Let’s face it: people don’t surf around the web looking at law firm websites for entertainment. If someone ends up on your website, they have a problem and they’re looking for a solution. Your legal website, to be successful, has to do two things:
- Show the client you have a solution for their problem.
- Make it easy for the client to contact you for help.
Provide Specific Answers
It isn’t enough to provide some generic information about a particular area of practice; you need to create specific pages on your site with specific answers. For instance, let’s say you practice “family law.” You’ll obviously want to have content on that, but you also need to have content on all of the other searches that clients perform on Google to build your ranking and provide answers. Here’s a list of some of the most common search phrases:
Child Custody Law
Child Support Lawyer
Family Law Advice
In short, if you can think of a unique type of situation that you come across in your practice, create content about that, because someone out there is searching for that information.
Legal AdWords Marketing
Creating content on every aspect of your practice is great for your organic search ranking, but it’s especially useful when using Google AdWords for your marketing. When you pay money for a click on AdWords, you can’t afford to send potential clients to your home page and hope they figure out where to go. You need to send specific keyword clicks to specific pages on your site.
Let’s say you’re running a PPC campaign for “Child Custody in Portland.” The most effective way to convert your site visitors into clients is to send that click directly to a specific page on your site talking about how you work with child custody cases for your Portland clients. This is one of the most important formulas in online marketing:
The Client Has a Problem -> You Have the Solution
If you keep that formula in mind when building your marketing program, you’re going to have more traffic and a higher conversion rate from that traffic.
We’re Here to Help
We’ve been providing online marketing solutions for professionals since 2000, and we know what works. We provide legal website design for our clients, we can create online content for organic search results, and can also manage your PPC campaigns.
For information about our services, please give us a call or contact us here.