Every personal injury law firm website needs the same essential components in a search engine optimized (SEO) driven website so the practice can draw new clients while establishing itself as a legal educational resource, earn top of the fold search engine results page (SERP) placement.
To earn this positive SEO result, the website requires a general welcome message, contact page, site map, frequently asked questions (FAQ), blog, and a landing page for each practice area and each specialty within personal injury. Torts provide a diverse set of topics and the attorney’s website should address the areas the practice provides, but not others.
Relevant Content Only
Search engines rank websites on a cornucopia of items, but most algorithms rank a site’s relevant content and SEO as the two most important. In the last decade, local SEO has risen in importance.
The blog and landing pages add relevancy to the website and differentiate it from the plethora of other legal practices online. While each firm typically uses SEO strategies, some do this better than others. No two websites will have the same content. The firm producing the best legal blogs with the most accurate and relevant keywords and key phrases rank the highest.
The Website’s Main Pages
The essential pages of a website greet consumers, direct them to other pages, and provide a contact option. A blog, FAQ, and site map typically round out the list of website pages. Each of these has SEO in its content, backend, and graphics. All pages of the site will use these methods. This means that the meta tags of the website contain the keywords and key phrases.
Each practice area will receive its own landing page. A landing page defines the product or service and explains in pseudo-advertising terms why it benefits the consumer. It functions as a sales page to market the product or service. This means that personal injury as a topic would be the topic of the main landing page.
Each type of personal injury case also gets its own landing page. Since torts remain one of the most diverse areas of law, the website would have at least a handful of sub-landing pages if typical of most personal injury law firms. These might include accidents, worker’s compensation, general liability, etc.
Each of these areas, in turn, also has multiple specialties. Lawyers tend to specialize. They hone the topic to a fine point and practice only in that area. A law office might have one attorney specializing in a specific area such as auto accidents, but later hire other attorneys who specialize in motorcycle accidents, pedestrian injuries, bicycle injuries, etc. While their website would begin with a sub-landing page for auto accidents, until they work on bicycle injury cases, they would not have a page for that. This increases the site’s relevancy and its consumer ratings. In recent years, major search engines began including search engine ratings in their relevancy calculations, so if a site got poor ratings for advertising bike accident cases when they handle auto cases, it would fall in rankings.
Once the law office hired partners or other attorneys, it would add landing pages to address these. At this point, it would undergo a website update that added sub-landing pages for motorcycle accidents and pedestrian injuries.
The All-Important Blog
While landing pages sell, the blog educates. Since you typically add to a blog on a weekly basis, it provides your firm the opportunity to become an expert resource. You may think you only want to rank highly so you can draw new clients, but becoming an educational resource with blogs on the latest case law and precedents lets you rank higher because more people access your website.
The blog must also use attorney SEO to link the website to the keywords and key phrases of its target law practice areas and its target audience. This means well-written blogs that avoid sounding like legal briefs but communicate matters of law in an accessible language that provides high value to laymen and those in the legal practice. This accessible content with its SEO-driven key phrases helps the website rank and keeps it highly ranked.
When considering the economics of law firm marketing, you may think doing it yourself or having your paralegal write the web copy and blogs would make the ideal choice. This, however, sets you up to fail. You need an SEO marketing agency that specializes in legal copy and understands both SEO and local SEO writing as well as legal writing and matters of law. Choose wisely.