People need legal services — whether a legal issue with an employer, car accident or divorce. People count on you to guide them through their legal issues, serving as their primary advocate, confidant and authoritative legal counsel. With so much at stake, your services are vital to your clients and their families. Even though your services are indispensable, you should still be marketing your services to differentiate your firm from the competition.
Searching “lawyer in Morgantown, WV” in Google produces over 600,000 results. If your firm isn’t on the first or second page — forget it. People don’t click through pages of search results when making a decision about who to call.
So, how do you improve your ranking on Google? By having a high-performance website focused on SEO and a quality digital marketing plan.
Dated websites are abundant — especially among businesses in North Central West Virginia. Your website is the first interaction a potential client will have with your firm. It’s crucial that you make a strong first impression and provide the information the potential client needs to take the next step.
Your website should look clean — there’s no need for excessive colors, patterns or graphics. A cohesive look and colors that work well together will make your firm look professional and reliable. When people visit your website, they don’t want to work to find the information they’re looking for. Make sure the page is easy to navigate and that important information isn’t hidden at the bottom of a page.
It’s a good idea to keep your contact information prominent — make sure it’s on the top or bottom of each page, not just on your “contact” page. Testimonials from former clients are a great way to help increase trust with potential clients, along with photos and videos.
PHOTO & VIDEO
Studies have shown that when people are searching for services, they perceive people who have a photo with their name to be more trustworthy. Including professional photos of yourself and your employees is an easy way to help a potential client learn more about your firm.
Videos explaining your services to potential clients are another way to boost your credibility. In your videos, you could introduce yourself and your firm, explain a common legal issue, weigh in on a legal issue receiving national attention, etc. Be creative with these videos — if they’re for social media, they don’t always need to be professional quality, but make sure the lighting is good and the camera is steady. For videos that will be front and center (for example, on the home page of your website), we recommend professional production.
When you upload a photo or video to your website, make sure you include alternative text, commonly called “alt text”. The alt text is a word or phrase that can be inserted into the HTML to tell a website viewer what the image is. Why do you care about alt text?
Because it helps your SEO.
And it’s the only way visually impaired people will know what the photo is, helping your website accessibility (link).
Sure, writing a blog seems like one more thing you have to do. Look at this way — taking an hour a week to write a blog doesn't cost you anything (and you can always delegate to an eloquent employee). Having a blog increases traffic to your website and increases the number of pages you can optimize for SEO.
Using your business keywords, such as “family law” along with a location keyword, say “Morgantown, WV” will increase the likelihood that you’ll rank well in search results. So what do you write about?
Write about the things your clients are frequently asking you:
- What can I expect through this process?
- Who do I turn to if I have questions or feel lost?
- Can I get help with legal bills? Are payment plans available?
- Have you represented clients with similar cases before?
Always make sure you’re comfortable talking about the topic. If you want to cover something on the blog that is outside of your scope of practice, you can enlist experts to provide quotes and add credibility to your blog.
Check out blogs from other lawyers in your area of practice. You don’t have to copy them (we don’t suggest that), but they will help you get an idea of the topics that do well and the topics that will help your current and future clients. The blog should answer the questions that your clients may have; however, it’s completely okay to expand that audience if it make sense.
For example, if you’re trying to recruit solid candidates for a summer internship, you may write a post targeting current law students with your top tips for succeeding in law school. Or “day in the life of a lawyer” post that would be helpful for someone close to passing the bar exam.
Be creative! The blog should be enjoyable to write — that way you’ll be able to stay consistent with it.
Google reviews are a great way to boost your SEO — the top reviewed businesses show up under the map at the top of the search results.
Asking your clients to review your firm is the best way to get good reviews. But be aware — Google uses an algorithm to detect spam reviews. Some companies are dishonest and review their own business or reward/pay customers for reviews.
To make sure your reviews aren’t flagged as spam, make sure your clients do the review as soon as they get home, so they aren’t all coming from the same location/IP address. And if you’re asking former clients to leave a review, don’t send a mass email. Send the e-mails over the course of a month to keep the reviews spread out.
When asking current clients to leave a review, we suggest asking them as they’re leaving your office. It’s a good idea to print out a small flier that explains where to go to leave the review. This will serve as a reminder and make the process easy for them.
Improving your SEO can feel overwhelming. Make a checklist of the things that need to be done and assign each item a deadline. Don’t be afraid to delegate tasks to your staff — your business doing well benefits everybody in your office.
Too busy to think about SEO and blogging? Get in touch — we offer a no obligation (and completely free) 30-minute marketing audit that will get your on the right track. During the audit, you can expect:
- Algorithm-Based Website Performance Analysis
- SEO Breakdown
- Website Security Test
- Google Keyword Ranking Analysis
- Social Media Assessment
- Website Page Speed Test
- Overall Marketing Strategy Inquiry
Click here to register for your free 30-minute marketing audit with our professional and knowledgable team of experts.