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Local Search Marketing For Law Firms
We believe in transparency, and in the spirit of that, filling out the Client Questionnaire will be the most painful part of your experience when you work with us. But we have to get information from you to effectively market your business online. Our questionnaire is designed to get all the information we could possibly need to manage your online properties. This is a critical step in our process and is important that all the questions are answered thoroughly and accurately. Basically, we need this information to do everything — do build the SEO/PPC campaign, map out new content, optimize existing content, build links and citations, etc.
The second step in our process is an analysis of your current website and review of your content. We will also complete an SEO audit to determine where you are currently and what corrective action may be necessary. Then we look at your competition and what strategies they are using from an on-page SEO perspective. We will schedule a call highlighting the key points of the audit so you can understand our plan. We will also provide you with a few options for our services and cover what is included with each.
During this phase, we use leading keyword research tools like SEMRush to discern what keywords are driving traffic to your website and competitor sites. Once I have taken all of this into account, we can use our tool to research some additional ideas within that topic with SEMRush’s keyword magic tool. Putting in keywords and topics will actually give us some content suggestions. Once the research has been done, it’s time to narrow it down so that each topic is associated with about 7-10 target keywords. It is a good rule of thumb to choose keywords with higher search volume, that you are already ranking well for, and that are going to be attainable. We now have topics that we are going to base your content around, as well as the keywords we want to optimize the website around.
Like wine and brie, SEO and PPC pair well together. Because we’ve had such great success with this in the legal marketing space, we work on them concurrently. PPC has the advantage of instant analytics – we can test your ads often, quickly shifting strategy and budget toward the ads and keywords that are converting into leads. Using the latest tools such as Google Analytics and Adwords Conversion Tracking, we can provide real-time analytical insight to maximize your marketing investment. We can also use these high-converting keywords in the SEO campaign.
It all starts with the design and programming of your custom WordPress website. Your website is the hub of all your digital marketing and helps with conversion from offline advertising. For that reason we want to make sure we have that right from the start. Whether you have a nice professionally designed website, a DIY website, or no website at all we are going to analyze what you have and make improvements that optimize your website for converting visitors into customers. Your on-page SEO is the foundation of all your other SEO efforts. Do it right, and your page will have the strength to become a skyscraper. Do it wrong, and all your other SEO techniques combined will never get that page off the ground. Here, we start by optimizing the following elements of your website:
At this point, we will provide you with a private link to access your reports and campaign deliverables. This is a unique reporting portal to house your Trial Law Digital campaign reports and deliverables. Your proprietary data is secure and protected on a dedicated server in a Google cloud-hosted environment.
Don’t nap on your NAP. The consistency in the appearance of your law firm’s name, address, and phone number (NAP) matters to the overall strength and efficacy of your website’s authority in local search marketing. Perhaps you already know that a whole lot of inconsistent/duplicate citations can cause serious problems and delays when it comes to ranking in local search results. This is a necessary service developed for any kind of law firm that has been in business more than five years and has moved more than one time since address changes can wreak havoc with your citation health. Our cleanup campaigns are a multi-step process that normally take around 12 weeks to fully complete. We will leave no stone unturned. We work to kill duplicate citations and enforce your firm’s standardized NAP across all incorrect sites referencing your firm.
We start by pulling links from your top 5 competitors to first find the ‘low-hanging fruit.’ These are links and citations that are easily obtained — often these end up being citations from online business directories or local websites. In many cases, the free YEXT Power Listings® Network syndication package you receive as part of your Google My Business Optimization service will help to squash these inconsistencies. Using the findings from our Competitive Citation Audit, we will then begin to build Hyper-Local Citations. These are handmade, custom local business citations catered directly for your law firm’s niche and city. Next, we build out branded links on Authority Properties, focusing on a handful of must-have citations and big data aggregators, perfect for new sites or businesses who haven’t built enough citations yet.
The typical law firm website we see from potential clients is thin content sites. Most are only between 5 and 10 pages including the homepage, about page, practice areas, contact page, perhaps a few more practice area pages, and a blog that’s not updated regularly . This is not enough to rise about your competition and to be visible on a wide range of search queries — what’s known as the “long-tail” of searches. So we take a different approach by building out separate, hyper-specific landing pages for all of your practice areas. This is necessary for the Google AdWords campaign in terms of landing visitors on the most relevant page to their query, but more importantly, it impacts local organic search by properly siloing your content. If you have more than one office location, a local landing page will also be built out with locally relevant content (and a map embed with local driving directions) to further help build local signals. We also include blog posts (written by actual lawyers) for ongoing content creation. Our typical law firm website is between 20 and 30 pages (not counting any blog content). Note that we hand-pick experienced law bloggers to execute the content. We use the information you provided in your Client Questionnaire about your practice areas, guarantee, and firm differentiators to craft your website content. Because we only work with law firms we know your business well and have proven on-page content formats that not only create a great user experience but are also search engine-friendly and keyword-optimized.
Google My Business is incredibly important for local SEO. Without it you won’t be appearing on any local map listings in the SERPs which Google displays for the vast majority of local queries. During this stage of the campaign, we use your Google My Business log-in to connect you to our GMB Dashboard. Take advantage of any opportunity you have to increase your chances of being found in search results. One easy way to get found is by optimizing photos with keywords and geo-tagged location data before uploading them to your Google My Business (GMB) listings. Our GMB Dashboard features the first ever geo-tagging photo optimization and publishing tool that allows you to add metadata and EXIF data to photos as well as schedule photos to multiple GMB locations. For Google My Business Optimization Service customers, a YEXT Power Listings® Network subscription is included – a value worth $76/month per location.
One of the key things you can do to create trust on and off of your website is to have a strong review profile. Every website we manage comes powered with BirdEye, a review management platform that allows you to monitor reviews, embed them on your website so you have a constant feed of recent reviews from across the web, syndicate 4 and 5 star reviews to your social profiles, and have an automated process for requesting reviews and feedback.
Trial Law Digital has a custom lead portal where your web traffic and conversion data is under one roof so you can easily see what’s working. Better still, it integrates with Google Analytics, Google AdWords, and Google Search Console, giving you true insight into our online marketing efforts. It can even tell us which things are driving those captures — Paid/Organic Search, social media, referrals from other websites, or Direct traffic. Regardless of your practice area specialty, every law firm’s website needs live chat. When your business model depends on your ability to communicate with clients and earn their trust in real time, live chat gives you the chance to do this while they’re already thinking about you.
Once everything above is done we will launch your new website and set up the accounts need.
We will also create and submit a sitemap, request Google to crawl and index your website via Google Search Console.
This process typically take about 4 weeks but could go as many as 6 weeks depending on the scope of your project.
Having more than 10 years of experience with WordPress, we know our way around some of the best premium (read: paid) plug-ins to make it function well, such as image compression and caching plug-ins for Google Page Speed testing.
Your site will include premium (paid subscription for the following):
We will write your press release and your new site will be published on 130+ websites. Your press release is distributed to online sites of newspapers, television, and radio stations around the U.S. You’re also going to get published on popular blogs, RSS feeds, news aggregators, and news search engines.
When you distribute a press release, you’ll receive links from many high-authority news sites all over the web. These links are natural signals to the search engines that your content is popular.
Here are some of the websites where your release will appear:
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Local Search Marketing For Law Firms