Numerous law office are just leasing space when it concerns their internet marketing.
Whether it’s Google pay-per-click (PAY PER CLICK) advertisements, Buy Facebook Verified Ads, or social media, these channels often yield only short-lived wins. Once you pull the financial investment, your outcomes go away completely.
Your site, on the other hand, can be a 24/7 selling tool for your law firm practice. It can effectively become your biggest possession, getting leads and cases while you sleep.
In this guide, we’ll discuss how to turn your website into the supreme marketing tool for your law practice and produce seven figures in revenue for your company.
A Well-Optimized Law Practice Site Can Yield Big Results
With your law practice’s site, you can utilize content marketing to your benefit to produce profitable results for your service. Material and SEO enable you to draw in users naturally and transform traffic passively into new cases for your law firm.
As an example, a high-ranking webpage in a competitive market getting 1,000 users monthly can get big outcomes:
- Transform visitors at 2-5% = 20-50 leads.
- Convert even 10-20% of leads = 2-10 cases.
- Average $8000 revenue per case = $16,000-$80,000 month-to-month earnings from one page.
Throughout a year, this might result in high six-figures to seven-figures in income!
The Structures Of A Revenue-Generating Law Practice Website
At its core, your law practice website need to serve to talk to the needs, struggles, and interests of your target audience. It should be laser-focused on your practice location, who you serve, and what you have to use.
With this in mind, a well-crafted website material method must define:
- Your service objectives (the cases you desire).
- What rivals are doing.
- What pages to compose and keywords to target.
- How to use your material spending plan.
- Your editorial calendar.
- The purpose/intent of each page.
- PR and backlink strategy.
Below, we’ll dive deeper into how to develop this technique, build out amazing content, and achieve your seven-figure profits objectives.
1. Specify The Cases You Want
The initial step to establishing an effective website marketing strategy is to define the kinds of legal cases you want.
This activity will help you determine the kinds of individuals you wish to reach, the kind of material you need to create, and the kinds of SEO keywords you require to target.
That way, you wind up marketing to a more specific subset of potential clients, rather than a broad series of users.
Unsure where to set your focus? Here are a few concerns that might assist:
- Which of your cases are the most rewarding?
- What kinds of cases are you not getting enough of?
- In what markets are you strongest?
- In which markets do you wish to enhance?
- Are there any practice locations you wish to check out?
At the end of this activity, you might choose that you wish to draw in more household law cases, foreclosure law cases, or DUI cases– whatever it is, getting hyper-focused on the kinds of cases you wish to draw in will just make your site marketing even stronger.
2. Identify Your Leading Rivals
Among the very best ways to “hack” your site marketing method is to figure out what’s working for your rivals.
By “rivals” we mean law office that are working to bring in the types of cases you’re trying to bring in, at the same level at which your law practice is currently operating.
I say this due to the fact that I see many law firms attempting to out beat and outrank the “huge” fish and this can seem like a losing battle. You want to set your sights on your closest competitors, increase above them, and then get more competitive with your method.
Here are a few ways to determine your closest rivals:
- Conduct a Google search of your legal practice area + your service location (e.g., “household law Kirkland”, “DUI legal representative LA”, “Denver probate lawyer” etc). Keep in mind of the top-level domains (i.e., sites).
- Usage SEO tools like Semrush or Ahrefs to search your domain name. These tools will frequently surface close rivals to your domain.
- Utilizing the exact same tools above, carry out natural research on your domain to see what keywords you are already ranking for. Browse these keywords in Google and see what other domains come up.
- Use these tools to figure out the domain authority (DA) of your domain. Compare this to the other top-ranking domains to see which domains have an authority rating that’s similar to your own.
Make certain to take a look at your known business competitors also.
These might or may not be ranking well in Google Browse, however it’s still worth a peek to see if they are targeting any high-priority keywords that your site ought to be targeting.
3. Conduct A Material Audit Of Your Site
Your next step is to conduct an audit of your present website. This will allow you to take stock of what material is carrying out well, and what content requires improvement.
Initially, begin with your primary service pages.
Use SEO tools like Semrush or Ahrefs again to evaluate the rank (position), efficiency, and keywords of each page. Determine any pages that are ranking low, or not at all.
Then, discover “low-hanging fruit” pages. These are the pages that are ranking around position 5-10. They need less effort to enhance to reach those greater rank positions– compared to pages ranking at, say, position 59.
Next, utilize the same tools to carry out a “gap analysis” (most SEO tools have this function).
This compares your website’s performance to that of your closest rivals. It will reveal you a list of keywords that your competitors are ranking for that your website is not ranking for at all.
Lastly, develop an inventory of what pages you already have, which require to be modified, and which you need to develop. Doing so will help you remain organized and remain on task when developing your content technique.
4. Plan Your Material Silos
By this action, you will have a pretty good idea of what pages you currently have, and which pages are “missing” from your technique (based on the list of keywords you are not yet targeting).
From here, you will prepare what’s called “content silos”.
Here is the standard process:
- Review an existing service page (if you have one) and enhance it as best you can. Ideally, this is a page that’s already performing well and is otherwise a “low-hanging fruit” page.
- If you don’t have any existing service pages, create one based upon among your high-priority keywords. Again, these should be a keyword that is indicated to attract your preferred type of cases.
- Next, construct a “silo” of material around your main page. To put it simply, create new pages that are topically connected to your primary service page, but that target a little various keywords (ideally, “long-tail”, lower competition keywords).
- Add internal links in between these pages and your main service page.
- Over time, develop backlinks to these pages (through guest posting, PR, material marketing, etc)
Below is an example of a content silo approach for “accident:”
Image from author, November 2022
5. Recognize Supporting Topics
As part of your site content strategy, you’ll then wish to produce other supporting material pieces. This must be content that supplies worth to your potential customers.
Frequently asked questions, blog sites, and other service pages can support your primary pages.
For example, if you are a DUI lawyer, you may wish to publish a FAQ page that resolves the main questions customers have about DUI law, or a blog post titled “What to Do When You Get a DUI.”
There are a few tools you can utilize to research supporting topics:
- Semrush– Utilize this tool to determine untapped keywords, content subjects, and more.
- AlsoAsked — Identify other concerns people have actually searched for relevant to your main subject.
- Respond to the general public– Utilize this search listening tool to recognize subjects and questions related to your practice location.
Below is an example of how the full material silo can come together for “Los Angeles Automobile Accident Lawyer:”
Image from author, November 2022 6. Construct An Editorial Calendar When you have all of your material ideas down on paper, it’s time to establish your
editorial calendar. This is essentially a plan of what material you require to create when you want to publish it, and
what keywords you prepare to target. This can be as easy as a Google Sheet or as elegant as a project management tool(like Monday.com or Asana). Here are a couple of pointers to get you began: Always focus on primary pages. These should be the first content pieces you develop on your
site. Create or modify your main pages and
- monitor their performance. Use Google Analytics and other SEO tools to keep your eye on how
- your content is performing. Depending on budget and urgency, you may begin with all main pages, or go silo by silo. Determine which service pages are essential to you.
- You can produce all of your main pages simultaneously, or establish the entire silo as you go. Keep a record of your target keywords. Just because you” optimize “for them doesn’t indicate your content will automatically rank for your target keywords.
- In your editorial calendar, monitor the keywords you wish to target– by page– so you have a record of your original SEO method. What Makes A Winning Law Firm Website Strategy? The key to accomplishing seven figures with your law firm website is material. Content enables you to target
your ideal clients, attract your favored cases, engage your audience, and so a lot more. A well-thought-out content method will empower your site
to accomplish more for your company than any other marketing channel could! Above, I lay out a few actions to establishing this kind of
winning technique. However, accomplishing excellence takes some time. I advise keeping your eye on the prize, keeping an eye on performance, and making updates as you go along. This will assist you reach your desired outcome. More resources: Featured Image: PanuShot/Best SMM Panel