If your law firm’s website is generating leads for you, selectively increasing its traffic should result in a proportionate increase in lead flow.
Thus if your site produces 20 leads per month and you in proper fashion bump visitor count by 20%, lead flow should increase to 24 leads per month.
Here are four ways to obtain that traffic boost:
- E-blast regularly
By far the most effective online marketing technique is email. At minimum, you should be collecting email addresses, and plugging them into an auto-responder which sends educational material regularly.
But the big benefit comes from partnering with organizations who have email lists containing good prospects. You send blasts for them to your email list and they do the same for you. You each maintain possession and control of your email lists, and minimize frequency so that your lists remain intact.
For example, an estates attorney could seek eblast partnerships with a:
- Fee-only financial planner
- Disability insurance broker
- Corporate formation service
- Commercial real estate broker
Done properly, and with multiple partners, this cross-eblasting can deliver a material boost to both your site traffic and, if you offer an attractive lead magnet in exchange for contact information, to the size of your list.
- Sharpen your niche
All of your marketing will pull better if you can precisely define the benefit you deliver and that definition matches a common legal consumer pain point. Here are some possibilities that could be highlighted in your marketing:
- Bankruptcy: Repair Your Finances
- Business Litigation: Efficiently Resolve Your Dispute
- Criminal: Stay Out of Jail
- DUI: Keep Your Driver’s License
- Family: Separated? Get Your Life Back on Track
- Personal Injury: Don’t Let the Insurer Take Advantage of Your Inexperience
Expand upon your chosen theme throughout your copy, and in exchange for contact information offer an educational booklet that:
- Details the several routes you will select among to deliver your advertised benefit
- Lists the pitfalls facing the inexperienced and unrepresented legal consumer
- Explains the attributes of clients that you look for
- Presents several representative case studies with positive outcomes
- Finishes with a description of your approach and the resources you will bring to the matter
Then have an effective closer contact everyone who downloads your booklet and seek an appointment with every prospect who is qualified.
- Optimize smarter
If your practice is local, as is the case for most lawyers, the bulk of your initial efforts should be focused on getting into Google’s 3-pack for a variety of keywords. The two primary ways to do so are (a) build citations and (b) obtain positive reviews.
- Build citations. Citations are simply online profiles. Every profile needs to be identical, which is not the case with most law firms because the task has been handled manually by different people.
To avoid that problem, we use software when creating citations for law firms. You can ensure uniformity at a reasonably-high percentage if you provide a model that is to be religiously followed.
We recommend law firms start with profiles on the following online directories:
For our local search clients, we build citations on 78 legal directories and several hundred general directories.
The keywords you use when building citations are important. Keyword selection is a large topic which has been covered in many articles, but essentially you are seeking to rank for phrases that have solid local search volume with medium competition.
Here are a couple less-obvious examples for each of a variety of specialties:
Bankruptcy lawyers near me
Chapter 7 means test
Social Security disability appeal
Green card lawyer
Landlord tenant rights
Wrongful death cases
Car wreck lawyer
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b. Obtain positive reviews. In their 3-pack of local lawyers, Google will provide a star-ranking, if one is available, and display the phone numbers, address, and hours of operation.
To obtain a star-ranking, you must have 5 reviews on Google+. As you can imagine, if your competition has a star-ranking and you don’t, the typical prospect is going to first call the lawyer with a high ranking, not the lawyer with no ranking.
In addition to obtaining reviews on Google+, you should pursue reviews on other legal sites, including several of the following:
- Attorneys Lawyer
- Find a Bankruptcy Lawyer
- Find a Family Attorney
- Law Firm Directory
- Law Link
- Lawyer Ratingz
- Lawyers DB
- Legal Fee Financing
- Legal Match
- Path Legal
Positive reviews on those sites are taken into account by Google’s algorithms when they determine which lawyers to display in the 3-pack.
Because reviews are so heavily used by consumers in selecting vendors, including lawyers, but are so hard to obtain manually, we use software to obtain reviews for our law firm clients.
- Improve your web content
Effective content that draws traffic starts with keyword research. Every article and blog post should contain your target keyword phrase in its web address, meta description, headline, and first paragraph.
If you are in a local market with light competition, you can target short phrases. If in a densely-populated and competitive market, you should aim at longer phrases. Here are a few examples highlighting the difference:
Long-tail vs. short-phrase keywords
- Left-turn intersection auto accident attorney / Auto accident attorney
- Child custody dispute resolution / Child custody
- Assets retained in bankruptcy / Bankruptcy assets
- DUI penalties second offense / DUI penalties
- Denied long-term disability claim / Disability claim
Each chosen keyword phrase should be targeted in only one article or blog post, otherwise you are competing with yourself.
Frequency and length
With one keyword per piece of content, the more articles and blog posts you write the more keywords you can target and are likely to rank for. At minimum, you should add a piece of keyworded content to your website every other week. Weekly is better.
There was a time when short articles of 500 words could be effective traffic draws, but those days are gone. 1,000 – 1,500 helpful words are needed today.
Provide visual aids for the skim reader; frequent subheads, bulleted lists, and short paragraphs all help. Most important, provide valuable guidance not available elsewhere. That is the key to long-term traffic growth.
Our president, Travis Hise, can explain these techniques in more detail, evaluate your current efforts, and provide personalized marketing recommendations. To schedule a 15 or 30-minute appointment with him, click below.