Google is hands down the easiest way to drive clients to a law firm.
According to the National Law Review;
- 96% of people seeking legal advice use a search engine.
- 74% of consumers visit a law firm’s website to take action.
The problem is, every law firm knows this and invests heavily into their SEO. This has made the legal space one of the more competitive verticals in SEO.
Data indicates that about one-third of consumers use a search engine to find local businesses on a daily basis. Mobile device usage has more than eclipsed desktop usage for location-based searches so it’s clear that consumers are using search engines as the dominant method for finding local businesses like law firms.
If it wasn’t obvious, law firms who want to generate leads and grow, need to have a presence in search engines.
- The competitiveness (demand) for the target keyword phrase(s).
- The degree to which a site has already been optimized.
- The amount of money and effort allocated to an SEO campaign.
There are always onsite improvements and changes that need to be made but in terms of whether a site is built on a CMS or as a traditional custom site, it doesn’t really matter.
There are clear advantages to using a CMS (content management system) including ease of use, ease of updates, the ability to add functionality with no programming knowledge, and more consistency but not having a CMS does not automatically mean a site won’t rank well.
The cost can vary greatly for an SEO campaign. What an attorney pays for their campaign can be a reflection of their current resources, the amount of money it will take to gain market share in search, the competitiveness of their keyword phrases and their niche practice areas, and (to a smaller extent), the SEO company they go with.
SEO in the legal space is competitive and there’s no sign of this changing anytime soon. If you want to rank, you’ve got to do things the right way.
Arguably the most important aspect of an SEO campaign lies in measuring your return on investment (of not just money, but also time). After all, whether you hire an independent agency or you do the work yourself, you need to be sure that the seeds you’ve sown will bear the proper fruit.