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.
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%
Second & Third: 24%
Rest of Page One: 16%
The Deep Pages: 4.6%
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.
At Myers Freelance, we ask a lot of questions about search engine marketing (SEM), in large part because, well, we’re skeptics. We like facts. We put statistical accuracy in high regard. We think that a potentially misleading figure is worse than no figure at all, because it can pull you down the wrong path, rather Read more about How Often Do Top-Ranking Law Firm Sites Host Legal Blogs?[…]
In our last blog post, we talked about the dangers of content scrapers. In short, some websites on the internet make money by copying content from your legal blog and pasting it on their website – their efforts are often automated, using content scraping bots. This can hurt your search engine optimization (SEO) efforts or Read more about Defending Your Site Against Content Scrapers[…]
In online marketing, high-quality content is a big deal. Hosting it on your site is a surefire way to move up in the rankings. It’s also why other sites will copy and paste your content into their domain. Some sites even have automated content scrapers for just this purpose. Content scraping is illegal – your Read more about Content Scrapers, and Why You Should Worry About Them[…]
If you want more clients for your law firm, then search engine optimization (SEO) is a means to that end. However, not all aspects of online marketing fall into the category of SEO, per se. There are other techniques that you can use online to attract potential clients to your firm’s website that don’t involve Read more about The Double-Edged Sword of Google’s Lengthened Meta Descriptions[…]
As expected, the Federal Communications Commission (FCC) voted along party lines to strip the internet of its designation as a public utility, repealing the rules of “net neutrality.” There are plenty of other places that you can read all about it, from how: Only 16% of Americans wanted a change to the net neutrality rules; Read more about Net Neutrality is Dead: Now What?[…]
Unless you’ve been living under a rock in the past couple of months, you’re aware that the rules of net neutrality are set to be reconsidered on December 14. There are calls for the vote to be delayed due to potential fraud in the comments that were solicited by the Federal Communications Commission (FCC), but Read more about How the Lack of Net Neutrality Could Impact Your Law Firm’s Website[…]
If you’ve decided to market your law firm online, the first thing you’ll do in the execution stage is to create a website. Unless you’re investing heavily in the venture and contracting with a full-service website provider, you’ll probably put together a WordPress site (even if you do pay someone else to build your site, Read more about How Yoast Actually Handles Keywords[…]
The call to action, or CTA, is the paragraph in your legal blog post that urges readers to reach out to your law firm: “If you or a loved one have been hurt in a motorcycle accident in central Illinois, show that you’re not joking around by hiring the personal injury attorneys at Foster, Wallace, Read more about Tiny Mistakes in a Call to Action Can Seriously Hurt Your Firm[…]
As professional legal bloggers, we read a lot of legal blogs and see lots of techniques being used. One that we see constantly is the bolding of keywords. Some of the most egregious examples look like this: “As personal injury lawyers, the attorneys at [law firm’s name] seek to help our clients get the compensation Read more about Should You Italicize or Bold the Keywords in Your Legal Blog?[…]
Recently on the Myers Freelance blog, we’ve been dealing with the ins and out of writing a series of legal blog articles on a related topic. Refresher: The Legal Blog Series This all started in our recent blog sample for criminal defense attorneys. There, we wrote 476 words on the upcoming Supreme Court case Carpenter Read more about How to Plan and Execute a Series of Related Legal Blog Posts[…]
If you’re one of the two regular readers of our legal marketing blog, last week’s article on how a series of blog posts can hurt your SEO (search engine optimization) might have raised an interesting pair of questions: Wait… can’t you get penalized for hosting duplicative content on your site? And, Wouldn’t writing about the Read more about No, Your Site (Shouldn’t) Get Penalized for a Legal Blog Series[…]
Our last post was a blog sample for criminal defense attorneys – a case analysis of the upcoming Supreme Court decision, Carpenter v. U.S. – that was geared towards a lay audience. At the end of that post, we noted how, at 476 words and without a call to action, yet, it was already toeing Read more about How a Series of Legal Blog Posts Can Hurt Your SEO[…]
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