SEO services for Law Firms, and really any business, is a long-term marketing strategy. The results are getting your Law Firm noticed by your potential new clients and your business growing. Here are the bullet points and then we will get into more detail.
1. New Clients (and eventually their referrals)
2. Trust and Credibility
3. Delivers a Better User/Customer Experience
4. Cost Effective/Higher ROI
5. Encourages Meaningful Content
6. Enhances Other Marketing Efforts
7. Higher Organic Rankings
8. Measurable Results
9. Targeted Markets
10. Competitive Advantage!
1.New Clients (and eventually their referrals)
There are many forms of advertising. From the traditional (print, billboards, radio, and TV) to the still emerging internet (social media marketing, pay per click, and search engine optimization). It’s possible to target your intended audience with most of these avenues but are you getting in front of them when they need you? When engaging SEO services for law firms, you are in front of the person that needs you now. For instance, when someone searches for the best xyz lawyer in xyz town, they most likely need you now, or soon. SEO, through targeted keywords, will convince the search engines that your firm is the right answer to that question. The combination of being found and having a great presentation (your website, which is also part of SEO) will compel your potential new client to pick up the phone!
2.Trust and Credibility
As consumers, we have come to put a lot of faith in the search engine’s results. And that faith is not misplaced. The search engine’s algorithms are designed (and always evolving) to identify the most relevant answer to the “searchers” question. People trust these results, and this explains why only 5% go beyond the first page of organic results and only 50% go beyond the first 3 organic results. SEO services for law firms convinces the algorithms, through attention to their criteria, that your firm is the correct answer. And people trust that.
3. Delivers a Better User/Customer Experience
One of the segments of SEO is to increase the functionality of the website. This optimization creates a site that has faster loading times, clearer images, relevant content, and a higher quality useability. Studies show that even a fraction of a second can lead to a “searcher” becoming frustrated and moving on. High quality SEO will get your site found and keep your potential new client happy and engaged!
4. Cost Effective/Higher ROI
All forms of digital marketing have value but let’s compare the cost and effectiveness of SEO, SMM and PPC. PPC is similar to SEO in that keywords are used to target a person’s query. However, consumers are skeptical of products and services that have paid-for rankings. Most will pass this by, leaving you paying for low quality clicks. A $1 to $1.5 is the most you should hope for but there is an added value of name recognition. SMM will get you in front of a lot of people but most of these are not necessarily looking for services like yours at that time. The highest we’ve seen and heard of is $1 to $2 ratio but again there is the added benefit of name recognition. SEO, on the other hand, gets your site in front of people when they need you, instills trust through the organic rankings, and provides a higher conversion rate. We’ve seen higher but a $1 to $5 ratio is common, leaving SEO with the clear advantage.
5.Encourages Meaningful Content
The search engine’s algorithms have become smart enough to tell if content is original, speaks to the topic, and carries the keywords (or parts of the questions people are searching, I.E., best xyz lawyer in xyz town). Search engines crawl though everything on the internet. If you have content that has been previously crawled elsewhere it will know and demote your site for this. SEO can predetermine this and avoid the problem. It encourages the content writer to include more meaningful data to capture the readers attention. And by suggesting the addition of keywords into the content. Something like “When looking for the best divorce lawyer in xyz town, our clients have benefited from our expertise for over 25 years” and so on. To keep all of this current and fresh, ongoing on-page SEO will recommend continuous updates and changes to keep the search engine’s attention and enhance the rankings.
6.Enhances Other Marketing Efforts
AdWeb Associates’ SEO for law firms affects all forms of digital marketing. Search engines look at the entire picture of your companies web presence. And so will the people “searching” for your services. When we optimize your law firm’s website, that also includes your business listing. With both your site and listing showing up at the top of the page, your credibility is greatly improved (and that is normally enough). Now, for an added boost, combine that with a PPC ad and you’re at 3 impressions within their first minute of engagement… Can you hear the phones ringing?
7. Higher Organic Rankings
When we look at the habits of people searching for goods or services, and you probably see this in yourself, 95% of people go past the ads, 95% of people do not go pass the first page of results. And 50% don’t go past the first 3 results. The importance of being in front of the “searcher” at the time they have decided they need someone like you can not be stressed enough. Combine that with your GBL and up too 80% of these people will make some kind of connection. Organic rankings have been proven to be the most trusted form of attention your business could have.
8. Measurable Results
The companies that write the search engine algorithms closely guard the secret as to how they actually work. However, they do want us to succeed. Built into the platforms, and off the platforms, are a multitude of tracking tools. By these analytics, we can determine what is working and what is not. And we monitor them all. A few of these are rankings of our keywords (this tells us search volumes and where we need to focus), impressions verses clicks (if we are getting impressions and not clicks we need to rewrite the intro to compel the searcher to engage), the number of actions (KPI), the sites mechanical performance (page speed, accessibility, time of engagement, etc.), and where the site traffic is coming from (organic, direct, campaign, referral). We use the tracking systems we have at our disposal to monitor the performance of our clients sites and adjust accordingly. You have access to these reports with daily updates available on your personal dashboard. These numbers will fluctuate but will always trend upwards.
9. Targeted Markets
We research your business segment and geographical area to identify the most relevant keywords (however these are frasses not a single word). These keywords, such as “best divorce lawyer near me” (think of a keyword as an answer to someone’s question), are what the search engines pick up on and helps promote our rankings. And because it matches the query, the market has been targeted.
10.Competitive Advantage!
Most law firms invest in marketing of some kind. The traditional forms, such as billboards, yellow pages and print are difficult to track and don’t have the consumers trust as they once did. Law Firms have come to realize that the most effective way to connect with new clients is through SEO. This has created a very competitive market with everyone striving for that number one position. At AdWeb Associates, we have a consistent record of page one results with our SEO services for law firms. Being at the top of the search results puts your firm in the best position to succeed!
The Conclusion
SEO benefits all factors of digital marketing for law firms. It builds confidence and trust in your services, encourages fresh and engaging content, introduces you to potential new clients before your competition and is the corner stone of long-term consistent growth. In addition to all of that, it is the dollar-for-dollar largest return for your investment. Contact AdWeb Associates today by phone (616-617-5600) or form (contact button here ??) to find out how we can showcase your talent and grow your firm!
