Upkeeping and improving your website is one of the most important things you can do to market your law firm. Potential clients will likely check out several sites before choosing their lawyer or law firm, so it is essential that you take steps to both make your website the best it can be and promote it as much as possible. Fortunately, improving your law firm’s site is more than possible with a few simple tips.
Table of Contents
1. Pursue search engine optimization
One of the best ways to generate more traffic on your website is to look into search engine optimization. Search engine optimization, also known as SEO, is meant to increase the quantity and quality of traffic to a site. Essentially, it is a way of improving it and making it more visible to potentially interested users. People pursue SEO so that their site is more likely to come up in the results of search engines, such as Google.
Because of how often people use search engines, having your firm be one of the top sites for a searched term or phrase will help attract people to your site. SEO works to maximize visibility through a complex understanding of search engine algorithms and common searches. This is a complex internet marketing tool that you can execute through either researching the process on your own (if you know how) or working with a lawyer SEO agency.
Law is an incredibly competitive industry, and it might be difficult to stand out in your area. Pursuing SEO is an excellent way to boost your traffic and drive your website up to the top of search engines. While it might sound complex, it is essential in maximizing your reach in a field like law with such tight competition.
2. Create PPC advertisements
PPC, otherwise known as Pay-Per-Click, is a way to direct ads to potential clients. Within this type of internet marketing, as the name suggests, advertisers pay a set fee every time their advertisement is clicked on. PPC is used to create awareness of a company and ultimately increase revenue for that company. Essentially, you as a law firm can pay a company, such as Google or Microsoft, to display your ads.
When you pursue PPC, it’s important that you avoid a few common mistakes. First, you should make sure your advertisements target the right audience. For example, if your law firm has a specialty, make sure you are communicating this through your ad to attract this type of client.
It’s also important to stay vigilant once you have begun PPC. This means analyzing the performance of your ads so that you can make adjustments if necessary. This will give you an advantage over other businesses and companies. In general, you should keep looking for ways you can improve your PPC results, whether that means switching ad platforms or changing the content of your ads to include different keywords.
3. Don’t forget social media for Website
Research demonstrates that 70 percent of lawyers use social media as one of their primary marketing strategies. To become or remain competitive in law, social media should be part of your plan. Specifically, you should use social media to promote your website.
Consider making a business Facebook page for your firm. On this profile, you should include your website in the description, as well as make posts linking to your site. This will encourage new prospective clients to visit online and engage with your firm. To generate traffic to the Facebook page, you and your employees should invite Facebook users in your area to like the page.
LinkedIn is also extremely useful to law firms. Create a page for your firm with your website in the description, and list your employees on the page. This will generate credibility for your firm, as well as enable you to connect with community members to spread the word about the services you offer. Anyone who views or interacts with your page will be exposed to your website, so it’s important to try to connect to as many people as possible.
4. Create blog posts on your website
Another way to improve your law firm’s website is to maintain a blog on the site. This will allow potential clients to view your perspectives on contemporary legal issues and generally hear more from your firm. To generate topics for your blog, you should follow legal news. This can be done by following legal hashtags on Twitter, subscribing to publications, or joining legal networking groups so that you are as aware of changes to the industry as possible.
5. Gather and publish testimonials
Gathering and publishing testimonials is another great way to enhance your website. This will create a fuller picture of your firm and demonstrate your client satisfaction levels. It’s one thing for you as a firm to promote your business, but another to have clients promote your firm. They are able to provide a more objective perspective for prospective clients to see.
6. Create a page of frequently asked questions
One way to increase your firm’s transparency is to generate a list of frequently asked questions. This will help visitors to your site determine whether your firm is a good fit for them. By laying out the answers to commonly asked questions, you are making your firm and its services feel accessible to potential clients. An FAQ page will also help your clients feel better informed and prepared if they do decide to pursue a service with your firm, which will create a sense of approachability in your company.
Wrap-Up for Website
Maintaining and enhancing your law firm’s website is just as important as creating it. Your website is your key to forming new client relationships, so it is worthwhile to invest time, energy, and money into maximizing its potential. From search engine optimization to social media, there are so many ways to improve your law firm’s website in order to reach new audiences and expand the scope of your internet presence.