Law firm websites can generate leads

Your law firm’s website won’t attract new clients if no one sees it.

Lots of people use the internet when they need an attorney. The vast majority of them turn to search engines like Google to find one. 

If your law firm’s site is buried in the results, though, the odds that it will be seen by a potential client are drastically diminished. 

Rising to the top of the results page is the best way to make online marketing work.

 

The internet became the most popular way for people to find an attorney as early as 2014. 

One survey found that there were more people who used the internet to find a lawyer (38%) than those who asked a friend or relative for a recommendation (29%).

Since then, the percentage of people who use the internet has likely grown even higher, possibly approaching 50%, highlighting the need to market your law firm online. Ignoring this source of clients can hamstring your firm’s growth, especially considering the trend towards using the internet even more often.

38%
Used the internet to find a lawyer
63%
Use search engines to find lawyers

Most of the people who use the internet to find a lawyer start with a search engine.

While some people gravitate more to social media or other online sources, the majority of people who need a lawyer go to a search engine like Google.

Once there, they type in what they’re looking for or the legal problem they’re having. 

When they hit enter, they’re confronted with the results page, listing the most relevant and important sites for their query. 

Where Your Site Appears in the Results Matters... A Lot

Top Result: 31%

Studies have found that the top listing in the results page gets clicked on 31.24% of the time.

Second & Third: 24%

Sites ranked second net 14% of the clicks. Those in third get clicked on 10% of the time.

Rest of Page One: 16%

Sites ranked fourth through tenth share 16.2% of the clicks, with number four taking 7%.

The Deep Pages: 4.6%

Only 4.6% of the clicks go to websites that are not listed on the first page.

Of course, you can jump right to the top of the results page by purchasing a pay-per-click (PPC) ad. You’ll only get charged when someone actually clicks on your site in the results listing.

Studies have found that PPCs garner about a quarter of the clicks on the results page.

However, your listing gets flagged as an advertisement, deterring savvy internet users. 

Additionally, PPCs are notoriously bad at turning leads into customers: In the legal field, only 4% of the people who click on your site end up turning into clients, making all of that ad money fruitless.

A legal blog improves your ranking, converts clicks into clients, and enhances your reputation in the legal field.

A legal blog is a useful way to fill your law firm’s website with quality content on your area of practice. As search engines note the relevance and importance of your words for certain queries, they will promote your site in the rankings, making legal blogs a great way to optimize your site for search engines.

But search engine optimization (SEO) isn’t the only way legal blogs perform. Interested clients are impressed by quality blogging, making them more likely to pick up the phone and call your office.

Laypeople aren’t the only ones who are impressed. Other attorneys and in-house counsel routinely cite legal blogs as a factor in their decisions to make referrals or hire outside help.

Search Engine Optimization (SEO) Benefits

Search engines like Google look for websites that are relevant and important for every query someone enters. This includes potential clients with legal problems. Isolating what those potential clients might be searching for, and then adding content that is relevant and important for that search to your site, optimizes your site for search engines and puts it in the top of the rankings.

Impress Potential Clients

Legal blogs are an unparalleled way to showcase your legal skills and knowledge. Whether through evergreen posts that highlight your familiarity with the precise legal problem that an interested client is going through, or through topical posts that show that you are at the cutting edge of developments in your field, a legal blog convinces readers that you are the lawyer to hire.

Corporate Clients Read Legal Blogs

If your firm targets corporate clientele, then legal blogging is an absolute necessity. A legal blog is one of the most easiest and prominent ways for in-house counsel to judge a law firm, and figures show they use this opportunity: 76% of the corporate attorneys surveyed in 2012 cited a legal blog as a factor in their decision to hire outside counsel. And that was back in 2012, when legal blogging was new.

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