You cannot grill your marketer for limiting your lead generation potential if your website is to blame. Many design, development and ranking factors are ignored by law firms. It’s understandable if you don’t know what the “full package,” really means, but you should strive to fix major issues as you take notice.
No single page of advice will be the end-all solution to your site’s lead generation issues. There are many variables that come into play and — if you’re not an expert — it’s nearly impossible to perfectly tweak for lead gen purposes without messing up along the way.
Below are five places many law firms fall short…
1) Using a Stock WP Theme (Slow Load Times)
You can go on Theme Forest and get a beautiful WordPress theme for your law firm site — and it’s cheap, but that affordability comes at a cost. These themes come with horrid load times; premium options like Avada can take more than six seconds to load, based on real studies. This is unacceptable; visitors tend to abandon after waiting three seconds and they typically want a page to load in less than two seconds.
The fix for this is simple; get a custom developed website done by a professional digital marketing agency. Use the Pingdom Speed Test to determine your website’s load speed. Make sure to make it a requirement that your load speed does not exceed two seconds.
2) Not Competing for Google’s “Featured Snippets”
You are able to compete for many long-form keywords by achieving a top spot as a “Featured Snippet,” which puts you ahead of even the first organic SERP. In the past, these results would only pull from the front page — now, it’s possible to steal this invaluable spot while ranking on the second page.
Yet, many law firms to capitalize on this opportunity. The fix is simple: create content that’s more likely to rank you for this spot, which includes the following:
- FAQ sections at the end of your articles (proof),
- Table of Contents (HTML-coded),
- Infographics with proper alt text, and,
- Standard on-page SEO practices (ie. Targeted subheaders).
3) Failing to A/B Test Precious Sales Copy
Your call-to-actions are your sales copy. The way you write them makes all the difference in how your visitors act. When you have good traffic coming through — this particular content makes all the difference. Take the time to split test your copywriting and see what triggers more reach-outs. Further, you can carefully do A/B testing on your Google SERP’s meta titles and descriptions. Track the CTR metrics and stick with the copy that gets the most leads to your website.
4) Too Many Keywords, Not Enough Context
Some search engine marketing managers focus more on keyword optimization than topical optimization. You’re dealing with a service-based company, not an information portal website. Thus, there needs to be more context to the content you post — even when you’re trying to rank in Google.
The key is to do topical optimization for each of your target keywords. This strategy relies on building up ranking content that’s based around the topic at hand, not just the website itself.
5) Ruining Your Copy by Deleting “Stop Words”
For the longest time, SEO experts would avoid using stop words (“at,” “in,” “the,” etc.) because Google would demerit the keywords surrounding them. Now, Google’s ranking algorithm is smarter and you won’t get SEO damage by using these words in your text. So, you are better off writing “family lawyer in Chicago,” than “family lawyer Chicago.” The latter really deteriorates your copy, especially when you have the term mentioned many times throughout your website.