It is not easy to have a law firm site marketing site that is well-optimized, but this doesn’t mean it is something you should give up on. One of the most important things to bear in mind is that search engines are looking for sites that provide a good experience for the user. Small changes to the relevance and functionality of your site can make all the difference to the number of visitors you get and how many of these visitors convert.
1. Determine The Keywords That Your Law Firm Wants To Target
The first step in optimizing your website is to decide which keywords you want to focus on. You should aim for words which are specific to the services you offer, as this will bring you visitors who are looking for those services. Considering the main type of legal services that your firm offers is a good place to start. For each area that you practice in, make a list of words that are commonly associated with that area.
2. Keywords Should Be Optimized On The Home Page
The primary elements of your home page should all include the keywords within them. These elements are things such as the header, sub headers, content and the call to action. The main keyword that you want to target should be included in the headline of your page, such as ‘St. Louis Divorce Attorney’. Other keywords related to this should be included in the subheadings.
3. Check Out What Your Competition Is Doing
Search for the keywords you are targeting so you are able to see where your website currently ranks in the results page. This will allow you to see who is your main competition. Click on the results that are above you and think about how the service you offer is different to what they are doing. Concentrating on what sets you apart from your competition can help you move above them in the rankings.
4. Decide The Content That Will Appear In Search Engine Results
Metadata should be included on every page of your website. This is the information that tells visitors, and search engines, what your page is about. There are two main components that you need to think about in relation to this.
Title tags –
Meta description – This gives a synopsis of the whole page and is another good opportunity to incorporate your keywords and the location of your business.
5. Ensure Your Website Is Mobile Friendly
The number of people who use their phones to make internet searches is increasing all the time. Therefore it is essential that your site is optimized for use on mobiles in order to provide a user-friendly experience. It is also something that search engines take into account when they are looking at the responsiveness of an account.
6. Improve The Speed With Which Your Pages Load
Page speed also has a role to play in how your site ranks in a search engine results page. There are many tools available that will allow you to check how quickly your page loads, including Google Page Speed Insights. If there are issues with the speed of the site, then there are things you can do to improve this speed.
7. Create Pages Which Target Specific Keywords
Websites that offer information to visitors which is relevant to them tend to get the highest rankings. This is why you should have a separate page for each service that you offer. There are two main reasons for taking this approach.
– If a site is easy for a user to navigate, then this improves the whole experience which is looked on favorably for SEO purposes.
8. Track The Ranking Of These Keywords
It is important to keep tracking how you are ranking for your keywords as you make changes to the site. The ultimate aim is for your site to rank on the first page of results. Research has shown that people searching online will generally only click on results from the first page.
9. Optimize Your Profile On Super Lawyers, Avvo And Justia
Having a profile on Super Lawyers, Avvo and Justia is something that you should already have in place. If you don\’t have this, then it is recommended you get it set up as soon as possible. This will help you with off-site SEO which is the practice of optimizing your content on pages other than your own.
All of these sites allow you to share the areas of law you practice and where you are located.
10. Make Good Use Of The My Business Feature On Google
You can improve your online presence by making use of the Google My Business feature. It allows you to improve how your business appears not only in a Google search, but also on Google maps. It gives users access to more comprehensive information such as your address, phone number and even customer reviews.
Although this information can be found on your website, it can be useful for potential clients to have this information available to them immediately while they are searching.
It is not easy to have a law firm site that is well-optimized, but this doesn’t mean it is something you should give up on. One of the most important things to bear in mind is that search engines are looking for sites that provide a good experience for the user. Small changes to the relevance and functionality of your site can make all the difference to the number of visitors you get and how many of these visitors convert.