Digital Marketing

It’s quick and easy to improve the Google ranking for your web pages with this method! Anyone can do it.

We’ll show you how!

How to Rank on Google With Relevant Content

Google loves relevant content.

The relevancy of a website to the search term or keywords is a key element for Google search rank.

The more that your web page is relevant, the higher up it will show in the rankings when someone searches for your keyword.

One simple way to make your web page more relevant is with supporting pages.

Whether you create supporting pages specifically for this purpose or if you use previously published pages, you can use supporting pages to make your web page rank higher.

What Are Supporting Pages?

Web pages with content that supports your keyword are called supporting pages.

Let’s say that your law firm provides family law services and you want to rank higher for child custody.

Examples of supporting pages for child custody on your website might be something like, “Tampa fathers’ rights” or “Child custody questions.”

How to Use Supporting Pages to Improve Your Google Ranking

Now that you know what supporting pages are we’ll show you how to use them to boost your search ranking.

If you don’t have supporting pages already then make them. We do this for our clients all the time.

Pick five topics that support your chosen page and publish web pages for them. Include links to the web page that you are wanting to rank.

If you already have multiple web pages on your website, then you might have existing pages that you can use.

There is a quick way to see which already published pages you can turn into supporting pages.

The best part is it’s free and doesn’t require any complicated research tools.

Go to Google and do a site search.

To do a site search, copy the url for your website and paste it in Google’s search bar like this “site:http://yourwebsite.com”.

This will show everything that Google has indexed for your website.

Most attorney sites we see don’t have a lot of content. Often, they have between 17 and 250 indexed pages.

To see which of these pages Google ranks for a specific keyword you will add the keyword to your site search.

If “child support” is your keyword, then you would run the search like this “site:http://yourwebsite.com child support”.

Write down the urls of the following five pages not including the web page that you are trying to rank higher.

These are the top five pages on your site that Google has decided are the most relevant to the keyword.

These will be your supporting pages.

Take these pages and include backlinks to the practice area page.

Show Up Higher in Google Today!

Just take the simple steps above and apply them to your practice pages.

It’s an easy way to increase the relevance of your website on Google and show up higher in the search rankings!

There are countless companies that claim to specialize in digital marketing for law firms.

Each of these companies also claim to know the secret to online success for law firms.

But, who is telling the truth?

Do any of these companies actually know how to generate more business for your law firm?

How To Choose The Right Online Marketing Firm

Because there are so many companies out there, it’s hard for lawyers to figure out which one will do the best work for their practice.

Choosing an online marketing firm is especially difficult for lawyers since they typically don’t know much about digital marketing.

As a result, they have no way of knowing if companies are pitching ideas or implementing strategies that will actually generate results.

Many law firms bounce from legal marketing company to legal marketing company looking for one that is able to produce results.

If you repeatedly choose the wrong companies, you may feel like throwing in the towel and giving up on internet marketing.

In fact, our clients often tell us they thought digital marketing simply did not work until they hired our company.

It’s important to understand that digital marketing for lawyers does work as long as the attorney marketing company knows what they are doing.

Don’t spend years trying out different internet marketing companies until you find the right fit.

Every minute that you spend with a company that is not producing results is hurting your law firm.

This time could have been used to implement innovative strategies to bring in new clients.

To avoid wasting valuable time, download the guide on our website to learn how to find the best law firm internet marketing company from the very beginning.

How To Get Better Results From Your Internet Marketing Company

This guide is perfect for all law firms-even those that are already contracted with an internet marketing company.

Read this guide to find out how you can hold the company accountable for their work and push them to do more for your practice.

You may not be able to hire a new firm until the contract expires, but you can make the company work harder and generate better results in the meantime.

Lawyers don’t need to be experts in digital marketing in order to know how to choose the right internet marketing company or communicate with the company they currently work with.

This guide includes questions that every lawyer should feel comfortable asking legal marketing companies.

Using this guide, lawyers will be able to tell whether a law firm marketing company knows what they are doing or not.

Search for something on Google and you might notice three listings with contact information that appear next to a map.

In fact, these listings even show up before the paid advertisements.

These are known as Google maps listings, and every law firm should aim to land in one of these spots.

But unfortunately, there are only three local business listings near the map, so it will take a little bit of effort and the right legal marketing company to secure one of these spots.

How Google Chooses Local Businesses For Google Maps Listings

The listings that appear next to the map are not chosen at random.

Google chooses these listings based on the business’s proximity to the searcher.

For example, let’s say someone in the Upper East Side of Manhattan is searching for a personal injury attorney.

Ideally, Google would like to show this person three listings for personal injury attorneys in the Upper East Side.

Therefore, it’s important that Google clearly understands where your law firm is located otherwise you won’t appear as a Google maps listing.

How to Get on Google Maps

There are several steps that lawyers can take to increase their chances of securing one of these spots.

First, review your law firm’s website to determine if it has enough information to communicate your location to Google.

If you are a DUI attorney in Baltimore, the keywords “Baltimore DUI attorney” and “Baltimore DUI lawyer” should be found throughout your website.

Another way to show Google where you are located is to build backlinks from other local businesses or organizations.

Some lawyers choose to personally reach out to businesses in the community to ask for a backlink, but this can be fairly time-consuming and many small business owners might not understand what you mean.

Instead, consider contacting youth sports organizations in the city. Offer each of these organizations a small donation in exchange for a backlink on their website.

It’s much easier to build backlinks using this approach since the organization is getting something in return for taking their time to update their website.

The donation does not have to be large-most law firms donate between $150-300 when implementing this strategy.

Web marketing for lawyers doesn’t have to be difficult. Simply incorporating location-based keywords into your website’s content and building local backlinks will show Google how relevant your law firm is to the community.

Since showing relevant results is so important to Google, this could be enough for the search engine to add your business to Google maps.

Every law firm wants to know the secret to be one of the three businesses that appear in local search results underneath the Google map.

These spots are limited and the competition is fierce, which makes it incredibly challenging.

Google can be unpredictable, so there’s no way to guarantee that any trick will be enough to land your law firm in one of these spots.

However, there is one legal marketing strategy that can be implemented to increase your chances of getting a Google maps listing.

How To Use Categories

Visit your law firm’s Google business listing and take a look at which categories you have selected.

The categories are supposed to be used to describe what type of business you are in.

This isn’t just helpful to consumers browsing through local business listings-it’s also used by Google to figure out what you do.

The primary category on your Google local business page should be your main practice area.

For example, the primary category for a personal injury law firm would be “personal injury attorney” instead of “law firm.”

The latter is far too general to be used as a primary category since it doesn’t indicate which area of law you practice.

If you practice more than one area of law, choose the one that generates the most business for your primary category.

Next, choose secondary categories.

These categories should also be relevant to your business, but they will not be as specific as the primary category.

For instance, some of the secondary categories that law firms can use include lawyer, law firm, general practice attorney, trial attorney, and legal services.

These are some of the go-to categories for law firms.

But, if you want to browse the full list, simply click on the pencil icon and type in the word “attorney” to pull up all of the categories that are relevant to your business.

Be sure to save the changes once you have selected your categories.

It only takes a few minutes to make this change on your law firm’s listing, and it can pay off in a major way.

Now that this information is updated, Google will have a better idea of what legal services you have to offer.

This makes it easier for the search engine to determine when your business is relevant to the search query.

As a result, it’s possible this simple law firm web marketing strategy could help your law firm land in one of the coveted spots in the Google map rankings.

Every lawyer wishes it were possible to make contact with potential clients the moment they realize they are in need of legal services.

As it turns out, law firms can use Instagram to identify and reach out to these potential clients.

People share a lot of personal information about their lives on their Instagram profiles.

Therefore, it’s very likely that someone who is going through a divorce, recovering from a motorcycle accident, or being charged with a crime would post about it on this platform.

How To Find Clients Using Hashtags

To find these potential clients, lawyers need to perform a hashtag search within the Instagram app.

Search for hashtags that the clients you are trying to reach would use.

For instance, someone who has been injured in a motorcycle accident might use #motorcycleaccident or #motorcyclecrash.

The results will include anyone and everyone who has ever used this hashtag before.

You will need to search through these results to find people who are located near your law firm.

Start tapping on photos that are under the “Recent Posts” header to look for more information about each user’s location.

Sometimes, the location will be listed above the photo and underneath the username, but you may need to go to the user’s profile if it’s not listed there.

How To Localize Your Search For Clients

Depending on where your law firm is located, it may take a little while to find someone who is in your area.

Be patient when implementing this legal marketing strategy.

Once you find someone, send them a direct message from your business account on Instagram.

Don’t make an obvious sales pitch-offer them a helpful tip instead.

For example, someone who has been involved in a motorcycle accident may need to hear about the sneaky tactics that an insurance adjuster may use.

Then, let the person know that you would be happy to answer any questions he or she may have.

Be sure to review the solicitation laws in your state prior to sending this type of message.

Continue to search for other potential clients after sending the first message.

Everyone won’t respond to your message, so it’s best to send them to everyone you can find in the area.

Be sure to check your Instagram inbox frequently after sending these messages so you can respond to anyone who replies right away.

Marketing law firms using this method may seem time-consuming, but it’s not.

Plus, this approach allows law firms to speak directly to clients who are in need of their legal services without spending a dime on marketing.

Technically speaking, a landing page is any website page where a visitor “lands.” If the exit rate from your own landing page – probably your home page – is high, it means that you’re not capturing the attention of potential leads. Should you create a new “dedicated” landing page? What does a landing page need? Keep reading, and you’ll find some suggestions for effective landing pages that will engage your visitors and pique their interest.

For most professional and small business websites in 2017, the home page generally also functions as the landing page, but you might want to reevaluate that function, especially if your analytics are indicating a high bounce rate. A home page has a number of functions – it introduces your brand, reflects your values, and links to the other areas of your website. It encourages your visitors to explore rather than convert.

Most professionals and small businesses fail to convert visitors because they don’t have a dedicated landing page – the home page is trying to do too much. And for that very reason, a number of professionals and small businesses are starting to experiment – and to find success – with dedicated landing pages.

HOW CAN A DEDICATED LANDING PAGE HELP YOU?

Creating a stand-alone landing page with the single, focused objective of retaining and converting your visitors can lower your bounce rate and increase your conversion rate. How can a “dedicated” landing page retain and convert its visitors?

Listed below are some tips that can make a dedicated landing page work for you:

Tip #1: The landing page’s text must be compelling. Even “good” writing with colorful phrases, perfect grammar, and no typos may not be compelling enough to trigger your visitors to action. The best website text incorporates the subtler elements of advertising and marketing that psychologists have been explaining ever since Freud – tapping into the average consumer’s fears and desires.

In his book, The Loss of Happiness in Market Democracies, Yale professor Robert E. Lane writes that the function of advertising and marketing “is to increase people’s dissatisfaction with any current state of affairs, to create wants, and to exploit the dissatisfactions of the present. Advertising must use dissatisfaction to achieve its purpose.”

WHAT SHOULD YOUR LANDING PAGE TELL YOUR ONLINE VISITORS?

Humans are social creatures, and many have observed that we have what might be called a “herd” instinct. Your landing page’s text should very subtly, delicately, and vaguely imply to visitors that without your product or service, they’ll somehow be “left behind,” stigmatized in the eyes of their peers, and lose social status – or something even dearer.

If you are a professional like a doctor or an attorney, your visitors are likely already in a position where they might lose their health or mobility, their family, their property and assets, their freedom, or even their lives. Without making any specific promises that can’t be delivered, the text of your landing page should indicate to your visitors that they can put their concerns and fears in your trustworthy hands.

Tip #2: Unlike your website’s home page –with its multiple purposes – a landing page exists for one reason only, and that’s to generate a response to your call to action. Keep the text short and simple, and get directly to the point. Make it easy for visitors to respond and don’t clutter the page with anything that doesn’t function to generate the visitor’s response.

SHOULD YOU USE A CHAT BOX?

Without a dedicated landing page, most visitors will check out your home page, maybe two or three other pages, and go back to browsing. Your links or your contact form on a landing page must be easy to see – in fact, make them unavoidable. You should also consider using a chat box with a live operator on your landing page. A chat box gives your visitor immediate feedback and a genuine, direct, and personal connection to you.

Tip #3: The relevance of the page should be immediately obvious to the visitor. When someone arrives on a dedicated landing page, that person usually has a specific goal. Convey immediately that your visitor has landed in the right place. Make use of the page’s title, heading, or headline to tell visitors that they’ve landed where they need to be.

For example, a bankruptcy lawyer’s landing page might use this heading: “We protect families like yours from foreclosure.” A plastic surgeon’s landing page might tout, “This is the revolutionary cosmetic procedure you’ve been waiting for!” Understand what your visitors are looking for, and let them know at first glance that you can provide it.

SHOULD YOU CONSIDER MULTIPLE LANDING PAGES?

Tip #4: A landing page must maintain a single focus, so you may need to consider creating multiple “independent” landing pages. For example, a criminal defense lawyer might dedicate one landing page to DUI or DWI, a second page to juvenile crimes, and a third page to robbery, burglary, and theft crimes. Let nothing on a landing page distract from its single, dedicated purpose.

Tip #5: Including several brief, glowing testimonials on your landing page will substantially boost the page’s credibility. Testimonials can make the difference between a visitor who bounces and a visitor who converts. Use real testimonials from real clients, and place their pictures next to the testimonial text.

Tip #6: Use only relevant and pertinent images or video. Spotify, the online music service, can do this easily – their landing page shows a customer lounging with the headphones on and a look of relaxed satisfaction. If you’re a doctor or a lawyer, you’ll want visual images on your landing pages that convey ideas like health, longevity, freedom, and justice.

CAN AN INTERNET MARKETING AGENCY HELP WITH LANDING PAGES?

When your visitors are prodded by your landing page to create for themselves a mental image of health, freedom, and relief from want, you’ll make it almost impossible for most visitors to bounce without contacting you. Dedicated landing pages can help you get the clients you want, and an internet marketing agency can help.

An internet marketing agency can create your videos, graphics, and text, design your landing page or your entire website, and coordinate your marketing with review sites and social media sites across the internet. In fact, your internet marketing options – and possibilities – are virtually unlimited. And the best time to consult with internet marketing professionals about those options and possibilities is right now.