A law practice just like any business heavily relies on Google. Google says that 96% of those who need legal advice rely on a search engine to find a lawyer and over 70% of law firm’s website visitors take action. For this reason, many law firms invest in website and lawyer SEO Services.
In short, if you want to continuously generate new clients for your law firm, continuously doing SEO for your Law Firm, is one of the most effective ways to do so.
What is SEO?
Search engines are what most people rely on when they need a lawyer for their legal issues. Word of mouth, social connections, and print ads, also play a role but in today’s age of high technology, online search dominates the research part of hiring a lawyer.
SEO stands for Search Engine Optimization. Good SEO ensures your website ranks high (in the first five results) in search engines for related keywords. SEO enhances the online presence of your law firm’s website.
Well utilized SEO can display your law firm in front of someone at the precise time they are searching for legal services. Studies reveal that searches have a 14% closing rate as against only about 1.5% leads generated by print ads.
SEO consists of tactics, techniques, and strategies that help attract many prospective clients to visit your law firm’s website. More visitors are ensured when your website obtains a first page ranking in search engines like Google, Yahoo, or Bing.
Benefits of SEO for Lawyers
Search engines replace the Yellow Pages which were once the only resource for finding lawyers. Lawyers and law firms today need a website and the best possible SEO marketing because how prospective clients look for lawyers has changed.
Finding a lawyer through search engines directs prospective clients to a law firm’s website. A website answers all of the online searcher’s intent and inquiries. It also showcases the legal services and expertise of the law firm.
How then can the website of your practice benefit from SEO?
Much of the successes of your law firm’s website being found on search engines by prospective clients are reliant on good SEO techniques. This is because most prospective clients rely on search to find lawyers and legal services.
The main goal of law firm SEO is to have your website rank high in the SERPs (search engine result pages), specifically on the 1st page. With a high SERP ranking, your website will get a constant flow of free traffic.
When your website is only on the 2nd page of results, the percentage of traffic to your website will drastically decrease until it fades out. SEO is one of the best marketing investments for your law firm.
With the stiff competition in the legal industry, you need to ensure that prospective clients find you first in search engines.
Sponsored ads on the Internet such as Pay-Per-Click (PPC) can cost a lot of money. Besides, your website stops being visible when you stop paying. SEO, on the other hand, is a long-term investment. The backlinks and content you acquire have a long-lasting impact.
Studies reveal that Google accounts for over 90% of all organic search traffic and a high rank on its SERPs carries a 34% click-through rate when a search is done on a desktop and 35% when done from a mobile device.
How SEO Works?
This is the exact process of how SEO gets your website in front of a prospective client:
Search engines crawl pages on the internet. These web pages and then indexed and categorized into a library.
An Internet user searches for something on the Internet by typing keywords related to the search on the search box of the search engine. The search engine uses artificial intelligence to understand the search (keyword) and shows on the SERPs web pages that you will find useful.
Search crawlers do not speak the same language we do. HTML is their language and they need some help to understand the content of a web page so proper indexing can be done.
SEO Tips for Law Firms
It can be difficult to have a well-optimized website, but it can be done. Search engines in fact look for websites that can deliver a good user experience such as level of relevance and functionality. With this in mind, you can tailor-fit your website for higher conversion rates.
1. Evaluate the target keywords of your law firm
Make a list of the specific target keywords of your law firm. Keywords are what searchers type in the search box of a search engine when searching for something. The more specific your target keywords are, the more likely your website will attract qualified traffic.
Consider your area of practice, then think of a specific keyword that you want your law firm to rank for. For each area of specialization of your law firm, write targeted keywords. Do a test search on Google using the keywords you created to check if they are aligned with your law firm’s legal services.
The keyword “Lawyer in Los Angeles,” is a general term and will generate hundreds of results that may not be related to your law firm’s area of practice. “Los Angeles Divorce Lawyer” will be a more aligned keyword.
2. Create keywords specific for each page of your website
This will give visitors in-depth information about your law firm. It will also make your website more visible. If for example, you are trying to rank for the keyword family law, have specific pages for divorce, child support, and child custody.
It is also best to optimize your title tag, headline, and Meta description as well as your homepage. Remember that quality and not quantity is how algorithms will rank your web pages.
3. Customize how your webpage will appear in SERPs
Each page on your website should include a title tag (tells search engine algorithm and users what your web page is all about) and Meta description (synopsis of your web page). This is the information that will appear on the SERPs (search engine result pages) about your website.
4. Check out the competition
Once you have finalized your keywords, run them on a search engine. This is so you know what you are competing against. Visit the websites that appear on the search results pages and check how your website fairs.
5. Ensure your web page is user-friendly
This means your web page has fast loading speeds and is mobile-friendly.
To determine the effectiveness of your website, track or monitor your keywords’ ranking in search engines. You need to ensure your website is, and remains, in the first-page search engine results pages.
Being aware that prospective clients always search for lawyers on the web, by doing SEO you will ensure a continuous flow of new clients to your law firm.