How SEO Works for Law Firms
Attorneys’ websites must be structured differently than retail websites in order to work effectively for visitors. Their marketing strategies are also much different. A few key factors to consider when building a successful law firm website are:
● Visitors are seeking a service rather than a product. One major difference between retail websites and attorneys’ websites is that retail visitors are usually looking for a specific product. Retailers often want to market sales and specific items to their customer base. Attorneys, on the other hand, often find that visitors are browsing because they are looking for a specific service: help with a will, a divorce, or a lawsuit, or representation in a criminal matter. Because of this, attorneys want to shine a spotlight on their experience and service rather than on a specific product.
● Visitors are well-defined by categories. Visitors who are looking for a divorce lawyer have very different needs than those who want to file a personal injury lawsuit. Just as law firms are often grouped by specialization, visitors are often looking for very specific types of help. This means that a law firm must market directly to that particular client base rather than to a general group. This has a great impact on keyword choices and marketing techniques and locations.
● Visitors want to talk to an expert as soon as possible. Unlike retail, where entire transactions can be performed without any face-to-face or email contact, clients visiting an attorney’s website usually want to talk to someone right away. This means that contact information and funneling visitors to the proper person are primary considerations when designing the website. It is imperative for good communication to exist between the attorney and his or her website so that no visitor feels ignored, and questions can be answered immediately.
● Visitors are looking for expertise. One way that attorneys can market themselves to a wider audience is to establish themselves as experts in their respective field. The use of social media, blogging and other methods can help them achieve this goal with relatively little time and expense. By blogging, answering questions, linking to authoritative websites and other uses of interactive media, attorneys can quickly establish themselves as a foremost authority on a particular topic. This helps build client trust and ultimately can result in better advertising return on investment.
Caldiatech has been a top web development company for many years, specializing in WordPress Development Services, search engine optimization and successful marketing for law firms. Our professionals understand the unique needs of attorneys and how their websites must work in order to maximize outreach. If you are struggling to build a successful website and marketing strategy for your law firm, give Caldiatech a call!
