How can your law firm become the first port of call when it comes to offering legal advice? If search engines are unable to locate your business website, you’re missing out on an opportunity to connect with customers who are actively looking for the kind of services your business offers.
You might think you only have access to limited resources compared to larger firms with a seemingly infinite budget, but this doesn’t have to be the case. Here’s how to improve your chances of getting found online and secure maximum bang for your buck.
Search engine optimisation (SEO) means increasing your website’s ranking in search engine results pages (SERPs), which can naturally drive more traffic to your site. You should be conscious of placing appropriate keywords throughout every aspect of your online offer: in your page titles, content, URLs and image file names.
But until you do get a handle on SEO, you can employ an SEO service or a professional copywriter with a sound knowledge of SEO. The aim is to increase the quality of your website, the visit time and likelihood of conversion.
When it comes to content, optimise your written pages and blog posts by researching keywords related to the services you offer – ensuring these appear in your content will have a significant influence on how high your website ranks within SERPs.
While in-depth articles are critical to establishing your reputation as an authority in your niche, it’s the human element that prevails. Don’t take yourself so seriously that your law firm’s personality is lost.
Build a user-friendly site
There are many signals you need to be aware of in regards to Google seeing web pages and determining their ranking, but from a small business point of view the first step is getting the website technically healthy. Pay attention to all aspects, even the way your site looks and ‘acts’ – for example, how easy is it to use?
Don’t underestimate the importance of a site that functions intuitively, loads quickly and is free from broken links or technical errors. Focus on getting out of the way of your customers, and making navigation as clear as possible so they can achieve the results they’re seeking.
Address both on-site and off-site factors
You’re only hurting your chances when you fail to dedicate time to on-site and off-site factors.
Important on-site factors include using the correct terminology on your web pages, making sure the website is user-friendly, looks good on all devices and has speedy page load times.
Google looks at what type of websites link back to yours to determine your site’s level of popularity. The best way of leveraging that signal is through off-site factors, namely gaining links and traffic from other relevant websites, which is something you can encourage via your existing relationships with businesses, customers, friends or family.