Law firms have a wide variety of marketing tools at their disposal, both online and offline. For offline marketing, many law firms rely on local television commercials, ads in papers, and billboards. For online marketing, there is social media outreach and PPC advertising.
While spending money on advertising is a good practice, few things are better than getting organic traffic. This is because with organic traffic, potential clients are finding your law firm because they were specifically looking for one, and not because they were shown an ad.
Search engine optimization is one of the most important strategies for gathering more organic traffic, and in this article we’re going to examine why SEO strategies matter for law firms.
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Publish legal content to increase targeted traffic
Publishing expert legal advice on a wide variety of topics can certainly help drive search engine traffic to your law firm, and increase your law firm’s profit margin. Potential clients want to know that your law firm is an expert in the type of case the client hopes to pursue, and your law firm can publish blog articles with case examples and legal research.
You can start by thinking off the most common cases your law firm has taken on, and start from there. For additional topics, research what kinds of cases people commonly search for. It will benefit you to think like a potential client searching the internet for information.
For example, you can type into Google “can I sue for” and Google will provide a list of search phrases, which are sourced from the most popular searches including that phrase. So typing “can I sue for” into Google, we get autocomplete results like:
- Can I sue for libel on Facebook?
- Can I sue for false police report?
- Can I sue for emotional distress?
- Can I sue for wrongful termination?
And right there, you have 4 blog-worthy topics that can increase traffic to your law firm’s website. This is a useful strategy for determining long-tail keyword search phrases your law firm will wish to target, it’s just a matter of imagining how the average person uses a search engine.
Solidify your firm’s credibility with client reviews
Google gives more weight to online content that comes from experts in those fields. For example, I could write a thoroughly researched article about flu vaccinations, but Google would not consider it being more valuable than an article published by a leading virologist with credentials to back up their blog post.
However, you still need to signal to Google that you are an expert content creator in your field. This is often done through a well-written author bio, but for a law firm, having great client reviews will also drive up how much value Google places on your expert content.
Adding your law firm to Google Maps and garnering client reviews there is going to be very useful, but you also want client reviews on leading review sites particularly aimed towards law firms.
So for example, while Yelp is one of the most popular review sites, and you should certainly aim for reviews there as well to increase brand awareness, the site does cater more towards local results and especially restaurants. You may be increasing your business trustworthiness, but you also want to be explicitly known as an expert in legal content.
If you can gather client reviews on review sites that are specifically for law firms and attorneys, like Avvo, Martindale-Hubbel, and Lawyers.com, it will significantly improve your authority on legal content, rather than just business trustworthiness.
Optimize your law firm for mobile traffic
Over 50% of global internet traffic is from mobile devices, and so Google has placed much more importance on mobile optimization in recent years. In fact, Google prefers to rate the quality of your mobile website before the desktop version.
It will benefit your law firm immensely by making sure that your website is optimized for mobile devices. This means making sure that pages load as fast as possible, text is easily legible on smaller screen devices, and there are no hurdles in site navigation.
One thing to focus on is “thumb-friendly” design, with highly visible CTAs (calls to action) that visitors can easily tap. Specifically for a law firm, this would mean prominent buttons to take the visitor to your physical location on Google Maps, or calling your law firm to schedule a personal consultation.