A law firm, in essence, is still a business. As such, it is necessary for lawyers to understand their clientele, especially how they find the attorney to represent their case. According to one study from Lawyernomics, the most popular way is through the referral of a friend (34.6%). The second most popular option is through a search engine (21.9%) such as Bing, Google, and Yahoo.
Given the data, lawyers without a website miss out on a lot of opportunities to get in touch with hundreds of clients. But even if you do have one, owning a website is not enough. Just like everything else on the Internet, a lawyer’s website needs to target its audience on a local scale. This is achievable through local SEO, says the people behind Lawyer Marketing Expert.
Local SEO is a way to enhance the online presence of a website. When someone types a keyword in search engines, the algorithm decides which sites should appear on top. SEO, in general, tries to improve a site so that the algorithm would consider it worthy of a spot on the first page of the search results, which is a spot searchers click the most.
In a nutshell, the difference in local SEO is that it focuses on a particular area. For lawyers, the marketing campaign would focus on the area of their practice. For example, SEO efforts for the website of a family law attorney in Long Island will focus only in New York, instead of the entire United States or the whole world. This focus improves the presence of the website in particular areas only, which then results in a faster way to get to the top of the search results.
Lawyers need local SEO to make sure that their practice is visible in their local area. Only with SEO can attorneys beat their competition and attract more clients. With good local SEO practices, lawyers get more site visitors – all of which are prospective clients – which eventually translate to consultations and appointments. In the end, the law firm grows at the same time its web presence becomes stronger.