Many divorces begin with a Google search. Sometimes it is a matter of going to Google in order to fact-check your spouse’s story and catching your spouse in a lie. That credit card charge for a hotel room in Philadelphia on February 1 made you suspicious, but your spouse insisted that he went to Philadelphia to see the Alan Parsons Project concert with his cousin, whose phone number you do not have. You Google the tour dates and find out that the Alan Parsons Project was nowhere near Philadelphia on February 1; in fact, it is debatable whether the Alan Parsons Project has toured at all since founding member Eric Woolfson’s death in 2009.
In other cases, insomniacs just Google the questions that keep them awake. How much does it cost to get divorced? Can the court order your ex to get a job? Does 50/50 co-parenting work? Are the family courts biased against fathers? Not everyone who Googles a divorce-related worry will become a client of your law firm. Some of them will patch things up with their spouses, while others will represent themselves in divorce mediation. Some live on the complete opposite end of the state from your law firm, so they will hire a lawyer close to home. It is in your interest for all of these people to see your website, though, because this will encourage Google to show it to more people, including the ones who really are in a position to hire your family law firm. That’s why a great digital marketing strategy is so important.
How to Improve Your Digital Marketing Strategy
Practice Area Pages are Your First Point of Contact With Prospective Clients and With Google
Remember that search engine optimization (SEO) is not about making your entire website rank at the top of Google searches; that is not how search engines work. Instead, Google ranks individual web pages. Therefore, try to make each web page on your site rank for a few obvious but specific keywords. The fact that the pages on your site link to each other will also help your SEO rankings.
By this logic, it can only help you to have many practice area pages, even if some of them have content on similar themes. For example, if your law firm is in Miami-Dade County, Florida, and deals with family law cases, you should have practice area pages for “Miami divorce lawyer,” “Miami-Dade family law attorney, “Coral Gables divorce lawyer,” “Miami Beach child support lawyer,” “Miami child support lawyer,” and so on. You should write the page content from scratch each time, even though many of the pages will contain the same basic information. This way, Google will not penalize you for plagiarism, repetitive content, or content spinning.
Blog Posts Keep Your Target Audience Informed and Remind Google That You Exist
Of course, a website that only contains various versions of basic explanations of family law is not going to be the one that Google wants everyone to see. A website that gets a lot of attention from its creator also gets a lot of attention from Google. Therefore, you should add a blog to your website and publish at least one post per month. Look at other law firms’ blogs to see what kinds of topics lawyers are blogging about, or take your inspiration from current news stories. For example, if you live in Georgia, you can explain the legal issues surrounding Porsha Williams and Simon Guobadia’s divorce, and if you live in Florida, then the post-divorce saga of Phil Collins and Orianne Cevey is a veritable legal thriller. Of course, the questions that real clients ask you also make good blog topics; you are doing your readership a service by explaining legal matters that people going through divorce and co-parenting need to know about.
Never Underestimate the Power of NAP
The main goal of digital marketing is to let prospective clients know who and where you are. This involves monitoring your online presence beyond the pages of your own website. Make sure that your law firm’s name, address, and phone number (NAP) are correct and consistent everywhere on the Internet. You will lose prospective clients if your phone number is listed incorrectly online; when prospective clients call the number listed for you and do not reach you, they will call another law firm in your city.
NAP is the single most important part of a law firm’s digital marketing strategy. All of the informative, engaging content in the world will not win your law firm even one new client if you do not have your NAP in order.
Sources
https://fishbat.com/importance-of-nap/
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