Law firms need clients to survive, and the Internet has changed the face of business forever. However, there are some aspects that have remained the same over time. The in-person attorney-client relationship isn’t in jeopardy, but it does require you maintain a strong local presence.
Follow these quick and easy to accomplish tips to drive traffic to your site:
1. Localize Your Landing Pages
If you want to rank locally, you need to localize your landing pages. Anyone can make a generic service page, but it doesn’t stand out enough to give you the leverage you need to rank above other local competition.
A prime example of a landing page done right is this community page for Peoria.
A quick glance over this page shows that the personal injury attorney can now leverage:
- Keywords based on the local market (i.e. West Valley and North Peoria)
- Evergreen content based on the location
- ZIP code information to help rankings
- School district information
More importantly, the content shows that it was well researched and is valuable to the reader. This is the content that ranks above the competition in the search results.
2. Leverage Online Review Sites
Online review sites are a gold mine for traffic. Yelp has over 73 million unique mobile visitors, 84 million unique desktop users and 26 million unique mobile app users every month. There are over 127 million reviews on the site, and users age 18- 54 make up the majority of the site’s users.
Local businesses can’t ignore review sites.
Your business needs a profile on all of the top review sites:
- Angie’s List
- Google Reviews
Focus on niche-based review sites as well as the most popular review sites mentioned above. A staggering 68% of consumers say positive reviews help them trust a business. If there are no reviews for your business or just bad reviews, you’re missing out on the potential trust factor that’s important in every business life-cycle.
You can read more about the importance of reviews and hoe to gain more more online reviews here.
3. Make Your Site Mobile-Friendly
Consumers and clients demand mobile-friendly websites. The time of just having a desktop version of a website is long gone. There are more mobile device users than desktop users browsing the Internet, and it makes sense.
People are always connected thanks to smartphones and mobile devices.
There were over 2 billion mobile users in 2016, and if your site isn’t mobile-friendly, these users will click off and go to the competition. Google provides a mobile-friendly test that you can use for free.
Type in your URL and run the test.
You’ll quickly find out if your website is mobile-friendly and will also be able to open a mobile usability report.
Follow Google’s recommendations, make the necessary changes and hire a web designer, if needed, to make sure your site is mobile-friendly. More importantly, make sure your site is responsive so that your site visitors are able to view your site across any platform.
This will ensure that your site is ready for any future viewing and resolution changes.
4. Follow Best Practices
If you want to succeed with driving local traffic to your website and business, you need to follow the best practices. A lot of these practices are basic, but many business owners fail to implement them properly – or at all.
A few of the very basics that are a must-have include:
- Perform keyword research (this guide will help).
- Build local citations.
- Create and maintain a social media presence.
- Measure your traffic using Google Analytics.
- Follow this guide for on-page SEO practices.
You’ll also want to create a blog that discusses your profession, answers potential client questions and acts as another source of driving traffic to your website.
When you follow the best practices and the tips outlined above, you’ll build a strong foundation that forces your site higher up in the search results and gets noticed by potential clients and customers.
It takes some work to get everything you need done in order, but it’s worth the effort for sustained, organic traffic to your website and law firm.