Matthew Jeffrey, Barrister & Solicitor, a Canadian immigration lawyer Toronto, Canada was looking for a way to improve the firm’s position in search engine rankings, drive more traffic to the firm’s website and improve conversion.
The goal was to establish the firm as authorities in its field, improve website traffic, boost reach, and generate new leads. After reviewing the market and researching potential strategies, the firm decided that well-thought-out and effective internet marketing could best help the organisation achieve these goals.
After consulting with Nova Solutions, Matthew Jeffery made the decision to dedicate significant attention and focus to SEO and online marketing. This strategy is frequently successful with law firms as well as all companies and organisations.
In order to be effective, law firm SEO efforts must be comprehensive and all-encompassing. There are various factors to keep in mind when it comes to online marketing & SEO for law firms.
Below is a thorough case study that details lead generation for lawyers and law firms with specific attention placed on the various aspects of internet marketing and SEO that constitute a comprehensive plan. This case study also includes specific examples of successful efforts.
First Phase – Traffic Generation
In order to attract more clients and promote the firm, it’s crucial to ensure that those interested in a firm’s services can find the firm’s website in the first place. This is a key aspect of internet marketing, but not the only aspect.
Online marketing & SEO for law firms involves creating a strategy for increasing traffic and then successfully carrying out this strategy. A successful strategy includes various traffic generation efforts working in tandem.
Part 1 – Organic Traffic Generation
Organic SEO involves unpaid efforts to boost a law firm’s placement in search engine rankings. There are several aspects of organic traffic generation.
Website content, how it is positioned, and the way it is written is important. This is known as “on-page SEO.” This stage of the process involved changing, optimizing and creating new content in order to increase relevance for key terms, which in turn leads to an improvement in search rankings.
Off- Page Strategy
To achieve the firm’s business goals, it was also necessary to create an “off-page” strategy to improve search engine ranking. This included devising a strategy to increase the number of custom links to the firm’s website from relevant sources.
It also involved creating and submitting content for online publication in reputable journals, publications, periodicals, news sites, and more.
Social media is not an aspect that can be ignored. Through this type of internet marketing law firms can improve reach online, have the firm’s voices heard by a larger audience, and generate links and traffic to their websites.
This technique is used successfully by Matthew Jeffery’s lawyer Twitter feed that frequently shares information and communicates with followers. This strategy improves the firm’s online presence and reach.
Blogging helps with law firm SEO and traffic generation in many ways. The content created on a blog gives search engines more relevant pages to index. A blog also leads to more opportunities to get links to a website.
In addition, a blog helps establish a firm as an expert in the field. When it comes to online marketing & SEO for law firms, a blog can boost credibility and reach.
This technique is used in Matthew Jeffery’s thorough immigration law blog that discusses and explains many aspects of the firm’s areas of legal practice. The blog highlights the firm’s knowledge and creates content that will be linked and shared by various people online, expanding the firm’s reach.
Guest blogging in relevant academia and industry publications can also improve a firm’s online reach while also improving the firm’s reputation with those who matter.
By creating informational videos for online publication, a firm can reach a new audience and showcase the knowledge of the firm in a detailed and interesting way. This helps the firm build a network of dedicated followers who will subscribe to and follow the firm’s videos.
Part 2 – Paid Search
In addition to organic SEO, paid search (Pay Per Click) is another aspect of online marketing for law firms to take advantage of. Paid marketing efforts must be done correctly in order to avoid wasting time and money on traffic that does not convert.
Pay-per-click advertising (PPC) is a method of online marketing that involves the advertiser paying whenever an ad is clicked. One of the most well-known and most common PPC providers is Google’s AdWords program.
The AdWords program makes it possible to bid on specific keywords and phrases in order to show up as a “sponsored result” on the search engine results page for those terms.
Remarketing is designed to target those who have visited a website in past, but did not convert. For example, remarketing could show ads for a firm to past website visitors through Google’s Display Network.
Ad clicks can be boosted through “dynamic remarketing” which includes details of the specific services that a person viewed on the website in the ads. Ads can also be shown to past website visitors ads as they do follow up searches online.
Remarketing improves focus by only showing ads to those who have previously shown interest in the law firm or the firm’s field of expertise.
Social Media Remarketing
Social media remarketing is a similar concept to general remarketing, but it targets those who previously interacted with social media campaigns. This makes it possible to narrow the advertising scope and use specific criteria to improve ROI.
Depending on the firm, displaying relevant ads on LinkedIn may be beneficial. LinkedIn offers targeted ads that are geared towards a professional audience. These ads are available as pay-per-click ads or pay-by-impression.
Also depending on the firm and its intended audience, Facebook ads can be a helpful form of paid marketing. Advertising on Facebook provides several options for marketing to Facebook users. The ad program makes it possible to create targeted ads to reach different audiences.
There are several ways to advertise on YouTube. YouTube marketing allows a firm to bid on specific keywords in order to be featured at the top of YouTube search results.
Video ads can also be created to play before other relevant videos on YouTube. This helps grow and maximize the law firm’s online presence.
Second Phase – Website Conversion
It’s not enough to just increase traffic to a website. If visitors arrive on a site and then leave quickly, the firm does not succeed in its goal of increasing business, generating leads or acquiring any new customers. In order to accomplish these business goals, steps need to be taken to increase website conversion.
In order to improve website conversion, a website needs to:
Be Mobile Friendly
More and more searches are taking place on mobile devices every day. In 2015, Google announced that, for the first time, more than half of all Google searches happened on mobile. This number has continued to increase.
If a visitor ends up on a site and cannot properly read or navigate it from a mobile device, he or she will quickly move on to a competitor. In order to avoid this problem, Matthew Jeffrey’s immigration law website is designed to be just as functional and easy to navigate on mobile as it is from a desktop browser. This ensures that all audiences are able to easily use the site.
Visitors will not sit around and wait for a website to load. If it takes too long to view a page, they will click “back” and most likely never return.
Conversion Optimization of Visitors
Conversion optimization involves changing aspects of a website in order to convert more visitors into clients. It can involve A/B testing, changing the content or location of call to action buttons, and much more.
Importance of Content
Visitors need to be able to find a site’s most important content. Encouraging them to read this content is also key as this helps convert visitors. Through smart website design and user experience optimization, it is possible to direct visitors to key content which, in turn, increases conversions.
There are many different aspects of online marketing for law firms. By creating a comprehensive and unified strategy for the firm, Matthew Jeffery and Nova Solutions have been able improve the firm’s online presence, attract more potential clients to the website and convert more of these visitors into clients.
Continuing to fine-tune and build on these efforts in the future will allow the firm to further increase its online presence, continue to attract potential clients, and grow the firm.