This Legal Marketing Guide will cover some of the key online areas where law firms can power boost their rankings and increase their bottom line. It will cover SEO, content writing, general law firm marketing strategies, and web design for law firms.
First of all, lets take a look at one of the most fundamental ways that law firms can increase their online presence.
The fact is, you should make written SEO content a priority. Hiring consultants with a staff of professional content writers benefits a law firm internet marketing strategy enormously . Developing informative articles relevant to legal topics informs potential clients and appeals to search engine crawlers, which drives law firm pages up Google, Yahoo and Bing rankings.
Lets take a deeper look at this topic and see how you too can enjoy the fruits of power SEO blogs.
1. A law firm marketing agency should produce great content
Content producing services enhance a lawyers internet marketing strategies in many ways. Every time a new piece of content is uploaded to a law firm’s website, search engines know this. Updating a website, especially with original content, shows Google that the owner is putting effort into maintaining the website. Search engines program their robots to increase the rankings for these types of websites.
2. One of the best law firm marketing tips is keeping content up to date
Poorly maintained sites carry outdated content.
Why does this happen?
The webmasters may have gone out of business, gotten bored with the site or created a new website. Regardless of what happened, old content omits up-to-date information or is only relevant to past events in the legal field.
The legal marketing solution
Professional copywriters are trained in writing articles with useful information pertaining to your business, in this case the legal field. Thought provoking articles will interest readers more than pages full of keywords. The former will improve search engine rankings more than the latter.
3. Why you need a law firm marketing consultant to increase credibility
Web crawlers move websites that host keyword laden articles down their search engine rankings. Internet savvy clients will lose respect for the lawyer hosting the filler articles because those pages are considered a way of tricking search engines into raising their ranking. Poor writing sends any potential customers, regardless of their knowledge of the internet, away from your webpage.
Ask your law firm marketing agency for examples of the work they’ve produced
Reputable legal marketing firms will provide examples of their work, if they’re worth the money. Finding a top legal content writer who writes articles that appeals to the online audience and search engine crawlers will prove a benefit to your firm’s website and profit margin.
Can a law firm produce their own content
Whilst hiring an outside writer can be good for a busy law firm, but if your budget is limited and your lawyers have a day or two to spare, having your own lawyers write the content can work. Your website is a reflection of your firm, and the tone and style of the writing will influence visitor’s thoughts about your company. By having your own lawyers write updates on the websites, a more accurate picture of their voice and beliefs will come through. The downside with this strategy is that an in-house writer will have no SEO experience and they may have a tendency to produce articles that Google doesn’t like.
4. How can a law firm marketing consultant build backlinks
Another important aspect content writers should be capable of is writing comprehensive press releases whenever your company has newsworthy updates. Press releases can help build up a backlink profile.
The beauty of advertisements for law firms
While advertisements are a good way of reaching your audience, news stories are genuinely informational and more likely to be trusted by the average visitor. A press release is also essential because it is shared with the media. Unlike general content updates, the news must be important enough that various news outlets will be interested and feel that they must share.
Should you do the ads yourself
Perhaps you’re choosing to write the press release yourself, or want to give instructions to your writer. A press release is an effective tool in increasing your firm’s exposure and connecting with legal media sources. It also has considerable search engine optimization advantages, because it represents fresh content on your website.
Every time you add a new press release to your website, it improves the freshness rating of your website, thus improving its SEO power.
If you would like to discover dozens of other ways to increase your backlink profile, contact us here.
5. A law firm SEO company can help build an online presence
Search engines rank websites based on a number of factors, one of which is the domain name or url of the website. If a legal practice in Toronto was expanding their web presence, the organization should look for domain names like lawfirmtoronto.com or torontoattorneys.net. Working the firm’s specialty into the domain name leads to more beneficial search engine results, for example malpracticelawfirmtoronto.com or torontoduiattorneys.net.
At first, the website will sink into the milieu of pages related to legal practices in one of Canada’s major cities, but the ranking will improve as other law firm search engine optimization techniques are implemented. We recommend finding a full service web firm to buy a domain and develop the web presence because the next steps can be extremely difficult.
Obvious SEO techniques like posting articles filled with keywords or posting links to the website on legal blogs actually hurt the linked page’s ranking. Unrelated advertising, or spam, lead Google to punish the websites or ban them entirely. Even if Google’s web crawlers miss these tactics, they will damage the website’s reputation.
6. A lawyer SEO expert will be skilled in keyword selection
Another essential factor is the keywords you choose to focus your SEO on. When people type certain words into the search box, it brings up certain search results. Which search words do you think will bring the most relevant visitors to your site? It’s vital that the keywords you choose are actually relevant to your website, otherwise you might bring traffic in, but no one really interested. In addition, you need to think about what kind of content internet users are searching for. Don’t choose keywords that are so obscure, no one will ever search them. Conversely, don’t choose keywords that are too general. In that case, you will be competing with too many websites, and your SEO efforts are likely to be ineffective.
7. A digital marketing agency for law firms should be skilled in incorporating keywords inside your website
After choosing these keywords, be sure to include them prominently on your website. You’d be surprised how many legal friends have asked us to help optimize their website, and we’ve found that their keywords aren’t even included any where on the page!
For example, if you’d like to rank for auto accidents in Torrance, be sure? especially on your auto accident page? to have several paragraphs discussing the subject. However, be careful not to use the words too many times. Read it out loud and if it sounds natural, it’s probably okay. Even more important is to include your keywords in your titles and headers. So a good title of the page would be “Torrance Auto Accident Attorneys.” It might seem straight forward? and it is!?but sometimes the fundamentals are missed.
8. Legal marketing services will understand SEO variables.
There are certain variables that Google looks at to rank websites in their search results. By improving your website in these areas, you can improve your website’s placement in search engine results. However, keep in mind that these areas do require considerable work and energy. We get a lot of solicitors coming to us and asking to see immediate results? even after only a week! Changing your Google placement takes time and diligence. If you don’t have the time to write content for your website at least once a month, or form an overall legal digital marketing strategy you’re setting your yourself up for failure.
9. Web design for law firms
Quality Design is the result of a number of components carefully chosen, developed and placed to ensure an optimal user experience. Legal websites should provide the visitor with pertinent information as well as give the opportunity (and encourage) them to contact you for services.
Every Law Firms needs are slightly different which is why you need to choose a designer that has experience building SEO structured sites that have stood the test of time. Law Promo has successfully developed over 300 Law Firm websites using sound techniques and staffs a team of project managers, graphics designers, front-end and back-end developers in-house to ensure that your site goes beyond your expectations.
10. The best lawyer web design should be target specific
Be sure to guide your potential clients to a targeted page. The more specific your page is, the more likely it will be to attract exactly the type of visitor you want. Your website could be perfectly marketed and beautiful to look at, but if it doesn’t ultimately provide the service customers are looking for, no matter how many visitors come to your website, you won’t make any new business.
The ideal customer a law firm wants
Focus instead on the function of your website and the ideal visitor you would like to bring in. What problems are they suffering from, and how might they be adjusting to them? How can you help them when they first reach your website? Offer value to your visitors so that your company comes off as educational, not promotional.
11. A web design for a law firm should have an overall package
Quality Design is the result of a number of components carefully chosen, developed and placed to ensure an optimal user experience. Legal websites should provide the visitor with pertinent information as well as give the opportunity (and encourage) them to contact you for services. Every Law Firms needs are slightly different which is why you need to choose a designer that has experience building SEO structured sites that have stood the test of time.