How can your small law firm compete with the larger firms in the online space? You can gain a competitive advantage by adopting smart digital strategies.
One common misconception employed in the business world is that small firms cannot compete against large firms. While this may be partially true, small firms have several advantages. Thanks to search engines, your firm doesn’t have to employ expensive marketing options to remain relevant. In fact, costly solutions aren’t necessarily the most effective. Your small law firm can outrank larger firms online by making use of the following strategies.
The first step to successfully competing against large firms online is ensuring that your site is as visible to potential clients as possible. You achieve this through search engine optimization (SEO). SEO involves the use of various techniques and methodologies to improve your sites ranking on search engines and increase visitors. Onsite SEO focuses on optimizing your web content, pages, tags, titles, and general structure for your target keywords.
Onsite optimization makes it easy for search engines and crawlers to quickly scan through your pages and get a clear indication of what they are about. Once the crawlers associate your content with the relevant search terms, they rank you higher on search engines. With a high ranking, your website will have a higher chance of receiving more visitors as compared to larger law firms which have not focused on onsite SEO.
Providing legal insight, tips, and news on your website are some of the best ways to increase visitors to your site. That’s because most people will seek advice online before committing to hiring legal services. Take advantage of this and add a blog on your website. Use it to address industry-related topics that will benefit your target market.
If you have no idea of what to write, make use of Google Trends to find out what’s trending in the legal world. Make sure that your blogs are authoritative but friendly. Use everyday language and refrain from employing legal jargon that would frustrate your audience. Also, strategically place a call-to-action in your pages to encourage readers to convert.
When a potential law client is seeking services online, they use specific terms on search engines to generate relevant results. These terms are keywords, and using them strategically on your website can increase your visibility and ranking on search engines. One of the best ways to optimize your site is by using long-tail keywords.
Long-tail keywords are more specific than one- or two-words keywords. They have less competition because there may be very few firms that are pursuing the exact keyword. Long-tail keywords are beneficial because the people who arrive on your site are more likely to convert and respond to your call-to-action. As you create long-tail keywords, use them naturally in your content. If you have awkward keyword phrases, break them up using search engine friendly terms such as “the,” “in,” and others.
When it comes to online marketing, the size of your law firm doesn’t matter. What determines success is your ability to employ strategies that optimize your site to help you rank above the larger companies. Applying these techniques won’t cost you much time or resources, but you will see significant improvement in your rankings.