Unfortunately, no one page of advice will be the end-all solution for your site’s lead generation issues. Plenty factors that matter, which makes it almost impossible to ever optimize for perfect lead gen results.
Below are five places many law firms fall short.
1) Using a Stock WP Theme
You can get a beautiful WordPress theme on Theme Forest for your law firm site. It is a cheap method that comes at a high cost. These products come with horrible load times. In fact, premium themes like Avada can take more than six seconds to load. This slow load time is unacceptable, as visitors typically leave after three seconds. Most of the time, a visitor wants a page to load in less than two seconds.
You can avoid this problem by getting a professionally-built custom website. You can use the Pingdom Speed Test to determine your site’s load speed. Make sure to require a load time of two seconds or less.
2) Not Competing for Google’s Featured Snippets
Ranking well for longer keywords can be done fast by scoring featured snippets. This type of search result will put you above the top organic results. It is not as hard to get these spots now. Google is now pulling snippet info from the first two pages instead of just the front page.
Many law firms to capitalize on this opportunity. To fix the issue, just publish content that gets optimized for Google’s snippet algorithm.
Some things to consider:
- FAQ sections at the end of your articles (proof),
- Table of Contents,
- Infographics with proper alt text, and
- Standard on-page SEO practices.
3) Failing to Split Test Precious Sales Copy
Your call-to-actions are your sales copy and they influence reader behavior. This factor matters more when you have solid traffic. Take the time to split test your copywriting and see what triggers more reach-outs. You can also split test the meta-data of your search results. Track the CTR metrics and stick with the highest-performing copy.
4) Too Many Keywords, Not Enough Context
Some search engine marketing managers focus more on keyword optimization than topical optimization. You are dealing with a service-based company, not an information portal website. There needs to be more contextual depth and less variety.
The key is to do topical optimization for each of your target keywords. This strategy focuses around creating content on a particular subject. You do not need to cover the range and depth of keywords that are relevant to your site. Instead, become an expert on one topic (keyword) and move on to the next one. Do this continuously and always transition into contextually relevant keywords. In the end, you will become a ranking master within your respective niche.
5) Ruining Your Copy by Deleting Stop Words
For the longest time, SEO experts were avoiding stop words because Google would demerit the keywords surrounding them. Now, Google’s ranking algorithm is smarter, so now you will not incur SEO damage by using these words in your text. You will do better by putting “family lawyer in Chicago,” as removing the stopword hurts your copy.