There are many options when it comes to Law Firm Marketing in today’s competitive online world. With Google being the #1 most used search engine, wouldn’t it be great if they had tools that an attorney like yourself could use to boost your visibility?
Well luckily there are! Here are 4 great marketing ideas for lawyers that can boost your efforts. The first three are all tied in with each other so that makes marketing for law firms a whole lot easier.
1.Google’s 3 Pack – A Look Into Attorney Websites ‘Near You’
At the top of Google’s results page, when looking for a business, you will often come across a different type of search result than your normal text link.
In this example we searched for “Central Park Bakery” and at the top of the results page is a listing from Google Maps along with 3 locations that are close to Central Park. This picture illustrates exactly what the Google 3 pack is. Though is has changed into a more simple format over the years, it still remains an important tool for businesses to use.
The initial view a client will see is only a fraction of what you can get using the full potential of this search result.
You might be asking yourself..What else is there? or If there are only 3 spots, how can I get in the top 3?
Well, first off, since the design of the top 3 has been limited to just a name and location, people will have to switch to viewing a full list of 20 results to get more information on each point of interest. This includes things like; links to your law firms website, reviews, phone number, open hours, a place for questions, and any related links.
Secondly, there is no 100% guarantee you will show up in the top 3 spots for any given person. The top 3 spots are cycled through a number of times depending on the location of the person searching. However, there are still a number of ways you can improve the likely-hood of your firm appearing at the front of the page results.
- Make sure you are taking full advantage of the on-page snippet by filling out your Google Business Page.
- Earn high star reviews to help boost the confidence in people looking for your help.
- Make sure your number and open hours are correct and remain constant on each location you list them. i.e your website, directories, business page, social media. It must remain constant across all platforms.
Local SEO Within Your Site’s Content
When it comes to marketing for attorneys, a more crucial element to this is combining your on page SEO with relevant keywords and location. To take a look back at our example above, searching for “Central Park Bakery” is a lot more specific than just “Bakery”, so it is important that you use your location as an extra boost to your relevant keywords.
One page content is the best place to optimize your relevant local keywords and phrase to ensure your best chance at appearing in the top results.
1) Your landing page should consist of your location, like city/town, and all relevant keywords within these places:
- – URL Title Tag – The title of the page shown within the results.
- – H1 Header – Most important keywords should be the focus of this area.
- – Page URL – Alongside the title of your page, you can make sure the link matches it.
- – Page content – On page content that is properly optimized for local SEO.
- – Image ALT attributes – Within each image on your page you can include alt tags that hold your location.
2) With a brick-and-mortar type business, embedding a Google map with a location marker is important to have on important pages, including the home page.
A good way to help build your organic results from local SEO is to place your business within local directories such as the Yellow Pages or Yelp. This can help boost potential visitors to your website. This can be a very helpful marketing tool for small law firms. Marketing your law firm on multiple directories will help gain visibility to potential clients wherever they may be looking.
2.Google Maps – Legal Websites Provided By Location
This feature is nothing new, but it can be a key to your success. When customers search through specific key phrases (‘injury lawyers near me’ for example) on Google Search, they are led to law firms that provide such a service and are often shown a map to locations near them. If you aren’t being shown within the Google 3 Pack, you will still have visibility within the maps function on Google.
How We Get You Appearing on Google Maps?
No matter what kind of business you are running, if you have a physical building/office, then you can appear on google maps if you take advantage of Google My Business. When it comes to local SEO, it’s best to get it started right away and local business is the best kind of business you can get.
Nothing extra needs to be done by you in order for your law firms to appear on Google Maps specifically. This is all apart of Google Business as a whole. Once you are verified, you should see your listing.
3.Google My Business – An Attorney’s Profile
One of the first Business Directories for your Law Firm. If you want to rank on Google, then it’s probably a good idea to use it’s own platforms and having a business page on google is a great start.
You know the giant, empty, white space on the side of any results page?
Well that’s where Google loves to put your business page if it’s a relevant result. That’s a huge amount of FREE advertising space dedicated to YOU!
Having a Google Business page directly impacts your Google Maps and rankings for Google 3 Pack as they are directly fed from this page. Similarly to the “full view” selection of a Google 3 pack result you will be able to showcase a number of different parts of your law firm like:
- Who You Are
- Open Hours
- Phone Number
- Your Law Firms Website
- Services Provided
- A Short Description
- Keyword Tags
4.Google Ads – A Solid Law Firm Marketing Choice
There are two sides to every marketing decision… Organic vs Paid
One one side we have have the organic search results which come from all of the SEO work put into your law firm’s site as well as any backlinks and social media posts.
Then we have the “Paid” side with PPC ( pay per click) Ads that Google offers.
By spending a certain amount of money, dependent on the keyword you are trying to rank for, you can outbid the competition’s spot at the top of the page where the ads are located. This is just one paid method of Law Firm Marketing that is available to you.