A successful law firm in today's market is built on more than just winning cases. While clients will want to be assured you have a strong track record in the courtroom, they need more information to confirm that you are the representation they need. Your online reputation will have a strong influence on attracting clients and reassuring them you are the professional for the job. This is where SEO comes in.
SEO focuses on more than just the appearance of your website. It seeks to ensure search engines are able to recognize the worth of your content and grant you the high ranking you deserve. This is done by factoring in the best SEO practices that build rank and keeping abreast of updates and changes in policies that can have an impact. From on-site optimization to backlinks creation, this requires a multi-pronged approach that is ongoing and consistent.
The Definition of SEO
SEO is the acronym for Search Engine Optimization. It refers to the process of improving a website so it becomes more visible to its target audience. SEO best practices help sites to achieve and retain a high ranking in search results that drive this visibility.
In SEO the goal is to achieve organic, quality, and quantity traffic. Organic traffic is that which is not paid for. Quality traffic refers to online users that are actually looking for the type of products or services you offer, making it more likely you can convert them to paying customers. Quantity of traffic means the more viable customers that visit your pages, the more revenues and profit that can be derived.
Achieving a high rank in organic search results drives more traffic to the website and encourages greater engagement from existing and prospective clients. It is through this engagement that businesses can add to their client base and ultimately to their bottom line.
SEO for law firms
One of the building blocks of SEO is the keyword. Keywords come from the words and phrases that people input when conducting a search on pages like Google. They are the words and phrases they most closely associate with the information, products, services, and businesses they are interested in.
Law firms looking to build up content for their website need to identify keywords that their target audience is most likely to use in searches when they need legal assistance. Creating content around these keywords will ensure that when these people conduct an online search, the law firm’s website will come up as one of the top organic results. This means a greater proportion of relevant searches will end up with online traffic being directed towards the law firm’s site.
Online users will rarely go past the first page when conducting a search. They typically find what they need within the first few results. By adhering to SEO best practices, a law firm’s website should make it to being a top result and therefore direct this traffic onto its pages. Being a top result ensures you get the first engagement and opportunity to convert the visitor into a paying client.
The legal field is wide and complicated. There are many subjects you can write about, providing helpful and timely information to visitors to your page. But there is more purpose to writing content that is educational or entertaining to human readers. Content writing is also done to appeal to search engines.
Search engines make decisions on rank partially based on the content you put up on your website. The keywords you include within your written content, like articles, will be identified and tracked by search engines. How well you choose keywords and apply them to your content will be evaluated and determine what kind of rank your website will receive when the keywords are eventually used to conduct searches. This makes content writing an important aspect of SEO and building rank for your legal website.
Social Media Management for Law firms
Building rank for your website is great for boosting the visibility and recognition of your law firm. However, even more engagement can be derived from social media platforms. An increasing number of online users make daily use of these platforms, not just for entertainment purposes, but also to find businesses, information, and reviews.
They also appreciate the ease of communication these platforms provide. The chat functions are especially helpful in promoting engagement and conversion. They can also help in narrowing down to businesses that are in closer local proximity, therefore of more practical use.
Social media management is a necessary aspect of online marketing that can help promote greater engagement and visibility. Through different kinds of posts, visitors can get a clearer picture as to the nature of the business and if what it offers matches their needs. They appreciate the brief and sometimes interactive nature of social media posts to learn something new.
Social media engagements can also help guide these visitors towards the main business website where they can find even more information and be encouraged to engage further.
Google Ads for Law Firms
Building rank organically can often take a while to get the desired results, especially for newcomers to online marketing. But that does not deny the need to start drawing attention to your firm immediately. Google Ads are a good way to quickly give greater visibility to your website.
You can target your audience through the use of keywords and demographics to better ensure those with high prospects are being advertised to. This means more value for your money and greater chances of success in engagement as those that make the searches are purposefully looking for help related to their keyword choice.
Google Ads remain an affordable and effective way to boost your SEO efforts and direct traffic to your website. With more traffic comes more opportunities for conversations and revenues.
At Lawzana, we offer as simple or comprehensive a service as you need. We recognize that different law firms can have different goals and tailor our services to match these expectations. Our team of experts are highly experienced and trained in a variety of online marketing niches and work diligently with our clients to help them achieve their goals. We specialize in services that drive website engagement for legal firms so you can experience the desired boost in your sales and case numbers.