More than 80% of online consumers start their quest for a product or service using a search engine. And 60 million people use search engines daily. If you’re a small business like a law firm, can you honestly afford to ignore this massive audience? Sure your law firm has a web site. But is it working for you, bringing you new clients? How does it rank on the search engines? If it doesn’t appear within the first two pages of results, prospective clients may never come across it. But they will find your competition. So how can you thrust your web site to the top? With search engine optimization (SEO)! Checkout Stroleny Law, P.A. for more info.
SEO is the process of modifying various components of your website to improve its ranking on the major search engines like Google, Yahoo and Bing. Yes, you can purchase a sponsored listing (Pay-Per-Click) to appear in the search results, but first you want to take a look at the factors that can improve your “organic” or natural ranking.
Still not sure whether your law firm needs SEO? Consider these five compelling reasons:
1. Website Traffic – At one time, you could build a website and visitors would come. But the internet has become far too competitive for that. Your website still has to impress prospective clients, but first it must appeal to the search engines.
Studies show that 91% of search engine users don’t click past the first page of search results. Your own experience using search engines probably confirms this. So if your site isn’t one of the top 10 for its main keywords, it might as well be invisible.
85 percent of all clicks resulting from a search go towards the organic or natural listings with the remainder towards paid ads (Pay-Per-Click ads). SEO will help improve your ranking on search engines. As soon as your website hits page one, you’ll see an increase in qualified web traffic, and new business is sure to follow.
2. Qualified Leads – Someone who finds you through an online search is specifically looking for your services. You see, SEO doesn’t just bring more traffic; it delivers visitors with a genuine interest in what you have to offer. These prospects are qualified leads, and without SEO, there’s a good chance they wouldn’t have found your company.
3. Higher Returns on Your Marketing Dollars – Where are you spending most of your law firm’s marketing budget these days? TV commercials? Law Directories? Ads in your local newspaper? Direct mail? Sure those are viable marketing methods, but they’re all based on the premise that prospects will see your name and remember it should they ever have a need for your services. By contrast, a well-ranked website is working for you 24/7. No matter when someone needs your services, they can go to a search engine and find you.
Additionally, SEO costs less than those other forms of advertising, and it lasts a lot longer too. That newspaper or magazine with your ad may now be sitting in the recycle bin, but your optimized website is still at the top of the rankings, telling qualified prospects about your fine law firm. Once you’ve successfully optimized a keyword phrase, it can remain in the top 10 search results for months, sometimes years, continually delivering relevant traffic to your site.
4. Build Your Brand – SEO gives you a chance to differentiate your law firm from others and become a leader in your niche. Perhaps your Miami practice specializes in personal injury lawsuits. SEO can help you stand out in this field so that when someone searches for a “Miami personal injury lawyer,” your firm is the one that pops up.
In fact, you may even be able to grow your business beyond local boundaries. If you have a truly unique niche, you can use SEO to gain ranking and attract clients from all over the country and the world.
5. Referral Power – Think of a search engine as an excellent third-party referral. If you website appears in the top 10 organic search results of Google, your business will be perceived as a trusted resource. It’s instant visibility and credibility. And it provides exposure to potential clients, reporters seeking someone to interview, quality vendors and other professionals who could become referral sources for your firm.