1. Include local keywords. Internet marketing is extremely competitive, so understand that you may not immediately rank for some of the hottest keywords right away. Focus on branding yourself in connection with your geographic area, keeping it as local as possible. For example, if you are a lawyer serving Southern California, you are more likely to rank for a specific city rather than for an entire county. After you are able to capture more traffic in your city, you can set your sights on your longer-term plan to rank for much larger geographic regions. Be patient: this can take time!
2. Establish listings in online directories. It is a good idea to invest time and money into optimizing your local listings in online directories, especially Google. A well-managed PPC campaign can help your website rank higher during internet searches, resulting in more clicks and more leads. It is also and a good idea to make sure that your firm name and information is consistent across the internet to help boost your rankings.
3. Divide your website into specific practice areas. People are visiting your website for the purpose of researching what services you offer and how you might be able to help them. Make it easy for them by organizing your website into different practice areas with subdivisions for different types of cases. For example, if you are a personal injury lawyer, you should have separate pages for car accidents, work injuries, premises liability, etc. Each page should be populated with high-quality content that informs the reader of your qualifications and experience. Effective content marketing can generate three times as many leads as traditional outbound marketing, and typically costs over 60% less.
4. Ensure that your website is well-designed, professional, and easy to navigate. No matter how much traffic you direct to your website, if it is poorly designed, outdated, or difficult to navigate, you aren’t going to get the results you want. Your website says a lot about you, and you don’t want potential clients judging you by a site that clearly needs work. A redesign can be a great way to give your site a much-needed facelift, and can even ensure that your site will be functional and beautiful across different devices like tablets or smartphones (in fact, 40% of people will choose a different search result if the first is not mobile-friendly). In terms of content, a high-quality website should include things like lawyer bios, case results, client testimonials, an actively-kept informative blog, recent firm news, and more.
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