Building a law firm’s web presence organically involves a combination of strategies that focus on providing value to potential clients, optimizing for search engines, and establishing authority in your practice area(s). Below we provide a step-by-step guide to boost your rankings. Please contact Defacto Digital now to learn more on how you can improve your legal firm’s online presence!
Develop a Content Strategy
The content on your website, in addition to attorney profiles and practice areas, should include blog posts, case studies, and FAQs.
As to blog posts, your firm should regularly publish high-quality, informative content on topics relevant to your practice areas (e.g., personal injury law, car accidents, probate, criminal defense laws, etc.). This helps attract potential clients searching for answers to their legal questions.
With case studies, you’ll want to showcase your firm’s expertise by sharing anonymized case studies and client testimonials.
Further, as to FAQs, create a comprehensive FAQ section that addresses common legal questions and concerns.
Optimize for SEO (Search Engine Optimization)
This involves the following:
- Keyword research: Identify keywords and phrases potential clients are likely to search for. Use tools like Google Keyword Planner or Ahrefs to find these terms.
- On-page SEO: Optimize your website’s content, meta descriptions, title tags, and headers with targeted keywords. Ensure your site is mobile-friendly and fast-loading.
- Local SEO: Optimize your website for local search by including location-specific keywords and creating a Google My Business profile. This will help you appear in local search results and Google Maps.
Build Backlinks
Your law firm will want to build as many backlinks as possible to organically boost your firm’s web presence. How do you do this?
A great solution is to write guest posts. For example, write guest posts for legal blogs, local news sites, or industry publications. This helps build backlinks to your site, improving its authority.
You can also submit your law firm’s website to reputable legal directories like Avvo, FindLaw, and Justia.
Leverage Social Media
To optimize organic results, you should share your blog posts, articles, and other content on social media platforms like LinkedIn, Facebook, and Twitter.
Your firm should also actively engage with its audience by responding to comments, joining relevant groups, and participating in discussions.
It’s also a good idea to create short, informative videos on legal topics and share them on platforms like YouTube and Instagram.
Create a Strong User Experience
A top-notch user experience means that your firm’s website is equipped with the following:
- Easy navigation: Ensure your website is easy to navigate, with a clear menu and intuitive layout.
- Contact forms: Include clear and accessible contact forms on every page, making it easy for potential clients to reach out.
- Testimonials and reviews: Display client testimonials and reviews prominently to build trust with visitors.
Monitor & Analyze Performance
Once you publish your site and add content, it’s imperative that your firm monitors performance. You should, at minimum, use Google Analytics to track website traffic, user behavior, and conversion rates. Identify which content performs best and adjust your strategy accordingly.
Email Marketing
It’s a great idea to include an email marketing campaign to help drive law firm website traffic.
We suggest starting an email newsletter to keep potential clients informed about legal updates, firm news, and new blog posts.
Your firm can also offer downloadable resources like eBooks or guides in exchange for email sign-ups.
Online Reviews and Reputation Management
Make sure your firm asks satisfied clients to leave reviews on Google, Yelp, and legal directories.
Also, make it a point to respond to both positive and negative reviews professionally to show you value client feedback.
Defacto Digital is Here to Help!
Defacto Digital has been helping attorneys and law firms build a successful web presence for over 20 years. Our team stands ready to help you either create your first virtual office or make your existing website more accessible, rewarding, and effective.
Simply contact us today and let us begin to market your firm in the direction that it wants to go…up! No matter your practice area, we’ve got you covered. We deliver websites that work, always!
* Main image at top by freepik