Search

Small law firms that represent plaintiffs have to work hard at marketing. It’s hard to get famous as a personal injury lawyer through word of mouth, because your services are not the kind that lend themselves to word of mouth advertising. People who need a personal injury lawyer are unlikely to have a friend who has been in the same situation and can recommend one. Likewise, they don’t do repeat business except for extraordinarily unlucky clients. Your clients probably have little knowledge of the law before they hire you. Almost every case starts with a Google search. Therefore, if your law firm represents plaintiffs, you need to make sure that prospective clients’ Google searches lead them to you. Paper Street represents a three-pronged approach: search engine optimization (SEO), search engine marketing (SEM), and conversion.


Search Engine Optimization


Paper Street recommends finding frequently searched keywords for your practice area, such as “Dallas personal injury lawyer,” “Dallas car accident lawyer,” “Phoenix child support attorney,” or “Phoenix divorce attorney,” and creating a page on your website for each keyword. Because so many Google search queries by prospective clients of law firms are in the form of questions (such as “how much does it cost to hire a divorce lawyer”), frequently asked questions pages are a powerful SEO strategy for plaintiffs’ law firms. Creating and regularly updating a blog on your site is also a great way to keep your site ranking highly for keywords important to your practice area.


Search Engine Marketing


When developing an SEO strategy, pay-per-click ads which display above organic search results are the enemy; your goal is to create such an eye-catching snippet that prospective clients will scroll right past the pay-per-click ads. According to Paper Street, though, you should embrace SEM as a complement to SEO. In other words, pay for some ads to display above the organic results while also working hard to get to the top of the organic results list. Sometimes clients search for a lawyer when they are in a panic, and they click on the first result that comes up. If they just received the bill from the ER doctor who treated them after their car accident, or they just received the settlement offer letter in which the insurance company is offering them a pittance, they don’t care if your law firm is displaying as a paid or organic search result, as long as you can help them.


On-Page Conversion


Once prospective clients click on your site, it’s your big chance to turn them into paying clients. One of the most effective ways to do that is through calls to action (CTA). In other words, your page content or blog post gives your reader the information they were looking fir, and it is readable and user-friendly, so they read all the way to the end. At the end, a CTA invites them to click a link to your contact page, and a Google user in need becomes a genuine lead.


Legal Blog Writers


Web page content is essential to the marketing strategy of plaintiff firms, but there is no rule saying you have to write it all yourself. You can count on Law Blog Writers to draft readable, original content for your web pages and blog.

As grocery prices rise and reopening policies bring about a mixture of anxiety and relief, one thing is certain: money is tight. Law firms will have to make every dollar count in their marketing strategies for the next few months. Now is not the time to pay influencers to promote your law firm or to produce expensive videos of client testimonials, but marketing is as important as ever during the COVID-19 pandemic, if not even more important. You must focus on marketing tactics that give you the best return on your investment. The FindLaw marketing blog recommends three digital marketing strategies where you should focus your marketing budget this summer; these directories are a bit more expensive than the laborious process of manipulating your website’s organic SEO rankings, but they make a difference more quickly.



Listing Your Site in Legal Directories


When prospective clients Google your law firm’s practice area and the name of your city, your law firm’s website comes up high in the search rankings, as do your competitors’ sites and some legal directories. Your law firm’s listing on a legal directory can make a good impression on clients, but immediately showing them answers to some of their most pressing questions, such as the following:


· Your practice areas and sub-areas

· Your office locations

· Your hours of operation

· Types of payment accepted

Once clients know that they can reach you and you can answer your questions, they will want to visit your site. Be sure to include a link to your website on the directory listing.


Pay Per Click Ads


Pay per click ads are the very first thing to display after a Google search, above even the best organic results. Because you don’t pay anything except when someone clicks on your ad, they are less expensive than paying for the amount of time your ad displays or the number of times it is viewed, for example.


Chat Platforms on Your Website


During the COVID-19 pandemic, people are alone with their pressing questions, wanting answers, or maybe even just wanting to connect with someone. Enabling a chat platform on your law firm’s website will give prospective clients immediate answers and make them feel that you are listening. Having a contact form on your site is good, especially if you respond promptly to messages you receive through it, but a chat platform does the job even more efficiently.


All of these strategies work best if you use them as adjuncts to a strong organic SEO strategy. Content is still king, and you should still regularly add content to your site, even if you also employ these other strategies.


Get Legal Content Writing Help


A blog is one of the most effective ways to add new, informative content to your site. You can count on Law Blog Writers to write engaging, informative blog posts that enhance your credibility in the eyes of prospective clients and curious readers alike.


Now that you are working from home for the foreseeable future, you probably have more time than before to write new posts for your law firm’s blog, but that does not necessarily mean that you have more ideas for new blog content. When you are surrounded every day by the same four walls and the same immediate family members, your imagination about what the rest of the world wants to read on a law firm’s blog could be limited. The most highly ranked search queries, such as “Florida DUI defense lawyer” are hardly specific enough to give you ideas for interesting blog posts that contain them. Stephen Fairley of the Rainmaker Institute has posted some suggestions about where to get ideas for new blog post topics when you are feeling uninspired.

Beyond Keyword Research: Finding Out What Prospective Clients Are Asking and Wondering


Here are some of Stephen Fairley’s suggestions about finding topic ideas that will help you write blog content that your prospective clients will want to read:


· Keep a record of the questions that clients actually ask you, not just questions they ask Google. Keep a spreadsheet of the questions people ask through the contact form on your website, if it has one. Ask your receptionist to update the spreadsheet with questions prospective clients ask when they call the office.


· Instead of just researching the most frequently asked questions related to your practice area, research the most frequently unanswered questions. TextOptimizer is an analytics tool that shows you not only how many search queries have asked a certain question but also how many websites address the question. You can use this question to fill in the knowledge gaps. You will attract not only readers from your geographic area, who can be converted into clients, but also readers from elsewhere who didn’t find answers on the websites of lawyers in their own cities. These can boost the SEO rankings of your law firm’s website.


· Reboot content that you have already written. For example, if you have written an ebook about frequently asked questions related to your practice area, you can paraphrase sections of it as blog posts. In the posts, you can include a link to enable readers to download the ebook.


· Write seasonal content. There is something special about every day, and with enough research, you can relate it to your practice area. For example, you could write a “this day in history” series of blog posts about landmark court decisions, the passage of laws, or the death anniversaries of notable people related to your field. For example, if you are a personal injury lawyer, you could commemorate Christopher Reeve, an actor who became an advocate for spinal cord injury research after he was paralyzed in a horseback riding accident. If you are a criminal defense lawyer, you can commemorate famous cannabis activists.


Contact Legal Content Writers


If you follow the suggestions in this post, you might end up with ideas for more posts than you have time to write. You can count onLaw Blog Writers to write interesting blog posts that answer your prospective clients’ questions.

  • facebook
  • Twitter Round
  • flickr

© 2019 by Law Blog Writers, LLC. Contact Us: info@lawblogwriters.com OR 202-505-BLOG (2564)