With so many competing law firms locally, it’s essential to do everything you can to increase your firm’s visibility in search engines so you can get more quality leads online and grow your business. A data-driven attorney SEO and/or PPC strategy will do just that and can provide additional benefits like:
- Increased brand awareness across your target markets (geographically and by practice)
- More qualified leads and calls generated through your website, Google, and other online sources
- Allowing you to be more profitable with your work and see a great return on investment (ROI)
We’re not going to lie, one of our brand promises is Transparency, after all, executing a proper long-term SEO strategy takes work and consistency. You may feel like you don’t have the bandwidth or the expertise to facilitate a constant flow of leads, and that’s okay. Law school doesn’t exactly focus on internet marketing and you can only direct your attention to so many areas of business at once, right? Your full attention should be focused on exceeding your client’s needs and expectations while growing your law firm, not worrying about doing search marketing or handling online lead generation.
Luckily, that’s where a trusted law firm SEO agency like 9Sail can help. We have the knowledge and expertise to take that extra weight off of your shoulders so you can concentrate on what matters most: providing an exceptional level of service to your clients.
If you’re ready to pass on the torch, our seasoned team at 9Sail is standing by for the hand-off! We’ll keep you in the loop every step of the way as we put in the dedication and work to achieve the results you want. Contact us today for a free site audit with no strings attached.
Why SEO is Important For Law Firms
No matter what type of law you practice, search engine optimization should never be an overlooked piece of your law firm’s marketing strategy. But why? What can SEO for lawyers really do? Well, for starters, organic search drives over 50% of website traffic (and, honestly, that percentage is just going to keep rising in the digital age). Website traffic = visitors to your website, and each visitor to your website is a potential lead that could convert into a new client. Which, in turn, means a new case that’ll result in more revenue and so on.
Essentially, a targeted, meticulously planned, and well-executed SEO strategy will increase traffic to your law firm’s website while boosting quality inbound leads that have a greater chance of converting into clients. Yes, other methods of traditional and digital marketing (like print and social media) should also be incorporated into your firm’s overall marketing strategy. However, implementing search marketing components, like search engine optimization (SEO) and pay-per-click advertising (PPC or also known as SEM), is the ultimate key to ensuring your firm achieves your goals.
PPC for Law Firms
If you’re looking to achieve faster results, investing in pay-per-click (PPC) marketing for your law firm alongside SEO is an effective way to generate high-quality inbound leads. PPC is a paid form of search engine marketing, unlike SEO, and you can use this type of marketing to start getting more leads quickly after your paid ad campaign is launched. When you use SEO keyword research as a foundation for the keywords you bid on in a paid setting, you can expect quicker results and insights that can be complementary to your SEO campaigns.
We Know Your Audience
We’ve spent years learning and gathering insights regarding what your prospective clients are searching for. Simply put, we know the legal industry. By developing a deep understanding of your practice areas paired with extensive keyword research, we are able to identify opportunities in paid search that drive qualified leads to your website. Whether you specialize in personal injury law, workers compensation, or offer a full spectrum of legal services, 9Sail can help grow your practice from day one.
How We Set Your Firm Up For Success
If you choose to incorporate PPC as a part of your search marketing strategy with 9Sail, we will set up, manage and optimize each one of your Google Ads campaigns (along with other search engines if needed, like Bing) for you by hand. When setting up your campaign, we begin with extensive research into your practice area and target specific and actionable keywords that will result in higher converting opportunities. We spend a substantial amount of time doing keyword research and targeting keywords so that when they are typed in by a customer, your ads will be seen at the top of search engine result pages. It’ll take the customer to the page you want them to see, and in return, can result in a qualified lead for your business.
Maximizing Your Budget
Once your account is set up, we continuously optimize and make adjustments to lower your cost per acquisition, increase clicks, and ultimately save you money while generating opportunities. Our experience in paid search, specifically in the legal industry, allows for faster adjustments to be made. Not to mention, if one of the main differences is only location, much of the research is already completed.
A Human Approach to Law Firm Marketing
At 9Sail, we don’t automate any of our PPC services – we prefer to take a hands-on approach and have real, human experts analyze your data to make sure we’re making proper, strategic adjustments to further optimize each campaign rather than simply rely on Google or Bing’s auto-generated recommendations. This is a major difference that we can leverage due to our strategists’ experience in paid search and specifically running campaigns in the legal industry. There is no “set it and forget it” with 9Sail. Through weekly checklists, ongoing work, and at minimum monthly reporting touchpoints, you will get a real pulse of how your account is performing in the beginning and over time.
Our Approach to Law Firm Marketing
At 9Sail, we’re proud to provide a white-glove service with a hands-on approach to all of our clients – you won’t find any automated SEO services or a one-size-fits-all approach here to improve your law firm’s SEO. Instead, our digital strategists build multifaceted plans that are tailored to your goals and incorporate the best-in-class tactics to help your website rank higher in search results pages.
We understand that attorney SEO is not always a firm’s strong suit – that’s why we’ve spent countless hours researching, building, and perfecting our process for clients. As a part of your strategy, we’ll supply you with a list of improvements to make when optimizing your website, so that it will rank higher and yield your firm more conversions. In addition, we’re happy to act as your Trusted Partner and offer additional search marketing services, like conversion rate optimization and pay-per-click campaign set-up/management.
Interested in learning about our approach to law firm SEO? Take a peek at our Proven Process for building out effective strategies and on-going SEO campaigns for our clients:
1. Conduct a Website and Data Audit
Before we start building your SEO plan at 9Sail, we host a discovery session to learn more about how your firm operates, your brand voice, customer base, and competitors from your first-hand perspective. We do this before we conduct our own full website, keyword, and competitor analysis. During this session, we also discuss your unique challenges, opportunities, needs, and goals.
After we’ve gathered this information about your business, we begin a full website and data audit. During this audit, we dive in deep to analyze your website and identify areas for improvement and discover new opportunities for growth. We also scour through your top competitors to see what’s working for them and determine what can be done better.
When we’ve completed your website audit, we then do a deep dive into keyword and data research. In order to establish the backbone of your law firm’s SEO strategy, we start by creating a personalized keyword list that targets words that your potential clients are searching for. It’s crucial to understand what is being searched, as well as letting Google and your customers know what practice areas you specialize in.
As we create your personalized list we’ll also scale through your competition’s high ranking keywords to see why they’re outperforming you in Google’s rankings. From there, we’ll vet your entire keyword list to ensure that the keyword list we’re presenting you with is full of highly actionable phrases that will boost your law firm’s website’s ranking. Additionally, we’ll look through the back end of your website and analytics data for areas of improvement.
2. Develop a Long-Term Strategy
After our law firm SEO specialists have completed the initial research and audit, we prepare a long-term strategy broken down into quarterly plans that list tasks to be completed during each quarter. As part of your overarching SEO and content strategy, we’ll also supply your law firm with a list of improvements, like implementing stronger page titles and metadata, to make when optimizing your website, so that it will rank higher and yield your firm more conversions. These facets are not always on the top of your firm’s mind when creating content, so we scour through your entire site from its initial conception, underscoring what can be improved to yield even stronger Google rankings.
We will also supply you with a content calendar that will provide suggestions for improving current pages and informative blog topics that will attract readers to your site and boost your organic search ranking for targeted keywords. Our content calendars will give you everything you need to write high ranking blogs, including semantic keywords to insert, suggested word counts to aim for, a publication schedule, blog titles, and header tags to structure the post around. If you’re not comfortable with re-writing service pages, writing blogs or writing new pages, we can bring in talented law writers as an a la carte service – just ask!
3. Implement an Ongoing SEO Plan
Now that the SEO and/or PPC strategy for your law firm has been developed, it’s time to begin executing your SEO/SEM plan. Typically, we begin executing your strategy by optimizing all of your metadata based on the keyword research we performed and tackle optimizing pre-existing content on your website.
Some of the optimization tactics we use include:
- Resolving technical errors and warnings
- Optimizing headings, subheadings, and keywords across content as needed
- Re-working or adding CTAs for your firm
Every SEM/SEO plan we design is unique to each client; we use our expertise to make recommendations and implement changes using SEO best practices based on the specific technical errors, challenges, and opportunities you face. Our overall plans are flexible, so we can pivot if needed depending on your goals, and we do this to ensure you experience the quality results you need from us, your trusted SEO partner.
SEO is a long term process that rarely ever stays the same, and 9Sail doesn’t stop working for you once you’ve reached the top. Why? Because it’s important that you stay there. Between Google’s Algorithm changes, competitors implementing their own marketing strategies, and monitoring how people find the services you offer, it is imperative to continue to change and optimize your marketing strategy. 9Sail is with you for the long haul and will be guiding you every step of the way.
Improve Your Law Firm Marketing Strategy
Our experienced team at 9Sail is ready to help take your law firm’s digital marketing to the next level so you can rank higher in search, generate more traffic and convert higher quality leads.
If you’re ready to boost your law firm marketing efforts by incorporating search marketing into your overall strategy or if you’d like to learn more about how SEO/PPC can benefit you, give us a call at 201-632-1185 or contact us here.