In 2021 Lawyers and law firms are replacing the purchase of expensive leads with SEO, a more sustainable lead generation solution with a remarkable ROI. Search engine optimization is the most effective long-term strategy to generate qualified legal leads for attorneys.
What is SEO?
Any work that enhances your website’s visibility on any and all search engines, excluding paid advertising, is called Search Engine Optimization. Since Google gets nearly 92% of all search traffic, digital marketing agencies that offer marketing for law firms, focus on optimizing your website for Google.
Yahoo, Bing, and other search engines tend to use very similar algorithms, so what works for Google usually works for them too.
Why You Need SEO and How SEO Will Change in 2021
COVID has changed the online landscape tremendously, and with more businesses than ever moving online, there is more competition than ever before. SEO has always been an integral part of a successful marketing strategy, but due to these new challenges, this is now doubly true. The year 2021 will not be the time to slack on your SEO budget, but rather, increase your efforts.
Most of your potential clients’ search for a law firm begins online. They type a question in Google and go through the first 5 organic results. Why the first 5 and not the first 3 or the first 6? No one can say, but the reality is this: the top 5 organic results that come up on any search query get 65% of all clicks.
Notice we say the top 5 organic results. The paid ads usually get about 5-10% of the clicks that the organic results get. So if 100 people click on the first 5 organic Google results, only 5-10 will click on the ads.
SEO for Lawyers: 6 Facts to Know
To get those clicks, all you have to do is increase the authority of your website on a certain subject. Here’s how that happens:
- You increase authority when your website has more (or as much) and better-quality content on a particular subject. For example: for a family law firm, having a larger number of pages each addressing specific question related to custody-related issues more in-depth than others do, will lead to gaining authority on the matter.
- You increase authority when you get clicks. If your website comes up on a query, but people don’t click on it, this means they don’t feel like they’ll find the answer to their question on your page. The more times that happens, the lower your authority (deemed by Google) on the subject. You need to make sure not only that your website is visible, but that it gets clicks.
- You increase authority when people spend a lot of time on your website. If they read your article, open multiple pages on your website, and seem to “dwell” on it (that’s why it’s also called “dwell time”), your authority goes up.
- Bounce rate. If people leave your page immediately after landing on it, your authority level plummets.
- The authority you have with others. How many websites link to your website as a source of information? Do these websites have authority? If your competitor’s website is featured on 20 directories, specialty legal directories, and other platforms, and yours is featured on 100, your website is more likely to get higher Google rankings. Positive reviews also play a huge role here.
- Your website’s authority drops when Google penalizes you. You could get penalties for various reasons: how quickly your website loads, whether your website is secure, whether the pages are optimized for mobile devices, and more. Overall, there are hundreds of factors in Google’s algorithms that can boost or destroy authority. It sounds like a difficult thing to do on your own, doesn’t it? Well, it is…
To get the results you need to achieve with SEO, we highly recommend that you hire an expert agency that provides SEO services for lawyers. At an agency, you usually get 6-10 people working on various SEO areas including technical optimization of your website, creating listings, and researching and creating relevant content for law firms. This accomplishes far more than you can achieve internally, even if you have one staff member at your firm who’s versed in SEO and can dedicate his or her full-time efforts to it.
Contact us for a complimentary, no-obligation “Attorney SEO performance audit.” We will deliver on the following subjects:
- Website load speed check
- Audit of low-quality backlinks that can potentially lead to serious penalties and risk
- Onsite SEO 20-point performance check
- Review of backlinks
- Content audit
- Overall website conversion rate audit (how good your website can sell your services)
- Deliver custom high-level SEO strategy
NY Attorney Case Study: Increased SEO Leads 75% in 4 months
Uncovering the Issues
We often see that 80% of what attorneys do for SEO is great but 20% is so bad that it’s preventing them from getting leads.
In our particular example we started as always from a complimentary “Attorney SEO performance audit” and discovered a very popular situation:
- The website was very professional but had slow load speed and issues with the mobile version which was 15% of the problems.
- Another 20% of the problems were coming from the fact that nobody ever worked on SEO backlinks. There were very few submissions to legal directories, no lawyer-specific guest blog posts, etc. So Google saw it as a sign that nobody on the internet wrote anything about our client.
- But the most problems were coming from the fact that our client’s SEO content strategy was ineffective. Instead of setting up a SMART goal and pursue something narrow and specific, our client (with a limited budget) went for very expensive and general keywords trying and failing to compete with law firms with huge budgets.
- There were many other problems like poor case studies, absence of video content, mediocre reviews, etc.
During the following 4 months performed the following work:
- Enhanced the website load speed to meet Google’s “green” standard (1 week)
- Created a long-term SEO strategy and a detailed production schedule
- Registered the website in most popular legal directories
- Collected a total of 45 quality backlinks on legal blogs and forums
- Improved Google Maps profile
- Boosted our client’ SEO reputation by posting and boosting 12 detailed case studies
- Improved overall website design to make it more user friendly
- Implemented a detailed FAQ section for their potential clients
- Improved PPC strategy
After 4 months the following results were achieved:
- Targeted website SEO traffic boosted from 150 to 672 visits/mo
- The total amount of leads generated from SEO improved from 0 / mo to 12 / mo with a roughly 50% lead conversion rate (lifetime value of a client = $15,000).
- PPC performance was improved by 65% because we improved the website design, added case studies, and improved PPC the campaign
Local Consumer Connect is a New York-based digital marketing company that specializes in marketing and website design for attorneys.