If your law firm doesn’t have a dedicated marketing department, there are a few things your business probably isn’t doing right when it comes to selling your legal services. However, with a few simple tips and a little knowledge of SEO, your law firm too can do the same kinds of marketing as a larger firm with the resources required to keep an in house marketing department.
A basic knowledge of SEO is hugely important to marketing your firm. Why? Because SEO can bring your law firm clients on autopilot.
What is SEO?
SEO means “Search Engine Optimization.” It is the art and science of making a website appealing to search engines such as Google, Yahoo, and Bing so that it ranks higher in searches for important keywords (such as “Divorce Lawyer in Topeka”) in those engines’ search bars.
SEO marketing can have a huge impact on any type of business, but is especially important for lawyers. This is because many consumers research businesses they’re going to either spend a lot of time with or spend a lot of money on, such as law firms, a lot more thoroughly than they’re going to research where they get their next $10 pizza.
That means that your potential clients will likely be using search engines a lot to find lawyers and get information on those lawyers. If there’s more content about you and/or generated by you higher in the SERPs (industry abbreviation for Search Engine Results Pages, the pages that appear after a search term is entered), that means that potential clients will be reading about your law firm more than about your competitors.
How to Make SEO Work for Your Law Firm
There are several things you can do to make SEO work for you. You have two main options: do SEO yourself or hire a professional SEO marketer.
A professional SEO marketer will cost money, but will do almost all of the relevant work for you when it comes to SEO. The best SEO marketers will spend a good bit of time getting to know you and coming to understand your needs, and will use that knowledge to get you the types of clients you want and to increase your web traffic (the number of people that come to your site).
Of course, you can also choose to put the SEO work in yourself. This will save you money, but will likely take a bit more time. Also, there is a steep learning curve when it comes to SEO, and the SEO industry is always changing (as are Google’s and the other search engines’ regulations and rules). Reading our blog is a good place to start, and there are other great SEO resources such as the Moz blog.
If you can read and understand the content these and other important SEO blogs regularly, you might be able to learn many of the most important SEO skills yourself.