SEO for Family Law
Best Practices for Getting it Right
Family law firms — and lawyers in general — are often too busy with their work, moving from one case to the next, and are typically buried in endless paperwork. Like most professional services firms, family lawyers hardly have time to pay attention to their website design or SEO metrics. But search engine optimization (SEO) for family law firms is something that should be taken seriously, especially if you’re looking to attract more of the right kind of customers to your business.
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Why Should I Invest in SEO for My Law Firm?
You’re probably thinking, “Why should I waste my efforts on SEO when there’s paid advertising, referrals, and other outbound marketing strategies that will bring me customers?”
Paid advertising can get you instant leads. However, it’s important to note when people search Google for family lawyers or divorce attorneys, they’re most interested in sites that provide answers to them without sounding too salesy. And most of these customers hardly go beyond the first page of Google results. So, yes, search engine optimization for family law firms is very important; most importantly, because of the habits of potential clients. The main purpose of optimizing your site is to consistently rank high on search engine result pages. That way, your law firm will remain visible to people searching for your services in a specific area.
Family Law Web Design
No doubt, SEO is actually demanding and requires time and patience to yield great results. And as a family law firm or attorney, search engine optimization (SEO) is actually the starting point of your online marketing efforts. This process includes optimizing your website, too. Your website needs to be aesthetically attractive to visitors and must contain relevant and useful content that answers the questions of visitors.
But having a pretty-looking website isn’t enough. The general interface of your site must be easy to navigate to enable people to find what they’re looking for and contact you when they need to. Other important marketing strategies like paid advertising, social media marketing, and referrals can be complemented with a good SEO strategy to help your site rank on the first page of search engine results. Because the truth is, you’re losing your potential clients to the competition who has a better website design and superior SEO strategy at play.
Driving Organic Traffic
The most important reason most businesses invest in SEO is to improve their website’s Google rankings and drive organic traffic to their site. Part of the goal here is to rank high consistently and be visible to users searching for your business or product. From the results of successful SEO campaigns, the best way to go about this is to optimize your website for the search terms or keywords that people are using to search for family law services. For example, if your law firm serves Charlotte and the surrounding areas, you can optimize for keywords like “Charlotte family lawyer,” “family lawyer in Charlotte,” “family law firms Charlotte”, etc.
Better User Experience
A very important aspect of SEO is having a great website. On one hand, SEO is directed at getting the best ranking from Google’s algorithm and on the other hand, it is focused on giving users the best experience. But you must also realize that Google’s indexing algorithm factors in the responsiveness of your site to users. In addition to having the best content that matches user search, Google’s ranking factors include the speed, responsiveness, and accessibility of your website. In simpler terms, you need to get a faster, more user-friendly, and more interactive website. For this, you need to consider hiring a professional family law web design team.
Improved Content Marketing
Content marketing and SEO often go hand-in-hand. Without great content, you can’t have a successful SEO strategy, as it is largely driven by content. This means that you want to pay great attention to the content on your web pages, your blog, your landing pages, and your sales pages. Grammar, readability, adequate use of relevant keywords, and quality of the written content that goes on each page are usually the top consideration here. Keep in mind that the content on your site is what really sells you to potential clients.
More Leads and Improved Client Intake
There is an aspect of SEO called local SEO. This is a localized SEO campaign mainly targeted at people searching for your services within a particular area. Local SEO helps family law firms get noticed in local searches. If your local firm is located in New York, a well-implemented local SEO strategy can help you attract more people who are looking for family law firms and attorneys within their communities. Soon enough, you’ll start getting inquiry emails and phone calls. A good way to implement local search engine optimization for family law firms and attorneys is by creating a Google My Business (GMB) listing. You don’t even need a website to have one. You can establish your presence on Google with an optimized GMB page. From your GMB page, interested prospects can get your contact information and call, email, or even visit you, since you are likely very close to them. Therefore, website optimization for improved search engine ranking makes it easier for law firms to generate more leads and convert more customers. Think about it. When you need an insurance company for your home or car, you’re most likely going to Google something like “Car insurance companies near me” or “best auto insurance companies in Houston”, depending on where you are. The same applies to people searching for family law firms around them.
More Backlinks and Improved Brand Authority
Another important benefit of implementing SEO for family law firms is that it is an excellent strategy for earning quality backlinks. Backlinks are links from other websites linking back to the pages on your site. Backlinks, in essence, are regarded by Google as votes of confidence from other sites that your website is informative and valuable to users. These backlinks are a critical aspect of every SEO strategy because they can help improve the ranking of your site in search engine result pages. Also, backlinks from high-ranking sites help to boost the authority of your site, thereby helping your site rank higher. Besides, backlinks help you attract referral traffic from other sites. Referral traffic means that people are redirected to your website from other sites if you have quality content to offer users. This can even earn you guest post collaborations, which allows you to earn more quality backlinks.
What Are the Benefits of SEO for Family Law Firms?
What Can Family Law Firms Do to Improve Their SEO?
While it is best to hire a professional SEO expert to handle your law firm’s SEO strategy, it is recommended that you understand what must be done so you know how to direct your SEO strategy. Here are the top recommendations for family law SEO strategies:
Publish Quality Content on Your Site
As mentioned earlier, you cannot do without quality content. But an important aspect of building content that truly sells your brand and earns you more website visits and backlinks is the relevance of your content to the search intent of users. This is where quality keyword research comes into play. Your efforts may amount to waste if you are not ranking for the right Keywords or not even including the right keywords in all the content on your site.
By performing extensive keyword research, you’ll be able to identify the keywords that people are using to search for your services. Then, you can create optimized landing pages, sales pages, and blog posts using those keywords.
Build a User-Friendly Website
A big aspect of SEO strategies for family law firms is creating a website that is user- and mobile-friendly. You will likely experience a high bounce rate if visitors are not able to navigate your site easily. The page load speed must be gas, too. If it is slow, it can impact your ranking negatively. Additionally, you need to keep in mind that most users today, including your potential clients, use mobile devices.
This means that your website must be optimized for mobile users. According to data from Statista, today’s family law firm client is most likely going to search for family law services on their phones than on a computer. To implement a successful SEO for family law firms, your web designer must pay attention to the aesthetics, speed, and responsiveness of your website.
Implement Local SEO
Localized SEO is powerful. Here, you want to pay attention to your Google My Business listing, local legal directories, and organic social media campaigns. Law firms have a higher chance of attracting more leads and clients if they optimize to capture local users. According to Google, about half of the users searching for products and services on Google are looking for local businesses.
You must also have a strategy to build your domain authority. Aside from generating links from other sites, internally generated links are also important. Internal links are links within your site that send users to other pages on the site. External links, on the other hand, are links from other websites that direct users to your website. Each of these links has a unique impact on your website SEO.
Last but not least, you want to analyze your SEO performance after putting in all the work. This will help you identify areas where you are not doing well and what you need to do to improve things. Most SEO tools typically come with analytics features that enable you to analyze your on-page SEO and make adjustments where necessary. Important SEO metrics that you need to pay attention to include:
- Page Load Speed
- Page Views
- Bounce Rate
- Average Time on Page
- Keyword Ranking
SEO for Family Law Firms: Why You Need Professional Assistance
Unless you have an in-house team of SEO experts handling your SEO strategy and website design, you need to get the help of a professional.
A typical law firm has a lot of moving parts, which can be pretty overwhelming sometimes. Chances are, you’ll hardly have time to do this yourself. Besides, it might be more cost-effective to outsource your SEO services to a professional SEO agency. They will help you optimize your website to gain more visibility on search engines.
Have more questions about implementing SEO for family law firms and attorneys, or you’re not sure where to start? Feel free to reach out to us at Iconic Web. We are focused on helping businesses like yours shine with the best web designs and digital marketing services.
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