The online space is extremely competitive regarding family lawyers and law firm marketing. Some family law firms are willing to pay hundreds of dollars per lead in the hope of landing new high-paying clients. This can leave smaller firms that don’t have the same marketing budget with few digital marketing options.
This is where search engine optimisation (SEO) comes in useful. SEO is one of online law’s most underutilised, underrated digital marketing techniques. It involves web designers optimising your website so that you appear high in the organic search rankings for keywords and phrases relevant to your services. If they work smart, small firms can compete with big firms in terms of SEO without exceeding their comfortable marketing budget.
Here are 4 tips to help you get started:
- Focus On Creating High-Quality Content, Rather Than A Lot Of Content
You’ve probably been told or heard someone say that ‘content is key’ regarding SEO. This isn’t quite true. All content may have been seen as equal by the search engines in the past, but this has changed in recent years.
Now, search engines like Google can identify and differentiate between high-quality content that brings value to the reader and poor-quality content that offers little. They will give preference to sites that bring value, which means that high-quality content is essential.
- Break Up Your Content
Using header tags and images can help search engines identify the subject of your content. Make sure that you include keywords in at least some of your headers, and make sure that you use alt tags to describe your images. Headers and images can also help break up your content, making it easier to skim and improving the user experience.
- Make Sure Your Page Load Speeds Are Low
Slow page load times can hurt your search engine rankings. They can also affect the experience of people visiting your site, resulting in them taking negative actions, further impacting your search engine rankings. Do everything in your power to achieve the fastest page load speeds possible.
- Link To Other Pages
If you run a small law firm, you might not have a lot of ‘authority’ in the eyes of Google. Linking to high-authority websites can help your content appear higher quality, improving your search engine rankings. Likewise, don’t forget to use backlinks and link-building to their full potential.
Final Word
Law firm marketing is hard. You must ensure that your organic search engine rankings are good to gain new clients from online sources successfully. Optimising your SEO strategy and ensuring your content and website design follow all SEO best practices is the best way to do this.
