Marketing is important for all service industries. You might be the best lawyer in your state, but if nobody knows you’re practicing then you’ll never get any clients. Word-of-mouth can only go so far though, which is why most lawyers gain new clients nowadays via the internet.
How do lawyers attract their clientele on the internet? They turn to SEO techniques to boost their website traffic. According to Lawyernomics, 21.9% of people who need to find a lawyer turn to internet search engines before asking for references. With so many people going to Google for help finding a lawyer, how can law firms be sure they stand out?
Here are three simply and solid techniques for increasing you firm’s website traffic:
Use Local Keywords
Sure, you can go buy a template or browse other law firms and see what keywords worked for increasing their traffic; however, there is no guarantee it will work for your case areas. Additionally, when you’re establishing your own firm, you want to make sure that your brand is competitive in the local market.
Your first concern should be targeting the areas in your general location. More than likely, your keywords will be something like: (your area of expertise) + (your city/town). Eventually, as your firm grows and you have more reach, you can add other cities and towns in your region.
Get Added to Google Places
Once your law firm is established you should secure a place on Google Places, plus any local directories you may have in the area. You want to ensure your firm has its place here because chances are you’ll get a lot of traffic through Google. Getting included may take some initial cost, but it will end up being worth the investment.
Use Practice Area Silos
Organizing your firm’s website by practice area (AKA, “siloing”) will improve your website’s readability for potential clients and ensure that your information stays organized. This is important because a person looking for a lawyer will more than likely research the information found on your site to ensure that you are the right legal representative for their issue. If your information is easy to find and informative, you’ll stand a better chance of receiving high search ranks and appealing to clients.
Examples of practice area silos include: criminal lawyers (DUI/DWI, theft, burglary, homicide) and personal injury (bike and car accidents, brain injury, slip and fall).