Build High-Quality Legal Content With Long-Tail Keywords

Strategic content marketing is one of the most affordable ways to generate a stream of legal leads. Over time, writing informative legal content on your website will increase your site traffic from Google and other search engines.

Your website must be professionally optimized and use the most modern SEO practices to rank on Google’s first page for primary legal keywords. For instance, you could spend tens of thousands of dollars over several years to rank #1 for ‘best personal injury attorney in Indianapolis.’ But there are many white-hat methods with content marketing that will help your site rank faster and not break the bank.  

First, use the Google Keyword Planner to pinpoint the best long-tail keywords for your legal lead strategy. To use the Planner, just enter a vital keyword or the legal service you offer. The Google Keyword Planner is free and will generate related keywords, competition, and search volume.

For example, enter ‘personal injury lawyer Indianapolis’ into the planner. It will return several related searches that could be helpful to your site content. One of the high-competition keywords is ‘Indianapolis injury lawyers, which could be more difficult to rank. However, there are other keywords with less competition, including ‘car accident lawyers Indianapolis in and ‘Indianapolis.’

The Keyword Planner results give you ideas about the questions people have about legal topics in your city. Then, you can search Google for common legal answers to these questions. Some of the answers have been covered many times, but you can still find ways to make your firm stand out.

When you identify a legal question to answer where you can show your expertise, create a blog post that answers the questions. Remember to incorporate some keyword phrases from the Planner you want to target.  

Reduce PPC Costs

PPC ads on Google and Bing for lawyers are effective but pricey. If you already have a PPC campaign for your firm, try refining your targeting to lower costs and boost conversions.

First, narrow down the keywords you target. Focusing your PPC campaigns as much as possible cuts costs, and you will connect better with your prospects. Many law firms mistakenly run Google ads that are too general and non-specific. These ads are costly and could bring you undesirable traffic. 

For instance, running an ad for ‘attorney’ is far too general and expensive. If you focus your advertising on ‘car accident lawyer in Portland,’ this is an excellent place to start. Use the Keyword Planner again to find keywords with a reasonable cost-per-click and less competition. You also may consider a keyword with a higher cost-per-click but less competition. The prospect who clicks your ad may be more likely to find the information they want and convert to a client.

Second, consider what the prospect intends with their search. For example, as a car accident attorney, you could advertise, ‘Get a free legal consultation with the best Portland car accident law firm.’ However, you might connect with the prospect better if you address their possible needs. ‘Neck hurt after a car crash? Call the best car accident lawyer in Portland!’ Speaking to specific needs in your audience boosts the click-through rate and lowers costs.  

Improve Your Website Design

What does designing your website have to do with lower legal lead expenses? A lot! A professionally-designed website attracts visitors and encourages them to contact you. You can lower your marketing costs by keeping leads on your site and converting more.

For example, every page should be attractive, simple, and as short as possible. Provide informative content and a call to action so people can get in touch with you. Keep in mind that site visitors should be able to access the content they want in one or two clicks from the homepage.

It also is essential to design your website for smartphones. Most of us access websites with our phones today, not computers. Your website must display properly on Android and iPhone devices so visitors will contact you.

Use Law Firm SEO  

SEO is still essential for legal digital marketing. SEO will move your firm to the first page of Google and keep it there. In addition, your marketing firm should regularly post informative content on your legal blog. If you do not have a legal blog, you need one immediately!

Other essential SEO tactics are link-building with authoritative websites and inserting vital keywords in the meta description, title tag, headers, and subleaders. Ensure all legal blog posts are infused with essential keywords you want to rank for.

Hire A Digital Marketing Expert To Turbocharge Your Legal Marketing

There is no question that legal marketing is complicated and often expensive. However, the abovementioned strategies will help you increase your leads and reduce your cost per lead.

However, lawyers are at their best when they are working with their clients on cases. Most lawyers do not have the time or expertise to engage in the best digital marketing. Why not offload your marketing responsibilities to a proven digital marketing company so you can focus on your billable hours?

Over the years, Legal Locator has spent millions of dollars on legal ad spend. We have driven leads and traffic to attorneys in every specialty. We can do it for you, too. Set your budget, target the location, specialty, and our team will send you the best real-time leads to your inbox. Talk to Legal Locator today to get started on your new legal lead strategy.