According to research, the law industry has proven to be the most competitive industry when it comes to running an SEO strategy.
Law firms have the biggest hurdle when it comes to generating organic traffic for their websites.
As an attorney who owns a law firm, this should let you know that it is a necessity for you to have an effective SEO strategy for your firm.
You should also optimize your website for Local SEO as it is also an important factor that can generate targeted traffic to your website.
Running a law firm SEO campaign necessitates the use of a tailored approach to generate organic traffic which is considered the unique hurdles law firm owners face in attracting local clients.
In this article, I want to talk about the importance of SEO for law firms and how as a lawyer you can start generating more organic traffic from your target customers to your website.
Importance of SEO For Law Firms
SEO is one of the Best Digital Marketing Strategy Law Firms Can Use to generate Leads.
Local businesses (businesses that acquire customers within their geographical location) need to make use of SEO to target potential customers that are situated around their area.
Since almost all law firms serve clients within the city, country, or state they are present in, they need to take advantage of local SEO to stay competitive with other law firms in the same location.
Through local SEO, law firms can reach their target customers within the geographical location they are present in.
Local SEO will reduce the number of competing firms compared to targeting huge numbers of law firms at a national level.
With Local SEO you will have a better chance of ranking for keywords like “Top divorce lawyer in Lagos”, “The best criminal lawyer in Lagos” and “Top property lawyer in Lagos.
By targeting local keywords, you can grab the attention of potential clients who are;
This is the reason why SEO is one of the best customer lead-generation strategies for law firms
How Search Engine Optimization (SEO) Works
When people want to hire an attorney for legal service, they will go online and search in the Google search engine to find law firms that can work with and is present in their geographical area.
When they type into the Google search engine they make use of keywords to search for the legal service that they need.
Due to their indecision at the first stage of their problem, they might also search for “types of law firms” or “Best law firms” that they can work with.
As a law firm owner, you can reach these potential clients by optimizing your website with content for these keywords, which will let the search engines rank your website ahead of your competitor’s website in the search engine results pages.
The higher your law website ranks, the more likely it is for your potential clients to see and click on your website to get more details about your legal services.
Benefits of SEO for Law Firms
SEO benefits for law firms are numerous, apart from increasing your firm visibility and ranking in the search engine results pages (SERPs).
SEO has the potential to bring in a huge volume of organic traffic from your potential clients who have a higher chance of converting into high-quality leads.
Few of the numerous benefits of SEO for law firms are listed below:
If you want to generate more organic traffic from the search engine to your website, you can do it through SEO.
It is one of the most effective ways any business can generate organic traffic from potential customers.
SEO's nature is to target potential customers who are already looking for the service that your business offers.
If you hire an SEO professional, apart from driving target traffic to your website, they can also improve your website conversions.
1. With SEO You Can Outrank Your Local Competitors
The search engine results pages have so many spots, and if your website is nowhere to be found within the first three spots, your click-through rates will significantly decrease.
With the help of SEO, you can optimize your website for your target keywords and work on it to outrank your competitors in the search engine results pages (SERPs).
Your website doesn’t necessarily have to be on the #1 spot of the search engine results pages (SERPs) before you can generate traffic and qualified leads, but it is necessary for your website to be present on the first page to increase your visibility and traffic.
You should invest in strategic content and SEO strategy so that more potential clients can reach you and choose your law firm instead of your competitor's law firm.
2. You can generate more business Calls from Google My Business Profile (GMB) & Local Search
While you can generate organic traffic from your website on the first page of search engine results pages (SERPs).
You can also generate clicks to your website on the search engine by having a properly optimized Google My Business Profile.
When online users search for “Divorce lawyer near me” or “Criminal lawyer near me”, your firm's Google My Business profile can rank for these keywords.
Your potential clients can then visit your law firm's website or give you a call using the firm phone numbers that are included in the firm's Google My Business profile.
Utilize local SEO so that you can improve your law firm's local presence and create more chances for your target customers to locate you if they need any legal service.
3. With SEO you can generate More Traffic Through Your Blog Content
Creating content for your law industry doesn’t have to be boring.
You can make use of the blog page on your website to provide valuable information to your potential clients who are looking to solve their legal problems.
You can also generate traffic by targeting your business-related keywords and converting those traffic into leads.
Doing SEO keywords research with help you to identify keywords with high or low-volume competition so that you can use it to generate traffic through your blog content.
The blog content will attract potential clients who are searching with those keywords, then you can guide them down to your lead generation funnel.
Few SEO content ideas for law firms are as follows:
4. Collecting past and present Client Positive Reviews to Boost Your Firm Reputation
To have a successful law firm SEO strategy, you need to generate more positive reviews from your past and current customers.
If you have neglected to generate reviews from your customers in the past, then SEO will help you to generate more positive reviews to improve your firm's online reputation.
The presence of positive reviews will show your potential clients that your law firm can be trusted and if hired will provide high-quality legal services.
You may outrank your competitors in the search engine if you have more positive reviews than them.
Plus potential clients will likely choose your firm over another one that has negative reviews or no reviews at all.
5. You can attract High-Volume Traffic & Leads on Autopilot
SEO campaign once implemented is a continuous strategy; it will start to generate results with few efforts.
This is usually the case when you hire an SEO professional to optimize your website for you.
SEO is a long-term strategy that can be used to drive a constant stream of organic traffic and quality leads from the search engine to your website.
Most law firms prefer to invest in competitive SEO strategy than investing in Pay-per-click advertisement (PPC) or investing in social media marketing.
To have more reach than your competitors you can invest in both marketing strategies for higher visibility.
6. With a competitive SEO strategy, You Can convert Traffic into Leads
When you hire an SEO professional for your law firm's SEO strategy, apart from driving organic traffic to your website, you will be able to convert those traffic into leads.
Converting your website traffic into leads will include the use of optimized web copy, sign-up form, and compelling call-to-action buttons to entice your web visitors into taking the required action.
When you want to invest in SEO, your goal must not be for traffic alone, your goal should extend to lead generation so that you can get a massive return on investment (ROI) from your SEO campaign.
7. SEO will solidify Your Law Firm as an Authority in Your Niche
By improving your website's online presence with a competitive SEO strategy, you showed other law professionals that you know what you are doing.
Your online presence will open door to new partnerships and numerous opportunities.
The importance of SEO for law firms extends far beyond generating organic traffic to your website from search engines.
With a competitive SEO strategy, you will be able to land new, high-paying clients; you will be invited to speak at industry events and so much more.
You should not be afraid to think when you want to start your law firm SEO.