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Analyze My SiteTopical trust flow is one SEO metric at the top of the list of vital signs to pay attention to – if you want your law firm’s website to appear at the top of Google for your best keywords.
Category: Link Building
What’s your law firm SEO company really worth?
Converting the people that contact your law firm from prospect into client, is really on you and how good your sales process is.
It doesn’t matter how they came in – via phone, website form submission or online chat. You should first know what your lead to client/case ratio is.
If you’ve spoken with 100 decent prospects and you don’t have any clients to show for it, no amount of traffic in the world is going to help you. After all, anything times zero is still zero.
After you know this ratio, and it’s not horrific, then you can look at the next set of numbers, which happen to be earlier in the sales process.
There are a few metrics your law firm SEO company could be accountable for. They are…
- Rankings – either the number of search phrases your website appears in the top 3 or top 10 (of Google) for and/or
- The number of leads (all types) that come in through your website – or through the campaign(s) the agency is responsible for
- Which they are accountable for is really up to you and the needs of your law firm.
Where to find these law firm SEO metrics, if they are not being provided to you.
The number of unique visitors can be found in your analytics software, Google Analytics being the most commonly used. In Google Analytics, this number is referred to as Users (not Sessions).
To start, don’t worry about calculating the Key Metrics for each traffic source. Let’s get the basics out of the way first, then you can move on to more granular figures. For now, just get the total number of unique visitors to your website for the past month.
The second Key Metric you’ll need to find is the number of leads you’ve received during the same period.
This one may take a bit more work, especially if you’re not set up properly.
There are usually 3 types of leads that come into most law firm websites.
- Form Submissions
- Phone Calls
- Chat Sessions
Form submissions are the easiest to tally because you can normally look in your website’s dashboard and see how many people filled out forms in the past month.
To count the number of phone calls that came in through your website, you’re going to need two things (well one thing and one criteria).
1. A tracking phone number, or a phone number that provides basic stats, like the number of incoming calls.
2. To make sure that the phone number you are using is unique and only used on that one website.
If you use the same vanity phone number across all platforms, it will be very hard to know where each call came from. Yes, you can ask each caller but that becomes tedious and is not as reliable as a single tracking number tied to each source you want to measure.
I have the Key Metrics, now what?
Now that you have the number of unique visitors and the number of leads that came in last month, we can get to the heart of our marketing, Cost Per Lead and Cost Per Visitor.
we can calculate your Cost Per Click, or how much each visitor is costing you. Just divide what you’re paying the marketing agency by the number of Unique Visitors for the same time period.
For example, if you’re paying the agency
From these numbers you can then easily calculate the Cost Per Click (or Cost Per Unique Visitor) and the Cost Per Lead by dividing what you’re paying the company each month by each.
How the Best Law Firm Companies Win Online
You’ve noticed them at the top of Google’s search engine results pages. You see their ads online. Their businesses appear in the maps on Google. Each time you are reminded of their success, you wonder what they’re doing right. Your competitors know something you don’t. They know how to win online.
You can learn the keys to their success, and it is possible to beat them. But you need the tools, and perhaps a little help, if you want to reach the level of success your competition has achieved. Online marketing can be a challenge to do well. Here are a few tips to help you compete online.
Win Online by Following These Tips
Winning online is not as great of a mystery as you might think. It can be tough to figure out what is important and what’s not, so we’ve broken down law firm internet marketing into a few basic categories to focus your efforts on. Here they are.
Website Design
Without a doubt, website design plays a crucial role in online success. It’s pretty tough to compete online if you don’t have a beautiful, functional, and highly converting website. Website design has many parts, such as branding, content, interactive features, and more.
You will want to get your website’s design right if you hope to achieve online success.
SEO (Search Engine Optimization)
Having a killer website will do nothing for your business if the website is not optimized for search engines. Google and other search engines scan your website’s content to try to figure out what your website is all about. If you haven’t optimized your content, the search engines will have a tough time figuring out what your website is for.
Make sure your law firm’s website and landing pages are all optimized so you can be found by Google and other search engines.
PPC (Pay-Per-Click) Advertising
Advertising is important for every business. You simply can’t grow without advertising. Every company is different, and different advertising methods will work better for different types of companies. Because lawyers don’t sell a product, you can’t use YouTube or social media influencers to sell your services like other businesses sell their products.
You will likely have to advertise your law firm online. PPC ads are a smart way to advertise so you can reach the right audience. There are some tricks to doing PPC right, though. It’s a good idea to work with a company that has a PPC specialist on their team.
Get in Touch with a Law Firm Internet Marketing Team
You want your law firm to win online, but internet marketing is too much hassle for you to deal with. Don’t be discouraged. You can hire a marketing team at ApricotLaw for help with achieving the online success you’ve always wanted.
Your law firm marketing team has web designers, developers, content writers, PPC specialists, social media experts, and other professional team members who are ready to get your law firm to the top. Call 877-203-0751 or complete the form below to get a free website analysis and learn more about how to win online.
Legal SEO Costs: What Are You Really Paying For?
Law firms spend a lot of money to run their businesses. The trick is to minimize your costs as much as possible. To do that, you need to know which services you really need to run your business. If you are paying for an search engine optimization (SEO) company to help you market your law firm business, you may be unsure about where your money is going.
Your law firm SEO company handles a lot of marketing and other tasks for you. For instance, they may run your website, handle your social media accounts, handle PPC, write your website’s content, and handle your SEO efforts.
That’s a lot of tasks your company handles for you. It takes a lot of professionals to take care of all of your internet marketing for you. Your SEO company has law firm website designer, developers, professional writers, social media managers, and more—all working for you.
Where Does Your Internet Marketing Budget Go?
It’s wise to keep track of your money. You won’t have a strong, growing business if you don’t keep a careful budget. Here’s where your money is going when you pay an SEO company to handle your internet marketing.
Pay-Per-Click (PPC) Advertising
You will likely be getting some online advertising in your internet marketing plan. Part of your budget will go to the ads themselves. SEO companies often have a PPC manager who handles your PPC budget and advertising goals. You won’t have to worry about online advertising because your internet marketing company is handling that on your behalf.
Professional Writers
You aren’t writing your website content, social media content, newsletters, and outreach articles. The professional writers at your internet marketing company are writing those things for you. These writers have degrees in writing, and they know what they’re doing. You don’t have to write content because someone else is doing it for you.
Website Design and Development
Designing and running a website is not easy. That’s why you pay an internet marketing company to do these challenging tasks for you. The designers create a beautiful, custom website for you that helps you grow your business. They will make your firm look professional and help convert website visitors into leads.
The developers will make everything function and will fix issues when they crop up. Keeping a website up and running is something you probably don’t have time to do.
SEO (Search Engine Optimization)
Getting your law firm to rank is one of the most challenging tasks of all. Your internet marketing company has a team of people dedicated to seeing your law firm reach the top of the search engine results pages. These team members obtain backlinks for you and constantly work on new strategies to keep your firm at the top.
Reach Out to a Law Firm Internet Marketing Company
Contact ApricotLaw through the form down below or call 877-203-0751. You can receive a free website analysis and learn how our company can help you grow yours.
Small Law Firm SEO: What Attorneys Need to Know
If you run a small law firm, your goal is probably the same as your larger competition—to grow your firm and get more clients. But that doesn’t mean your approach to online marketing is the same.
As a smaller firm, your budget for marketing is likely going to be much smaller than that of a large firm. You will have to be more careful in deciding where you spend your marketing funds.
There are many things you need to know about in order to successfully grow your small law firm. You probably want to receive consistent leads, but how do you do that? How do you successfully market your small law firm online without breaking the bank?
How to Set Your Small Law Firm Apart
There are many different approaches for building a successful marketing campaign online. Since yours is a small firm, you may want to focus on these four things if you hope to grow your firm and increase your online visibility.
Focus Your Practice Area
Some firms have many different practice areas, but this can present a challenge to your internet marketing and SEO (search engine optimization) efforts. Google and other search engines like websites that are focused on one area. They want to see that you are an expert in your field.
If you are trying to rank your small law firm online, it’s a good idea to pick one practice area to focus on. For instance, even though you might take a few criminal cases, if you mostly take family law cases, it’s probably best to focus your website on family law content.
Google rewards those who seem like experts in their fields. This means you will typically enjoy a boost in the rankings department.
Know Your Market and Where Your Clients Are Coming From
You might need to do more research than a larger firm. The larger firm can hire out or pay for partnerships, but you might not be able to afford to do that. You will need to look into where your clients are coming from and invest in the right marketing strategies.
For instance, if you are a personal injury firm and get a lot of clients from car accidents, make sure you focus your online marketing on car accident ads. Also focus on increasing your SEO efforts in an effort to catch car accident victims.
You can do this by answering questions online about car wrecks and creating content for landing pages or supporting web pages that focuses on what car accident victims go through. You can always take other case types when your firm has grown larger.
Don’t Put All of Your Marketing Money in One Place
It’s probably obvious, but you should never put all of your marketing money in one place. If your firm is not yet ranking organically on Google’s search engine results pages (SERPs), you might want to work on building up your legal directory profile or working on your Google My Business page.
Consider Partnering with a Law Firm SEO Company
Finally, you might want to consider partnering with a law firm SEO company that specializes in internet marketing. ApricotLaw can often work with your smaller budget to come up with a marketing approach that will work for you. Call 877-203-0751 or fill out the contact form on this page to receive a free website analysis.
Organic Rankings vs. PPC for Law Firms
Ranking for your law firm website is vital to getting legal clients. You want your site to be as visible as possible to potential clients, so you need to push your site to page one on Google search results, seeking the top spots for your industry and area keywords. However, you might not be sure what the best option for you is.
When it comes down to organic rankings vs. PPC for law firms, you may not be sure what the best option is for your unique firm. However, figuring this out can make a real difference in your rankings and help you get the traffic your advertisements and, more importantly, your website need.
What Is PPC?
When you want to improve your law firm SEO rankings online, you might be looking at the ads at the top of most search engines. These ads are close to the top, giving them some visibility over pages when they otherwise wouldn’t rank so highly.
PPC, or pay-per-click, puts your ad on the page for a small fee per visitor, or click. So, when they click on your ad, you’ll pay a small fee for the ad. While you’ll be paying a little in the long run, however, getting visitors to your site can be invaluable. While a click may cost you a few dollars, a successful client can net you far more than what you spent on PPC.
However, people may not be as likely to select an ad vs. an organic search result. While ads will receive some traffic, relying on PPC alone may not get you all the traffic you need to convert more visitors to clients. While you may want to take advantage of ad placement, there are other ways to get your brand out there.
Organic Rankings Look Natural
While ads can help you gain more traffic that you otherwise might not have had, organic rankings are still important. While ads will appear at the top of the page, many people will focus on the first five search results on the page, not the ads.
When you’re seeking more leads, getting your site into one of the top spots can help you gain more traffic and convert more visitors into leads. These rankings will also look more natural, which appeals to many viewers—some people may not click the ads just because they’re ads. Instead, they’ll look for an authority site at the top of the page to look at. Bonus points if you appear in both places!
Organic search result rankings can be improved through a variety of approaches, including strategic website design, on-page SEO, consistent blogging, and much more.
Choose the Best Ranking Option for Your Law Firm
When you’re trying to rank for your search terms, looking at only your organic rankings or your PPC campaign may not be enough. When used together, they can be a powerful way to boost your traffic and get the attention of potential clients.
When you’re seeking to improve your rankings and reach a wider audience, you’ll need to balance both options. That’s where a lawyer-centered SEO company like ApricotLaw can help you find the right balance between organic rankings and PPC for your law firm.
If you aren’t sure where to start in terms of organic rankings vs. PPC for law firms, speak to us about your options. Our law firm website SEO experts can be reached at 212-202-3214, or you can contact us through the online form on this page.