Growth is what defines a business’ success. When was the last time you heard of a business that wasn’t interested in growth? Never!
Today, if any business wants to grow it needs to go digital - especially if you are in offering a service - such as legal. Every day there are over two billion searches conducted on Google with a majority being users looking for a service provider. The only way to drive traffic from users online is to ensure your law firm’s website ranks high on search engines.
Now, there are two ways to rank high on search engines, organically or inorganically. You need expertise, reputation, patience, and commitment to achieve the former. The latter is quicker but costlier since you can pay your way to the top with Google AdWords. But keep in mind the legal industry is very competitive and with AdWords, you can easily run up your marketing budget to thousands of dollars in just a few days. In short, organic is a long-term solution wherein organic is immediate.
Most law firms are more focused on organic growth due to the level of success it presents. There is a higher return on investment and the approach makes the firm relevant for the long term. To experience growth organically, the firm needs to focus on SEO. You can do so with the following tips:
Anyone that has heard of SEO knows the importance of keywords. After all, when users search on search engines, they too use specific words for specific services they want. Which means the first step to organic growth is to know the keywords for which you need to rank higher.
This means you need to conduct research to see which specific keywords user's use to search for law firms that offer your services. When selecting keywords, don’t limit yourself, you need to conduct research and squeeze out as many keywords as you can that would benefit your firm in online searches. You can always narrow down to 10-15 main keywords to focus on and use the secondary ones as a bonus.
Search engines are now trying to localise searches and when it comes to legal services, users prefer a lawyer nearby. Which means you need to consider adding the city along with your keywords. For example, if you want to rank for “acquisition lawyer,” you can mention the city name also so it becomes, “acquisition lawyer Johannesburg,” or whichever city or cities your firm is in. When a user from within the limits of Johannesburg searches for an acquisition lawyer, your firm will have a decent chance of appearing as one of the top results, as long as you follow SEO guidelines.
You need to transform your website into a solution for your client’s problems. The website needs to be their one-stop for everything legal related, at least for the legal services you provide. For this, you need to have a comprehensive content marketing strategy that focuses heavily on blogs and white papers.
The content you share on your website gives you a chance to tackle common questions your clients have and provide them with answers. It essentially lets you share your expertise and show clients that the firm is the solution they need. Instead of using content to pitch your services, show clients how your services can add value to their business.
Content marketing also gives you a chance to continually target keywords for better ranking. The more valuable the content you share, the better you will rank and the more traffic you will generate.
Link building is a great way to get your law firm’s website out to the public and comes under the umbrella of content marketing. The more links you have out in the digital space, the more chances users click through to your website. At the same time, search engines also pick up on links of your website out there on other sites.
The best way to build links is through guest blogging. You can find thousands of blogs online that provide users with expertise on specific topics. You need to find one that is specific to legal services, the more authority the blog that the better. Authority means the more influence, visitors, and reputation the blog has. For example, Forbes and Huffington Post have authority within many industries but at the same time, they have strict editorial standards for guest blogs.
When guest blogging, the topic usually revolves around a problem your target audience faces with you presenting them a solution. You can squeeze link your firm as a part of the solution to build links back to it. Search engines pick up on these links which all contributes to where your site ranks.
In this era, almost everything is digital and there is no excuse for a law firm not to be. If you want to experience organic growth, then SEO is not just the best but only bet. If you feel your firm already has a lot on its plate, then there are third-party SEO providers that can provide their expertise and help your firm grow organically.