How To Get More Traffic To Your Law Firm's Website
When you're implementing content marketing for your law firm, you know that the first awareness step is to get users to know about who you are and what you. There's still a lot to be done to convince them to hire you, of course, but there's nothing to convince them of if they never heard about you in the first place.
In this guide, we'll talk about how to get users to click on your website. We'll look into the most common sources of internet traffic—where the clicks are coming from—and see how your law firm can draw and benefit from those.
Search Engine Optimization (SEO)
Ranking high on Google searches is an excellent way to attract traffic. The principle of ranking high in the searches is for your pages to be visible to those looking for your services.
When someone looks up "Employment Lawyer" in Google, they're more likely to hire one than those who just stumble upon it. Through SEO, you're upping your chances to be seen by someone who's already looking for the services you're offering.
The caveat here being you have a lot of competition—that's why it's crucial to rank high in the searches.
The closer you are to the top of the search, the more chances your page has of getting clicks from searchers.
However, you have to remember that practicing SEO to increase traffic requires a lot of work and practice. You have to build your site and create your content based on what Google's algorithm deems worth pushing up the rankings.
To do this, you much maintain high-quality content, smooth and accessible site design, good interface, wise use of keywords, headings, alt texts, and URLs—basically, good SEO.
Here are a few tips to always keep in mind:
Focus on using keywords that are most relevant to your page. You don't want to keyword stuff or use irrelevant keywords on your page. Not only will it turn some users off, but Google might also penalize you for spamming in an effort to rank higher.
Write pages that address all of the questions about your field in great detail. A single detailed page is preferable to a series of smaller pages.
Return to older, nearly-high-ranking pages and boost or rewrite them.
Any domain with a fair amount of traffic will offer ad spaces among its pages. From social media behemoths like Twitter to personal blogs with a fair bit of following, there's an ad space for anyone who wants it.
These days, paid ads come in different forms. You can either choose an ad placement and the site posts your material for you, or you could find a popular site creator and have them talk about you for a price.
For the standard ad placements on websites, think about watching a Youtube video or swiping through stories on Instagram. These ads have a designated space and time that's placed within the content people interact with.
For popular blogs like those on Blogger, Ads will pop up within the page as soon as the author or creator allows it on their site.
Compared to the other traffic sources on this guide, paid ads are the ones that will cost you money. While most methods of drawing site traffic can be done at no monetary cost, paid ads boast a lot of advantages:
You get more traffic quicker. Once you've paid and the host has processed the transaction, your ads will immediately show up on the site. Depending on the terms, you can choose the time and frequency of each campaign. Sites like Instagram, Youtube, and Facebook integrate their ads into the content their users consume, so you're sure it isn't going unnoticed.
Paid ads are typically targeted. For most popular ads, users get ads based on their internet browsing history and user demographics.
For example, if your firm exclusively deals with estate planning and living trusts for an older demographic, it's less likely to be shown among younger users. Similarly, if the user is constantly searching for lawyers in their area, they will be shown ads related to legal services.
This means that your ads will be shown to people who are more likely to avail of your services. There's far less risk than showing your ads to a certain amount of people who might not be interested.
You also have the option to have a popular site user talk about your services. For example, companies would sponsor Youtube creators so their goods and services get featured for an agreed amount of time.
There are other variations of this method across different platforms, including Instagram, Twitter, and Facebook.
The most popular social media networks have such large user bases that make them great for sharing information. Anyone can create an account, and with enough time, they'll have a few people know about who they are and what they do.
You can regularly post links to your articles without the monetary cost of paid ads. If timed right, you will have a few people click on your links.
Instead of looking for popular creators to feature you, creating an account allows you to do the marketing yourself. A few medical doctors, lawyers, and psychiatrists on Youtube produce general, easy-to-digest content that gets their name out there.
Some professionals on Twitter are also more interactive—some of them answer basic FAQs and Tweet professional trivia—and increase their following through that.
Even if you don't want to be as interactive as the examples mentioned above, social media sites (or third-party tools) offer scheduled posts. You can automate or schedule content to be posted at a regular, designated time. If you opt for this method, make sure you leave your contact information on your Twitter bio, video description, or post.
Email marketing is still widely used by different companies working in various industries. This strategy works in tandem with publication schedules, event schedules, and product releases.
To gain an email visitor, you must first earn their trust through your content to obtain their email address, and then you must earn their trust to open and click on your emails in their inbox.
Unlike social media, emails aren't sent in an inbox that's too fast-paced. You won't attract too much attention on Instagram or Twitter for very long content, but you can fully express yourself on an email or PDF newsletter.
Email subscribers are also more likely to be already interested in what you offer. Users don't simply agree to subscribe to content that's just going to crowd their inboxes. This method is also excellent for convincing users who may still be considering hiring you for legal services—they're already interested but are waiting to learn more about you before they decide.
Here are a few things you can try:
Make the sender a person, not your law firm. A more personal approach is less detached and intimidating.
Make sure the subject lines contain a clear promise. Depending on which area of law you focus on, make sure you're offering them what they subscribed for. Examples of these subject lines could be "An Employment Lawyer Can Help You Get Back Lost Wages" or "Our Personal Injury Lawyers Will Get You The Compensation You Deserve".
Try sending more targeted content. Some pages ask for the subscriber's age or other simple information (don't ask for too many, though!). You can use them to target specific demographics that are likely to be more interested in certain newsletter topics.
While we put all the effort to be visible to all potential clients, know that direct traffic still shares the highest percentage of internet traffic to individual sites—according to Google Analytics, anyways.
You should note that sometimes, unknown traffic can be categorized as direct traffic (such as bad tracking codes, links you put in PDF newsletters, etc.).
Still, direct traffic can also come from users who directly type in your domain. These can be from referrals, bookmarks, chatroom shares, and other uncategorizable sources.
Always take note of these stats, because they're likely coming from users who are already expressing interest in the kind of content you're putting out.
Don't Settle On Just One
Expand your traffic sources, as marketing experts do. It's risky to rely solely on one type of traffic, particularly search and social. We have no say about how big tech firms use algorithms.
Certain sites and search engines will favor one type of content over the other, so you increase your chances by trying out as many as you can. Just remember to always keep your NAPs (Name, Address, Phone number) consistent, though.
You don't want to be Smith and Co. on one site and Smith and Co. LLC on another. You don't want potential clients to be left confused over which address or phone numbers they're going to take down.
Maintain your online presence consistent, and work at getting traffic from all sides. And as always, be prepared to adapt when the algorithm changes.