Once you have decided to have a website built for your law firm, it’s time to think about what comes next – crafting engaging website content for your audience.
If you want to grow your firm and maximize your profits, this is where search engine optimization comes in.
WHAT IS SEO?
Search engine optimization, or SEO for short, is a method of improving the ranking of a website in the search results of engines like Google, Bing and Yahoo. Improved ranking increases the number of visitors or ‘traffic’ to the website.
Part of SEO methodology is writing content that matches what the target reader is searching for. For small law firms, that means using key phrases that a prospective client would type into the search bar. For example, if you are a personal injury lawyer located in New York, some relevant key phrases might be ‘compensation lawyer New York no win no fee’.
However, it isn’t an effective strategy to stuff content with keywords with the goal of manipulating search engines. Engineers at Google continue to create smarter algorithms that can detect when a website is artificially loaded with key phrases. This content is categorised as ‘spam’ and websites are penalised for it. So, website text still needs to read naturally.
In short, SEO content is:
- High quality;
- Keyword-rich (while still being natural prose); and
- Authoritative. As a legal professional, you’re the best person to answer commonly asked legal questions in your area of practice and establish yourself as an authority figure.
WHY SHOULD YOU CARE ABOUT SEO?
You want to grow your firm and make more money, but if your website is appearing too far back in search results, prospective clients might not find you at all.
The point of a website is to increase your law firm’s visibility.
When SEO is implemented correctly, you increase the traffic to your website – not only because it ranks higher – but because it offers a good user experience and content that is relevant and valuable.
The increased traffic itself doesn’t make you more money. What does is the fact that with increased traffic comes a dramatically increased chance that some of the traffic will convert into clients.
SEO is a solid marketing strategy because it has a high return on investment, more than any traditional advertising method like print material. People who come across your website during their searches are already looking for legal services like yours. You don’t need to do anything drastic to sell to them. You just have to be there, ready with useful content that convinces them they should work with you over anyone else.
More and more businesses are turning to the internet to market their services, and websites that employ SEO methodology enjoy a competitive advantage. Don’t let your law firm fall behind. Employing even basic SEO techniques can make a difference.