Maintaining a website is hard work—and, for many lawyers, the hardest part is making sure that each page maintains the client's interest and is properly annotated so as to place well in Google search. The latter task can easily be farmed out to an SEO expert, but the former task—sitting down and writing engaging copy—is a challenge for many practicing attorneys. Not all lawyers are natural writers, and very few have the time to sit down at their laptops and explain their practice areas!
For this reason, it's a constant temptation of lawyers to apply all their time and expertise to their home pages, and neglect the subsidiary pages in which they address specific legal issues. This is a major mistake, for the simple reason that a visitor to your site will not necessarily land on your home page.
Depending on the search string a potential client types into Google, he may well wind up three or four levels down in your site's structure, on a page devoted to an arcane legal issue. If there is a minimal amount of information on this page, or a lot of badly written copy, that will result in a negative user experience. Result: the client clicks off your page (sending a negative signal to Google, which may rank your site lower as a result) and goes on to the next law firm in his queue.
At Great Legal Marketing, we know that a website is only as strong as each of its subsidiary pages. We can show you how to optimize each of your pages for the best placement in Google search results, and how to craft your headlines and copy to boost your conversion rate—that is, the number of prospective clients who wind up emailing you or calling your 800 number. Interested? Read the sample chapter of Ben Glass’s Great Legal Marketing book, and call our innovative legal practice marketing mavens today at 888-791-2150 to find out what we can do for you!