to do later. Without a website, you won’t be able to conduct any type of online marketing activity. More importantly, a website helps build trust and credibility. These days, businesses that don’t have a website arouse suspicions among potential customers. A website also provides another easy way for potential clients to reach you. It helps you serve your clients better.
What Can SEO Do for Your Law Firm?
There are a number of benefits you can reap from SEO work:
Visibility: The dividends from SEO are long-term. If as an attorney, all you are doing is paying for advertising, your visibility wanes as soon as you stop paying for the ads. But, with SEO, you reap the benefits long into the future.
Traffic and leads: SEO tends to have a compounding effect. The SEO work that is done on your website will continue to drive traffic to your site and offer you leads, even after the work has stopped.
Reaching potential clients: According to recent data, more than 90 percent of adults who are online use search engines to find local businesses be it restaurants, stores or law firms. People also tend to research issues that they are concerned about, online. For example, if they have just been involved in a car accident, they might look up information online regarding what important next steps they need to take. If your site provides the information they can use, they are more likely to come to your website and possibly seek legal representation from you.
Web presence: An SEO campaign will also help expand your presence online. Why is this important? A strong online presence will increase your firm’s reputation and establish you as an authority figure in your field. This can help more customers discover you and the services you provide.
Establishing yourself: The better you rank in search engines, the more established your law firm would be in your market. There is no question that people tend to see law firms that are ranked higher on Google as more reliable and professional. This is one of the most important reasons you need SEO and an SEO expert who knows how to get these results for you.
Better targeting: When people go online to search for something, they know exactly what they are going to search for. When you optimize your law firm’s website for specific keywords that are relevant to your geographic location and practice areas, you’ll position yourself better to receive this kind of targeted traffic. This could be more effective than solely advertising on social media networks because the people who see those ads may not always need your services.
How many clients are your competition taking away from your firm every day?
How many clients is your competition taking away from your firm every day?
Have you looked at your competition online lately? Go to Google and enter your practice area. Did you find your website? Where does your competition show up?
Is your SEO agency producing results?
There are many agencies who claim to be experts at SEO, no matter what the industry. Companies who do law firm marketing, real estate, plumbing, online shoes, cars, and anything else you can think of. While it doesn’t hurt to dabble in a number of different industries, you may benefit from a law firm marketing agency who specializes in the intricacies involved in the legal industry.
Have you ever taken a look at your agencies roster? Are any of your competitors on their list? When it isn’t in your agencies best interest to take away market share from your competitors will they? We like to make relationships where we both win. That happens when our success relies on your success.
Our team is structured to help law firms grow their business. We keep our team small, knowledgeable, and experienced to ensure that we can move fast and do what is best for you.
Leverage Search Marketing to Grow Your Business
There are many benefits that come with a properly executed search campaign. Firstly, your website will be properly optimized to help both search engines and people to better navigate your site and find the help that needs. Secondly, content marketing, part of SEO, helps visibility from an SEO perspective and also helps build trust. Being published on reputable websites can bring direct traffic to your website, build trust, and increase your website rankings.
Gone are the days where a marketer can broadcast their message to a vague and unknown audience. In today’s world, we use technology to better target our audience. Modern marketing practices can make the characters on Mad Men look like amateurs. To get a better idea of how your firm is doing with its online marketing efforts, fill out the contact form on this page and ask for your free website evaluation. A digital marketing expert will prepare your report and will be available to discuss them if you’d like.
How Can You Improve Your Law Firm’s SEO?
There are a number of ways in which you can improve your law firm’s SEO. Here are just a few strategies and techniques, which can help you accomplish that goal:
Choose the right keywords. Using the most effective keywords is critical when it comes to SEO. You can do this by utilizing keyword research tools to identify the keywords that are relevant to your location and practice areas. The more relevant your keywords are, the stronger your results are likely to be.
Make your content relatable. It is important to remember that the people who read your content are not lawyers. In order to maximize the efficacy of your SEO work, it is crucial that your content is relatable to everyone. Avoid complicated legal concepts and jargon, which can only be understood by those with a law degree. Write in simple, conversational English.
Optimize your meta descriptions. Meta descriptions are the brief descriptions of your website that appears right below your direct link in search engine results. This helps people understand who you are and help them determine if they would be going to the right place by clicking on your link. Writing a good description can help increase your search results ranking and increase your click-through rate.
Enhance visual appeal and user experience. Google and other search engines have recently placed more emphasis on user experience. Your site’s visual appeal and ease of use will help you grow on the search results pages. You might want to update your site’s design, make it more mobile-friendly and add videos to enhance user experience.
Keep your content fresh. Make sure you are creating and posting some type of fresh content weekly, if not multiple times a week. You may wish to post blogs, vlogs or a mix of both. Posting regular, fresh, useful and high-quality content is a great way to improve your law firm’s SEO.
If you are a law firm that is looking to increase traffic and expand your client base, it is important that you put a strong emphasis on SEO and make it an important component of your digital marketing campaign.