Websites; they’re obvious, right? One of the first steps a lawyer should make when implementing a marketing strategy is the creation of a website. Slap up your biography, a few notes about the areas of law you practice, a “contact us” page, and you’re done, right? If you’re reading this, we expect you already know there’s so much more you can do and absolutely should do with your website. Here are a few ways to make the most of your most valuable piece of digital property.
Search Engine Optimization
You might have the best-looking website in the world, but that won’t matter if nobody can find it. Search Engine Optimization, or “SEO”, is the tailoring of your website content so that its likelihood of appearing at the top of online searches is increased.
There are a number of steps you can take to improve your SEO. The most obvious is to use words and phrases that are likely to appear when prospective clients are searching for legal services. This could include mentioning the city you work in and the kind of law you practice. You can also include calls to action, encouraging readers to share your web content. This creates backlinks, which means your website is linked to from other websites. If you link to other sites, make sure they’re reputable and high-quality, because your ranking can be affected by the quality of links you provide. Finally, make sure you analyze which SEO strategies are working and which could use some improvement. Making data-driven decisions is the best way to ensure your SEO strategy continues to improve.
Break out your areas of practice
Making sure people know you are the best lawyer to handle their unique legal issue is critical in getting clients through your door. The best way to do that is to take the time to explain your different areas of service. For example, describing yourself as a family lawyer on a single web page isn’t necessarily enough to convince a prospective client that you are the lawyer best suited to their needs. Instead, create pages dedicated to each area of family law, such as divorce, separation, spousal and child support, etc. Doing so will give you the opportunity to explain these specific areas of law in some detail (which also happens to be excellent for SEO), while also highlighting your experience. Someone looking for a lawyer to handle an application for a variation of support obligations might be more likely to pick up the phone if they see you have experience in that specific area.
Pay attention to graphic content
Creating great written content is important, but it’s also equally critical to ensure your graphic content is of a similarly high standard. Start with getting professional photos of you and possibly your staff. Stock images are indistinguishable from one another and using them is a wasted opportunity of creating an initial connection with a client by creating a sense of familiarity when they finally meet you.
Going beyond photos, make sure your branding (everything from the colours used on the website, to your logo, to the fonts used on your site) is in line with how you want to project yourself. Your brand should reflect the kind of law you practice as well as the style of you and your team. Make it personal, professional, and memorable.
If getting yourself a best in class digital presence seems like a daunting task, don’t worry. The team at Umbrella Legal Marketing offers a complete range of legal marketing assistance. We can design your website, provide all your branding, and even write content and contribute blog posts. We work to capture what makes our clients different than their competitors, and market that to their future clients. Many of our team members are lawyers themselves, so we understand the unique needs of the legal market and the best way to talk about the services lawyers provide. Please call us at 416-356-4672 or reach us by email to get started.