At Moore Legal Technology, we specialise in helping law firms increase their turnover and client base.
Put simply, we help our law firm clients leverage the internet to increase the number of profitable, new enquiries. There is a vast number of things you could be doing online to make this happen, however, the following five steps are amongst the quickest and most effective ways you could contribute to your law firm’s success online.
Keyword research
This is probably the first major step taken in any law firm lead generation campaign. The keywords you need to select must be relevant to your law firm and have a relatively high search volume. Tools you can use to do this include Ubersuggest, SEMRush or Moz. As a starter for ten, it would be useful to compile a list of 20 relevant keywords with decent search volumes before adding more later in your campaign.
Write helpful content and integrate with keywords
As part of an overall movement towards user experience from search, Google is placing more of an emphasis on how helpful your content actually is. Basically you need to dovetail high quality, useful content with keywords associated with the services you are looking to promote. The reason behind the update is to penalise those sites producing content simply to rank in search and generate revenue through page impressions – this is not really relevant for law firms, although there were days when service pages were simply a series of loosely structured keywords.
Mobile first
The cheapest way of attracting new enquiries is by ranking prominently in Google’s organic search engine results pages, and Google prioritise the use of your mobile website for ranking and indexing purposes. Most websites are now built responsively where the same website is presented differently to different devices but if you are still operating a desktop version of your site and a mobile version, with less content, then you could end up suffering.
An ancillary feature to consider as part of this is ‘Page Experience’ where google takes into account load speed, stability and interactivity. There are various tools out there that help you check this but please get in touch if you think you might need any help with this.
Get reviews
This is becoming increasingly important as part of an overall local search engine optimisation campaign which we will cover next. Our only caveat is that you have to be careful that the service (as opposed to the outcome) is what gets reviewed – not every case goes the way the client wants.
Searching for legal services is often geo-specific and, as a result, one of the first things people see when searching for legal services is the google my business section that displays stars and reviews. To attract clicks, visits and enquiries from search engine results pages, garnering reviews has to be a key element of your strategy.
Local Search Engine Optimisation (SEO)
There are so many things to your advantage if you are a law firm looking to generate business online (buyer intent, basic functionality) and one of them is the geo specific nature of legal enquiries. People still look locally – they may not forever, but they do just now – and for that reason local SEO should be a key element in your approach.
Improve your law firm’s lead generation performance
If you follow these five simple steps, you will see an improvement in your rankings, which should lead to more enquiries – but as noted, this is just scratching the surface and professionals like those in our team have years of experience and expertise to really drive on legal lead generation campaigns.
To discuss your marketing efforts for your law firm, call us on 0333 344 2722 or complete the online enquiry form.
