The legal industry can be a competitive one to operate in, so it’s important to ensure your law firm stands out to attract clients. In order to do this, you need a solid law firm marketing strategy.
81% of people will perform some type of online research before making a large purchase, so your website is the obvious starting point. Your website is your online ‘storefront’ that can show prospective clients what you have to offer. It should demonstrate that your law firm has the skills and the knowledge to take on their case, and win.
The following are some of the elements that will help to make your site more visible in search engines in order to drive traffic to it, and generate more leads for your business.
Create a Google My Business Listing
This is one of the quickest and easiest things that you can do to ensure your law firm website is findable on Google. Creating a listing on Google My Business is free and requires minimal marketing or technical knowledge. All you have to do is set up an account and enter basic business information such as your name, location, website, and industry.
You also have the option of adding more in-depth information about your business, such as your business hours, a description of what you do, reviews, and images. With a Google My Business Listing, you are more likely to be found when someone performs a Google search for lawyers near them.
Use Search Engine Optimisation on the Website
SEO is vital for ensuring your website is as visible as possible on the search engine results pages. If your site is built on WordPress, there are some built-in SEO features that you can make use of, as well as some SEO plugins that allow you to optimise your website and your content for search engines. There are also a number of lawyer WordPress themes available that have been optimised for SEO.
In addition to choosing a theme that is optimised for SEO, the following are some of the other things that you can do to improve SEO on your site:
- Use relevant keywords on the page, but don’t stuff your posts and pages with keywords as search engines may see this as spam and penalise your website.
- Ensure images have appropriate alt tags and names so that search engines can better understand them.
- Format your text so that it is easier to read. This means that both search engines and users can easily identify what your pages and posts are about.
- Add relevant internal links to important pages and posts. Ensure that the text for the hyperlink contains relevant keywords, rather than words like ‘click here’ as this helps search engines determine that the links are pointing to relevant sources.
Share Testimonials and Achievements
Testimonials are one of the most powerful forms of content marketing. In fact, 88% of consumers trust online reviews as much as personal recommendations. Testimonials from clients that you’ve worked with help to build trust and credibility in your business from other prospective clients. As such, when website visitors see that you have taken on and won cases that are similar to theirs, they will be more inclined to schedule a consultation. Testimonials can be used in a number of places, for example, on the homepage, on campaign landing pages, on a dedicated testimonial page on the site or on the individual profiles of the lawyers involved in the case.
Listing any awards and achievements of the company or lawyers within the firm is another great way to build credibility and trust with potential clients, while also promoting your skills as a firm. These achievements can be added to the individual profile of the lawyers that were awarded them, as well as on the homepage and landing pages.
The main goal of your website is to move visitors through the stages of the buyer journey to conversion. Put simply, you want them to go from being aware of your firm and the services that it provides to requesting a consultation or getting in touch with you. To ensure they do this, you need to lead them through the website using compelling content and calls-to-action that facilitate them getting in touch with you.
Calls-to-action should be used on every page of your site, from the homepage to the about page and lawyer’s profile pages. You can also include a call-to-action on any blog pages that you have.