Solo Law Firm Marketing

When you invest in search engine marketing, it’s important to have an idea of which keywords are the most important to rank for. You don’t want to choose keywords that are so broad that they’re extremely difficult to rank for or that are so niche that they have almost no search traffic. Finding the right balance requires a certain level of experience and research.

Keyword research involves pinpointing the terms and phrases that your target market is searching for on Google and other search engines.

Ideally, you want your site to rank as high as possible in search results for keywords that are relevant to your service and practice areas. To do this, you want to find a happy medium between search volume and conversion rate.

Ranking for a search term with high volume isn’t as valuable as it seems if it’s not generating leads. However, ranking for search terms with very low volume and higher conversion rates also won’t do much – the volume just isn’t there.

The solution? Think about your practice areas and the locations your law firm serves.

As an experienced law firm marketing agency, we’ll help you identify high-value keywords and develop a marketing plan around ranking for them on search engines.

One of the main types of SEO that will help increase visibility to prospective clients in your area is local SEO. Local SEO for lawyers involves a few things, namely website optimization, a cohesive online presence, and focusing on keywords for your location and practice area.

An example of a keyword with local intent is “Jersey City divorce attorney.” This type of search will signal to Google to show local results for websites and map results. Ranking high in both areas will expose many potential new clients to your brand. Your content should include information about your location and practice areas, as Google uses these factors to assign rankings to sites.

Increasing your online presence locally also involves optimizing your Google My Business and legal directory profiles.

Google Business Profile

If you want to stand out in local Google searches, Google Business profile optimization is a must.

Google Business profiles have become increasingly important for local businesses and solo practitioners in recent years. When someone searches for a service, they typically search through Google. For local searches, Google displays relevant Google Business listings from businesses in that area.

A fully filled out and well-reviewed profile tends to show higher in business listing results. What’s even better is that these profiles are completely free to create, use, and optimize.

Google Business profiles tend to include the following information about local businesses and solo practitioners:

• Contact information
• Website URL
• Physical business address
• Services
• Business hours
• Reviews

Local SEO marketing campaigns should always include Google Business profiles. There’s no reason not to have this in your toolbelt for business development.

Online Directory Listings

In many local searches for a solo law firm or practitioner, the first few results often include legal directories. Creating profiles on the major legal directories helps tremendously with your visibility, as many consumers use these sites to find qualified legal professionals.

In legal directories, you can also go more in-depth about the legal services you offer.

When Digital Logic creates your directory profiles, we ensure that your name, address, and phone number (NAP) are consistent across the board. This is a level of consistency that Google likes to see, which means it could help your rankings.

Google likes to see fresh, unique content that is user-friendly and optimized for their search engine, as it helps with the total client experience.

This is where professional law firm content marketing services come in.

With your keyword list in mind, our content marketing team writes accurate and professional legal content that appeals to both searchers and search engines.

Content that is helpful, informative, and easy to understand is our goal, as that’s what potential clients want to see. The better the content on your site, the more Google (and paying clients) will like you.

Blog Content

Two main types of content exist for law firm websites: blogs and practice area pages. Blogs are one of the best places to answer legal questions that potential clients are asking. Many searchers who are unsure if they need an attorney will search terms and questions related to the cases they’re facing online.

By using blogs as one of your marketing channels, you can provide helpful content for searchers, which makes them more likely to remember your law firm in the future. Additionally, blogs serve to prop up your practice area pages, which you ideally want to have the most traffic. To do this, we link each blog to its related practice area page. This sends the traffic and authority that the blog gets to the page.

Practice Area Pages

Practice area pages are the bread and butter of law firm websites, no matter how large or small the firm. These pages detail what cases you take and answer common questions about those cases. For small firms and solo attorneys, these pages aim to rank for the local keywords with higher conversion rates, like “Detroit divorce attorney.”

The marketing strategy for these pages is to provide accurate and helpful information that encourages the prospect to take action, such as submitting a form or scheduling an appointment. Content should be easy to understand, succinct but comprehensive, skimmable, and valuable.

These marketing activities will keep readers engaged, show off the value and experience of a law firm, and offer solutions for prospective clients.

Link building is essential for any online marketing strategy, as it can improve your rankings in search engines by sending signals about your relevance and authority to Google.

It involves getting links from other websites that point back to yours, also called backlinks. When another website links to yours with relevant anchor text, Google sees this as a sign that your content is valuable.

There is a very strong connection between backlinks and organic traffic, meaning that the more backlinks a site has, the higher its traffic tends to be. Because links are such an important part of rankings on Google, it is crucial for solo practitioners to have a solid link-building strategy included in their marketing efforts.

Technical SEO services aim to improve the user’s experience and the overall functionality of a website.

If website visitors feel that a law firm’s site is difficult to navigate or slow to load, they’re likely to leave your site to search for other lawyers.

To ensure potential clients have the best possible experience on your site, we prioritize the optimization of elements such as page speed, site structure, navigability, mobile friendliness, and much more. All of these small changes work together to provide a seamless client experience for the end user, which is exactly what we (and Google) like to see. It truly can make all the difference for your law firm’s marketing efforts.