Your firm has spent valuable time and resources constructing an attractive and functional website. A quick glance at your analytics will tell you how much traffic you're getting. If your traffic is low, don't worry. There are plenty of law firm marketing strategies that drive local traffic to your website and your phone line.
First, let's consider how web traffic benefits you and where it comes from:
You can drive web traffic through print ads, digital ads, social media, and email campaigns. However, you want a good chunk of your page views when potential clients search online. This is called organic traffic. If you aren’t, you may need to adjust your website so it speaks to search engines. This is called search engine optimization, or SEO.
There's plenty of information out there on how to do this because it's an important process in law firm marketing. Entire businesses revolve around legal SEO. You start by picking keywords, which represent the search queries of your ideal customers. Use a mix of short keywords that get high search volumes and long, specific ones.
For example, you'll have a rough time ranking for "criminal attorney," even if you use the keyword often on your website. However, if you're a criminal attorney based in Sacremento, you may be able to rank for "Sacremento criminal attorney." Ranking for this will help you drive local traffic.
Create a blog and optimize each post to rank for a specific keyword. Blogging creates more pages that search engines can index. Over time, you'll have a full catalog of content. You'll also be competing for a wide range of important keywords.
Regardless, the internet is a large and crowded place these days. SEO is important, but local traffic can come from a variety of sources. Here are four law firm marketing strategies that can help you drive more local traffic.