If you’d like to learn more, or even build an entire website and inbound strategy for your law firm from scratch, get in touch! Contact us for a free consultation – our team of online marketing buffs will be happy to help.
SEO for Law Firms: Google’s Mobile Friendly & Trust Signals
Remember the times when you could rely on a street banner to bring in new customers for your law firm? The days of such marketing ideas for lawyers are long gone now. Traditional methods of attracting new business have been swirled in a vortex of constantly changing digital marketing techniques.
Everyone who wants to stay relevant on the market today, lawyers included, has to play ball and adapt to the new marketing landscape.
This is where a good SEO for law firms comes into the picture. Perhaps the most essential step to bringing in new clients is improving the visibility of your website in search engine’s results. In other words, if a potential client needs legal advice and is googling law firms in his area, you want your site to be on top of his results page.
It’s not so easy as it sounds, though – it may take some time and effort until you come up with the best digital strategy for marketing your legal services. The good news? Once you nail this, you’ll be able to build a reputation and attract more customers to a degree that was never possible before.
To make it happen, see our top 5 SEO marketing tips:
1. Use online listings and directories as pointers to your law firm
How many external websites link to yours? Online listings have become what yellow pages once was, which makes them quintessential for SEO for law firms . Data shows that in the last two years, around 33 million people referred to web directories while looking for a legal service provider. According to LexisNexis, such directories are the second most popular way for clients to find their lawyer.
A listing on a law firm directory is instrumental to your online legal marketing. Not only does it help you generate leads and attract new customers, but it also improves your site’s overall ranking and visibility (which helps bring more new customers). It’s a win-win.
2. Start a captivating blog
Nothing will boost your site’s traffic as much as a regularly updated, engaging, and relevant blog. Offer a fraction of your law expertise and knowledge on your website for free, and you’ll soon find that people deem you trustworthy and honest.
In addition, you’ll gain advantage over competitors who don’t have a blog, and your SEO ratings will skyrocket.
Any law firm marketing consultant will tell you a well-executed blog can be critical to convincing a potential client you’re the right choice for them.
“Respondents were most likely to turn to legal blogs at the beginning of the search process—29 percent did so, while 21 percent read legal blogs to find a lawyer, 17 percent used them to validate a lawyer and 12 percent used them when selecting a lawyer.” – LexisNexis.
Legal content marketing is simply a must if you want to stay on top of your marketing game. If you don’t have a blog, find out how to set up your blog through our video in a few simple, foolproof steps here.
3. Monitor your traffic
Knowledge truly is power, and internet marketing for law firms is no exception to this simple rule. Do you know who your visitors are and what their needs are? Make the most out of some great analytic tools like Crazy Egg and Google Analytics to track your website’s traffic.
Great law firm marketing consultants all agree on one thing: understanding your users’ habits will result in higher conversion rates, but only if you know how to use this information. By learning why your visitors are coming to your website and where they are coming from (as well as what links and pages they choose to click on), you’ll be able to see what works best and tweak your website accordingly for optimum performance.
4. Earn and establish trust
You may be brimming with marketing ideas for lawyers and leaning solely on SEO techniques. However, as great as these may be, they will lead you nowhere if your website doesn’t convey a sense of trust to your visitors. Remember, once you’ve attracted a visitor to your website, you have to convince him or her to become a client.
Based on a multitude of psychological factors, trust signals are the most crucial features of your website that help to keep your business alive and thriving. A sound SEO plan will get visitors to your site, but trust signals will make them stay.
Authentic testimonials and reviews from former customers, your contact details with geolocation, as well as payment assurance are key indicators to the customer that your law firm is legit, serious, and trustworthy.
5. Mobile is a must
You’ve put all our SEO for law firms advice into practice and whipped your website into tip-top shape, yet you’re still not yielding any tangible results. How is this possible? Perhaps you’ve made the mistake of overlooking smartphone users.
Smartphones are so incredibly popular and their use is continuously on the rise – so much so, in fact, that Google can penalise you if your website isn’t mobile friendly.
Why are smartphone users so important? Mostly because they are “on the go”, which means they are on their phones while doing something else (like on public transport, while waiting for someone, etc.). Thanks to the GPS feature, users can search for nearby products and services on their phones.
“mobile users that find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop” – Convince&Convert.
Put this fact to good use and make sure you’re present in local listings.
Bottom line is that no matter what, your website has to be optimised for both desktop and mobile access. Only then will your search engine marketing efforts get your business in full swing.
Dabbling into the world of digital marketing can seem intimidating at first, so we hope this article made you feel more familiar and comfortable with the topic of SEO for law firms.