Strategies For Growing Your Law Firm’s Web Presence
Many attorneys want to build a strong web presence that generates business for their firms.
But sometimes, attorneys aren’t sure which strategies they should employ to build a successful web presence without wasting time or money.
Once attorneys have set up a new website, they may ask: Where do I go from here?
Each firm is different, and there isn’t a one-size-fits-all strategy when it comes to content marketing for law firms. But, in general, the majority of small law firms and solo practitioners can benefit their firms by allocating their efforts in the following ways.
Add to the substantive content on your law firm’s website.
The first thing to do as you’re growing your web presence is to build up the substantive content on your law firm’s website.
Website content can sometimes become an unnecessary stumbling block for attorneys when they’re about to launch their sites. Some may worry that they don’t have enough content yet, and that can keep them from launching their sites and executing their content marketing strategy.
At the time of launch, you should have basic structural content on your site. We recommend that basic structural content includes your homepage, attorney bio(s), an about the firm page, and substantive practice area pages.
(For more information on those pages, see How Do I Decide What To Write On My Law Firm’s Website?)
Once you’ve launched your site, you can begin adding to the resources on your substantive pages.
To grow your site effectively, consider what your desired site size will be. From there, you can continuously add practice area pages to achieve that goal.
Your desired site size can depend on things such as:
- Geographic area
- Practice area(s)
- What your competitors are doing
For example, a dominant criminal defense firm in a large city like Los Angeles might have anywhere between 900-1000 pages. A dominant family law firm in a smaller market such as Des Moines, IA might only need between 50-100 pages to achieve a similar dominating presence.
“We’ve been conducting market research where we examine different practice areas and different geographic areas,” says Rachel Chalot, LawLytics Vice President of Content Operations. “What we see consistently are that the highest performing websites have a high volume of pages.”
Add substantive pages carefully.
As you add pages to your site, be sure each page provides sufficient value for web visitors.
For example, if you’re a business attorney, you might decide to add a page about LLC formation. Visitors will be disappointed, and will exit your site, If all the page says is:
“Choose the right structure for your business. We have years of experience assisting clients with corporate formation,”
You’ll simply lose any visitor who was looking for meaningful information about LLC formation.
Adding pages for the sake of adding pages is unlikely to help you improve your site’s visibility or your ability to connect with potential clients.
There are law firm websites with thousands of pages that rank well with search engines, but the key difference is that each of those pages provides useful content for potential clients and referral sources. That quality content has been built up over time.
Building quality substantive pages over time is the best way to achieve your desired site size. The best way to consistently work toward that goal is to develop a content plan for your law firm.
Develop your law firm blogging strategy.
Consistent blogging benefits law firms. However, you may not want to make blogging a primary focus of your law firm’s content marketing activities until you’ve added a substantial number of pages to your site.
“For example, while you’re at less than 20 percent of your desired site size, you may focus on blogging once per week,” says Chalot. “But once you’ve reached your 20 percent threshold, you might focus on blogging more frequently, and engaging in more sophisticated blogging techniques.”
It’s important to note that there is not a one-size-fits-all approach for growth, and in some cases, a focus on blogging in the growth phase may be warranted.
For example, an immigration firm in the growth phase might want to focus more on blogging at this time as there have been a number of developments in immigration policies at all levels of government. There is a good chance that potential clients for immigration firms are looking for information about these developments and changes and what they can expect as a result.
Share your law firm website content.
Publishing new content is valuable for your firm. But, after you publish each post, you can extend its reach by sharing it in relevant places, such as on social media. You can learn more about how to use social media to your firm’s advantage in this post:
Think about your presence outside of your law firm’s website.
Managing your law firm’s reputation should not consume your efforts as you begin your law firm’s web presence.
However, as your firm is growing, it’s a good idea to reach out to satisfied clients and seek reviews — not only for your website, but for third-party sites such as Avvo, Google My Business, and Yelp, as well.
To see how a potential client might view you or your firm, it can be useful to Google your name and your firm’s name from time to time to see what comes up in search engine results.
To learn more about reputation management for your law firm, and tools that you can use to simplify the process of getting and displaying positive reviews from happy clients, check out our webinar on reputation management for law firms.
To learn about how to start and grow a successful online web presence for your practice area, see our Start-Grow-Dominate series.
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