If you spend any amount of time browsing legal topics on the web, you’re going to encounter some dated websites. This is true for any niche, but it seems to be especially true in professional industries where business owners are more likely to focus on interpersonal communication.
But if you want your website to stand apart from the rest, there are a few ways to optimize your law firm website to make it more appealing to visitors and search engines.
1. Focus on Conversion Optimization
Pages that claim the top result in Google’s search results on desktop have a 34.36 percent click-through rate (CTR), according to data from Hubspot. This is a very high CTR compared to the 5.52 percent you might get in position 9 (according to IgniteVisibility).
Conversion Optimization is a process whereby you’ll adjust the copy, design, and visual content on your website to entice people to take action.
For search results, you’ll want to focus on writing enticing meta titles and descriptions. This will help improve your CTR and help increase your search engine rankings. Once people get on your website, focus on optimizing website headlines, calls to action and image and button placement.
2. Create a Content Marketing Plan
Hosting a blog on your website is a great way to provide your audience with relevant news and position your legal brand as an authority in your chosen niche. Whether it’s personal injury or malpractice, you can create an online resource that answers your target audience’s questions with a blog. But in order to do this effectively, you must first create a content plan. Research keywords in your niche that are relevant and relatively low competition. Then, write the best possible blog post around each topic.
And if you already have a blog, update your content regularly. According to data from Backlinko, updating old posts with content and images can increase organic search traffic by 11 percent.
3. Optimize for local search
This is a simple step that many law firms skip – don’t let yours be among them. In order to optimize for local search, make sure your contact information (name, phone number, and address) is consistent among all local directories. Be meticulous about this and get down to the letter. If one lists your address with the word “Street” and another with “St.”, change your listings to be consistent. The same exact information should also be listed on your own website along with a map, practice area, and directions to your office.
As you already know, much of this business is about reputation, so don’t let your backlinks detract from yours. Poor quality backlinks can hurt your search rankings and even get your site banned from the search engines. So be careful about any SEO firm you hire.
The best way to attract quality backlinks and build authentic authority is by guest posting on reputable sites in your niche.
5. Invest in web design
To be effective, your website must be simple, concise, and easy to navigate. It should also have a modern vibe. No one wants to hire a legal team from a website that looks like it was built in the dark ages (of the internet). So if your site was designed more than a decade ago, it’s time for a refresh. Or, if you’re starting a new website, hire an experienced website developer to help create a responsive and mobile-friendly experience that all visitors can easily navigate.
6. Start using landing pages
If you’re running ads, you’ll want to keep a close eye on performance. This way, you can quickly react to things that aren’t working and get a greater ROI on the campaign. In order to do this, you’ll need targeted landing pages.
A landing page is a page that’s setup exclusively for a set of ads or offers. These pages are designed to take a visitor through a seamless experience that helps them with the decision-making process. For example, if your ad is about car accidents, your landing page should address someone who has been in a car accident. If you don’t have the capability to do this on your website, you can use a service like Unbounce.
7. Enlist the help of friends and family
Here’s a step that most lawyers miss, but it can help you avoid a common mistake. Most lawyers aren’t targeting other lawyers, so you’ll want to avoid any legal jargon on your website. To ensure that your website is user-friendly, ask friends and family to perform specific actions and give their feedback on the process.
Are you ready to upgrade your legal website? What’s your biggest challenge?