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3 Benefits Of Local Pages For Online Law Firm Marketing

by | Aug 7, 2017 | Marketing

This blog post is part of a series about effective local SEO for law firm websites.

Local SEO can be an effective part of successful law firm online marketing. Yet, many attorneys don’t invest the time and effort to create locally relevant website content. That can cause them to miss out on an opportunity to increase their law firm’s visibility in search results and connect with more potential clients.

Here are three good reasons why local pages should be part of your law firm’s online marketing plan, along with tips for creating effective and engaging local pages on your law firm’s website.

What are local pages on law firm websites?

Local pages are different from directory listings, such as Google My Business, Avvo or Yelp. Local pages are law firm website pages that provide relevant local information.

Many law firm website pages can be customized to appeal to and engage local clients. Practice area and detailed law pages, landing pages, case results and testimonials, and many more pages are potentially good candidates for localization.

For example:

  • Personal injury law firms could create content that addresses locally relevant topics such as intersections where accidents are frequent, hospitals, or places where people frequently get injured, such as parks and schools.
  • Criminal defense law firms can create website pages that provide information about local criminal courts, police stations, jails or checkpoints.
  • Business law firms might provide information about local governing bodies or boards, zoning districts and local taxing authorities.

If your potential client’s case or matter is local in nature (or they think it is local), they are highly likely to use a search engine to find local information. According to Google research, 4 out of 5 consumers use search engines to find local information.

People often use search engines to find answers to specific questions such as “What happens at a Dallas DUI hearing?” or “Who is at fault in a rear-end collision in Washington?”

If your law firm creates local pages that provide useful answers to these kinds of geography-specific questions, your law firm website is more likely to appear in search engine results for relevant local queries. This can increase the flow of targeted traffic to your law firm’s website.

Attorneys shouldn’t think just about getting traffic to their website, but getting targeted traffic. Traffic alone does not necessarily translate into new business for your law firm. But when attorneys think about who they are writing for (potential clients), what those website visitors want to know, and develop highly detailed local pages that answer those questions, they’re more likely to convert the traffic that visits their website.

To increase the likelihood that local content (and other content on your law firm website) will be an effective part of your law firm’s online marketing, it is also important to understand and follow SEO best practices. Google’s Webmaster Guidelines and Google’s definition of “valuable content” are good places to start. Our Law Firm SEO Guide offers law firm-specific recommendations.

2. Local pages on law firm websites answer potential client’s questions

Good local pages provide relevant information that answer potential client’s questions. For example, a detailed law page could provide information about the local rules and processes that are likely to affect a potential client.

Law firm website local pages should also use the language that potential clients are likely to use. Rachel Chalot, our VP of Content Operations, offers this guidance for creating client-focused local content:

“Who are your potential clients, and what is their local language? How do people speak? How are locations commonly referred to? Think about how you might search for a dentist. Would you search by the name of your city? County? Township? Are there slang or colloquial terms that your potential clients might use when they look for information online?”

By providing useful answers to potential clients’ questions, you can help potential clients view your law firm as a trusted resource. This can make them more likely to contact your law firm when they are ready to choose an attorney.

3. Your law firm competitors may not be creating in-depth local content

Locally-focused marketing is highly effective, but many of your competitors may not take the time to create local content. And many of the legal marketing companies that attorneys sometimes work with are unlikely to be sufficiently familiar with your local area to develop locally relevant content.

No one knows the local nuances of your practice the way you do, so you are uniquely positioned to develop content that answers local potential clients’ questions. By creating highly-focused and relevant local pages, you are likely to engage clients more effectively than your competitors who aren’t doing so, or who are doing so poorly. This can bring in more business for your law firm.

Quick tips for creating law firm website local pages

These tips can help you create effective and engaging local pages for your law firm website:

  • Use location-specific titles for website pages and blog posts when relevant. For example, if your law firm website page or blog post talks about what happens when someone is arrested in Phoenix, consider including the location in the page title.
  • Provide substantive information. Don’t create separate local pages for different locations by performing a find-and-replace on the city, town or jurisdiction name. This kind of duplicate content violates Google’s Webmaster Guidelines.
  • Don’t stuff local pages with local keywords. You don’t need to add the name of every city and town where you practice multiple times to every page on your website. This looks unnatural to website visitors and violates Google’s Webmaster Guidelines.
  • Use the language potential clients use. Most of your potential clients likely aren’t lawyers, so avoid complex legal jargon or terminology in your content. If there is particular local slang your clients commonly use, consider using that language in your content.
  • Think beyond the words. Your written content is the foundation of your law firm’s website and blog. But when that foundation is in place, you may want to consider adding visuals. Visual content such as maps, images and video can make your local pages more engaging. (The LawLytics system makes it easy to add locally relevant multimedia content).
  • Consider including a location-specific call to action (CTA). For example, a Tampa criminal defense law firm CTA could be “If you’ve been arrested in Tampa, contact our firm.”

To learn more about how local pages can help improve your law firm’s local marketing efforts, see our on-demand Local Pages Clinic.

Other posts in this series:

On-Demand Webinar

Local Pages Clinic

On-Demand Webinar

What Every Attorney Needs To Know About Law Firm SEO Part I

What Every Attorney Needs To Know About Law Firm SEO: Part I

On-Demand Webinar

What Every Attorney Needs To Know About Law Firm SEO: Part II

What Every Attorney Needs To Know About Law Firm SEO: Part II