For legal firms to get a good share of business generated by online searches conducted by users, it is absolutely necessary for their websites to be highly visible in the search engine results pages.What this effectively means that unless the firm is listed on the first page of the search results, organic online traffic will take a severe hit. This is where search engine optimization or SEO comes into the picture. SEO is all about configuring websites so that they get a high rank on the search results page thus making it possible for more users to click and visit the sites. Since there are a number of restrictions on how law firms can market themselves, you also need to be careful about how the representation is done online. Some useful SEO tips:
Identify Appropriate Keywords
It is imperative that you know what the right keywords are that will generate the maximum online inquiries and sign-ups for the legal services on offer. You need to find out the most appropriate keywords relating to the practice area and isolate keywords and phrases that can give relatively high search volumes but without too much competition. If this seems to be too difficult, you can use some of the tools available online to find out the keywords that are working for your main competitors. Alternatively, you could contact the folks at Sand Crest SEO.com to help out with their expertise in legal SEO.
Strategic Use and Placement of Call to Action
The purpose of a call to action or CTA is to prompt a user to take a positive action. This may include signing up for a newsletter, asking for more information or requesting a call-back, for example. It is very important for every web page to have the telephone number displayed and the CTA button should ideally be placed above the point that requires users to start scrolling the page. Because screen sizes can be vastly different, thorough testing should be done for best placement, especially when the site is optimized for mobile devices. Providing multiple ways of contacting the firm gives more flexibility to the user and encourages responses.
Focus On Content
Among the factors that are vital for a good page rank are the organization of the content and its relevance. In case the firm has more than one area of specialization, it is best that a separate page is devoted to each area of practice. Not only does this make it easy for Google to index the pages but users are also able to quickly find information that is relevant to them. Unlike many other subjects, law is extremely specialized, and it is best if the content is written by people who are very conversant with the practice area, whether in-house or outsourced.
Conclusion
Legal firms need to rank high on the search engine results page to generate adequate volumes of organic inquiries. The SEO strategy should revolve around identification of the most relevant keywords, development of content that is useful and accurate, proper organization of the website contents, and clear and well-placed CTAs.
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