These first tips are applicable regardless of where your practice is.
1. Claim Your Google My Business Account.
This is your free business listing on Google. Click here to claim it.
When you’ve searched for a service and saw the big box in the upper right hand side of the search engine results page (like the one to the right), that information was populated by Google My Business. If you want your firm to pop up there, claim it and maintain it. Post pictures, respond to reviews, stay active. If you go to the Google My Business Dashboard, you’ll notice that there are analytics that let you know about people that called you, viewed your business, or asked for directions. It’s good to keep tabs on this.
2. Get A Mobile-Friendly Website
If your site is not mobile-friendly, you’re missing out on cases. If you’re really hurting financially, get a site from Wix.com or Squarespace. If you’re ready for a big-boy website, make sure that it’s not only mobile-friendly, but that it also has tap-to-dial markup and tap-to-email. It’s really simple to do and shouldn’t cost extra.
3. Set up Google Analytics and Search Console
Have your web designer set up your Google Analytics and Search Console. Even if you have not idea how to read it, the data will be valuable in the future when your firm grows and you’re ready to hire a marketing agency.
4. You are a lawyer, not an attorney, law office, or law firm
When you start doing your SEO or Adwords, know that people look for “lawyers in ______.” They are not searching for law offices, attorneys, or law firms, so if you focus on these terms in your online strategy, you’re going to chasing a smaller piece of the pie
These next few tips are insights that we have from working in the Greater Philadelphia region
5. SEO and Adwords work wonders for B2C practices like PI, family law, or worker’s comp, but not so much for B2B practices such as real estate law or tax law.
Corporations are not really hiring tax attorneys that they find on Google, but the private individuals that work at those corporations do hire lawyers from Google. If you cater to this population, SEO and Adwords will almost certainly be worth it. On that note,
6. Adwords works and you should have someone do it for you.
If you have a good Adwords manager, you’ll get clients tomorrow. If you’re curious about seeing some of the numbers that you’re likely to see if you DIY your Adwords account, check out this other post that we wrote about the topic. In a nutshell, Adwords can be hit-or-miss for a novice, but can be a major moneymaker if you do it right. Following us on Facebook or signing up for our newsletter can help you get there if you really want to do it yourself.
7. People in South Jersey are including town names when they search for lawyers
This is good to know when doing your SEO and Adwords. You will find that keywords targeting specific towns that you serve tend to be a little cheaper than the broad “worker’s compensation lawyer”-type keywords. If you are focused on the town where your practice is located, we have found that ads running location extensions tend to extremely well, so be sure that they are set up