If you are wondering how to get a steady stream of new, well-qualified visitors to your website, you are not alone.
Many law firms struggle to achieve what they hope for from their website.
The truth is, most law firms don’t actually know for sure how much revenue the website or other digital marketing channel generates. But that’s a topic for another day.
Even though the legal sector is extremely competitive, there are a number of things you can do to increase the visibility of your website in the search engines, drive traffic to your law firm website, and increase enquiries to your phone and email inbox.
With over 15 years of experience in search engine optimisation for law firms, the team at Cure Digital have devised proven digital strategies that drive business growth and always improve on past performance.
Let’s be clear. Getting traffic to a website as an incomplete objective. High quality non-brand organic traffic is the true aim of a comprehensive SEO campaign.
The only thing that matters to us, and your board or partners, is how much new business has been generated.
But every lead starts with a click, so how do we get more clicks?
A well structured website helps search engines understand what your site is about, and what the most valuable content is, so that it can make decisions about when and how to show it in the search results.
Site structure is one of the most important factors of SEO, and one of the most frequently overlooked at the design stage.
The structure of your website also has a significant impact on the experience for your visitors (UX). If visitors can’t find the information they’re looking for, it’s unlikely that they’ll turn into clients.
A website must be built so that search engines can crawl and index it properly, has a good user experience, and is scalable.
No matter how users arrive on your site (through a blog post, social media campaign, Google search etc) they should be able to navigate quickly and easily from the page they land on to the other information they are interested in. Solutions must be in place for this on desktop and mobile devices.
A good website structure takes into consideration the relationship between pages in the hierarchy, and the elements on the front-end that affect how users move around the site towards the actions we want them to take.
In this way, website structure and UX have a direct impact on the top line by driving traffic, converting visitors and cross-selling services.
Alongside “It depends”, the phrase “Content is King” is up there with the most overused clichés in SEO. However, there is no escaping the power of words when it comes to driving traffic to a law firm’s website.
The content of your website is what Google uses to make decisions about whether or not to rank your pages in response to a seach query made by your potential clients, and what potential clients will use to decide whether or not to contact you.
The more bases you can cover with your content, the better.
Within the legal sector, long-form content in the region of 2,000 – 3,000 words tends to perform best.
The fact is, around 15% of the keywords searched on Google every day have never been seen by Google before. It’s clear that people search for the same thing in dozens of different ways.
Take something as simple as ‘conveyancing’ as an example. Would a first time buyer know that this is the name for the legal process for transferring ownership whether buying or selling? If not, how would they search for this service?
- solicitor for selling a house
- property solicitor
- solicitors for buying a house near me
- residential property lawyer
- lawyer for house sale
- solicitor near me
- best solicitor for house purchase
The content on your website must be as broad and deep as the variety of possible ways clients might use to find you.
Clearly the language used by lawyers is not the same as the language used by clients, but this is rarely reflected in the written content on a law firm’s website.
We create content for law firm websites that is mapped to commercially important words and phrases potential clients are using when they search for the services you offer online, and we monitor these interactions on a daily, weekly and monthly basis in a constant cycle of optimisation.
We go to great lengths to uncover hidden opportunities within the data, focusing everything on new business acquisition and the revenue that it generates.
On Page SEO
After high quality content is built within a well thought out site structure, the next step in driving more traffic to a law firm website is to optimise what are called the ‘on page’ elements.
Including the target keyword in the URL of the page is believed not to be as strong a signal to Google as it used to be, but it still might play a part, and it definitely helps users.
The ideal format would be:
By reading the URL alone, search engines and users should be able to understand what the page is about. A well written URL is also better suited for sharing on social media channels.
H1 and H2 Title Tags
This emphasizes to Google that your page is focused on that keyword and topic. H1 tags are an opportunity to include synonyms and other variations of your target keywords. H2 tags help users orient quickly to the parts of the content they are interested in.
Meta Tag Optimization
Meta tags are short page titles and descriptions that don’t appear on the pages themselves but do appear as a blue clickable link in the search engine results. Google uses the data in meta titles to rank pages, so they should be unique on every page. They should also inform the reader that the page offers what they are looking for.
We will evaluate your current title tags and meta descriptions and re-write them based on detailed keyword research to improve your visibility in the search engines and increase clicks through to the page.
Internal Linking Analysis
We will implement a strategic internal linking architecture to send the correct signals to the search engine spiders and improve user experience.
Authoritative Outbound Links
External links to relevant pages help Google understand your page’s topic and demonstrate expertise, authority and trust.
External links to other pages that help your users learn more about something that you cover on your page work to turn your page into a resource they might come back to again in the future.
Outbound links add depth to the topic you are writing and value to your readers.
Our comprehensive approach to on-page SEO is designed to help identify areas of concern, take advantage of unexplored opportunities, and position your website better than your competitors.
Optimising your law firm’s website for maximum performance in the search engines is a fundamental investment in the future success of your practice.
Studies show that 75%+ of consumers looking for legal advice, start by searching the internet. Your firm’s search engine ranking positions (SERPs) will clearly have a direct impact on the number of new clients who contact you.
In the ever changing and highly competitive world of digital marketing for law firms, to effectively rank for the high value keywords related to your practice, you need a results driven marketing partner with experience optimizing websites for law firms.