Digital marketing strategies are necessary for virtually any business operating in 2021. After all, the vast majority of a company’s customers will readily be found online — and that’s where they’ll be looking for the information they need. Search engine optimization can be especially helpful for businesses that need to stand out amongst the competition. By executing a smart SEO strategy, you’ll be more likely to show up in relevant web search results and subsequently reach new customers in the process.
If you have your own law firm, working with a digital marketing agency that offers SEO services can be crucial. This can allow you to expand your reach online, improve your firm’s public perception, and position yourself as a leader in your industry. Let’s take a closer look at just three must-try SEO tips for law firms in 2021.
Create Separate Pages For Each Practice Area
Many businesses will create separate landing pages for different products or services they provide. For law firms, it makes perfect sense to establish a separate page for each area of law that you practice. This can provide you with the chance to optimize your site more effectively for search engines while providing detailed information that can help prospective clients make informed decisions.
Having a homepage that outlines your firm’s practice areas is all well and good, but you’ll need more than that to show up in relevant search results. Make sure to create a separate page for the practice areas you serve. For example, if you’re a personal injury attorney, you may want to have a page for different subsets of personal injury law, such as medical malpractice, car accidents, premises liability, or workplace slip-and-fall accidents. If you practice a few different areas of law — such as DWI and drug defense cases, divorce and child custody cases, and real estate law — you’ll need to have separate pages (and perhaps subpages) for each area. Not only can this help prospective clients to find the information they’re looking for, but it will assist search engines in their quest to better understand your website and its value for web users.
These pages should be fairly detailed, as well. A simple landing page with only a few sentences won’t be sufficient. By building out individual service pages, you have a huge opportunity to optimize with relevant keywords and to provide valuable information to web visitors. Don’t squander that opportunity! By providing a lot of great information, you’ll express to visitors that you’re reliable, trustworthy, and experienced — and those keywords will help those visitors find you through the search queries they perform online.
Claim Your Google My Business Page
Local listings directories are highly important for law firms, in particular. Because your firm probably operates in specific areas of your state or within the general proximity of a single city, you need to be able to reach potential clients in those places. If you target audiences in an overly broad way, you’ll likely receive inquiries from people in areas that you don’t actually serve.
While there are many ways to reach clients that are local to your area, filling out business directories and claiming your Google My Business page are two tasks that should be on your to-do list in 2021. Your GMB listing is especially powerful because it’s a free tool that can allow you to appear more prominently in local search results. When someone in your service area wants to find a lawyer nearby, your GMB page can make it more likely for you to show up in the map pack. This increased visibility can improve name recognition and even solidify your reputation, as well as make it even easier for those web users to contact you directly.
Ask For Online Reviews
Although word-of-mouth and personal recommendations are still critical for many businesses, there’s no real substitute for online reviews. Potential clients place a lot of weight on these online reviews and can easily be swayed by what they find. This can prove problematic for many businesses because customers are far more inclined to leave a review if they’ve had a negative experience and say nothing publicly if their experience was positive.
This is why it’s a good idea for your law firm to generate reviews from satisfied clients. This doesn’t mean that you should incentivize reviews or try to create fake reviews for your firm; this is always a bad idea and will do more harm than good. But you can certainly ask previous clients if they wouldn’t mind leaving a review on a platform like Google, Facebook, or Yelp. For legal firms, specifically, websites like Avvo, Lawyers.com, FindLaw, and LegalMatch also allow clients to leave reviews for their attorneys. You can reach out to former or current clients and ask them if they would be willing to leave an honest review on one of these platforms. If the client had a great experience with you, they’d probably be more than happy to let others know about it! In turn, this can help to boost your online reputation and overall brand awareness while helping you appear more prominently in mobile and local search results.
Many lawyers faced challenges in 2020, as firms were forced to operate remotely and court appearances were often delayed due to the pandemic. In 2021, you can start to rebuild your business by investing in SEO. With these tips in mind, you’ll be able to raise your profile online and reach clients who truly need your help.