SEO makes sure your legal business has maximum visibility, connects with the right target audience, and increases the chances of conversion of prospective clients into a paying clientele. Read to know in detail.
A lawyer beginning his practice would make a TV commercial, throw together a photograph of him confidently smiling with a few smart quips for a billboard ad, enlist his services for the yellow pages, and that’s it, client footfall redoubles!
Well, that was the old way of the legal industry!!
Fast forward a couple of decades into the future– you are now in the digital age, the era of the internet. In these times you got to have answers ready on your website to the most searched legal inquiries, let the public know about your firm not through self-proclaiming ads but with reliable reviews and testimonies from verified sources, struggle to stay perpetually relevant in the virtual space.
In a nutshell, you would dearly require online leads to make a good business, and that’s when Search Engine Optimization becomes a saving tool.
Whether you can afford an SEO team in-house for your law firm or rather chooses to outsource your content marketing requirements is a question to ponder later, as of now, check out this awesome article on why lawyers need SEO.
Determine an Important Market Position by Ranking High in Search Engines
Establishing a market position requires a long-term commitment. You have to keep providing different sets of legal solutions constantly through the years to build a reputation and get organically recommended and promoted by word-of-mouth. Working on optimizing your search engine ranking in these regards helps by earning you more visibility over a relatively shorter period.
Ranking on the first page is a definitive client cincher giving out a reason to believe in your firm with a wide showcasing of cases you have covered, the firm’s specializations, testimonials from people who are happy, and the expert legal knowledge that you may be sharing through SEO content.
Try and be extremely meticulous in creating your content in the lay language or infographics that is at the same time comprehensible and engaging to your audience and employs effective SEO tactics to be found and shared on a large scale. You will be establishing a rock-solid market position for your services in no time at all with regular first-page rankings!
To Bring Home the Right Traffic
People who are being led to your site through Google or other searches probably know exactly what they are looking for. The more you work on optimizing your website content with popularly searched keywords, the more will be the chances that the right kind of people will be visiting your page. SEO is more likely to bring you people who are actually needing legal aid and services than any other kind of promotion like a magazine ad or pay per click ads.
Of course, in the case of investing in SEO, you must also maintain consistency between what’s being exhibited on your website or the kind of business being promoted with your name and which services you are actually providing.
Say for example, if you have optimized original content on divorce law to rope in target clients looking for aide in that particular legal spectrum, make sure you also have expert divorce lawyers who can adeptly tackle subjects like property, custody, spousal support, child support, and other related areas. To bring in traffic without being able to provide the corresponding services can be completely counterproductive to your cause.
To Foster Reliability by Using Client Reviews
Client reviews can hike up your reliability value by many percentages. If you think you are ensuring client satisfaction at some level, don’t hesitate to ask them for reviews and testimonials that can be used on your website or other platforms where your firm features with optimized SEO links.
A good way to garner testimonials for publishing is to send your clients an online review form with the last invoice of a closing case. Without being too pushy you can get them to highlight your positive sides while also understand what your shortcomings are in providing customer satisfaction.
While fake reviews are a huge internet phenomenon, there are ways to publish them from verified sources as well. Maintain integrity and that is going to go a long way!
To Stay Relevant by Hitting On the Right Keywords
Joining the SEO game will help you stay on top of the trends as this will involve continuous work in analyzing the competition. There are many keyword research tools like Google Adwords that you can use toll-free from time to time to check which keywords are the most searched and allows you to jump in and stay relevant.
While in other domains of advertising and promotion you might only be producing content of a similar type over long durations, SEO lets you evolve and bring in all the interesting prospects to the table.
To be a successful legal entrepreneur it is extremely important to gain insights into market trends and consumer behavior but it is not feasible for everyone to get an MBA to understand these things. Through handling SEO tools and keyword analysis, you can earn the required knowledge more practically.
At the same time, however, you have to be intelligent enough not to use the keywords that can relate to your services and in turn impact positively on your ROI. The bottom line is to have a knowledge of the trends, put in regular efforts in optimizing your content with relevancy and smartly select or organically mention only those keywords which work towards the advantage of your business.
A study conducted by Juniper Research on Email Relevance and its ROI actually showed how content engagement can maximize profits many times more than broadcast emailing (sending out newsletters).
There’s no doubt that using SEO for your legal businesses will bring in more traffic to your site, engage the qualified target audience, and give your business optimized visibility in the virtual space while also earning you necessary business insights. However, all of these do not necessarily translate into paying businesses all the time.
To conclude, it is safe to say, SEO for lawyers increases the chances of finding prospective clients and turn them into a paying clientele more than any other modes of marketing and promotion.