Friday, September 28, 2012
Jennifer Smith writes for Family Law Prof Blog:
Using the Web to Generate Traffic to Your Firm
Over the last decade, the internet has all but replaced traditional phone book advertising for a variety of businesses. As such, there are certain adaptations that must be made to keep your brand in the eyes and the mind of potential clients and customers.
Law firms are no exception, as many people use search engines as one of the first (and sometimes only) criteria on which they base their legal decisions. For this reason, there are things you must do to improve your visibility on the world's largest search engines.
Write Engaging Content
The first thing you need to do is drive traffic to your website. This is most effectively done through the writing of timelessly relevant content. A lawyer who maintains a website with a frequently updated blog is much more likely to receive meaningful traffic than one who uses only static pages with contact information. There are plenty of frequently asked questions within your legal area of expertise. If you can find a way to briefly answer them in a general way, that will direct people to your site.
Be Mindful of Search Engines
If your first goal is to write content that brings people to your site, your next should be to write in a way that can be easily recognized and cataloged by web search crawlers. This includes optimizing your content with words relevant to your law firm, its location and its primary service areas. Keep in mind that "keyword rich" does not mean the same thing as "keyword saturated". Do not sacrifice quality content in an effort to stuff your articles with keywords.
The internet is more than just creating content. You need to share it as well. Use social media to your advantage and create a free page advertising your business. Use calls to action to encourage your audience to visit and "like" you social media pages. You can then cross-market your content on both sites and encourage further connection with your audience.
Hire an SEO Professional
The idea of optimizing your site for search engines may seem daunting, or maybe you simply don't have the time to do all the work yourself. You should consider hiring someone to do this for you. Law firm SEO services from LexisNexis are a great place to start. They specialize in marketing for legal professionals, so you'll get catered service based on your specific needs.
Whatever you do, make sure your website is doing more than providing contact information for your firm. If you are not gaining meaningful traffic, you should consider changing your approach.