One of the main aims of legal firms when it comes to marketing, really any business regardless of their products or customers, is their ability to optimize their online presence that ultimately leads to higher conversion rates and higher revenues. When establishing and managing your legal business, you must constantly find new ways to optimize your online presence through managing your digital marketing campaigns as well as other online techniques that can help your business succeed and thrive in the future.
The overarching goal when you optimize your online presence is optimizing your SEO, or search engine optimization because this critical element determines whether and how high you show up when users search for sites like yours. Unfortunately, no one, except Google itself (or Bing or another search engine) knows exactly which factors optimize SEO and SEO is a constantly moving target as search engines update the algorithm used to determine where your content shows up when users search but, through experimentation, we do know some factors that have the greatest impact on your SEO. Here are 7 of those factors that set you up for online success.
1. Focus on content
You might have heard the saying that “content is king”. Utilizing content marketing is one of the most valuable ways your business maintains an online presence that maximizes the click through to your website. Creating content that your target audience finds valuable, then sharing new valuable content on a consistent basis has a highly significant impact on SEO. Content marketing involves creating blogs or other types of content, especially visual content like images and videos, that draw visitors to your site and invites them to click to promotional elements such as e-commerce pages, requests for information, or other actions that drive visitors toward a purchase.
To ensure that your content is as engaging and informative as possible, you can create content or, to allow you to focus on actually providing core elements of your business, you might hire a company, such as Just Legal content marketing, who transform your current blog to optimize your online presence through the use of successful and targeted marketing campaigns that include content marketing.
2. Make your website mobile responsive
Another important element for optimizing your online presence and increasing your SEO involves creating a website that’s mobile-ready. Making your website mobile-responsive boosts your SEO because we know this factor holds a prominent place in the search algorithm. Additionally, since a high percentage of searches occur online, mobile-responsiveness provides a better user experience that encourages visitors to stay on your site longer and visit more pages. You increase your mobile responsiveness by ensuring that your pages and graphics are small and load fast while ensuring images, text, and buttons are readily visible, are in locations expected by visitors, and are far enough apart that visitors don’t accidentally click on links to content they don’t find valuable.
3. Focus on customer experience
Speaking of customer experience, you optimize your online presence and expand your audience by putting your customers first. Great customer experience involves providing information visitors want, making finding the information easy and intuitive, and making pages inviting. Limiting requests for login or personal information to only what’s necessary to serve the needs of customers also provides a better customer experience.
4. List your business in online directories
Expand your online presence by listing your business on an online directory. This boosts your SEO and also helps those looking for businesses like yours easily find your business and the services you provide. There are many online directories for business, including Google My Business and Yelp, that also provide important information such as your location and phone numbers. These especially work when it comes to local marketing by selectively displaying your business when searched within geographic proximity of your business and showing these local businesses first in the search results.
Social media works by not only spreading the word about your business to new prospective customers but adding positive associations based on mentions by friends of social platforms. Even better, engagement with users on social media, likes, comments, and shares, impacts SEO to improve your ranking in search results.
6. Create a brand
Creating a brand for your legal company helps optimize your online presence by giving your business a character, reputation, and acts to visually identify your service. You should create a brand voice by deciding who your target audience is and adjusted your content to match this audience, such as crafting a friendly and informal voice for students and a more formal tone for professionals. You may also want to consider elements such as color and recognizable logos as part of your branding message, helping individuals to instantly recognize the content you post online.
7. Connect with other brands
You should also connect with other brands to optimize your online presence, as this allows you to share in their follower counts and enables you to present your business as a genuine brand through its association with a larger company. Connecting with other brands through networking events can also be vital if you want to boost the success of your blog and other marketing efforts.
Associating yourself with quality is vitally important in all things, so make sure that your choice of companies to work with are guided by the right priorities. A legal firm should pay attention to brands with a reputation for reliability, whether they are choosing security guards for their premises or picking legal case management software for tracking the details of every case they handle. It’s not just a matter of picking the best name right now, but building bonds with companies that retain a positive reputation going forward are essential.
Then, it is possible for legal firms to optimize their online presence through an assortment of means that help boost their marketing materials and attract more of their target audience to their website. This is important for legal firms to do in order for them to attract new clients in this digital age.
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Hausman and Associates, the publisher of MKT Maven, is a full-service marketing agency operating at the intersection of marketing and digital media. Check out our full range of services.