When you are deciding on the “key phrase” for your law firm's website—the words that you can imagine a potential client entering into Google, and then finding your site listed in the results—it's important to think like an ordinary person, and not someone with a law degree.

For example, every lawyer knows that when you slip and fall at a Wal-Mart because of a recently waxed floor (and the lack of a warning sign), that case will winds up filed under “premises liability.” However, 99 out of 100 people who do not have a law degree have never heard the phrase “premises liability,” and it will not be what they choose to enter into that Google search box. More likely, it'll be something along the lines of “slip and fall lawyer in Chicago” or “slipped and fell at Wal-Mart need lawyer.” So which do you think will be the most effective key phrase: “Chicago premises liability lawyers” or “Chicago slip and fall lawyers?”

Of course, things become more complicated if (like most lawyers) you specialize in more than just “slip and fall” cases. In this event, the only way you can effectively target the various key phrases that pertain to premises liability—“slip and fall,” “mugged in parking lot,” “injured by shopping cart,” etc.—is to devote a separate page of your site to each one. When a prospective client types this phrase into Google, she may not land on your home page, but on a subsidiary page that's equally good at answering her questions!

Finding, and deploying, the right key phrases for your law firm's website is one of the biggest challenges in web marketing. Questions? Call the strategic key phrase authorities at Great Legal Marketing (888-791-2150) to find out what we can do for you!

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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