Why Small Law Firm Websites Need a Local Focus
Creating a law firm website with content highlighting your expertise in particular areas of law is important.
But it's not enough.
In order for a law firm website to attract enough of the right type of prospects that will request consultations, your site also needs a local geographic focus.
Don't just take my word for it.
Ed Parsons, the geospatial technologist at Google, stated during a recent presentation at Google PinPoint London 2012 that "About one in three of queries that people just type into a standard Google search bar are about places, they are about finding out information about locations. ...[T]his isn't Google Maps, just people normally looking at Google."
Here are a few tips for increasing your website's ability to generate local traffic:
Add geographic terms. What Ed Parsons was saying is that one in three searches on Google includes a geographic modifier. For example, in online searches for legal issues, consumers may include such terms as "DUI laws in Chicago" or "bankruptcy attorney in New York." Work with your SEO provider to ensure your website includes the right terms related to your practice areas AND local market.
Create a Google+ Local profile. Google+ Local is basically a relatively new business profile that replaces your Google Places page and ensures you are found in local search engine results. (As a bonus, it also happens to be Google's social network, Google+.) Without a Google+ Local page, your firm may not appear when someone in your geographic area searches for a law firm.
Appear in local listings. Make sure that your website is submitted to online business directories (such as Yelp.com), legal directories (such as Lawyers.comSM), and other listings, and that you configure your entry properly to appear in searches for attorneys in your local market.
These are just a few techniques to increase your law firm website's ability to attract local traffic. For a free consultation to learn more about how you can improve your firm's website, contact a LexisNexis Law Firm Marketing Specialist.
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