The years of legal study are just the start of your journey to build a legal business. You will spend time developing your skills for business as well as constantly expanding your legal expertise and building your reputation for being effective and knowledgeable in both legal matters and business matters.
Whether you have been practicing for decades, have just hung out your own shingle after working for someone else’s practice, or are starting your legal business journey you probably don’t have the time, energy or expertise to produce the marketing results that you will need to help bring in new clients.
However, following a few tips on how to run your website, or any other internet based content, can help increase focused lead conversion for lawyers, which is how you are going to able to build your business.
Know Your Business
This is actually one of the hardest concepts for people to grasp, but one of the most important. It is not enough to be able to say that you are in law, you need to be able to define not only what you do but who you are wanting to do it for. Finding your niche will make it much easier to fine tune your marketing, and your search engine optimization. Many people try to be all things to all people, and in marketing that simply will not work. Your business may appeal to everyone, and your legal practice may indeed be able to cover any and all aspects of law, but you will need to pick just one or two key areas to target.
You may find that your biggest area for growth is commercial conveyancing for adults aged 50+ who are looking at this as a retirement investment. Or you may find that your best target area is actually in the 20-30-year-old aged bracket getting divorced. Obviously, you cannot design any form of marketing campaign that is going to appeal to both of these groups at the same time.
However, if you call on the services of an experienced SEO campaigner you will be able to ensure that your online content will be picked up by any group that you want to be attracted to your firm.
What Is SEO?
While SEO simply stands for ‘search engine optimization’, in its simplest form this means that you are creating an online space that a search engine such as Bing or Google will be able to easily read and understand what your business is about. https://support.google.com/webmasters/answer/7451184?hl=en
Search engine robots scan through all the text, headings and images of your website to get a good understand of what you consider to be important, and then will develop your website in search results when people are looking for that particular information.
The most common errors that people use which will negative effect their search engine rankings are to either use a keyword too many times, use it to few times, or use it in the wrong space – and the use of keywords is one of the reasons why you do really need to have your target market in mind when you are writing any content for the internet.
Although there is not real magic number it is generally accepted that a keyword saturation of around 2% should be what you are aiming for. Too few instances at your potential customers search engine will assume that your content is about something else, and too many you will get penalized for “keyword loading” which search engines have put into place to prevent obvious manipulation of their algorithms. Search engines make money by being the most popular, and they become the most popular by providing good results – this means content that not only fits what someone is searching for but is well written and informative. Something that is just the word “law SEO” repeated 300 times will not be appreciated.
When you are writing web content you need to be aware that people are often on small screens. This is one of the reasons why titles and subheadings have become so important. However, more than this, using your keywords, appropriately, in a title and subheading shows the search engine that this is an important word, and it also shows your potential client where the information that they are looking for can be found. Well written content means that clients are going to spend more time reading what you have to say, and the more time they spend reading the more likely it is that they will contact you as the source of knowledge that they need.