The UK legal sector has grown 8% in the last year alone, according to the Law Society. More people are representing themselves in court with their own solicitors, as legal aid has become more difficult to obtain due to several cuts.
This news means there’s a greater demand for a variety of services including everything from will writers and probate practitioners, to family law solicitors.
However, with more demand comes more competition. Legal services may be worth £25.7 billion per year, but it’s vital your business ensures your search engine optimisation (SEO) strategy is well-executed and brings you the results you need. Listed below are a number of ways SEO can boost your business’s prospects and help you become a prominent name.
1. Security measures
HTTPS, or Hypertext Transfer Protocol Secure, is a certificate for your website that confirms to visitors that your law firm’s domain is encrypted and secure. Privacy and security are two of the biggest priorities when it comes to online businesses. Especially in the legal sectors of wills and probate, personal injury and clinical negligence – where a great deal of personal information is exchanged. The search engines will see that you’re taking security seriously and will reward you with a higher ranking in the search results.
Is your website mobile-friendly? If not, then you could be losing out with regards to SEO. Google now counts device compatibility as part of its ranking checklist. Potential clients are likely to use a smartphone or even a tablet, to do a quick search. They may then follow this up on desktop/laptop later on when they have more time to look at your company in depth. Making it essential that your website can be used and displayed correctly across all devices.
3. Local and National SEO
Many legal service businesses execute both national and local SEO campaigns. Aiming to widen their target market and appear more available to potential clients. Some may choose to remain local, whereas others may place more emphasis on becoming a national, and even global, brand. Here are a few general pointers on how you can make both local and national SEO work for you:
You may have noticed that some businesses appear as a search result that looks slightly different to the regular results – in that the result appears under a map of your location. This useful feature is called ‘Google My Business’ which is a fusion of Google+, Google Local and Google Maps. It can be an extremely effective way of boosting your local presence, giving your business a stronger community feel, which can be very appealing to local clients.
Local SEO also involves your website’s content. You can achieve this through locally targeted website category content and blogs, as well as ensuring all contact details, including a number with a local area code, are prevalent throughout the website.
Becoming a national brand can be trickier than a local campaign. The foundation of a good national SEO campaign starts with competitor analysis and keyword research. You want to know what other firms are doing and what your target audience is searching for. Once you’ve conducted the research, you’ll need to learn a little more about your audience and what they want. It’s then a matter of ensuring your website is fully optimised and that you’re offering exactly what your potential clients want. To do this, it’s vital to make sure you’re producing the right kind of content that:
a) Explains your services in a succinct manner
b) Appeals to your audience’s values
c) Informs, educates and inspires your audience
d) Instills trust
The power of social media
Never underestimate the power of social media when it comes to SEO. The search engines previously didn’t count social posts as part of the search results – but that’s all changed now. Not only will social media significantly improve brand awareness and interaction with your target market both locally and nationally, social media can also be used in conjunction with your outreach campaigns. People or organisations mentioned in your blog posts are highly likely to share the posts on their own social media channels – potentially increasing your reach by thousands.