We’ve all heard the term SEO, but the true question is, do you know how to harness its power to build your law practice? Today, businesses big or small need some type of Internet exposure. If your law firm’s website is not using SEO to optimize your online presence, your firm can be missing out on the opportunity to reach new potential clients.
What is SEO?
SEO, also known as Search Engine Optimization, is the process of optimizing your website to gain organic or unpaid traffic from the search engine result page, like Google, Yahoo, or Bing. In other words, SEO involves crafting your website design and content to be more attractive to a search engine.
In this dance between your website and search engines, the search engine’s goal is to provide the best services for the searcher. This means your website needs to deliver quality design and content that correlate to what the user types into the search bar. Search engines will scan, aka crawl, different websites to better understand what each site is about and if it’s relevant to the phrases being searched. In order to get your content in front of the right audience, you want to try to optimize the content on your website so that, when searched, your law firm’s website appears as a top result for anyone actively searching for phrases relating to your business.
Building SEO Strategy
Understanding this basic concept of why SEO is important is the first step for building your firm’s online presence. Developing and executing a sound SEO strategy is how you harness the power of SEO for your firm.
Implementing relevant keywords on your website is the heart of building strong SEO. Identifying keywords and phrases that relate to your firm’s practice areas and services are what will boost your website ranking on a search engine. There are tools available to gauge what keywords could be incorporated within your content to optimize for searches. However, the guidance of an experienced SEO specialist/company can often be the best method for building an SEO strategy to meet your business needs.
Responsive Website Design
As mentioned before, your website design does play a role in your ranking on search engines. Ask yourself, does my site work equally well on desktop computers, tablets, and mobile devices? If not, amplifying your SEO with responsive website design is key.
A website that fails to perform equally well on all devices risks losing potential customers due to poor user experience. Essentially, potential clients visiting your website on a device other than a desktop are much less likely to become a new client or engage with your company if the experience is unpleasant. This can minimize your search ranking. Web design may seem like a daunting task, but with professional direction, a responsive website is possible and will boost your online visibility.
Content is effective in both boosting your search engine ranking and connecting your business with your clients. The higher quality, more relevant content that is on your site, the more likely search engines will be to rank your page higher on a results page. Successful content marketing for both search engines and your site visitors requires a variety of different elements and must cover multiple topics that are most relevant to potential clients.
Some types of content that you can utilize to improve your websites SEO ranking are:
- Blog Posts
- Social Media Content
- E-books and Whitepapers
- Video Content
- Guides and Tutorials
Benefits of SEO for Your Firm
SEO can power your law firm’s website to rank higher in a search engine, which in turn helps bring more potential clients to your site who are interested in your practice areas. If your website’s SEO strategy is strong then your firm can experience greater traffic to your website, more genuine leads, and overall better brand awareness.
Increase of Web Traffic
Let’s face it, one of the essential goals of your website is to drive more traffic to your business’s services and increase your client base. Effective SEO will bring in quality clients who are actively searching online to find your practice areas based on the search result ranking of your website.
Engage New Leads
One of the most important benefits of your firm’s online presence is increasing leads. Optimizing your SEO strategy with content marketing, keyword research, and user-friendly web design are all factors that help engage new leads. Applying SEO tactics to appear on search result pages earns your website clicks and visits from users. This can ultimately result in them potentially becoming your next client.
Build Brand Awareness
Finally, another benefit of ranking highly on a search engine is building greater brand awareness. Potential clients that search for services and see your business’s website ranking highly are more likely to trust your business over a competitor. Investing in SEO for a small business can build brand recognition locally and even help you expand to a national level.
If you’re ready to engage the power of SEO for your law firm, LAB Services can help. We work with elder law and estate planning firms on all aspects of SEO, from web design to content strategy. Join us on August 6 at 2:00 p.m. ET for a free webinar as we debunk three SEO myths. We are leaving time for Q&A so it’s a great time to ask any questions you have regarding SEO.