The SEO landscape for lawyers is really competitive. Law firms have come to better understand that content marketing is an important piece of a successful marketing strategy. According to this Law Firms survey, the number of law firm blogs has enhanced by four times in recent years.
If you tend to rank highly in Google, law firm’s websites should create authoritative, fresh, and relecents content for their target audience. That is one of the best ways to engage users, rank well, and convert blog readers into paying customers.
Gone are the days when you could take advantage of the yellow pages and leave your phone number to grow your business. Unfortunately, a lot of law firms still stick to these old tactics and stay on the sidelines. In this article, you will learn how to get it right and outperform competitors by writing engaging, natural, and SEO-friendly content for your law firm.
If your law firm specializes in personal injury, for example, in Los Angeles, you need to divide this topic into subcategories and create a unique page for each service like car accidents, dog bites, truck accidents, etc. This should apply to each law firm website.
Don’t try to cluster all of your services on one page. Otherwise, you can’t rank high in search results for the variety of keywords that tell about your services. The best thing about it is to make it easier for visitors to navigate your website and find the right information quickly. Plus, it is also a good example of SEO.
Keywords are an important component that each SEO content needs to have. As Google has become smarter with how it interprets search queries, including relevant keywords into your content helps potential clients find your content organically when they search online.
Writing for topics is a great way to target one or a few keyword phrases. By doing that, you can help search engines better understand what your web page is about. To make your content more relevant for search engines, you can add phrases that are related to your target keyword in your copy.
To find ideas for this, you can use keyword suggestion tools like the Answer the Public or SE Ranking Keyword Suggestions to generate relevant content ideas based on key phrases. Another way to get ideas is to simply enter a keyword in Google suggest. You will receive a list of search terms that people are searching for. Make sure to include keyword phrases into your content that directly addresses user questions.
If you have a law firm in multiple locations, it’s essential to optimize your content for multiple locations. I mean you need to add location-specific keywords to your copy, title tags, meda descriptions, and images if you want to appear in local search results. Here’s an example for personal injury los angeles:
If you want to attract more customers, it’s important to mix up your content marketing strategy. Writing blog posts is a familiar way for most people to bring in more traffic to a law firm website and gain the trust of potential customers by talking with them about a topic you want to cover.
Blog posts help you expand the legal subjects by providing examples, giving details, or adding legal cases and news around your location. Law firms can take advantage of creating location pages that target specific locations. Make sure that people usually used to travel a short distance to get high-quality legal services. You can target your audience in a city 10 or 20 miles away from your law firm office.
Using the multimedia options like videos, images, infographics, podcasts allows you to mix up your website content and increase the dwell time for visitors on your site. Moreover, Google pays a lot of attention to the time spent in one position on the site and figures out whether the content is of interest for the target audience.
Podcasts and videos are an easy way to produce valuable information since you don’t want to write long-form content. You can explain about different types of personal injury or family law to educate people and understand a topic more fully. That will give you a chance to become an expert in your area and drive more sales leads.
FAQs can be not only an effective way to help your target audience quickly find answers to their questions, but also help your website rank high in search engine results. Creating a FAQ page is an important element of your website that you can benefit from. You can help your SEO efforts by including your target keyword phrase and see what appears in the results.
The best thing about FAQs is the option to answer the main search quieres of your potential clients and show up in featured snippets. For law firm websites, it’s a good way to create and optimize FAQ pages as it can drive a huge amount of traffic because of its significance on the web page. You can collect and answer the most important questions and add semantic SEO terms to get the most out of your FAQ page.
If you want to build trust with your law firm, you need to provide some evidence and proof about your practice area and support your success. The best way to do that is to include your successful case results with details and testimonials. Here is a great example from Mirman, Markovits and Landau that has a special web page with their results:
Once you show potential clients your real results and success, you can increase credibility and make people find out more about your services and stay more on your website.
When potential clients are searching for you online, they need to know more about you by viewing your reviews and testimonials. Many of them are skeptical until they look at online reviews to trust your company. Today, 70% of clients used to check out reviews and testimonials before they decide whether to buy or not your service.
As you can see, reviews are a really powerful tool to build trust and encourage people to take action. For law websites, it’s a must to build a good reputation and get as many as possible good reviews. Law websites with a good rating will get not only credibility but also a good chance to rank high for highly competitive keywords. Here’s a good example from Lorenz & Lorenz that handles a great customer testimonial page in text and video formats:
Don’t be afraid to ask your clients to leave reviews on your Google My Business page or other legal directories. You can give them an incentive to leave a positive review. For example, you can give a discount, a gift certificate or something that has legitimate value. Reviews are a good way to show your real-world results to your potential clients and increase your website rankings in the search.
According to Alexa, 80% of websites were optimized for mobile devices, while 80% of people use smartphones to find information online. Today making your law website mobile-friendly is a must, especially if you don’t want to miss out a bunch of potential clients.
Once you adapt your site, make sure to optimize your content for mobile. It’s important to make it easier for clients to read your content without regard to screen size. Your content should be readable on any device. That will demonstrate to potential customers your commitment to provide professional top-quality services.
Moreover, optimizing content for mobile users can improve user experience and make your law firm more visible in the local online community that will result in more unique visitors for law firm websites.
Once you make all website changes and write high-quality content for your law firm website, it’s time to figure out what works well and doesn’t work. Many law firms want to get more new clients and increase their revenue, make sure to follow your goal and write content that can drive more new customers.
To track your results, you can use website analytics tools like Google Analytics that can help you find out accurate information about your organic traffic, conversions and how your SEO content impacts on your sales.
It’s essential to measure your results regularly to improve your content marketing strategy in future. It can take some time to find your footing and get great ROI, but it will pay off if you get it right.
Content in all formats is a great way to educate people in legal matters and demonstrate that your law firm is an expert in that part of the niche. It will take much time to create high-quality content for law firm websites, but it is worth-while in the end. I hope that these 8 tips will help you build a solid content marketing strategy, improve website rankings, and grow your law firm. Just continue to test and make changes as necessary. Need more help? Call LawRank today for assistance.