Last time, I discussed how firms can use Pinterest to their advantage. Meanwhile, I have talked a lot about SEO and how it can ultimately impact your firm as a whole, but SEO doesn’t have to be some scary marketing tactic that you find intimidating as a lawyer rather than an advertising exec. Taking the time to research what you need to know and implement it into your website layout, blog, press releases, and various other forms of marketing can easily bring your firm into the information and technology age and have individuals converting from site visitors to clients in no time.
There are many ways that you can do to improve the overall SEO of your law practice, and I have talked about many of these in great detail, but today I want to go over a few methods in particular that seem to be making waves in the marketing world of 2015. This includes getting to know what your client wants, improving on content quality, and making a more interesting website overall.
Know Your Client Search Methods
Before you can begin building a more search engine optimized website, you need to know what it is that your clients are looking for in particular. Knowing which keywords are being used to seek out local legal help is certainly one way to do this, but you can also be more direct with clients and ask them outright how they found you, and what they search for when seeking for professionals in your niche of law. Jurispage.com says:
Ask them point-blank – “after you were referred to us, did you look us up on Google?” Chances are they did. And, based on your search presence, it is quite possible that you may have missed out on a prospective referral client because of your lack of a web presence.
Following this you should take the time to see what it is exactly that searchers see when they look for your firm. Try typing in various keywords and phrases, starting with the name of your firm, different variations of this name, names of attorneys that work with you, and your location. This gives you a better idea of how easy it is to seek out your firm, what your current rank is on Google and other search engines, and whether or not you need to make a few changes to your site and the search process.
Make Content Length Count
Another area that you probably are already aware of that I’m going to touch on is content, but not for the reason that you think. Rather than talking about content quality, today I really want to focus on how the length of your content can affect readability. Clients, potential or current, don’t want to skim your blog of website and see nothing of interest but a few short uninformative sentences, but similarly if your content is too long, you’re going to find people leaving before they even get started. Total Attorneys suggests:
Length is not set in stone, but 400-700 words is a common target that attracts the attention of search engines without scaring away modern audiences who have shorter attention spans. Avoid repetitive content in which virtually the same article is used with only superficial SEO changes. Search engines recognize and reward original content.
You should also bolster your content with interesting headings and subheadings to break up the monotony of text that many online users just can’t stand. If you think about your own preferences for website reading material you will probably find that long winded articles don’t appeal to you unless they are broken up by photos, titles, quotes, or videos to take away from the message being shared.
Keep Up The Research
I have already mentioned research above, but this research is in regards to SEO more so than customer wants and needs. Many law firms and other businesses believe that once they have paid for a web redesign and outfitted their site for mobile viewing, their SEO process is complete. However, search engine optimization is a constantly growing organism that changes every day based on the different algorithms and search engine initiatives which must be caught up on from time to time. Mainstreet ROI states:
Typically we recommend that attorneys prepare to invest a minimum of 3 months and preferably 6 months into an SEO campaign in order to catch up and start moving up in the search engine results.
Once your campaign is complete, you should follow algorithm changes or hire an SEO expert to assist you twice a year in reformatting your search engine optimization efforts so that they better match the current guidelines being used. There’s no point in using this form of marketing if you don’t keep up with the expectations or it may work against you.
Engage Your Audience
Finally, there is always a need for engagement with your audience, and this is something I have definitely talked about before, but I feel that it is worth mentioning again, simply because it can make such a difference to your firm reputation overall. Client engagement comes in many forms, but ultimately it means creating a cause for interest so great that readers will return to your website for more, or better yet, contact you for a consultation on your services. Blue Big Foot suggests:
This doesn’t have to be complicated. In fact, it can be as simple as having a YouTube video of a representative of your firm speaking about your services. Any time someone hits “play”, it’s engagement. Adding podcast episodes, interactive surveys, and anything else that requires people to click a button equals engagement for your site and higher SEO.
Whether you choose to go with videos, pictures of company events, humorous legal anecdotes that paint you as a human being rather than just a legal representative working out of a firm in the hopes of making big money, or interesting guest bloggers or content creators who can cause more interest, engaging your audience will make a big difference. An engaged reader can become a potential client, and an engaged client can become return business.
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