SEO for law firms
A simple guide to using SEO to generate enquiries for law firms
Search engine optimisation (SEO) isn’t a new thing. The world’s most popular search engine, Google, is actually 20 years old this year. However, despite being the most common tool used by consumers to find products and services, search engines still aren’t at the top of the marketing agenda for many law firms.
Why some law firms don’t invest in modern marketing techniques
It is our experience that law firms rely on a variety of marketing methods for enquiries, each of which are dependent on the following factors:
- Where a law firm is located (i.e. town or city)
- What services a law firm offers
- What a law firm’s budget is
- What demographic of clients a law firm is looking to attract
- How much time law firm staff have to dedicate to marketing
However, when it comes to modern marketing such as SEO, in the vast majority of cases, law firms will rely on methods of marketing that have worked in the past, giving little time or investment to new techniques. Much of the time, this is because those working in law firms don’t have the time or expertise to try out new methods in ways that will make them effective. However, some of the time it’s simply because some forms of modern marketing are dismissed as irrelevant.
The right marketing message for your law firm
Is SEO irrelevant for law firms?
How SEO helps law firms in Birmingham to be found online
- Solicitors in Birmingham: an average of 880 searches per month
- Law firms in Birmingham: an average of 480 searches per month
- Solicitors near me: an average of 390 searches per month
*All of this data is accurate as of 21/03/18.
How to see which Birmingham law firms are already using SEO to generate enquiries
Top SEO ranking Birmingham law firms
Without taking ‘places’ results into consideration (displayed below) the first organic links to be displayed under the search term ‘Solicitors in Birmingham’ are:
Irwin Mitchell’s and Slater Gordon’s websites deliver a particularly useful user experience, as the links on Google take a user directly to the contact details of each respective firms’ Birmingham offices:
- Irwin Mitchell: https://www.irwinmitchell.com/our-offices/united-kingdom/birmingham
- Slater Gordon: https://www.slatergordon.co.uk/contact-us/birmingham/
This is helpful for users who want to confirm that the law firm that Google is showing them is indeed based in Birmingham. It’s also useful in that a user can decide to go straight ahead to contact that firm and make an enquiry based on their location, or decide to review more of the website first.
Charles & Co’s website is different, as it takes users to its Homepage. This is because Charles & Co is solely based in Birmingham and doesn’t have other offices across the UK: http://www.charlesandco.org/ Thanks to the large banner at the top of the screen, it’s clear to see that Charles & Co is based in Birmingham. This is reiterated with another heading further down and the firm’s address displayed at the bottom of the page.
Online searches for specific legal services in Birmingham
Why do these law firms rank for specific searches?
Technical aspects which make these law firms show up in Google results
In addition to the factors mentioned above, other factors which will contribute towards how well Google ranks law firms in its search results include:
Page titles and headings
The best performing websites make it easy for both Google and its users to see what each and every page is about. If someone is looking for information about how to make a lasting power of attorney (LPA) but is presented with a page called ‘Private Client’ it’s not going to be specific enough for them to know they can find information about LPAs here.
These usually relate to pages or online resources such as images that exist enough for someone to land on them, but which do not load because there’s an error. This makes an extremely poor user experience and Google is quick to take notice, as it doesn’t want to recommend a website where people can’t actually find what you have said is there.
This is the information that is displayed in relation to your website. You can have different descriptions for every page. This ensures that if that page is displayed in a user’s search results, it adequately depicts the page’s content to make a user believe that it will be useful enough to click on.