3 SEO Tips For Lawyers – Plus 1 Bonus Tip
However, according to Lawyernomics, search is the second most common way people look for an attorney. If you want your share of those clients, SEO is essential so your website ranks near the top in Google, Yahoo & Bing.
Are you getting your share of clients from search? It’s easy to tell. Pretend you’re a potential client who doesn’t know the name of your firm or of any attorney on staff. Go to the search engine you use the most and see if you can find your website. If you don’t show up in the top two or three pages, you’re missing out on those clients. And if other local firms show up prominently, guess where those clients are going for representation?
[Tweet “21.9% of people in need of a lawyer search on Google, Yahoo or Bing.”]
1 — On-Page Local Optimization
Attorneys deal with clients on a face to face basis, so your clients are going to come from a certain radius of your offices. They’ll be searching for such terms as
- Morristown child custody attorney
- North Jersey workers compensation lawyer
- New Brunswick DUI lawyer
- Wayne NJ estate planning attorney
- Lake George business attorney
As such, it’s important to have local terms on your web pages so the search engines know exactly where you practice. And it’s not enough to have a page entitled Service Area or something similar; search engines won’t readily connect the dots between that page and your page about child custody, workers comp or DUI. You need your geographical terms on every page.
2 — Local Search Directories
You also need a presence on Google Places, Bing Local and Yahoo Local, well optimized for display in the local search results. Beyond that, you need to be listed at local oriented directories like Yelp, City Search, Insider Pages, Yellow Book, etc. It takes explicit action to ensure you’re listed in all those places with appropriate information about your firm.
[Tweet “Lawyers need an optimized presence on the local pages of Google, Yahoo & Bing.”]
3 — Focus on Sub-Practice Areas
Many firms concentrates in a limited number of practice areas. For sake of discussion, let’s say you practice family law and elder law. It’s not enough to have a Family Law page with a bullet list of sub-areas like divorce, mediation, custody issues, and child support and an Elder Law page that lists services like estate planning, wills, medicaid planning, trusts, elder care issues, probate, etc. You need a page about each of those detailed practice areas with meaningful content. Ensure there’s clear navigation on the site so a potential client can find information related to their specific concern.
[Tweet “Attorneys need a page about each of their detailed sub-practice areas”]
Bonus Tip – Not everyone comes from search
Clearly, many potential clients come not from search but via referral: from a friend or another attorney. Those people will still go to your website to check you out and verify your expertise and professionalism. Regardless of how a potential client ends up on your site, it’s up to your website to convert them into a paying client. You need clarity, reader-friendly copy, appropriate calls to action (“Call now to schedule a free consultation”), and information about the attorneys on staff and their education and experience. But don’t make your content all about you — you need a clear client-focus to show you’re goal is to solve your visitor’s problem, not to brag about your skills.
Need professional help making this happen? Rank Magic can help.
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