Getting Your Lawyer Website Found on the Internet (Part A)

What good is a lawyer website if no one is looking at it? You can pay $1,000s for the most well-organized, content-rich website and it'll be useless without any site traffic. Your lawyer website is a central part of your legal marketing as you use it to build your database, archive your newsletter, offer your information guide/book/CD, and further establish your reputation as a legal guru.

For your legal website to be found easily on the Internet you need to understand a bit on how Internet searches work. You don't need to know how to code a website to help boost your search engine rankings, all you need is to understand your client and have a good working relationship with your webmaster.

The Basics of Search Engine Rankings

I'm not going to go into technical detail of how Internet searches work, because I'm a lawyer and a legal marketing guru and a father and a marathon runner and not a technical genius. All you really need to know is why search engine rankings are important and how to increase them.

Unless a client got your web address directly from someone (or a printed ad like the Yellow Pages, a copy of your newsletter, etc.) they're most likely finding you through a search engine. Search engine rankings are dependent on two major things: keywords and the freshness of content.

Your lawyer website uses keywords or key phrases in two ways, the meta tags and within the content. Meta tags are hidden chunks of text up in the code that your webmaster creates and lets the search engines know what sort of search phrases should lead to your site. To identify good keywords, you have to think like your potential clients and imagine what kind of words they're searching for when they're in the market for a lawyer. Through your other legal marketing ventures you should have a good idea of how your clients' thought process works.

Once you know your keywords you need to use them properly in your site content.
Your content writer, whether yourself or an experienced web content copywriter, should take the list of keywords and work them into your content. Search engine rankings don't consider just having keywords hidden on your page as enough to increase your rankings; they make sure they're used appropriately in your content as well.

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