Local SEO and SEM Marketing for Attorneys

When it’s time to call a lawyer, the majority of  people turn to the Internet to find the information they want. Besides referrals, which are the bread and butter for most law firms, internet marketing has become a key marketing strategy.  For the younger law firms and attorneys, local SEO and SEM is the best avenue for marketing.  The first thing clients look for is high-quality attorney web site design that contains plenty of knowledgeable information and an inviting look and feel.  If you specialize in a particular field of law, you should always try to be as specific with reference to statutes and code that are commonly used.  Also putting up a video or articles in your particular field seems to work tremendously as well.

A successful  legal web site must be first of all accessible to people who are searching.  It is necessary to be ranked high in the ranking and for people to see your law firm before the local competition.

Here are more little steps that can be done in order to drive traffic to your website and convert the leads into high-paying clients.

The first step to starting a local SEO campaign is for your law firm is to create a Google Business Page.  If you’ve ever searched Google for a local business, you’ve probably seen the results at the very top of the page, listing several nearby businesses along with their phone numbers, websites, and their locations on a map. Local businesses are usually the first that potential clients would contact.

The data in these search results comes from your Google My Business page, so filling it out is a critical step in your local SEO efforts. Here are some tips to optimize your law firm’s listing in Google:

• Include a long, keyword rich description of your law practice and the types of services you provide
• Upload as many photos as possible
• Choose the correct categories for your law practice
• Include a local phone number
• Include a link to your website
• Include your complete address, in the exact same format as you have it listed on your website (more on this later)
• Make sure the info is accurate and always kept up to date

Once you’ve created your Google listing, Google also provides some helpful stats on how many website visits you get from it, how many people call you by directly clicking the phone number you have listed, how many reviews you’re getting, and more.

The next thing to focus on in your local SEO campaign is optimizing your law firm website. You want to add local keyword data to each and every page so that Google knows your website is for a local business.

For example, if you are a patent attorney in New York City, you should use the words “New York City patent attorney” and similar terms strategically across key areas of your website.

Google naturally favors the websites of companies that use Google tools, and one of them which has become very important to local SEO is Google Reviews. So building up some positive, authentic customer reviews on your Google My Business page is the next step in our guide on local SEO for law firms.  Google reviews as well as reviews from third party review sites such as Yelp, Avvo, Yellowbook, Foursquare all will help with your statistics.

Positive reviews are not only good for SEO, they’re also a great way to establish credibility for your firm. Testimonials from happy clients provide social proof that you are a quality service provider worthy of consideration, and that’s why showing off your reviews are an important step.

Lawyers are very busy by the nature of the professional.  Also, the retention of clients that actually pay the bills instead of paying a retainer and having the attorney or law firm pay for the rest of litigation has been more of a problem than ever in the profession.  That is why you would need the most amount of prospective clients in order to determine who you should take on.  It will make you law firm more profitable in the end and you will have a better piece of mind.  Local SEO is a powerful marketing strategy for small businesses that target customers in their area. Should you need any help with your marketing strategy feel free to contact us at Falcon Consulting & Marketing.  We are a digital marketing agency assisting small businesses one client at a time.

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