Are you looking to find customers for your law firm? Here’s a tip for you: your customers are going to be looking up information on search engines. And that’s where you can target them. If you are already running a website, it may be time to evaluate your law firm’s website’s search engine optimization (SEO).
This guide outlines the basic of SEO for law firms so that you can enhance your SEO skills and generate leads to your law firm website. By the end of this article, you should have a basic understanding of how to run and manage SEO for law firms.
SEO for Law Firm Website
SEO or Search Engine Optimization means optimizing your law firm’s website according to search engine guidelines in such a way that it brings more visitor traffic to your law firm’s website by improving your website’s position in search engine results. If your website appears on the top of search engine results, then it means you get a lot of visitors to your website.
Take the example of Xfinity, which is one of the most widely available ISPs in the US: Xfinity manages its SEO based on search engine policy which is why Xfinity often appears on the first pages of search engine results, making it easier for the searcher to find its website, sign up for products/services, or reach out to Xfinity customer service.
Hence, SEO means that there are ways to try so that you can improve the chances of your law firm’s website ranking on the first pages of the search engine results page. S
SEO Factors to Generate Leads to Your Law Firm Website
Now that you understand how SEO works for your law firm’s website, you need to work on the following three factors;
This is one of the most important factors to consider when designing your website according to SEO.
Your Content Should Answer User’s Search Inquiry
If you want your website to show up for the keyword “family lawyer in Connecticut”, then the content on your website should include this keyword that lets the searcher knows that you are, in fact, a family lawyer in Connecticut.
Consider it from the perspective of your potential clients who are looking up on search engines: is the law firm located in Connecticut? Do they practice family law? Is it any good? Is it within my price range?
Your website should be able to answer these questions that your potential clients would have.
Your Content Should be Keyword Optimized
Apart from answering questions that your potential clients may have, you also need to make sure that your website content is optimized based on the search engine’s ranking.
When the search engines evaluate your website, they use an automated bot to read the content on your website. This helps search engines ensure that your content is relevant to what the user is searching for i.e. if you really are a family lawyer from Connecticut.
Make sure to place the keyword in the title tag, description tag, headings, subheadings, content, and the website’s URL.
There Should Be Variety in Content
This involves identifying a primary keyword and uncovering variations of that keyword. This is just to ensure that your content is able to cover the keyword from a wide variety of perspectives.
Most users will look up on search engine by using that keyword, but some will ask questions on the search engine while including that keyword. Hence, the goal here is to make sure that your website has plenty of content that covers as much ground as possible regarding the keyword.
Use your primary keywords in your content as “best family lawyer in Connecticut”, “family lawyer in Connecticut cost”, “family lawyer in Connecticut timings”, etc.
There is a lot of content available on the internet that offers the same legal services as you do. So the question here is; how do search engines determine which content is the best to be shown on the first page of rankings?
Another factor is backlinks i.e. referral links placed on other websites that bring traffic to your website.
You can think of backlinks as popularity content: if your law firm gets a lot of links from other websites, then they are essentially considered votes. It ensures the validity of your law firm.
But if your law firm websites only have a few backlinks, then that means your website credibility is low.
Keep in mind that the search engines offer results to users that they consider to be the best: having quality content and lots of backlinks.
Technical Side of SEO
Technical SEO can make or break the SEO performance of your law firm website, meaning that it is the major contributor to the SEO success of your law firm website.
In simple words, technical SEO is referred to how search-engine-friendly your law firm website is. Here is what you should keep in mind about technical SEO:
Follow Search Engine Guidelines
Search engines have listed everything you need to do to improve the technical SEO of your law firm’s website.
Is the Website Mobile-Friendly?
This is also important; your website should be mobile-friendly, otherwise, users will quit your law firm website if they struggle to view it on their smartphones.
Website Should Be Easy to Navigate
Users visiting your law firm’s website should be able to find everything they need; your contact info in the contact tab, guidelines in the website blog, information about your law firm in the About Us tab, etc.
Understanding the basics of SEO and what factors are involved should help you to successfully run a quality website that ranks well on search engine results pages. Focus on writing quality content, building backlinks, and following the search engine’s guidelines and that should help your law firm’s website to start generating potential leads.