It’s obvious every law firm needs a website, but let’s be honest, a website without search engine optimization (SEO) would be like building a gas station in the middle of the desert – no one is going to find it or at minimum, without a lot of struggle.
Think of the last time you performed a Google search for your firm using a specific keyword, for example, “law firm in Charlotte”, and you see your top 3 competitors websites and not yours. You go to page 2, still not there, page 3, and so on, but let’s face it, rarely do people take the time to search beyond page 1 – much like they didn’t take the time to find the gas station in the middle of the desert. As a matter of fact, the first 10 results account for approximately 71% of clicks, pages 2 and 3 approximately 5% and the remaining 15% to paid ads.
So how can your law firm’s website potentially capture that overwhelming majority of first page clicks? Well, unfortunately, the answer isn’t simple, but there are some basic SEO components to begin understanding the process:
Law Firm SEO Basic #1: Website Optimization
This process involves optimizing an existing website or designing a website from scratch with the intent to rank well with search engines. Components include relevant keywords and phrases, appropriate meta tags and image tags, to name a few, ensuring search engines can access the website, thus improving the website will be indexed by search engines.
Law Firm SEO Basic #2: Ease of Navigation
Have you ever visited a website and clicked on multiple pages searching for something, but never found it and end up hitting the back button instead? Your law firm’s website is a potential client’s first impression of you. If they cannot find what they are looking for and leave, there is a trust factor broken and search engines notice this as well. Keeping users on your site and finding what they searched for with minimal clicks is an important part of SEO.
Law Firm SEO Basic #3: Content
Many of us are familiar with the saying “content is king”. A website’s content really is the “make it or break it” when it comes to the success of a website. Content should be original and written for your site. It can be as simple as textual content in the “About Us” page or multimedia content as common as images. Visitors to your website want to find the information they are seeking – quickly and efficiently.
Law Firm SEO Basic #4: Backlinks
In SEO terms, backlinks determine how well the pages on your website rank. Also referred to as hyperlinks, inbound links, incoming links or just links – they all mean the same thing. Simply put, the more high-quality, relevant backlinks pointing to your site, the better your website will rank in searches for your top keywords.
SEO is the best proven digital advertising solution. Although the process takes time and is a long-term solution, the steady flow of quality leads traffic to your website is invaluable. The ultimate goal of SEO is to increase your ranking among search engines, thus generating more traffic, leads and business. Don’t let the competition outrank you; work with a skilled team who specializes in law firm SEO right away.