SEO stands for “Search Engine Optimization“.
In simple terms, SEO is a way of making your website visible to search engines like Google, Bing, Yahoo CONSISTENTLY.
Why do you keep hearing about it that makes it so damn important?
The simplest answer would be the following statistic:
“96% of the people use Google and other search engines to look for legal services.”
If your website doesn’t show up in front of those searches, you’re leaving money on the table.
I’ll be diving into the exact reasons and why it should be the #1 digital marketing strategy that law firms must utilize to generate new clients.
Why Is SEO Important For Law Firms?
Let’s answer this question with an example.
Let’s take 2 personal injury law firms in Melbourne.
Firm 1 is a 10 attorney firm and has good reviews on Google.
Firm 2 is a 20 attorney firm, has good reviews as well, and is “considered a better firm”
Firm 1 appears as the first search result and firm 2 appears as the 5th search result when their potential clients search for “Best personal injury firm in Melbourne”
Firm 1 gets 40% of ALL the search traffic.
Firm 2 gets 10% of the traffic.
What essentially happened here?
Firm 1 “stole” firm 2’s client even though firm 2 was considered better.
Your competition across the street is doing this to you.
Let’s dive deeper.
Low Cost Way Of “Advertising”
Advertising!? I cannot advertise in my country! (this is for my Southeast Asian & South Asian law firms)
SEO unlike paid advertisements doesn’t tell your audience to explicitly come to you for their legal needs.
It’s just a matter of displaying your expertise in a particular industry/practice area and showing your website to them when they make a Google search.
So how exactly is it a low-cost way of advertising your firm?
The most common analogy I use is to compare SEO to working out (I love lifting weights!)
SEO is like working out. You don’t hit the gym for a month and expect chiselled abs like Chris Hemsworth. You put in months of consistent training and dieting to achieve your dream physique.
SEO is similar. You put in a lot of work on your website (writing blog articles consistently, updating practice area pages, etc.), and long term you reap the benefits. These benefits include consistent online inquiries through your website, easier to hire professionals for your firm because of personal branding, and more trust among clients which leads to more referrals.
Just like working out and depending on how good your current condition is (no website, no consistent content, no overall online presence), your results may vary.
A 150kg person wanting to get to 70kg will take MUCH longer than an 80kg person wanting to reach 70kgs.
You probably may be wondering at this point why I’m throwing out all these workout references.
It’s simple. All I’m trying to say is that your ROI may differ.
You may see results in 3 months, 6 months or after 2 years! but you will see results in the long term.
Builds Trust With Your Ideal Clients
Most law firms are “faceless”.
They are often seen as a business identity by clients rather than a group of amazing people providing personalized services.
Your clients choose you because you provide a personalized service.
You go the extra mile to make them feel special and not just see them as billable hours.
Oftentimes, it’s very difficult to build this trust if you’re in the personal injury, family, divorce industry as your clients come to you with a very personal matter and SEO does a great job of building trust.
Through your content, you can position yourself as an industry leader, someone who is empathetic and cares about their clients.
Improves Brand Awareness
You’re probably wondering how brand awareness is relevant for law firms. Sure, that’s a valid doubt to have, but brand awareness is not just about people knowing your logo.
It’s about you consistently being in front of your audience.
It takes on average between 7-11 interactions before your potential client even thinks about contacting you.
However, if they are aware of your brand and trust you, and know that you’re an expert in your industry, the interactions go down significantly.
Your Competition Are Stealing Your Clients
The human brain works in 2 ways; reward and fear.
This one is of the latter.
Just like the example I mentioned earlier, your competition across the street is making sure they appear higher on Google searches for keywords.
If you’re actively investing in SEO, great job! It’s only a matter of time before you get a lot of traffic and online inquiries from your site.
However, I’m going to be assuming that you’re new to SEO if you’re reading this article and I urge you to make SEO your #1 digital marketing strategy as your competing law firms are poaching your clients as we speak.
Traditional Marketing Channels Are Dying
A lot of people don’t watch tv anymore. They’re watching Netflix, Disney Plus, Amazon Prime etc. and even newspapers and magazines are going digital.
Everything digital is via a search engine a.k.a Google.
You need to be where your clients, and this means being on Google.
These days when someone needs a lawyer, they don’t open up the yellow pages and call a number. They do a Google search or ask Alexa or Google Home and they’re all connected to Google. If you have your website well optimized for SEO and these people needing legal services are going to come across your website and contact you.
This 100 times better than running a billboard ad or placing an ad in a legal magazine.
There’s no way to track who’s reading your magazines (only to an extent) and how many people are coming across your firm.
The same goes for billboard ads. A million people can view your ad over the course of the month, but realistically, how many need your legal services? However, someone searching for a divorce attorney definitely need a divorce attorney, and showing your website to them also generates quality leads.
If you have any questions regarding this article or any questions related to SEO, Content Marketing or Paid Ads, drop them in the comment below and we will get back to you soon.
If you’ve thought of investing in SEO or Paid advertising for your firm, fill out the contact form and we will set up a discovery call to see how we can help your firm.