There are two popular digital marketing tactics to get more traffic on your law firm website:
Following too many strategies could create chaos for you. These two are by far the best to focus on for immediate and long-term purposes.
SEO will take a couple of months to kick in and is therefore a long-term strategy.
PPC provides immediate effects, but does not build a foundation or domain authority.
SEO will optimize your website to show up higher in organic Google search results.
While PPC will get on top by dominating the ads.
PPC for Lawyers
How do you get on Google’s first page in 24 hours? Google Adwords/PPC
Let’s talk about those immediate results we mentioned above. One guaranteed way to get your law firm on the first page of Google within 24 hours is to invest in a paid search campaign.
What is this, you might ask? Think about the last time you searched for something on Google. Have you ever noticed how paid advertising will show up above the rest of the results? With PPC, you can ensure that your law firm is one of the first things users come in contact with!
Local SEO For Lawyers
If you want your law firm first in Google, you’ll need local SEO. Local SEO is used to get a specific law firm at the top of Google’s local pack. It’s different from National SEO because of that emphasis on the local pack. It requires a different approach than nation-wide SEO; one that’s focused on name-address-phone number (NAP) citations. Your key component here is your Google My Business (GMB) page and consistancy.
The information in the local pack is pulled from your Google My Business Account, which is why your GMB account needs to be claimed and optimized for local SEO.
SEO for Law Firms
Once you have a paid campaign set up and your immediate leads rolling in, it’s time to dominate the rest of the search engine results. That’s where SEO for law firms come in.
Think about it: if your firm shows up in the number one PPC position, the top of the local pack, and the top of the organic listings, you’re going to dominate the clicks on the search pages.
In other words, you significantly increase the possibility of a prospect selecting your listing over the others. Now, I know what you’re thinking: How can your website possibly bypass the businesses that are currently ranking highest for your legal services and your service area?
To start, you need informative, quality content. That means you must put yourself in a potential client’s shoes and provide them with the exact information they need to make an informed decision about the law services you offer.
Think about the questions a potential client may have while clicking around your site. What type of law does your firm practice? What areas do you serve? Has your firm won any awards? Your clients will be trusting you with their case. By making the information on your site as helpful as possible, you can begin building that trust right from the get-go while becoming an authority in your field and service area.
Social Proof is also extremely important. You need to ask for reviews on Google and any other legal directory sites.
Improve Your Law Firm’s First Page Rankings
Once you are fully invested in your SEO and PPC campaigns, make sure you have the proper setup, management, and tracking in place. That way, you can see exactly what is working and ultimately aim to achieve maximum ROI. You can have the best tools on the planet, but if you’re not analyzing and watching for the right patterns, you’ll never maximize that ROI.