How Website Keywords Convert to New Clients

buyer intent pyramid

4 Easy Steps to Make Your Website Content Perform as Your Law Firm’s Rainmaker!

What search phrases populate your law firm as a search result in Google or Bing right now? Are they focused on how users search for your services online? Your keyword strategy needs to point your target audience to you and convert them into clients.

Step 1: Establish namebrand awareness

Don’t be insulted by this first piece of advice, I’m still shocked at how often this gets overlooked.

Your website needs to tell Google and everyone Googling stuff:

-Who you are

-What areas of practice you do

-Where you do it

If you don’t have all three of these elements, Google has no way of knowing your law firm is the best result for someone looking for a lawyer that does what you do, in the city you’re in. When it comes to what you do, focus on the practice area of ideal client. Are they getting a divorce? Filing bankruptcy? A prenup? You will include all of the services you offer, but your ideal client searches for your money keywords.

Step 2: Target “buying now” clients

Let’s say you’re a family law attorney in Reno, NV- people will search “best divorce lawyer Reno” or “quick divorce attorney in Reno, NV.” These searchers know the marriage is over and they are ready to retain an attorney. Think money keywords + buyer intent then you’ll want to take it to the next level with semantic variations and longtail keywords. Don’t forget to include content on your website that backs up the legitimacy of your claims if you’re “the best.

Step 3: Target “knowledge-seeking” clients

When searchers are not quite ready to buy what you’re selling, they are likely researching it. Let’s go back to the divorce scenario, “how to prepare for a divorce” gets searched 100-1000 times a month. Capture some of that traffic by creating content that speaks to this type of client. You’ll need to determine what page of your website speaks to this demographic. Depending on what you’re selling, it might be best on a blog page, with different posts addressing different keywords/situations. If you’re focusing on Chapter 13 bankruptcies, it wouldn’t hurt to have a checklist of what alternatives your potential client has to filing on your home page. Regardless of where the content goes, you want to ensure it will bring value to your audience. When a business provides free resources to potential clients, they establish authority within their industry. Additionally, the knowledge seeker builds some trust with your law firm since you’re willing to share some insider information that has the potential of eliminating their need for your legal services.

Step 4: Use industry-specific acronyms and terminology as keywords

Can you think of an industry or occupation that doesn’t have acronyms or jargon that sounds like a foreign language to outsiders? People will search using acronyms within your industry. The beauty of industry-specific lingo and acronym-based searchers is, they are familiar with your industry. Don’t shy away from a narrow acronym, you may be the only one in your area capturing those searches.

In order to keep this brief, we barely scratched the surface on keywords. If you’re dying to know more, we’d be happy to help! Contact Us Today!


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