Law Firm SEO: 5 Things You Can Do to Build Traffic to Your Website

You’ve built your new website. It’s amazing. But it doesn’t get you any traffic…

And you don’t have a budget yet to be able to hire a law firm SEO company just yet. So, what can you do?

Here are a few strategies you can take on to start building traffic to your website. Be mindful though, these don’t automatically start building traffic overnight. Getting traffic can be gradual – taking months to start seeing results – and even longer if you don’t really know what you are doing.

Before we dive in, a quick word about SEO and Google. With Google, it’s important to be mindful that you are competing against other law firms for the top search engine positions. To get to the top, you have to out-compete other law firms that are targeting your geographic area. So these strategies we recommend, you should take them on, and do them better than your competitors to see the results you want.

Flesh Out Your Practice Area Pages

This recommendation is step one. Start here before doing anything else related to your SEO.

An easy win for a law firm website is to flesh out your practice areas on your website. So many law firm websites we come across have a section of the website for “Practice Areas”, which ends up being a single page that lists the firm’s practice areas. That approach is not going to get you traffic for those practice areas, especially if they have any competition in your geographic area. One practice area page with multiple practice area pages doesn’t do a great job of letting Google know what keyword specifically you want that page to rank for. If you do what a lot of firms do for the practice area page – creating a bulleted list of practice areas – you are not giving Google a lot to go on.

If you want to start ranking for particular practice areas, you should create pages specifically for each practice area. And get as specific as possible. So, if you do personal injury, don’t just have a page for “personal injury.” Have a page for car accidents, bus accidents, pedestrian accidents, slip-and-falls, motorcycle accidents, bicycle accidents, Uber accidents, etc. If you do family law, have pages for divorce, custody, alimony, prenups, etc. If you do employment law, have pages on race/age/sex/disability/religious/sexual orientation discrimination.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is a practicing attorney and VP of Web Services at Uptime Legal where he runs JurisPage, an Internet Marketing firm specializing in online presence solutions for law firms including website design, SEO, and search marketing. He has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

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