“I’m not getting clients from my website”. Sound familiar?
Attracting new clients online isn’t magic! It’s really easier than you are led to believe, but it takes a few very important steps. In this article, we will explain the importance of a responsive website, proper SEO so your website is found, and why having correct business listings is important to being found online.
Your clients are visiting your website from various devices: desktops, laptops, tablets and mobile phones – all with different screen sizes and resolutions.
To ensure your customers get the same, optimal experience no matter what device they visit your website on, the site needs to be consistent and responsive.
Gone is the outdated approach of developing a desktop and mobile version of your website separately, which created double the work to make updates, doubled the costs, and lead to brand confusion if they weren’t identical. The best and most modern approach is to develop a “responsive” website.
Responsive means that your website automatically adjusts to accommodate the resolution and image size of the user’s device as shown in the graphic below.
With a responsive website, not only will your clients get an optimal online experience, but Google will also reward you for having a “mobile-friendly” website. Since over 62% of local customers visit local business’ websites from mobile devices, major search engines demand you to be mobile-friendly and will ‘punish’ you if you are not. Since 2015, Google started using the label “mobile-friendly” as a ranking factor.
So, if you haven’t updated your website, you have even more reason to do so now. Updating your website to be responsive ensures your firm gets ranked highly on organic search results so potential clients can find you. If you are not sure if your website is mobile friendly, use the Mobile-Friendly test.
SEO stands for Search Engine Optimization. Making sure that your website is SEO friendly is a very critical piece of your online strategy that should not be overlooked. SEO ensures that your website can be found on search engines, like Google, Bing and Yahoo, result pages. In other words, if your website is optimized, you will organically receive traffic from people who are searching for legal advice, which allows you to reach more potential clients than just the people you hand your business card to or who hear about you through referrals.
This is especially true for localized businesses with high competition like law firms. It is important that your website is ranked highly on search engines to ensure potential clients find you first as 92% of the population won’t even click through to the 2nd page of search results.
In order to see where you currently rank, use the rank-checker. Simply type in your website and a keyword (For example, use the keyword “lawyer in San Diego”). If your ranking is 5, it means that you show up on page 1 at position 5 on the organic search results (after paid advertising which will be explained in key #3).
If your website ranking is higher than 10, you are not SEO-optimized and could be losing a large percentage of traffic as a result. Again, less than 2% of clicks go to firms ranked lower than 10 (33% of clicks go to the top listed company, 18% of clicks go to the second, etc.)
The first step to optimizing your SEO is to adjust your titles. Your page titles should never be over 60 characters long as Google only displays up to 60 characters and everything else gets cut off.
Second, your page titles should be structured as “Keyword Phrase I Context I Location.” For example “Criminal defense lawyer San Diego I Your name Law Firm”.
Find the top keywords for your law firm and learn how to efficiently improve your SEO to drive traffic to your website.
3) Double-Check That Your Business Listings Are Correct
The last step to a successful online marketing strategy is to make sure your business information is consistent, complete and available across the web. Think about how much you spend on your office, don’t you want to protect that real estate by making sure people can find it?
Listings data tells search engines your business name, your address, phone number, as well as other important information like your business hours, services and pictures.
Listings Management Software also allows you to update your data in one step across the web, add pictures, videos, staff bios and other features, protects your data from being changed by anyone else, as well as suppresses any old addresses, phone numbers or business names.
The more websites you are listed on and the more accurate the information is, the more likely search engines will send their users to your business. If Google sends you to a wrong address or a closed business it shows poor service on their end. That’s why they cross check your data and assume that you are out of business or are managing your business poorly if your listings are incomplete or inconsistent.