Lawyer SEO Marketing Tips to Boost Clients’ Calls

Does it seem like the calls have slowed a bit more than you’d prefer? Has it felt as if you’re doing everything you can to boost your law firm’s SEO, yet things still haven’t taken off yet? It’s the most understandable thing in the world to be fantasy, to want to see significant improvement and change. Yes, engaging in lawyer SEO marketing is a long-term endeavor. Indeed, we tell clients that they won’t see positive results for months. However, there are some steps that you can take right now to help the calls come in. 

Now, the tips below are mentioned in the context of “you’ve already done the big things.” For example, this was written with the assumption that you’ve already optimized your website, you’ve made it responsive, you post quality content to social media, your site, and more. If you haven’t done the basic fundamentals, go do those. We take care of those for our clients before we move on to what’s below. 

When in Doubt: Research 

This is perhaps the number one “down time” activity that we recommend to our clients. Yes, as an attorney, you rarely have much (if any) “down time,” but if you do, and are looking for some way to boost your SEO, research can help. That means many different kinds of research. 

For example, you can almost always do research on your keywords. Your keywords, even the best ones, are going to change. As the clicks (and prices) change, you’re going to want to stay on top of that. So, doing more research into your keywords almost invariably pays dividends. 

On that same topic, the same goes for doing research into your competitors, too. They aren’t sitting still. They’re always trying something new, something different. That’s true whether you’re chasing them or they’re chasing you. So, looking into what they’re doing can give you a good idea of what you should do next (or, at the very least, something that you can incorporate into your next steps). 

To wit, when new clients sign with us, one of the first things we do is to identify a “content gap” with their competitors. Specifically, this is to look at your competitors’ keywords, what they’re putting out, and seeing where there’s an opening, where they lack something you can exploit. It’s highly effective. 

Of course, the flip side to this is that someone very well may do the same for your competitors. Thus, by researching your firm as well as theirs, you give yourself the best chance to be and stay on top. 

Audit, Audit, Audit 

How long has it been since you looked at your site? We don’t ask that in the context of “how long has it been since you opened your website?” But, rather, “how long has it been since you really audited your site, since you really looked at what’s there?” So often, there’s something that a lawyer missed on their page which could be holding back their calls. 

Beyond grammar, punctuation, and all of that, you also want to ask questions like: “do we have enough CTAs? Are they strong enough?” Doing a “content audit” is a great idea if it’s been a while, too. Do you have enough content that educates? Moreover, do you also have content that tells people how they can reach out to an attorney like you right now? You want to have content that reaches prospective clients (and their family members) in different ways. 

In addition to the content, doing an “SEO audit” of your site is a good idea, too. That means checking the keywords on each page (not too many or too few), as well as the meta tags, meta titles, descriptions, and more. Do you have content that’s landing pages, service pages, and more? Do you have content that’s not just written words, including podcasts, videos, pictures, and the like? Each of these can have real benefits for your firm. 

New Content (and New Ways of Using “Old” Content) 

When many lawyers create their content, they have this idea that anyone will be able to find it at any time they want. It’s easy to think of your completed content as, well, completed. You’ve put it up, you optimized it, it’s done. You hope it’s successful, but you’re done with it. Sure, that can be true. But, it’s also true that so often, folks aren’t going to be able to see your content, even your best, most popular content, due to when they’re online, algorithms, and more. Thus, reusing and repurposing your content can be greatly beneficial. 

For one, it saves you the trouble of always coming up with new content. Now, that doesn’t mean that you just post the same thing over and over again. But, if you have a page you like, a page that’s successful, there’s nothing wrong with editing that as the laws change, adding to it, and so forth. This is a way to really drive your SEO higher. 

To use one example from outside of the legal realm, many of our clients who have sales around the holidays tend to update their “holiday sale” page each year. It’s the same page, but with new content. That way, they build on the “link juice” (for lack of a better word) that’s already there. You can do the same with your content, with your best content, as circumstances warrant. 

Additionally, “repurpose” doesn’t just have to mean “add some words to a blog/landing page/etc.” “Repurpose” can mean “take a blog/landing page/service page you really like and then make it into a podcast, video, and so forth.” That way, you’re using the same “content,” but in a totally new way which, additionally, can reach more people. 

Lawyer SEO Marketing Experts 

The above are some of the more advanced tips that we use for our lawyer clients. The truth is, as an omnichannel digital marketing agency, we can help in a variety of ways. From your website, to your SEO strategy, to your content, to your paid ads, with our assistance, your law firm can grow how you want it to. For a free consultation with our lawyer SEO marketing experts, you can reach us at (888) 477-9540.