With the widespread use of search engines as a tool to find answers and solutions, search engine optimization is a marketing strategy lawyers use in increasing their web presence and marketing their services. As more competitors move away from traditional marketing and take their business online, the digital landscape becomes crowded, making it harder for prospects to find your law firm and avail of your services.
Marketing strategies will help increase your organic reach and build your online presence. Here are five ways you can implement to improve your marketing campaign.
1. Prioritize local SEO when conducting keyword analysis.
Conducting in-depth keyword research is the first step to website optimization. Knowing which keyword phrases have higher search volumes and can increase traffic will determine what you need to focus on to improve your firm’s website ranking. You can do this either by learning SEO yourself or by employing digital marketing services of a local SEO agency.
Since you are licensed to practice in your state, it’s better to make use of keywords that can put you on the first page of a local search. This way, you’re concentrating your efforts on turning visits from potential clients into leads, rather than gaining website traffic from consumers that may not avail of your services.
2. Create educational content using blogs and videos.
One way to conduct on-page optimization is to create legal articles to educate your target market on legal issues related to your fields of law. By making blog entries, you can incorporate the keywords to increase your search engine ranking. Make sure to avoid keyword stuffing, as this can hurt your search ranking and undermine your efforts towards content marketing.
Aside from SEO content writing, video creation is quickly becoming important, as most visitors prefer it as a medium of web content. Digital videos not only makes your content more digestible but can also be an avenue to showcase client testimonials. A marketing firm can help you come up with a content strategy tailored to your company’s needs.
3. Organize your legal content into categories.
By organizing your existing website content, you are making it easier for both visitors and search engines to navigate and understand your site. Once pre-existing resources are categorized by practice areas, law firms can efficiently perform a website audit to check for duplicate content. If your firm specializes in different areas of law, you can also hire an SEO marketing company to create websites for each practice area, add pillar pages listing subtopics, and make your web-design more user-friendly.
4. Include online reviews on your website.
Prospective clients consider customer reviews when deciding to do business with you. Make sure that customers can give reviews on your website, social media pages, and digital review platforms, and encourage your existing clients to leave a review if they haven’t done so yet. While it is tempting to pay for reviews, Google and other search engine companies can tell when a review is genuine – and so can your prospects.
5. Have multiple ways for prospects to reach you.
Instead of simply putting a phone number and contact forms on your legal website, make use of marketing tools such as live chat. Having a pop-up that invites visitors for a chat helps with conversion optimization, making your marketing plan more effective. A call to action or CTA – whether it be banners, buttons, links, or phrases – makes the conversions easier for your leads.
Optimizing your website takes time that could otherwise be spent focusing on your clients. If you are looking for a digital marketing agency for your law firm, contact Advantage Attorney Marketing today and request a quote to get a free web audit.