Internet Marketing News
So you’re a criminal attorney in South Florida and set solely on leading in searches for “Miami DUI lawyer.” But do you have the resources to compete in a large city for such valued real estate? And what if your target client audience has more specific legal needs and is searching for terms such as “truck driver second DUI Miami lawyer?” Breaking down your keywords can deliver more bang for your buck -- and more potential clients who are a fit for your firm.
SEO is not only about driving traffic to your site. It's about driving the right kind of traffic. The power in long-tail search terms (e.g., “truck driver second DUI Miami lawyer”) is that you can customize and segment them to your firm’s needs. It is all part of a sound SEO strategy that can weed out the visitors who will quickly leave your law firm’s website and draw in the ones who you can best serve.
Think of your law firm’s website as a funnel. You gather visitors with the wide top and then as they navigate through the site, they distill down into paying clients. The distillation process is the part you need to fully understand – it’s where you can lose clients, and you must know why. Are they spending a large amount of time filling out a contact form? Do they get hung up in your practice area pages? Are mobile users waiting too long for the site to load?
Fully grasping your site’s visitors and the path they travel are essential. Once you discover the roadblocks, work to smooth them over. Seamless web design makes navigation easy, and conversion tools such as Web chat reach out to visitors to stop the shopping experience. Couple those methods with a knowledge of your visitors and you have a persuasive mix to turn them into clients.
While smart social media strategies should span all of the major networks, Twitter is pulling ahead as the network of choice for businesses. Though users are relegated to 140 characters or less, the social platform is proving to be an influential branding tool and way to share marketing content.
All of this applies directly to law firms. Twitter is an excellent venue for attorneys to share their thoughts on legal issues and establish themselves as legal thinkers. It adds a human voice and breaks down the barrier between law firms and potential clients who can be intimidated when contacting attorneys. And as the data reveals, consumers prefer businesses that are on social media.