A lot has changed since we began creating websites and building search engine optimization (SEO) in 2005. The tactics and techniques that attracted leads back then are very different than those we use today. Anyone with a website has to keep up with the times in order to maintain good rankings in search results.
If your website is not getting you the traffic and leads you want, there are simple actions you can take – even if you’re short on time. Here are seven things you can do in the next hour to increase your website’s visibility in search engines and improve conversions by turning potential clients into leads.
Step 1: Add your phone number(s) and physical address.
Place your firm’s phone number in the header of your site. If you use both local and toll-free numbers, include both of them. Make the phone numbers stand out in a large font and a color that contrasts your website background. Include your physical address and local phone number on each page of your website by adding them to the footer.
Step 2: Show off your people.
Add photos and videos of your law partners, and your staff if possible, to the website. A good professional photo on the about page helps engage potential clients and build trust by showing them the real people behind the business. If you haven’t done so already (or not for a while), consider hiring a professional photographer or videographer to come to the office for a day.
Don’t stop at just your website though. Add your photos and videos to your firm’s Google My Business, Facebook, Avvo, and other directory and social accounts.
Step 3: Use a form that encourages action.
Next, be sure you have an inquiry form on each page of your site with a strong call to action. In our experience, the text above your form has the single largest impact on your page’s conversion rate. We tested three headlines and sub-headlines on a website for one of our clients, and we found a 14% difference between the best and worst converting calls to action. So, the message you include above the form does matter.
In addition, the form’s submission button should include a good action word. Tim Ash’s book on landing page optimization recommends website owners change the button on your feedback form from the standard “submit” to finish this sentence: I want to…. For example, “Get a Legal Quote” or “Talk to a Personal Injury Lawyer” show potential clients what they will get by contacting you. Choose a large, brightly contrasting button to help it stand out.
Step 4: Use service-centric tags.
Update the <title> tag and <h1> tags on your website to include both your services and your physical location. For example, consider Personal Injury Lawyers in Dallas, TX or Divorce Lawyer in Chicago.
Step 5: Get more links.
Get links to your website. We talk in detail about the legal directories that have the best backlinking impact for law firms. Most lawyers can come up with 10 links to their site by just emailing fellow alumni or professional contacts and asking them to add a link. You can also get links to your website by posting guest blog posts or writing informative articles elsewhere on the web and including links in the content on those third-party sites.
Step 6: Expand your content.
Pages with 2,000 words or more tend to rank better in search results. This step might take longer than an hour, but it’s a good idea to get started with however much time you have. A simple way to increase your word count is to add frequently asked questions or case examples to the pages. Or, you can merge content from an older blog post that is not bringing in traffic.
Step 7: Use Google’s tools.
Google has a suite of free tools to help your business get in front of more potential clients. If you have not done so, claim your business profile on Google Maps and fill in your local listing. You can also see if your firm qualifies for Local Service Ads and Google Screened, which are two relatively new services that can set your firm apart even more.
These recommendations will help you better convert your website content into paying clients. And as always, contact us at Envoca if you have questions or need assistance with improving your search engine rankings.