Search engine optimization (SEO) for attorneys means getting your law firm website to rank higher on search engines. Most people browse the web on their phones and click one of the first results they see, so appearing near the top of those listings is critical for attracting new clients. The core steps involve keyword research, two main content archetypes, and a well-structured site designed to convert visitors who are ready to hire a lawyer.
What does attorney SEO actually involve?
Attorney SEO is the work of making a law firm website rank higher for the search terms prospective clients use. It includes optimizing your Google My Business profile, creating a strong biography for the content creator, and building a site that matches the intent of someone searching for legal help.
Which content archetypes should a law firm website include?
A law firm website should include two main content archetypes: moneymakers and sales pages. The content should match the intent of the reader, answer common questions, and dispel objections. The site should be designed to convert people in a hiring mindset, which means in-depth content, multiple calls to action, and well-placed keywords. Content is the most crucial element of an attorney’s SEO strategy.
A well-structured website with two types of content is essential to a successful attorney SEO strategy. The first content archetype contains information about the firm’s services, testimonials from satisfied clients, and calls to action. The second content archetype is the sales page, which has the intention of converting readers into clients. Matching the reader’s intent is crucial: content should answer common questions and dispel objections, and the site should be built with well-structured, in-depth content and multiple calls to action.
Why does keyword research matter for lawyers?
Keyword research helps you rank higher for the specific terms your target audience types into search engines to find a law firm. When choosing keywords, consider the search volume, the competition level, and the value each keyword brings to your firm. Targeting the right terms will help increase the number of people who view your site and visit your website, growing your client base.
How long does attorney SEO take to show results?
An attorney SEO campaign takes time. Most law firms need six to nine months before seeing visible results, and high competition can delay the process further. Because of that timeline, it helps to work with a company that specializes in attorney SEO, has a proven track record, and offers analysis tools and monthly reports.
Do referrals still matter if you invest in SEO?
Word-of-mouth referrals are still important, but most people research online before selecting a lawyer. A website with a clear and concise description of the legal services you offer will increase your client base and boost your SEO. If your site cannot rank on the first page of search results, the specialized services of an expert in the field can help.
SEO also promotes your website and its services. By using search engines, prospective clients can find you online easily and access your services, and you can earn trust and credibility by ensuring that clients are aware of your legal expertise and reputation. Firms that need outside help with this work can turn to the experts at Zola Creative.