In today's fast-paced and digitally connected world, it is increasingly essential for law firms to tap into the power of search engine optimization to increase online visibility, reduce blended costs, and connect with more people who can benefit from legal services.
Let’s Discuss these three reasons to kick-start your “Legal SEO”.
Increase Online Visibility with a Legal SEO Campaign
In larger markets, there could be hundreds of law firms that can handle any number of cases. As a proactive measure, legal SEO helps law firms and professionals increase their online visibility and reach more potential clients. As a partner in a law firm, investing in search engine optimization is an essential tool to maximize your business potential. With the right SEO strategy, you can ensure that the right people see your law firm in the right places.
When done correctly, implement optimization to ensure your law firm gets in front of potential clients who need the same services you provide.
By optimizing your website, content, and social media presence, you put all the pieces into place for your law firm to stand out from the competition and are the first choice for potential clients. As a result, legal SEO boosts the visibility and success of your law firm.
Reduce Blended Marketing Costs
Blended marketing costs are the total cost of all marketing activities, including digital and traditional marketing, such as:
- Paid Digital Advertising
- Website Design
- Search Engine Optimization
- Social Media Marketing
- Content Creation
- Email Marketing
- Offline Advertising
- Event Marketing
The average cost-per-click (CPC) for legal firms is around $5.00 per click. However, external factors such as your market area and direct competition can influence this higher or lower.
Legal SEO helps manage blended marketing costs by working within controllable variables. For instance, creating keyword-rich content with a focus on local and longtail search terms, increasing engagement and awareness on social media and other third-party platforms, and gaining citations and references from authoritative sources such as directories, business profiles, and other trusted industry sources helps to establish credibility and create additional sources for organic website traffic.
Creating optimized content that is keyword rich and relevant to the law firm’s services helps to increase visibility in search engine results pages, driving more traffic to the website without paying for clicks or impressions.
By focusing on targeted keywords that align with service offerings, potential clients in the firm’s geographic area can connect with potential clients in organic or unpaid search results.
Further, law firms can boost awareness and credibility on social media by creating their presence on multiple platforms and engaging with potential clients. As part of a comprehensive SEO strategy, building backlinks from reputable websites will help further increase the firm’s visibility in SERPs and provide an auxiliary way to connect with potential clients using these websites to gather information, do research, and ultimately make purchase decisions.
Keep in mind that blended marketing costs can vary greatly depending on the method and scope of the campaign. However, installing website analytics provides valuable insights into key performance indicators essential to understanding the customer journey and overall conversion rates.
Website analytics allows website operators and marketing companies to track and measure page views, unique visitors, bounce rates, and other vital metrics. This data identifies which pages are performing best, determines areas for improvement, and assesses website marketing efforts’ effectiveness. Analytics can also provide insights into user behavior, such as how visitors navigate the site, how long they stay on a particular page, and what content is most engaging. By understanding these key performance indicators, website owners can make informed decisions about optimizing their websites for their users.
For these reasons, digital marketing costs are the easiest to manage since they provide plenty of information to make informed decisions and make adjustments on the fly. For instance, if a campaign isn’t meeting objectives or the costs skyrocket, marketing managers can pause the campaign for re-evaluation.
While every well-rounded marketing strategy should include offline advertising efforts, these campaigns can be more challenging to measure and track without using tracking numbers, custom website addresses, or a referral code that identifies the referring traffic source.
With effective legal SEO, law firms can ensure their company gets the most out of its marketing budget by managing blended marketing across all channels, whether generated from paid or organic search.
Connect With Your Ideal Client
Connecting with potential clients who need help with their legal issues is among the first steps in establishing a relationship with them.
A focused SEO strategy empowers law firms to target their desired client base with specific keywords relevant to their practice area, whether family law, criminal law, or immigration law.
Unqualified leads are of little use to law firms or any business, for that matter. Unqualified leads are leads that are not relevant to the company or are not likely to result in a sale.
For law firms, these leads include people who need help in a legal area the firm doesn’t serve, are not interested in the services a firm provides, or are not in a position to hire a lawyer.
With the proper qualifications, these leads are of minimal use to a business because they are likely to lead to a favorable or desirable outcome.
Instead, businesses should focus on qualified leads with the most significant potential to become paying clients. And by focusing on marketing efforts that generate leads that are more likely to convert, businesses can save time, energy, and resources while achieving a higher return on investment.
Kick-Start Your Legal SEO Campaign
Legal firms are intelligent to take advantage of the various marketing tools available these days. Taking advantage of opportunities from search engine optimization, advertising, networking, and public relations, are excellent approaches to increase visibility and engagement.
By leveraging these powerful marketing techniques, legal firms can ensure that their message reaches the right audience. With a forward-thinking marketing plan and legal SEO strategy, law firms can maximize their chances of success and gain the visibility they need to stay competitive in their service areas.
