Is your law firm website competitive? In other words, does it help you stand out from your competition and rank well in the search engines? Here are three ways to make your law firm website more competitive.
First, ensure that your website answers the question, “Why us?”
Why should a potential client choose you or your law firm over other lawyers or law firms that do what you do? Why are you the best solution for them?
Talk about what’s different about your experience, about the services that you provide, the way you provide those services, or even the way you charge your fees. But make sure that your website answers that question, why.
Use keywords or keyphrases strategically
Second, include keywords and key phrases in the content on your website that your potential clients would use to search on the internet for a lawyer who does what you do.
What words and phrases do they use to describe their problems or challenges? What would they actually type into Google if they were looking for a lawyer who does what you do? Incorporate those keywords and key phrases in the content on your site, but make sure that you’re doing it in a natural way that flows conversationally in your content, don’t just shove those words in for the sake of putting them on to the website – you’ll actually get penalized by Google for doing that.
Pay attention to your site’s metadata
Third, make sure that the metadata on your site signals Google and other search engines what your site and each page on that site is about.
Metadata is code that your web visitors don’t see, but that search engines use to return the most relevant results to any search query. That means those keywords and key phrases that those clients are searching for should be incorporated not just in your body content, but also in your site’s metadata.
Two big places to make sure that they’re included in your metadata on every page, are (1) the title of your page, and (2) the meta description. Those two things together are what make up the search results. When you type something into Google and you see a result, what you’re seeing is the page title, and the meta description.
To recap, use keywords and phrases in both the content and the metadata on your website.
If you’d like to chat about how your website is working for you and how I can help it become more competitive, please email me.
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