Successful Law Firm Marketing: A Quick Action Website Checklist For Local Lawyer SEO, Organic Law Firm SEO & Attorney Ads for Better Visibility, Calls and Booked Cases.
The legal industry is competitive and fast-paced. A law firm’s web presence through official websites and social media accounts will boost your law firm’s achievements, expertise, and services. It will imply trust, accountability, and credibility, and reassure prospective clients on the quality of the services that they can expect. However, your law firm’s web presence is only good if it is readily visible through searches engine results. Here are some tips that can help you enhance your law firm’s website to be outstandingly visible amidst the thousands of other law firms and lawyers in the Worldwide Web.
Step 1: Website Checklist for Law Firms
High quality original photos–Visual elements in websites are most appealing to users and can improve your law firm websites to perform better in search engine rankings. Feature high quality photos of your team of lawyers, the law office and personnel.
Mobile responsiveness – Most users browse the Internet through mobile phones. Test the mobile friendliness of your law firm’s website site using Google’s Mobile Friendly Tool. Ask your developers to test for errors, and correct them if any.
Web hosting and security – Your law firm’s web hosting should be fast and reliable and covers security. To check your load speed, use Google’s Website Page Speed Test. Set up Secure Socket Layer (SSL) to establish secure connection for your users. SSLs are usually included in web hosting packages.
Utilize good call/s to action – Call to action features such as clickable and working telephone numbers of your law office, schedule for legal advice and consultation, email sign-ups for information updates in your law firm, or invitation to follow your social media accounts should be visible in your website.
Include law related logos, associations, certifications & memberships
Feature customer reviews prominently.
Check technical errors and ensure that the website is free of errors. You may use tools like Siteliner.
Step 2: Local SEO & Content Checklist
Local Search Engine Optimization and Content are critical to achieve visibility and high rankings in search engine results. Here is a checklist for your law firm to improve your SEO and content and make search engines and users find your law firm easily and gather more visitor traffic:
Google Local & Google My Business Optimization- Get listed in Google Local, Google Maps, and Places. Information placed across your law firm’s directory listing, Google listing, social media accounts and website should all be all the same. Complete your Google My Business profile, with 100% completion fill rate.
Google Local Ads & Global Ads: Get listed to show up on ads, as 20% of traffic is clicking here and you only pay for clicks giving you a lot of free visibility.
Local Business Listings – Set up profiles on directories and local listings of law firms and legal services such as LegalListings, AVVO, Findlaw and HR. Make sure that information is consistent and name, place, address are the same with the other websites and web platforms.
Areas of Expertise Content – Write concise and comprehensive descriptions of your expertise, services, and profiles of your lawyers. Go beyond the 300-worded summaries and write 1500 worded resource pages on each lawyer working in the law firm and the legal practice and service you provide. (“About Us” is the 2nd most visited page on a site)
Areas We Serve Content – Include summary pages for all the cities and areas your law firm serves.
Blogging and social media – Professional opinion, perspectives, and articles can be written in blog form. Let your lawyer partners write and engage themselves through blogging and social media.
Step 3: Lead Capture & Nurturing
Engagement can be done through call-to-action features. Here are some actions and offers that can attract more prospective clients:
Call to Action:
Call (Phone Number)
Contact/Schedule Consultation Form
Email Signup Forms
Lead magnets (free checklists, etc.)
Start with a simple email marketing strategy to introduce updates and services to prospective clients. You would learn to what to add and find it necessary to automate a regular newsletter. Make a directory of past and present clients list and send them a regular newsletter with premium content.
Step 4: Build Customer Reviews
Verified customer reviews and referrals are effective ways to get clients. Here is how you build customer reviews.
Include request for reviews in your correspondences to clients
Devise a plan on how staff can cask customers to request them to review your service through various channels
Invest in reputable management tools to centralize your review and respond quickly