Hey, lawyers! Ready to get your name out there and show the world how awesome you are? Good! We’re here to help you dominate in your practice area. Your website will get to the top of every Google search result and leads will be flying in like they’re being blasted through a firehose. SEO works INSTANTLY. Once you do these simple steps, there’s NOTHING that will stop you…
You’ve heard something like that before, right? That marketing pitch where the person offers a magic carpet that’ll carry you to the land of flowing website traffic and unlimited leads. Are you sitting down? Because this might sting a little…
The odds are probably not in your favor. Your law firm will most likely not rank in the #1 position for a keyword like “Chapter 7 Bankruptcy”, for example. It’s frustrating, but it’s also a reality.
The top spaces for generic legal terms are usually held by major companies and authoritative informational websites. Here are the results for a search for the phrase “Chapter 7 Bankruptcy”:
I know what you’re thinking. “Hey! That big-box marketing company told me that they could get me in the number one spot for every keyword in the universe!”
I’m going to have to rip the bandage off on this one: That major marketing company lied to you. Is it possible to show up near the top of the search results? Of course, and every SEO company strives to make that happen for their clients, especially in the pristine local pack with the map. But if you want success, you need to have realistic expectations and emphasize the right strategies. Here are a few key points:
Paid digital ads (Often called pay-per-click or PPC) are the first listings that appear in the search results, even before any organic results. If you want to be literally at the top of the results, then you’re going to have to pay for it. If you have the budget, determination, and strategy, Google Ads are definitely the right path to take. It’s immediate gratification.
Now for the negative side of this tactic: Due to the highly competitive nature of the legal realm, you’re probably going to have to pay a LOT of money to bid on the right keywords that will generate valuable clicks to your website. Depending on your specific practice area and your location, keywords could be extremely high-priced. We’ve seen keywords have bids anywhere from $10 per click all the way up to $90 per click.
There are a handful of lawyers who take on national cases, but most law firms practice in a specific region. We already demonstrated how it can be an uphill battle to rank for broad legal terms, but here’s another thing to consider: People who search for general terms (e.g., “Bankruptcy”) might not be looking for your services. They are likely seeking free information about bankruptcy as a topic.
There are around 165,000 per month on average for the keyword “bankruptcy”. That’s not 165,000 people who are looking to file for bankruptcy each month.
Keyword research is one of the biggest steps to make sure the terms and phrases you’re targeting will be focused in order to generate conversions. For example, “bankruptcy lawyers in (your city)” is more likely to generate conversions than simply, “bankruptcy.”
OWN and manage your Google My Business (GMB) listing (or pay an agency to manage it for you. You want to load it up with as much information as possible. GMB listings are often the first thing people see right after the paid ads, as shown here:
This is also referred to as the “local pack”. Search engines have been doing something interesting in recent years. They’re shifting the emphasis of results to provide people with local options for their inquiries. The reason for this is because many people are looking for products and services by adding, “near me,” to the end of their searches. For example, “Bankruptcy lawyers near me.”
If you’ve thoroughly filled out your GMB listing with important, relevant information about your law firm, you’ll have the chance to appear near the top of search results based on your proximity to the people searching for your services.
With more than 14 years of experience specifically marketing for law firms, we’ll create a strategy to help set your law firm apart from your competition and attract new clients. Getting website traffic is important, but it’s more critical to get RELEVANT traffic that converts.
We’ll help your law firm:
Your law firm is unique; your SEO strategies should be, too. What works for one law firm may not work for you and vice versa. We’ll develop, design, create, and execute customized digital and direct marketing strategies based on your needs. Our custom marketing strategies can help your law firm maximize your online visibility in an effort to increase leads.
We have client relationships that expand well over a decade. That speaks for itself. We provide complete transparency to our clients weekly and monthly. Want to know what we are working on? Just ask us. We’ll communicate ongoing about our strategies and tactics.
Spend less time on marketing and more time practicing law. Let us focus on what we are good at, while you take care of your clients.