Getting found online requires visibility. In this article, I discuss four methods for boosting the visibility of your law firm’s website: SEO, link building, social media, and real-life (yes, real-life) networking.
Increasing the Visibility of Your Law Firm’s Website
There is not much point in having a website if no one knows it exists. It can be extremely frustrating to pay a web designer only to find that your traffic level is next to nil, and then be left feeling helpless as to how to build an effective online presence. This article provides four recommendations for increasing the visibility of your law firm’s website.
1. Search Engine Optimization (SEO)
Search engine optimization (SEO) improves your site’s page rank on the major search engines, thereby increasing the likelihood that it will be found when someone is looking for a lawyer in your firm’s location with your attorneys’ knowledge and expertise. Successful use of SEO starts with building effective website content that speaks to your firm’s potential clients while also making your site appear highly relevant to the search engines with respect to prospects’ likely search terms.
The next two recommendations can help improve your law firm website’s SEO as well—in addition to providing more direct opportunities for prospects and referral sources to find your site.
2. Third-Party Links to Your Firm’s Website
The more third-party pages that link to your law firm’s website, (i) the more likely potential clients are to be re-directed to your online content and contact information, and (ii) the better your site will look in the “eyes” of the major search engines—resulting in better page rank and improved SEO. There are a number of ways to establish inbound links to your firm’s site, including:
- Writing guest articles for online publications and other attorneys’ blogs;
- Commenting on third-party content;
- Establishing profiles on LinkedIn.com, Avvo.com, and Martindale.com;
- Adding substantive content to your LinkedIn.com account and contributing content on Avvo.com.
When you write guest articles and contribute content to third-party sites, you generally have the opportunity to include a brief Author Bio at the end of the article. This is your opportunity to identify your practice areas and link back to your homepage.
3. Effective Business Use of Social Media
Using social media for business development is another practical way to drive more traffic to your law firm’s website. Some keys to making effective business use of social media are: (i) stay professional—segregate personal and business accounts; and, (ii) focus on interaction—more than just broadcasting information, you should be responding to other people’s posts and building ongoing relationships.
Your social media profiles should contain links to your firm’s website or your attorney profile page, and your posts should include links to blog articles and other content on third-party sites.
Last but not least, good old-fashioned networking (yes, in real life) is a great way to spread the news that your firm is active online. When five minutes isn’t enough or lunch isn’t the right setting to tout your attorneys’ success stories and breadth of expertise, a business card with your firm’s domain name can be a valuable tool for staying front-of-mind and leading potential clients and referral sources to your online content.