Internet access makes finding pretty much anything simple, so it makes sense that people looking for lawyers find them by completing a simple online search. Unfortunately, the popularity of online searches also makes competition fierce, so a lot of attorneys struggle to get viable leads from their website. Check out these tips to learn how to drive targeted traffic to your firm's website that will convert into profitable leads.
Niche Down
Most lawyers specialize in a specific area of law, but to really drive targeted traffic to your website, you need to be as niche specific as possible. The more specific you are about your area of expertise, the less online competition you have. So instead of marketing yourself online as a criminal lawyer, focus your online marketing on a specific area of criminal law such as drug-related offenses or felony charges. You can still practice other areas of criminal law, but for online purposes, narrowing down your niche helps you drive really targeted traffic to your website, which is more likely to convert into paying clients.
Focus on Local SEO
Chances are, the lawyers in your law firm only practice law in specific local areas, so you need to take advantage of local SEO techniques to drive local traffic to your website. To do this, you need to target keywords that are related to your locale. For example, if you're a divorce lawyer in Los Angeles, instead of targeting the keyword "divorce lawyer," you should target keywords such as "divorce lawyer in Los Angeles" or "Los Angeles divorce lawyer."
Maintain a Blog
Maintaining a blog may sound like a basic idea, but it's something that works and that a lot of law firms overlook. Many attorneys assume that a law-related blog isn't important because it's not something that many people will read on a regular basis. Law firm blogs aren't typically the type of blog that people subscribe to and follow, but they do serve an important purpose. Each blog post you create drives traffic to your website and shows the major search engines that your website is regularly updated — which is important to achieve good search result rankings.
The fact is, your website has the potential to bring a lot of money into your firm, but you have to leverage it properly. If you aren't skilled at online marketing, consider hiring an attorney marketing company to maximize your website's potential.
