Matthew Jeffrey, Barrister & Solicitor, a Canadian immigration lawyer based in Toronto, Canada was looking for a way to improve the firm’s position in search engine rankings, drive more traffic to the firm’s website and improve conversion.
Web Design for Law Firms
The goal was to establish the firm as authorities in its field, improve website traffic, boost reach, and generate new leads.
After reviewing the market and researching potential strategies, the firm decided that well-thought-out and effective internet marketing could best help the organization achieve these goals.
After consulting with dNovo, Matthew Jeffery made the decision to dedicate significant attention and focus to SEO and online marketing. This strategy is frequently successful with law firms as well as all companies and organizations.
In order to be effective, law firm SEO efforts must be comprehensive and all-encompassing. There are various factors to keep in mind when it comes to online marketing for law firms.
Below is a thorough case study that details lead generation for lawyers and law firms with specific attention placed on the various aspects of internet marketing and SEO that constitute a comprehensive plan. This case study also includes specific examples of successful efforts.
First Phase – Traffic Generation
In order to attract more clients and promote the firm, it’s crucial to ensure that those interested in a firm’s services can find the firm’s website in the first place. This is a key aspect of internet marketing, but not the only aspect.
Online marketing for law firms involves creating a strategy for increasing traffic and then successfully carrying out this strategy. A successful strategy includes various traffic generation efforts working in tandem.
Part 1: Organic Traffic Generation
Organic SEO involves unpaid efforts to boost a law firm’s placement in search engine rankings. There are several aspects of organic traffic generation.
Website content, how it is positioned, and the way it is written is important. This is known as “on-page SEO.”
Off- Page Strategy
To achieve the firm’s business goals, it was also necessary to create an “off-page” strategy to improve search engine ranking. There is much more to successful SEO than just your website and its content.
Social media is not an aspect that can be ignored. Through this type of internet marketing law firms can improve reach online, have the firm’s voices heard by a larger audience, and generate links and traffic to their websites.
Part 2: Paid Search
In addition to organic SEO, paid search is another aspect of online marketing for law firms to take advantage of.
Pay-per-click advertising (PPC) is a method of online marketing that involves the advertiser paying whenever an ad is clicked. One of the most well-known and most common PPC providers is Google’s AdWords program.
The AdWords program makes it possible to bid on specific keywords and phrases in order to show up as a “sponsored result” on the search engine results page for those terms.
Remarketing is designed to target those who have visited a website in past, but did not convert. It allows us to target a specific audience, one that is interested in working with a law firm, but is still in the research phase.
Social Media Remarketing
Social media remarketing is a similar concept to general remarketing, but it targets those who previously interacted with social media campaigns. This makes it possible to narrow the advertising scope and use specific criteria to improve ROI.
Search Results: Immigration Lawyer Toronto
Search Results: Toronto Immigration Lawyer
Second Phase – Website Conversion
It’s not enough to just increase traffic to a website. If visitors arrive on a site and then leave quickly, the firm does not succeed in its goal of increasing business, generating leads or acquiring any new customers. In order to accomplish these business goals, steps need to be taken to increase website conversion.
In order to improve website conversion, a website needs to:
Be Mobile Friendly
More and more searches are taking place on mobile devices every day. In 2015, Google announced that, for the first time, more than half of all Google searches happened on mobile. This number has continued to increase.
In order to avoid this problem, Matthew Jeffrey’s immigration law website is designed to be just as functional and easy to navigate on mobile as it is from a desktop browser. This ensures that all audiences are able to easily use the site.
Conversion Optimization of Visitors
Conversion optimization involves changing aspects of a website in order to convert more visitors into clients. Meaning visitors to your website will more likely become your clients.
Importance of Content
Visitors need to be able to find a site’s most important content. Through smart website design and user experience optimization, it is possible to direct visitors to key content which, in turn, increases conversions.
There are many different aspects of doing online marketing and SEO for law firms. By creating a comprehensive and unified strategy for the firm, Matthew Jeffery and dNOVO have been able improve the firm’s online presence, attract more potential clients to the website and convert more of these visitors into clients.
Continuing to fine-tune and build on these efforts in the future will allow the firm to further increase its online presence, continue to attract potential clients, and grow the firm.