The bigger the city you live in, the more competition you will have. So how do you position your law firm for long-term growth and sustainability in Los Angeles?
When it comes time to planning your overall law firm marketing strategy, it is critical to also think long term. Having a long-term strategy for growth means that you are doing all the right things to set up your law firm for future success. So, instead of chasing clients, they are chasing you.
A Foundation for an SEO-Optimized Website
The first and most important part is to set up the right foundation for your practice. This means that you must strategically set up your website. It is no longer sufficient just to have a website that looks beautiful and is mobile-friendly. A website should be built from scratch with a detailed strategy that revolves around the type of cases you want to draw in. The site navigation and structure should be designed with a SEO strategy. Furthermore, the content must be written strategically for SEO purposes and meet the requirements for what Google looks for when it evaluates SEO. Each page of your website should have at least 300- 400 words. There should be H1 and H2 tags in the content. Every image on your website should have an ALT tag title and description. The reason this is important is because Google will even rank images high under the “images” tab by keywords. Furthermore, mobile responsiveness is very important because the majority of searches are done on mobile devices. Furthermore, Google’s mobile algorithm penalizes sites that are not mobile responsive to rank many pages back on Google.
Design Your Website Like a Specialist
Think of your main website as your main office or branch. It should be used to funnel in leads and then sort those leads by practice areas and assign to the appropriate attorney. Imagine if you go online and are searching for “luxury limestone” for your kitchen. Are you more likely to call a company whose site focuses all on limestone or a general store that does everything? More than likely, you will gravitate to the company that specializes in “luxury limestone.” The reason for this is that their website gives you the impression that because they specialize in “luxury limestone” that they may have a better selection or more experience in this type of work.
The same concept applies to the legal industry when a potential client goes on Google to do a search. If someone was injured in a car accident and they search for “Los Angeles Car Accident Attorney” and they click on four websites, they now have to make the decision of who to call. If you incorporate a marketing strategy to have a couple of micro-sites (6-15 page websites that focus on a particular practice area), there are a couple of benefits:
- The ability to rank higher on search engines (as long as the website is built strategically for particular types of practice areas and areas served).
- It gives your potential client all of the relevant information that resonates with their issue. The ease of finding information that pertains directly to their problem or issue will help your conversion rate.
- It gives people the impression that this practice area is something that you specialize in or at least have experience in handling these types of cases.
Grow Your Organic Audience via Blog Content Marketing
Blog content marketing is one of my favorite methods of ranking on page one of Google. This strategy is super powerful when implemented the right way. We have been able to get our clients to rank on Google on page one multiple times for each keyword. This means that they may be dominating Google with ranking two to four times on page one for a particular keyword search query.
Blog content substantially increases organic traffic to your website. One of the biggest advantages of organic traffic is that your information does not go down as it would with a PPC (Pay-Per-Click) campaign once the budget runs out. Your information would show 24 hours a day (rankings may slightly vary from day-to-day though). Realize that long-tail keywords are the ones that turn into conversions. The reason for this is that they are more specific to what the user is searching for. This is why it makes sense to write blogs around some of the most common questions that your clients ask you.
Take some time to develop an effective SEO and blog content marketing strategy for a successful law firm.