As more and more law firms are jumping on board with adding SEO to their marketing toolbox, it’s important to understand that SEO works differently with law firms than with other kinds of businesses.
Yes, you can get your company ranked on page one of Google for certain law-related keywords, but you’ll attract a far higher calibre of clients when you build an SEO strategy that takes a more detailed approach to your customers’ journey, which is a little different to the average business.
Why are law firms different?
Law firms require a more detailed strategy because your clients are typically using search terms that are far more complex and detailed in relation to your services.
It’s different to a simple product search term like ‘blender’ or ‘B2B copywriter’. Your potential clients are searching for more in-depth information on the situation they require legal services for, such as ‘financial legislation for business in Australia’, rather than simply searching for something simple like ‘financial lawyers in Sydney.’
This requires a more detailed approach with your SEO, beyond the simple optimization of your website pages with key terms. Though many SEO companies may pitch SEO as a quick fix for attracting fast new conversions, it simply isn’t the case for law firms. Rather, SEO must be implemented as an ongoing content strategy that works to build your firm’s credibility through thought leadership and visibility in the eyes of potential customers.
Why your law firm needs a killer content strategy
The key here is to produce high quality, SEO optimized content to publish frequently on your website, on the subjects that you provide a service for. You then generate interest in your firm by establishing yourselves as a valuable source of information and support on your speciality area of law.
Your clients will come across your informative, SEO optimized content while searching for answers on their issue. They’ll land on your website, sign up for your email newsletters and revisit your blog to stay informed. Then your firm will be top of mind for them when they do decide they need to reach out and engage a lawyer.
Another reason why this strategy is so powerful
Through this high-quality engagement with your potential customers, not only are you able to establish your firm as thought leaders in your field, demonstrate your credibility and build the know, like and trust factor that is crucial to any kind of sale – but you are also able to educate? By sharing your knowledge and expertise with your customers through an SEO content strategy, you also create the opportunity to demonstrate why your services would be beneficial to your clients. By educating your clients about the potential pitfalls they could avoid by working with you, along with the many benefits of your service, you are able to support them in resolving their problem quickly by making the decision to work with you an easy one.
By targeting more detailed keywords with your quality SEO content, you attract the clients who are most likely to buy from you.
Though it may take a more long-term strategy to provide articles, blog posts, case studies and videos, etc. to establish your firm’s reputation as an expert and insight provider online, it is the only strategy that really bears fruit when it comes to SEO for law firms.
Digital Presence specializes in providing powerful organic growth online for law firms, through SEO strategy in partnership with Zaliet’s web development services.1