As computers, tablets, and smartphones have become more pervasive over the years, it has become…
We’ve all heard the term search engine optimization (SEO). But the true question is, do you know how to harness its power to build your law practice? Today, businesses big and 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. Let’s dig into SEO and why it’s important for your business.
What is SEO?
SEO 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 law firm’s website design and content to be more attractive to a search engine.
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.
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 in 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.
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Building SEO Strategy
Understanding this basic concept of why SEO is important is the first step toward 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 is 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 more high quality and 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 website’s 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.
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Increase 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 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 your law firm is ready to utilize an SEO strategy, Law As a Business can help! We work with elder law and estate planning firms on all aspects of SEO, from website development and design to content strategy!
Is Your Law Firm’s Website Actually Working?
From the hub of your marketing to the foundation of your lead management, your website is a critical part of your firm’s success. Watch this video to learn about the key elements every law firm website needs in order to be successful and support its digital marketing strategy.