Small and medium-sized law firms often struggle to attract enough clients due to a high level of competition and subpar advertising strategies. If you’d like to get a steady stream of leads, hiring digital marketing consultants experienced in local SEO strategies is key. They can improve your website and social channels, create custom ads, and make sure you are listed in all relevant directories.
How Digital Marketing Consultants Can Level Up Your Local SEO Game
Coming up with a comprehensive digital marketing strategy is crucial if you want to remain competitive in today’s challenging market environment. But it can be hard to optimize your website and other digital platforms, especially since you’re not a marketing expert. A professional will help you with all aspects of your online presence so you can get on with your job without having to worry about finding new clients.
Auditing Your Existing Marketing Channels
Most law firms that come to us for help with digital marketing have already set up a website and some social media channels, but they don’t know how to optimize them. We will spend some time analyzing your current digital presence to find out what you’re already doing well and what still needs to be improved. Often, everything is already in place, and it simply needs to be rearranged, presented in the right way, or written slightly differently.
Before getting started, we will explain what aspects of your digital marketing strategy need to be improved, and we will ask for your input. The more you can tell us about your firm’s vision, goals, and desired client base, the more easily we can come up with a comprehensive marketing strategy. In addition to improving your current channels, we might encourage you to set up new ones or explore other avenues, like paid advertisements.
Using Specific Keywords and Geo-Modifiers
Keywords are the words or phrases people type into a search engine when they’re looking for a certain product or service. Somebody living in Texas who needs a lawyer to help them with a personal injury case might type in “car accident lawyer in Houston.” In this example, “car accident lawyer” is the keyword, and “Houston” is the geo-modifier, which allows the person to find companies in their local area.
Your marketing specialists will help you come up with a list of keywords and geo-modifiers that attract the right kind of customers, and they will incorporate them into your website, social media accounts, and directory entries, so you can be found by the people looking for your service. Having a good search engine ranking is important because the websites that appear on the first page of a Google search capture 70-90% of traffic.
Optimizing the Landing Page
A localized landing page ranks especially well in organic local searches. If your site has been optimized by experienced digital marketers, people who are googling your service in a specific area are likely to stumble upon your site and end up on your landing page. Some of the strategies that can be used include strategically placing the keywords and geo-modifiers on your page, including H1, H2, and H3 headings, and adding internal links.
Additionally, you can improve the quality of your content by incorporating attractive images and writing engaging marketing copy that keeps your leads engaged. However, it’s important not to let the design of your website overpower your content. If your site loads very slowly, most people will click away before they’ve even seen your landing page. Your marketing experts can compress your images and keep your site running well.
Optimizing the Entire Website
Simply creating a local SEO-friendly and functional landing page isn’t enough. To fully optimize your website, you’ll need to make sure each page reflects best practices. The digital marketing consultants will map your target keywords to your individual pages and include them in the titles, so your leads will have an easier time finding the correct information.
Additionally, digital experts might optimize your URLs to make sure they are intuitive and include the target keywords. They might also check that all your images are high-quality and write suitable alt text for them. Then, they will create keyword-optimized and engaging content on a regular basis. This improves your SEO score because it shows that your website is still up-to-date. It also allows potential customers to find out more about what you offer.
Using Google My Business and Other Directories
Google My Business is a platform used by local businesses to generate reviews and become more accessible to clients. If you don’t yet have a listing, your marketing consultants will help you create one, and if you’ve already set one up, they will help you improve it and make sure all your information is up-to-date. You might need to list your contact details, hours, website URL, images, and information that allows users to learn more about you.
This process will then be repeated with other directories, both national and local ones. When your details are consistent across all platforms, it’s much more likely that you will rank highly on search engines, and your customers won’t be confused by conflicting information.
Generating Positive Reviews
The vast majority of people don’t trust businesses to tell the truth, and they rely on consumer feedback when making decisions about whom to hire. What’s more, search engine algorithms take customer reviews into account, so they are crucial. Your digital marketing experts will encourage you to ask your customers for reviews, which should be posted to Google and other platforms.
On your landing page and your individual pages, you can link to other areas of your website because that makes it easier for potential clients to find all the info they need. It’s also important to get your links on external websites because this gives your site authority and improves the search engine ranking.
There are various ways of getting other website owners to post your links. For example, you could speak to local businesses that offer complementary services and ask them whether they want to do cross-promotion. If you’re an expert in a certain area of the law, you can also get featured on blogs by writing a guest post or participating in an interview.
Analyzing the Results and Adjusting the Strategy
Simply setting up a good website and generating traffic isn’t enough because search engine algorithms change continually. What worked well last year might no longer be a suitable strategy now.
For this reason, good marketing consultants will always analyze where your leads came from and which campaigns were the most successful. Then, they will adjust their strategy to incorporate more of the successful elements and eliminate the unsuccessful ones. This means that your firm can grow much faster, and you won’t be spending any money on advertising campaigns that don’t bring in any new clients.
Local SEO is crucial for law firms since it allows them to attract clients in the right area. The best way to get started is to hire digital marketing consultants, who can help you come up with a comprehensive strategy and implement it. Not only will you save time, but you will also save money because your campaigns will be optimized. Call us at Local Business Marketing Solutions and tell us more about your firm, so we can come up with a custom plan.