Legal SEO Strategies to Increase Clients and Promote Growth

Clients are the lifeblood of any law firm.

19:02 24 February 2021

Knowing this, law firms need to market themselves effectively to reach potential clients, for which legal SEO companies can help. The way you go about starting an effective marketing strategy is first asking yourselves a few key questions: 

 

• Where are my potential clients?
  
  
• What needs could they have?
  
  
• How can I cater to those needs?

 

The last two questions are simple enough. You see a need, and you offer your services to fill that need. However, the first question is a bit trickier, especially in the 21^st century. The answer to the first question is supposed to give you an idea of where and how to carry out your marketing campaign for maximum impact. Back then, there were set options for law firms looking to reach out to potential clients: TV commercials, radio ads, telemarketing, door-to-door marketing, print ads on billboards, magazines, newspapers, etc. 

 

However, studies show that TV, radio, landline, and printed publication usage and subscriptions have hit an all-time low. Door-to-door marketing isn’t an option either due to the pandemic. So, what’s a good marketing tactic to use in 2021?

 

The answer – digital marketing.

 

Digital marketing is the key to building client trust in 2021

 

The rise of the internet meant people now had a source for all their news, information, and entertainment. Now, almost 4.66 billion people use the internet actively, which means, the best place for a business to advertise themselves is online. However, with all the competition present in the online sphere, how do you guarantee that your law firm stands out?

 

There are many digital marketing strategies out there, but among the most favored is something known as search engine optimization (SEO). This is a method that uses various tactics to boost your website’s search engine rank. When your website has a high search engine rank, it increases your business’ visibility, which could lead to more site visitors. These site visitors could then become clients, which translates to more revenue for your firm. In case you need more convincing, here are a few statistics to show how important it is to use SEO:

 

• 68% of online experiences begin with a search engine
  
  
• Less than 1% of users click on the second page of Google search results
  
  
• 53% of site traffic comes from organic search
  
  
• Leads generated through SEO have a 15% close rate

 

Many law firms recognized how important SEO was to building their client base that SEO companies catering specifically to law firms and legal practitioners were established. Legal SEO companies cater specifically to law firms, offering the necessary skill and expertise guaranteed to expand their reach and effectively market their services.

 

Implementing an SEO strategy for your law firm

 

We asked a few legal SEO companies what law firms need to do to run an SEO campaign guaranteed to reel in clients and expand their business, and these were what they had to say.

 

1. Target the right keywords

 

The “right keywords” are those that offer you the most high-quality traffic. Often, those who are new to SEO make the mistake of focusing on generic keywords like “attorney” or “law firm” just because they have a high search volume. The truth is, more valuable traffic comes from longer and more specific keywords. Keywords that include location or a specific type of legal service such as “divorce attorney in Culver City” or “law firm corporate law Denver” usually come from users who are already on their way to being converted. These are the people you should be prioritizing.

 

2. Optimize your website

 

Remember that getting people to click on your site is only the first step. The remainder of the conversion process relies on your website.

 

If your site loads slowly, has an outdated design, is hard to navigate, or doesn’t contain any helpful information, you can’t expect clients to be convinced that your law firm is reputable. Think of your website as your office. It’s where you greet clients and convince them that you are the right law firm for them. To do that, you need to optimize your website, and that includes:

 

• Decreasing site loading time. Audit your site to track down any webpages that load too slowly. Some causes for this may be uncompressed images, bloated features, or inefficient code.
  
  
• Maintaining links. Links should lead users exactly where they expect to go. If a user clicks on a button that says Go to Homepage, but then they’re brought to a different page, it’s a frustrating experience for them. Too much of this and they’ll likely abandon your website, losing you a potential client. Use auditing tools to ensure you have no broken or misdirected links.
  
  
• Including all relevant information. Your website should have all the information a client needs to form a sound opinion on your firm. At the very least, your site should have:
  
  
  • Your attorneys’ names, specializations, educational backgrounds, work experience
    
    
  • Your address, contact number, email, etc.
    
    
  • Client testimonials
    
    
  • Your firm’s history, notable trials you’ve won, awards and accolades, etc.
    
    
  • A comprehensive service list
    
    
• Improving site aesthetics. 75% of people judge a company’s credibility based on their site’s appearance. If you want people to think you are an accomplished law firm, your site should reflect that. Invest in expert services to ensure your site exudes dignity and professionalism.
  
  

3. Generate high-quality content consistently

 

Uploading well-produced and helpful content onto your website gives clients something to engage with, which increases the time they spend on your site and boosts chances of conversion. Give them informative content they might not get elsewhere, like how-to videos or articles on certain legal processes. Having your attorneys feature in your content will also establish client trust as clients will have some idea as to what your employees are like.

 

The success of your law firm from here on out hinges on your digital marketing strategy. Work with legal SEO companies to develop an SEO campaign that’s guaranteed to get you more clients. Having experts do the work means you have more time to dedicate to helping your clients and running your firm.