Ranking high for commonly-searched keywords in your specialty is great, but then having prospects click your law firm’s listing instead of your competitors’ listings is even better.

Here are 3 techniques to accomplish just that. They fall under what is called Conversion Rate Optimization (CRO), which is an area mostly ignored by law firms. CRO can help you obtain:

  • More leads delivered from organic SEO
  • Higher rankings on search engines
  • Increased traffic to your website
  • Better qualified leads from organic traffic
  • Easier conversions from lead to client

Here are 3 easy-to-implement and highly-effective CRO techniques.

  1. Accurate, Relevant, and Enticing Page Titles

Page titles have the biggest influence on whether a potential client clicks on your page or a competitor’s page.
Unfortunately, most lawyers and their marketing teams create page titles that may be SEO-friendly but do not stand out from the competition. You can boil down most lawyer page titles to a simple formula: + + . For example:

Not only is the title truncated, but it’s not compelling in any way. It is keyworded for Google, but there’s nothing to distinguish this lawyer from the sea of other personal injury lawyers in San Francisco.

Now take a look at this page title, also drawn from San Francisco listings:

This title isn’t truncated, meaning there isn’t any valuable copy wasted, and it manages to incorporate both the location, the type of law and a compelling reason to consider this lawyer’s services over the others. Those attributes make this title accurate, relevant and enticing.

  1. Conversion-Focused Meta Descriptions

Meta descriptions, which consist of the black text found below Google’s blue page titles, are rarely used well. Most consider the meta description to be an afterthought. Some marketers will throw in the keyword once, and many won’t bother altering the words Google automatically chooses.

A good meta description elaborates on the page title, incorporates the targeted keywords, and appeal’s to the prospect’s curiosity, search for answers, or need for authoritative guidance.  Note the appeal of the black text in this example:
Meta descriptions can also be used to prequalify the visitors who come to your site. If you work with only certain types of cases or clients you can use this space to ensure that only qualified traffic is coming to your site.

Do not simply list the types of cases you handle. That approach will not distinguish your listing from its competitors.

Download our free guide and learn about the importance of key performance indicators (KPIs)

  1. Stand Out with Rich Snippets

This is an advanced method and is rarely used by law firms. That means it will be easy for your firm to stand out.

Rich snippets are the features that Google adds to your listing beyond the standard title, link, and description. One of the most common is the reviews/rating rich snippet:

Since most lawyers haven’t integrated rich snippets, your firm can in most cases be the only one with ratings displayed. For example, in a search for New York Personal Injury Lawyer, only one law firm in the first 5 pages shows a review:

Because law firms so rarely take advantage of these 3 techniques, it is easy to set yourself apart from your competition on Google’s listing pages. We hope you do.

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