It’s 2014, and we all know that you must have a website so new clients can find your practice. Unfortunately, that’s not as easy as it seems. You can’t simply create a basic site and wait for your phone to ring. You’re going to be waiting a long time, if that’s your strategy. An effective legal website is the cornerstone of your online marketing, and it has to be done right to actually get a good return on investment.
There are at least four steps to building an effective client-generating web presence:
- Getting traffic to your site. You can’t convert visitors into clients if you don’t have any visitors.
- Showing your visitors that you can help them with their legal problem.
- Making it easy for clients to get more information or schedule a consultation.
- Make it easy for people to share your information and refer friends.
Every step is critical, but you can’t implement Steps #2 – #4 if you don’t take care of Step #1: Getting traffic to your firm’s site. In this post, we’re going to talk about the major ways to drive traffic to your site.
The Top 6 Ways to Get Visitors to Your Legal Website
- Google maps. Local search is a major focus for Google: they want people to find local businesses when doing a search, and your legal site needs to show up in Google maps. This takes work, as there are many steps to getting a good placement in Google Places. For details on how to do this, see our Five Ways to Get Your Legal Website to #1 in Google.
- Google search. Your main priority for your law firm website is to work on your organic search traffic and get it high in the search rankings for the most common keywords and phrases that your patients are searching for. This is time-consuming and involves creating original keyword pages and blog posts for your site.By doing this, you’ll show Google that your legal website is active and fresh. Plus, every time you add a new post or page you make it more likely that clients will find your site.
- Social media. Building a solid Twitter and Google+ presence and engaging with your clients can drive a significant amount of traffic to your site. The key is to be consistent with adding material and start conversations people. Don’t simply use social media as an advertising channel.
- Email marketing. Not all attorneys have regular clients, but if you do, an email newsletter is a perfect way to keep your practice fresh in the minds of your clients and make it easy to forward your information to friends and colleagues.
- AdWords PPC. When we’re working with our VIP clients, we create a marketing strategy that get long-term results without having to pay for monthly advertising, but in some instances (and if done correctly) AdWords can provide a good ROI. Just make sure that you’re monitoring and tracking your conversion rate and that you’re adjusting your keywords effectively.
- Offline advertising. This is becoming less and less of an issue, but some attorneys are still directing traffic to their websites from newspaper and other advertising methods. In this case, specific landing pages to unique domains is more likely to be successful that just sending people to your home page. If you’re doing print advertising, QR codes can be a fantastic way to direct people to specific pages of your site for information.
If you’re thinking, “This sounds like a ton of work,” you’re correct! It does take work and time. But remember that every other lawyer in your city wants the same thing as you: to be #1 in Google, since that’s where most of the traffic is coming from. Remember that the #1 search position results in 33% of all clicks! If you want to get the coveted #1 position, you have to prove to Google that your site deserves that position, and that takes real effort.
Many attorneys choose to hire someone to help them with this process, and we also provide this service to select law firms. To learn more about how we can help you, contact us here or give us a call at (855) 780-1081.