SEO for Lawyers & Law Firms: Your Law Firm SEO Guide

The Legal Industry: Challenges and Opportunities

What is marketing for a law firm? The term “marketing” encompasses many strategies and tactics, all of which are necessary to succeed in a high-competition market. At DriveTraffic, we are law firm marketing experts, specializing in lawyer digital marketing and legal sector SEO. Let’s dive into the basics of SEO for the legal sector and help you with your law firm’s SEO strategy. 

Welcome to your legal guide to SEO!

Law Firm Digital Marketing – Online Marketing for Lawyers & Legal Services

Law offices, from high powered firms to small solo entrepreneur ventures, face steep competition and an increasingly value-conscious customer base. While many lawyers, firm managers, paralegals, attorneys, and legal assistants know that digital marketing (Google Ads, SEO, social media) is a critical part of attracting customers, they are less confident about how to assess and measure their success.

Do Law Firms Need Marketers?

Attorney digital marketing encompasses any online marketing – email newsletters, paid & organic social media posts, Google Ads, search engine optimization… the list goes on. To attract new clients (and to stay top of mind for existing clients), digital marketing for law firms should be a priority. This can be tricky for anyone who hasn’t been immersed in the digital marketing world, so we’re going to break it down into the most important digital marketing strategies for lawyers and law firms.

Inbound Marketing for Legal Practices

Inbound marketing for law firms takes time and patience. Our first step as attorney marketing experts is to perform a comprehensive website audit to assess your online marketing strengths and weaknesses, reveal areas that are due for improvement, define your long term goals and identify your quick wins. This includes looking at your on-page SEO. We’ll make sure your Google Analytics and Google Search Console accounts are properly set up. We’ll help you understand what your target audience is searching for in Google and outline the steps we’ll take so you drive more traffic and leads across your range of practice areas – through increased search visibility combined with a better user experience once they reach your website. We’ll apply known inbound marketing tactics for law firms to give you the best results.

Beginner’s Guide to SEO for Lawyers (Legal SEO)

What is SEO for lawyers? Many people think that search engine optimization for the legal industry is nothing more than inserting a few meta tags on a webpage to get a website to appear at the top of search results. However, the process is so much more nuanced than slapping together some keywords! While we love to see high ranking results, that isn’t our main priority (What if you are #1 but they don’t click? What if several of your conversions come from a page that is not so well ranked but appears to resonate with searchers? What if local SEO isn’t being applied?). We want to make sure that the RIGHT page is ranking well. We want you to get the results that matter – that will handsomely pay off in terms of ROI. It’s not just about appearing at the top. It’s about getting website traffic which funnels down, creating more leads and more clients.

Great SEO for law firms is never about applying a one-size-fits-all plan. As a boutique consultancy that offers SEO services for lawyers, we know that each office needs its own unique strategy which reflects its goals, client base, and values. But no matter your size or focus, a well-run attorney SEO marketing campaign can be one of your best sources of new leads and cases. And that’s not all! SEO campaigns can also focus on increasing web traffic, enhancing visibility, generating publicity, reducing stress, and improving costs-per-case. We have a diverse team of experts to address your needs and pivot as your strategy evolves and matures. From user experience, to on-page optimization, to Google Ads, to website redesign, we have the tools to support SEO for your law firm every step of the way.

Beyond Law Firm SEO – Making a Difference With Google Ads

Law offices have traditionally been early adopters for combining technology and advertising. In fact, the legal field was one of the first professions to fully embrace radio and television ads. However, mastering Google Ads has often proven more difficult. Unlike radio and television advertising, the content driving Google Ads has to be much more target audience specific in order to hit its mark. But there’s a flip side as well. Google Ads also provide a wealth of information that radio and television could only dream of. With our sophisticated setup, we can track every move your potential customer makes after clicking on your Google Ad. From the time they spend on your website to the bottlenecks where their interest drops, we can monitor and respond to your advertisement-driven traffic in a way that radio and television can only dream, making digital the best form of advertising for a lawyer. 

Smart, responsive Google Ads aren’t just about clever design. At DriveTraffic, our number one goal is to help you get more clients through increased leads. We will take the leads that come through Google Ads and provide concrete, specific information on where they came from, who is interested in your services, how to follow up on the information, and what you need to do to generate more of the same. As a law firm SEO agency, we take full advantage of all the tools that Google offers, including setting up Goals and utilizing Tag Manager, to give you the best possible results.

Is Your Law Firm SEO Strategy Working? Checking the KPIs (Key Performance Indicators)

Google Analytics tracks page views and unique visitors. You know them as your future clients. They’re the people who visit your website – and Google Analytics keeps a running count, recording how long they stay on each page, how many of them are coming back for return visits, where they are from, and even what links they’re clicking on. This is a critical part of measuring a campaign’s KPIs, but as much as we love statistics and charts, what we’re really looking at are landing pages that convert. 

In our world, a conversion is a completed form, an email address being clicked, or a phone number being clicked on using a mobile device. We cross-reference this data with the information from Google Search Console which associates keywords with specific landing pages. The end result is custom data telling us the percentage of conversions on each page type – such as the home page, the about page, the law services page, and so on. Not only will you know what pages are generating the most successful client leads, but you’ll also see which are converting and performing the most poorly.

Law Firm SEO Services – Getting the Help You Need From an SEO Expert

If you are looking for more clients, let the DriveTraffic Team help you to drive more traffic to your website and increase your leads. We know and understand the legal considerations for lawyer online marketing, letting you focus on what you do best – helping your clients. Let’s Chat!