If you own a collaborative law practice and want to create a website that accurately and effectively represents your firm online, there are certain steps to take when building and optimizing your website that will help you succeed. The right website design, development, and optimization efforts will attract new clients and ensure your current clients are consistently satisfied to maximize loyalty.
The following are some of the most crucial elements that will help your website stand apart from the competition.
1. Incorporate Good SEO and General Design
If you want people to be able to find your website, you need to use search engine optimization (SEO) to your advantage. Good SEO will entail creating a website that’s not only full of rich and fresh content, but a website that’s also easy on the eyes and simple to navigate for users. Including relevant keywords, interlinking and backlinking strategies, and other technical SEO elements will help boost your rankings in search engines, but the user experience also factors into SEO performance.
Make sure that your content is appealing, readable, engaging, and helpful, all of which aspects will encourage people to visit your website and stay there. In turn, if Google sees that people visiting your site from search results remain on the site as the answer to what they’re looking for, this will signal that your website is better than competitors with poorer content or design elements, and could subsequently further improve your rankings.
2. Provide Reliable Information and Answers to Questions About Collaborative Law
A majority of people looking for collaborative law information are in need of a specific solution to a particular problem, which severely narrows down the information they want online. The key to pleasing the many people looking for information out there is to practice empathy with online users, which is a good practice for any collaborative law professional.
If you can show that you’re the best source for all of the information and resources pertaining to their problems, you will be able to attract a wide audience and convert more people into clients who learn to trust your firm. For instance, you can write content around certain questions such as “What is the difference between collaborative divorce and traditional divorce?” or “How much does collaborative divorce cost?” As you answer these questions in-depth and illustrate an understanding of their issues, you can also lead readers down a path to contact your firm for additional assistance with their specific problems.
Using certain tools such as Google Analytics can help you pinpoint what people are looking for, and you can determine which of your pages may benefit from more attention and optimization based on their performance.
3. Anticipate Google Algorithm Changes and Update Accordingly on Your Collaborative Law Website
In an attempt to weed out spam and illegitimate websites practicing black hat SEO techniques and other bad practices, Google makes occasional updates to its algorithm.
Today, Google could punish your website’s rankings if it’s:
- Not mobile responsive and designed for mobile users
- Slow to load on both desktop and mobile versions (Any slower than 2-3 seconds could severely hinder traffic)
- Over-optimized with an overabundance of poorly implemented keywords that hurt readability
- Full of low-quality or duplicate content that doesn’t engage readers
If you identify any of these weak areas, addressing and improving upon them could help you keep your website afloat in search engines in the event of an algorithm update.
4. Create Appropriate and Engaging Call to Actions
Encouraging users to provide a response on your website will be easier if you answer their questions and keep them engaged with ample high-quality resources. From there, you can ask the user how you can provide them with the help they need and give them specific choices. For instance, depending on where a user is on their journey, you may want to provide free eBooks or white papers with more information about a certain topic. For other users who are more ready to become clients, you could encourage them to schedule a consultation or simply call with any additional questions or concerns they might have.
If you can provide users with a variety of calls to action, people will be more likely to take the desired actions that eventually lead to more clients. Of course, the you will also need to follow up on any requests and maintain good communication to supplement these calls to action.
5. Maximize Online Referrals
In addition to SEO and boosting traffic, you’ll also want your business to spread via word-of-mouth through various types of referrals.
To increase online referrals, you can take certain steps such as:
- Blogging regularly about specific topics that people are looking for, which can continue to attract new users and shares across social media and other platforms
- Requesting online review from current and past clients, which could encourage more people to trust you
- Working with SEO professionals to develop and improve keyword and content strategies to maximize reach
6. Measure Your Website’s Success and Optimize Further
You won’t be able to gauge how well your website is performing unless you know how to capture and analyze the data your website collects. Using a tool like Google Analytics can give you insight into how each page is performing along with individual user activity, which can help confirm whether your efforts are working or further optimization is needed. You’ll also be able to gain some transparency into the journey users are taking throughout your site based on specific campaigns in place, which can help you identify any weak spots that are holding you back.
Knowing how to look at and understand the data behind your website can enable you to make the appropriate changes to optimize performance.
Do you want to benefit from a reliable website for your collaborative law practice? Creating and optimizing a website on your own can be challenging, but by working with professionals who have plenty of experience in digital marketing for collaborative law practices, you’ll be able to get everything you need to excel.
For more information or a free consultation contact us today.