Designing SEO For Law Firms

Designing SEO for lawyer’s websites is not the same process as designing search engine optimization strategies for other types of businesses.  As a service industry, legal providers do not sell goods; instead, they provide a much-needed service to people who are looking for very specific types of help.  The average web development company can provide Wordpress Development Services and create a beautiful website, but that site may not serve the unique needs of a legal firm.  In order to build the right type of website for a law office, an SEO professional must understand the way clients seek out and retain lawyers and work with that process, not against it.

Law Firms Have Unique SEO Needs

Law firms have very unique needs when it comes to search engine optimization.  Unlike retailers, lawyers are not necessarily concerned with what is known as the “sales funnel,” in which visitors to a website are led by calls to action to purchase particular products.  In fact, those types of web designs often work against an attorney, making him or her seem pushy or overbearing.  A sleek, well-designed website will not work if it is not built to do what a lawyer’s clients need; you are simply spending money for a “pretty” site that does not function well.

Instead, an attorney’s website should be constructed using a different plan.  Here are some basic steps to follow when building a successful lawyer’s website:

●       Focus on specialization.  Very few lawyers practice in all areas of law.  Lawyers are, by definition, specialists, so having a “one-size-fits-all” web approach does not filter the clients you want from those you cannot help.  Instead, you need to focus your SEO efforts on the specific type of law you practice:  personal injury, estate and trust, divorce, or some other area.

●       Build for your clients’ approach.  It is important to understand the steps that potential clients use when seeking out a new attorney.  Most perform some type of search that includes keywords that describe what they are looking for:  “help with divorce in California,” for example.  By targeting the keywords your clients will be using, you can build a stronger SEO strategy that will target the people who are looking for you.

●       Include useful content.  It is very important to include useful, relevant content on your website and social media posts.  Even if your potential clients are not looking for a lawyer right now, establishing yourself as a professional in the field will help them remember you later.  Additionally, other attorneys will be more likely to see you as a leader in your field if you share useful content regularly; this can result in more person-to-person referrals.

At Caldiatech, we work with lawyers and legal firms to create strong websites that bring in new clients through a combination of useful, relevant content and best SEO practices.  We will work with you to design, build and maintain your website so that finding and retaining clients becomes a much simpler process.  Give us a call today to learn more about how we can work with you to create a new website, improve your existing site, and increase your presence on the web to bring you more business.

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