For many legal professionals and law firms, the internet is one of their most important marketing tools. However, if your website isn’t optimized for search engines like Google or Bing, it won’t appear on the first results page when potential clients search for lawyers in your city or state.
This guide will discuss some basic steps that you can take to improve your website’s SEO to increase traffic and attract more prospective clients.
Optimize Your Site For Local Search
Local search is a big deal. In 2021, 81% of consumers used Google to evaluate local businesses, per the Local Consumer Review Survey 2022. Google’s algorithm has become more sophisticated in identifying the relevancy of results for searches like “near me.”
Here’s what you should do to optimize your site for local SEO:
- Add your business to Google My Business. This gives you a listing on Google Maps, which is one of the most important factors when people are looking locally. You can also add other information, such as an address and phone number, hours of operation, photos, videos, and reviews. If you haven’t already done this, take care of it now.
- Add a location pin to your website using Google My Business or Bing Places (if they’re available in your area). This will allow people looking at your website to find out where exactly you’re located without leaving the website.
Make Sure Website Navigation Is Visible & Easy-To-Use
Top Design Firms’ research found that 42% of people will leave a website because it is not easy to use. Your website should be easy for users to navigate, ensuring that your site’s navigation is visible and easily accessible.
Your navigation options include breadcrumbs, a menu bar, or other navigation options at the top of the page. You also want to make sure that your website is easy to navigate on mobile devices, which can sometimes be difficult due to the limited screen size available.
Utilize Compelling Content to Increase Traffic
Compelling content is the cornerstone of any website, but it’s essential for law firm websites. Why? Because law firms need to attract visitors, retain their interest, and build trust with prospective clients. To do this effectively, you must employ high-quality content that can accomplish all of these goals. For this purpose, consider hiring a specialist SEO agency.
You can look for someone like The Page One Lawyer. It is an SEO agency specializing in law firm websites. They’ve been working with law firms for years and know what it takes to rank on page one of Google. When you work with The Page One Lawyer, they’ll help you create a website that ranks high on Google and drives traffic to your business.
Similarly, you can find any such firm specializing in the law industry. This will build trust and credibility as the agency will have years of experience and will understand how your enterprise operates.
Ensure the Website Loads Fast Enough
Speed is a significant factor in your law firm’s website. In fact, Google uses site speed as part of its ranking algorithm. This means that if your website loads slowly, you could miss out on potential clients who are now looking for faster sites and then give up after finding yours too slowly. A survey by Digital found that one-half of all visitors to a website will abandon it if it takes more than six seconds to load.
You can test your site’s speed with a tool like Pingdom or Google PageSpeed Insights. For a basic benchmark of what is considered slow and fast, try aiming for anything below 2 seconds. The faster, the better.
Find if there are specific pages on your site that are particularly slow. It might be wise to look into improving those pages before tackling any other SEO strategies so as not to waste time optimizing something that isn’t going to benefit from being optimized because no one will ever see it.
Use a Responsive Web Design
Responsive design is important for SEO, user experience, and usability. As of November 2022, nearly 60% of all web traffic came through mobile phones. There’s no way you can ignore this statistic.
Responsive design will allow your firm’s website to adapt to fit any screen size, whether a desktop computer, tablet or mobile phone. This ensures that users see your site as best as possible without worrying about scaling issues or font size problems. Everything will look perfect on any device.
You’ll also benefit from higher rankings in search engines and better conversion rates. And it doesn’t stop there. Responsive websites also help with lead generation and social media sharing because they provide an excellent user experience across different platforms.
Use Internal Linking to Improve Search Results
When considering internal linking, it’s important to remember that search engines are primarily interested in how well a website can help users find what they’re looking for. In other words, Google and other search engines want to know how good your site is at assisting people in navigating from one page to another.
Internal links help with this by showing the relationships between pages on your website. For example, suppose you have an article about maritime law on your site and an article about marine conservation law. In that case, you could link both articles together by placing an internal link in each article. This allows users to find additional resources easily and signals to search engines that your website is high quality.
Use Call-To-Actions Strategically
Call-to-actions are an important element of any website. They help users navigate your site, find the necessary information, and take action toward a conversion goal.
Since you’re reading this post, you likely already know this. But just in case, call-to-action buttons on your page encourage people to follow through with whatever action you want them to take, for example, filling out a contact form.
It’s important to place these CTAs strategically throughout the site so that users have easy access when they’re ready to take action. If someone doesn’t see what they came for immediately upon entering the site or scroll down below the fold, which is where most people stop looking at content. You’ll lose them forever.
Search Engine Optimization Is Essential for Your Law Firm Website
SEO is the process of optimizing your law firm website for search engines. This includes using keywords relevant to your page’s content, creating a site structure that makes sense and answers user intent, and adding links to external websites. A survey conducted by Attorney Sluice showed that 48% of people who need to hire an attorney begin their search online.
A law firm website is a great way to market your company and attract new clients, but only if it’s optimized for search engines. With so many lawyers competing for the same keywords, it’s vital that your site ranks high on Google and other search engines. That way, when someone searches for a “criminal defense lawyer near me” or something similar, they will see your site in the results before anyone else’s.