Robert Davis
Marketing your family law practice is an essential part of how you grow your business. You need the right marketing and content tools to draw clients to your site and ensure it is searchable. The more potential clients can find your website, the more likely you are to increase your client base.
Search engine optimization (SEO) is one of the key ways you can grow your business. The right SEO strategies make your web pages appear higher in a person’s search results. You can see increased web traffic simply by using family law SEO correctly.
This article contains tips and tricks to improve your family law SEO and bring more clients through the door.
Basics of Search Engine Optimization
Search engine optimization (SEO) is the key to a successful website. It increases your search engine ranking on Google, Bing, and other popular search engines. SEO is the technology and strategy that can get you from page #100 to page #1 in the search results.
SEO is the process of making your website more visible to these search engines. It utilizes keywords and phrases these search engines look for. This will help your firm and website appear higher in the results or even at the top.
Search engines use algorithms to scan web pages for the words and phrases contained in the user’s search. For example, someone may search “Family law lawyer in Atlanta” or “California divorce law.” Algorithms look for web pages that answer these basic searches or even more complex questions, such as “What is the divorce process in Chicago?”
SEO practices anticipate what your clients are looking for. It then uses phrases on each page and in content written for your site to draw traffic to your web pages.
In addition to phrases and keywords, search engine algorithms consider hundreds of factors in determining which websites should appear at the top of the list. An experienced legal marketing firm knows how to design your content, marketing, and website to rank higher and increase your search engine optimization.
How To Use SEO To Stand Out From Your Competitors
There are many ways to use SEO to break away from the competition. Your family law practice needs these strategies and many others provided by a family law marketing team.
Using Keywords and Phrases To Increase Search Engine Optimization
SEO uses phrases and keywords relevant to the potential client’s search. A skilled marketing team will use keyword research to determine what your clients are looking for and what to make sure is included in your pages and content.
Common keywords and phrases that improve family law SEO include, but are far from limited to:
- Divorce attorney or divorce lawyer
- Family law practice
- Child custody
- Divorce process
- Guardianship
- Divorce law
- Family law attorney in [geographical location]
- Experienced family law attorney
- Spousal support or alimony
These phrases are just a sample of the wide variety of terms your web page should include. Family law practice — as you know well — covers many practice areas and legal issues a family may face. With the right family law marketing strategies, you can target these potential clients and improve page SEO at the same time.
Adding Content Marketing to Your Family Law Firm
Content marketing refers to creating web pages that answer questions, explain legal principles, and much more. A simple website with a couple of ads is no longer enough to attract clients. Clients want to know that your firm has the knowledge and experience necessary to help them through the difficulties they face.
Content marketing increases confidence in your abilities as an attorney and in the firm as a whole. It shows that you understand the law and can represent clients who need help in those areas.
Your family law marketing plan should include content creation for your website. Content marketing uses:
- Blogs: These are short pages that answer specific questions, discuss recent developments, or showcase your firm’s success. Blogs help direct search traffic to your website.
- Content pages: Longer pages with more detailed content demonstrate knowledge and experience in particular family law matters. For example, your website may have an informative page on your state’s divorce laws. It could describe the process, how to file, and more.
- Social media posts: No law firm marketing strategy is complete without social media posts. Potential clients are on Facebook, Instagram, Twitter, and many other platforms. They want to see you there too, and are likely to notice posts that link to your site and content pages.
Content marketing also helps with SEO strategies. These strategies are a natural way to include keywords, phrases, and the many other factors search engines are looking for. Especially as the market has become more competitive, search engines’ artificial intelligence (AI) technologies are smarter and looking for substance. They can differentiate between pages with copied content, basic information, or obvious “keyword stuffing” designed by inexperienced SEO professionals.
A skilled legal marketing company knows how to create quality content that increases client confidence and improves your SEO rankings in Google searches. Increased site traffic will lead to more clients and more revenue for you.
Maintaining and Staying on Top of SEO Changes
Once you and your marketing professionals put in the work to increase your rankings, you need to continue to defend your position at the top of the list. It is not enough in today’s world to sit back once you are on top. You must maintain your SEO rankings to stay competitive in the family law marketplace.
You need to generate consistent website traffic to create loyal, long-term clients. You want to establish yourself as an authority in family law in your area. To do this, you need to stay on top of changes in SEO requirements as they evolve.
Below are tips to help maintain and stay on top of SEO changes.
Updating Your Website
Google and other search engines look not only at your content’s quality but also its freshness. In ranking pages and websites, Google looks for new material that has been updated or added to. Keeping your site current with new content, blogs, and other updates helps it continue to appear at the top of clients’ search lists.
Updates can also include videos, images, and other non-text items that improve your website. This also enhances the new client’s experience on the page and makes it look more professional. You can also update your branding and web design to improve your SEO.
Expand Link Building
We’re now getting a little more into technical SEO, but “link building” refers to connecting links to other pages on your website or other sources outside of your website. The number of links you put on your website can directly affect how Google and other search engines view your website.
Link building is a delicate balance. Your website should link to quality content and not be overstuffed with identical links on multiple pages. Your pages should also include inbound links to other pages on your website. And they should link to different pages, not just a single repeated article or page. Marketing professionals understand these nuances and can handle them for you.
Utilize Proper Outbound Links
Outbound links connect to web pages that are not from your website. In family law marketing, the most common outbound links are to government websites and authoritative sources about family law.
For example, your divorce page may refer to the specific statute that applies in your jurisdiction. A link to your state’s official statutory pages lends authority to your webpage, demonstrates your knowledge as an attorney, and helps your web pages rank higher for SEO.
Improving Social Media Presence
Search engines view social media sites as those with a high page rank. This means that links to and from social media to your website help your firm appear as an authority brand in family law.
Social media posts improve SEO and make your firm more visible to potential clients. Quality content helps draw clients to your website, where they learn you know what you are talking about and can handle their case. This greatly increases the likelihood they will hire your firm for their family law needs.
Improve Family Law SEO With Scorpion Legal
Working with Scorpion Legal is the smart way to grow your family law practice. We know how to use family law SEO to maximize your search rankings and bring more clients to your firm. You can focus on your firm and your clients while we handle your marketing strategies.
Let us put our marketing professionals to work for you. Get started today.
