Wednesday, September 22, 2010

How to Optimize Your Law Firm's Website

by Benjamin Glass

Many of today's legal marketing strategies revolve around technology—primarily the Internet—to grow their client base. Traditional lawyer advertising involved print ads, TV spots, and billboards; now it's focused on banner ads, YouTube videos, and websites.

The Importance of Your Lawyer Website in Your Legal Marketing

Your lawyer website is a critical piece in your legal marketing machine. When used properly, it serves as a central hub for all your Internet marketing. Your external lawyer advertising methods should all point your potential clients to your easily accessible "home" on the Internet - your lawyer website.

In many of your external legal marketing venues you'll be pointing your potential clients to your website. Just as your personal appearance is the "face" of your practice, your website can be considered the "face" of your Internet presence for your practice. It's often the first impression your new clients will see of you and your law firm, so it's important that you make a good appearance on the Internet.

Organizing and Populating Your Website

To successfully convert website viewers to new clients, your lawyer website needs to be clean, organized and inviting. By working with an experienced webmaster you can design a clean site that's easy to navigate so clients can find exactly what they're looking for. A good Web content provider and search engine optimization (SEO) company are also critical parts of your lawyer website success.

The content on your website should be relevant to your practice areas and optimized to draw in new clients through organic search engine traffic. Once your visitors are finding what they need on your website, you need to make sure that each page gives them a place to ask for more information. The "Contact Us" form needs to be linked on all pages, with separate offers for more materials peppered throughout your Web content.

Driving Clients to Your Website

The key to getting more traffic and clients viewing your lawyer website is in keywords and search engines. While some clients may be driven to your website by typing in the actual address they got from a friend or one of your other legal marketing strategies, most will come from search engines. In most cases, these clients aren't looking for YOU specifically, but, rather, a lawyer that offers your area of legal services.

When a user performs a search, they are typing in keywords or phrases that they're interested in. It's important to understand which key phrases are identified with your lawyer website and then make sure they're used within your Web content. When the search engines see that the phrase a client is searching for is used properly on your lawyer website, you will rank higher on the search engine results.

About the Author

There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.