Prospective clients visit your website to learn three simple things:
- Are you located near me?
- Do you handle cases like mine?
- Can you resolve my legal issue?
You want to ensure that your law firm website speaks to each of these questions clearly and succinctly. Here’s how to make that happen.
Local SEO & Client Conversion
67% of smartphone users want ads customized via city and ZIP code, and 61% want ads customized to their immediate surroundings.
What this statistic tells us is that localization matters to consumers. This is especially true in the legal field, as prospective clients want to work with an attorney that located near their homes or offices. They will purposely search for a lawyer in their area (e.g., “Minneapolis family law attorney).
This means your website must clearly state where you are located and what geographic areas you serve. For instance, if you work out of Maple Grove, but service clients throughout the west metro, then say as much.
You also need to make sure that prospects can find you even if they don’t know you exist yet. Here are three important items that help boost your local SEO rankings on search engine result pages:
- Google reviews: According to Google, 88% of consumers trust online reviews as much as they trust in-person recommendations. The more reviews you have on your Google page, then, the better off you are.
- NAP consistency: NAP stands for Name, Address and Phone number. To do well with local search, you need to make sure that your NAP information is consistent across all your online materials, from your website and social media profiles to your directory listings.
- Link building: Nothing tells Google that you are as good as you say you are better than links going back to your site from trustworthy resources.
Practice Area Descriptions
Dedicate pages on your website to the specific types of cases you handle or want to handle. Dig deeper than saying “family law” or “criminal defense” by breaking each general practice area down to specific cases, such as “divorce” or “drunk driving.” Failure to list the types of cases you want could mean failure to convert a prospective into a paying client.
Another great way to show prospective clients the types of claims you handle is to have a representative cases page and/or testimonials page on your website. A great way to handle these pages is to categorize your cases and testimonials by type of claim.
Client and Case Management
Prospective clients like to get to know who you are as a practitioner before they pick up the phone or step into your office. It is necessary, then, to spend a little bit of time describing how it is you do what you do. For instance, consider addressing these questions:
- How do you interact with your clients?
- What steps do you take to help them?
- What do you mean when you define “customer service”?
- What do you do to walk your clients through the legal process?
- How do you alleviate their concerns along the way?
The more you can give your prospective clients a preview of who you are and what your firm is like, the more likely they are to feel a connection with you before you speak with them.
Sound Like a Lot of Work?
That’s because it is. Marketing yourself clearly on your website takes time and focused effort. If you do not have the time to do this well, consider working with a Minneapolis website design and SEO company who can help you get to where you want to be online.
Source: Search Engine Land, 6 Local SEO Stats Every Online Marketer Needs To Know