Law firms are busy places. Every day, you are probably reviewing client files, meeting with clients face-to-face, conducting depositions or preparing for court. The question is, when was the last time you spared a thought for your firm’s digital marketing strategy? Specifically, have you looked at your law firm’s search engine optimization campaign lately?
The modern world is online. Every day, every minute, every second, customers are searching the internet for products and services they need. That includes legal services. As such, if you want to maximise your exposure to new clients, where your firm ranks in search matters.
Most people using Google to find a law firm are going to pick something from the first page of results. As a society, we’ve been conditioned to treat that first page of results as the most relevant and highest quality. In other words, if you want search engine traffic for your law firm website, you need to rank on the first page—and preferably in the top three results—for relevant searches.
Here are a few steps you can take to start optimising your firm’s website for search engines:
• Install Google Analytics: You need to be able to measure the traffic coming to your website. Google Analytics lets you monitor traffic numbers and sources, to see if your SEO tactics are working.
• Do Keyword Research: What kind of keywords are going to bring people to your firm’s website? Sure, terms such as “lawyer” and “law firm” are relevant, but they are too vague for most firms to rank for, given all the competition in the legal field. You want to get more specific. Your prospective clients are searching for lawyers based on legal specialty (family law, criminal law, etc.), location (city, county, region), value (words like “top” and “best”), service perks (free consultations, online advice) and more. They are also looking for types of content, such as “how to” guides, FAQs or advice blogs. Considering these factors will help you determine which keywords are ideal for your business. Explore this blog post for additional information.
• Benchmark: Once you have a keyword list, you need to figure out how much work you need to do to rank for each one. Use this tool to see where you are with your keywords regarding Google rankings. Keep the information in a spreadsheet and check it every month or so to monitor progress.
• Start optimising: Don’t expect to be on the first page of Google’s rankings from the outset. Instead, expect to spend some time optimising your website for your list of chosen keywords. Between your landing pages, your service pages and your blog posts (yes, you need a blog), you should be able to start fitting those keywords into content around your site.
• Create a content calendar: Keywords are a start, but they won’t get you a top Google ranking by themselves. For SEO to work, you also need high-quality, engaging content that people want to read. Some of it should be evergreen—such as service pages or answers to question your clients are always going to ask. Other content should be timely and fresh—for instance, news about law changes that clients should know. All content should be well-written and 100% unique. Create a content calendar with well-thought-out topics and a mix of evergreen and fresh content. Try to create at least three new pieces of content per month—more, if you can muster it.
Do you need help creating great content for your law firm website? Perhaps you need to know more about who you are trying to reach. Thinking about buyer personas is a good step here. Check out our post on buyer personas and why they matter or download our free buyer persona template below!