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The best way to get your website in front of your prospective clients is through SEO. Reports say SEO’s conversion rate is a staggering 14.6%, compared to just 1.7% for traditional advertising. So do you think you can afford to ignore SEO?
SEO for attorney is a specialized field in itself. So let’s take a look at the top three benefits.
Increases Online Visibility
SEO enables you to rank higher in search engine result pages. This is of utmost importance. When you search for a certain product or service do you look beyond the first page of search results?
Most probably not. It is the same with users who are looking to hire an attorney. So, just having a website isn’t enough. The website needs to be visible to the right people who are looking for a service in your area of expertise.
When your website features among the top three or four results, a large number of users will click on it. Your online visibility will increase. People will know that you exist. And many of them will turn into customers. Reports say, 74% of users visit a law firm website with the intention to take action.
Establishes your Credibility
It is just not enough that users find you, they must be able to trust you. And your legal website is like your digital resume.
With the help of high-quality search engine optimized content, you will be able to prove your expertise, experience, and credentials to potential customers.
People sometimes don’t even know if they are eligible for claims. You can have blogs written on topics that would interest users and clear any ambiguity. This will also increase the chance of users sharing such content with others which will help you gain more traction.
You can even have a separate section on your website that will have overviews of some of the recent cases that you have won.
Also, reviews by past clients can help you establish your credibility. Search engines like Google have their built-in review systems. Positive reviews will help you procure more clients. Even if you get negative comments, you can respond to them. Testimonials of your past clients on your website will work to your advantage.
On the other hand, if your web pages don’t load easily or if your site navigation isn’t simplified then this will result in a high bounce rate. And users will conveniently move to your competitors’ websites.
High Return on Investment
SEO allows you to expand your reach. However, simply bringing traffic to your site or exposing them to information will not be enough to get them as clients.
For that, you will need to have ‘call to action’ buttons (CTAs) on your site. A simple CTA like ‘Request Legal Assistance’ can encourage readers to take the next step of signing up for your legal services. Similarly, adding CTAs to your blogs and case overviews will offer readers the option to sign up for free consultations.
Needless to say that you will be required to provide your contact details including your phone number on your website but if you provide options for clients to provide theirs, you can follow them up. Also, you should provide lead capture forms for clients to write about the nature of the legal problems facing them. This may initiate the process of conversion.
Casual users should get the option to sign-up for your newsletters for free. If you are on their mind, they will come to you when they would need an attorney.
SEO for attorney is much more affordable than any other marketing effort. Even to place PPC ads or social media ads, you have to pay some amount. But Google or the other search engines don’t charge you for SEO.
At best, you may need to hire an SEO agency to take care of your site’s SEO. Compare that to the budget of creating and running television commercials. Also, with SEO, you can directly measure the results. For example, with the help of Google Analytics, you can find out what is working and what isn’t and accordingly refine your SEO strategies.
So do you have any questions about SEO for attorney? Please feel free to leave your comments below.