6 Attorney Marketing Tips from the Experts at Juris Digital
Looking for some high-impact marketing tips for your law practice? You’re in the right place.
The digital marketing team at Juris Digital has put together 6 actionable attorney marketing tips that your firm can get started with today.
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Attorney marketing tip #1: Write & Optimize Content on Evergreen Topics
Matt Green, Head of Operations @ Juris Digital
My number one marketing tip for attorneys is unexciting but SO powerful: Write and publish content that answers your potential customers (and peer’s) questions. Specifically, focus your energy on writing content on evergreen topics (ie. topics that are perpetually relevant.)
To figure out what these topics are, follow this simple process:
Think about your client’s typical questions and pain points, and perform a Google search, eg:
Click the #1 result and copy the URL:
Head over to Ahrefs, and drop the URL in the Site Explorer. Click “Organic Keywords”:
Now you have a list of keywords that send traffic to this page, and you can sort by volume:
Ding, ding ding! Now you have the exact keyword that you want to optimize your content for.
Next, you need to create content that is comparable or better than the content that rankings #1, which in this example is:
In this case, there is incredible opportunity to improve. After all, the specific keyword you are targeting is “texas statute of limitations personal injury”. Yet, the article that ranks has a broader focus:
By writing your content to specifically address the statute of limitations for personal injury claims in Texas, you may be able to provide a more relevant result than the current #1 occupant, and steal that position and traffic.
PRO Tip: If you have your website or blog set up on Google Search Console, you can use the following process to conduct page-level keyword research once your content begins gaining visibility:
By using this process, you can see more keyword variants that your content is visible for and make optimization changes to the content based on that data!
Here are some of my best posts which give tactical marketing tips for lawyers:
- Using Keyword Data To Increase Traffic
- 21 Practical Law Firm Link Building Tactics
- How Legal Marketers Should Use Forums to Build Links
- Improve your rankings by delivering content with unique value
- The Secret to SEO Success for Small Law Firms
Attorney marketing tip #2: Take Advantage of Review Star Snippets
Casey Meraz, Founder @ Juris Digital
Sometimes the key to getting more clicks to your website is grabbing small competitive advantages. One of these areas is taking advantage of specific type of web code – Schema.org – to display stars in organic search results and separate your website from your competitors.
While I’m sure you’ve seen reviews in local search results before, you can also get these for your organic rankings by putting legitimate reviews on your website.
Take a look at the example below and you will see the #2 organic listing has 5 gold review stars in the search results.
These stars increase the click through rate for your website and help differentiate your website from your competition.
Also, the good news is that these are easy to add to your site. We created a free tool which will allow you to put in your customer’s review information and generate the code you need. Simply copy and paste this code on your website and when Google crawls your page again they’ll be picked up.
PRO Tip: Be sure to follow Google
Attorney marketing tip #3: Improve your website’s PageSpeed
Frank Scharnell, Chief Technology Officer @ Juris Digital
Is your site fast enough to capture leads? There are several factors that play into how a website renders and loads for visitors, but investing in Pagespeed will not only help capture more leads and increase conversions, but also help increase rankings against your competition.
It’s well documented how Pagespeed can impact your bottom line, but what isn’t as widely discussed is how to fix a slow-loading site. Below are the three primary causes of slow page load times we see when optimizing a website, and how you can fix them.
Tactical Embed Use
Check all of your site’s important pages, not just the Homepage
The number one cause of slow pages is poorly optimized images. This most commonly is caused by oversized images. Here’s a good example:
The site below has a main hero banner image. It’s current size is 203Kb on ONE slide. There are four images being loaded in this slider. This image is the biggest, but all four could be made smaller, and thus help improve the page’s load time:
To identify these issues it’s easy to use Google’s Pagespeed Tool to find poorly optimized images. Then we compress them, as an example this image I compressed and with just uploading it to CompressJpeg.com the size of the image decreased from 203Kb to 48Kb.
To take a more proactive approach you could add an plugin to do this on upload, this one is specifically for WordPress, but there are other alternatives on other CMS’. We normally recommend WP Smush It from WPMU DEV. It will compress images as you upload them onto wordpress so you prevent oversized files and longer page loads.
Another item that can add a large load time are iframe or video embeds. In the design process it’s important to be tactical about embed placements. We’ve seen Youtube videos add 3-5 seconds alone. If we’re trying to be under 2 seconds this need to be carefully navigated to not lose design elements, but also keep valuable video content on your pages.
This problem can get extrapolated by having more videos too. The two options are defer or use an ‘on click’ loading method. We prefer Wistia for this otherwise, the best solution is to defer iframes. It’s a more advanced technique, but we like to use Patrick Sexton’s method described here.
Here’s a good example:
This site has a large video just below the intro text. Before optimizing, we’re seeing a much higher load time of over 10 seconds at 1.5Mb/s compared to 1.58 seconds WITH deferring the embed. Big difference, so watch the use of Google map embeds as well as videos.
Pagespeed doesn’t include just the homepage of your website, it may vary on all of your internal pages as well. In fact, your homepage should probably be one of the heavier pages on your website, so internal pages ‘should’ be faster than the homepage. When analyzing we like to start with the homepage and the top landing pages for your site(the performers) first.
To investigate you can use one of the tools I’ve linked to above to analyze this or even better to get an overview is using Google Analytics.
Here’s a Quick Look at Comparisons:
Google Analytics(GA) allows us to quickly compare compare page speeds of your pages, though we’ve found GA doesn’t always have the most accurate data, so we check up with a pagespeed tool for the page we’re investigating if there’s any irregularities while comparing.
Use these tips and you will find Pagespeed Paydirt, if you have any questions feel free to contact me direct or comment on this post.
Attorney Marketing Tip #4: Ensure Great Content Readability
Steve King, Digital Marketing Project Manager @ Juris Digital
Readability is a crucial factor when producing, publishing, and promoting content. If a blog piece is verbose, your visitors won’t make it past the first paragraph. Your bounce rate for the page will be sky-high and conversions will be few and far between.
Grammar and spelling are important, but readability stretches beyond sound technical writing. Instead, it measures how easy it is for the average person to read and understand the content on your website. So what factors impact the readability of your content?
Let’s go over a few examples:
- Paragraph Length – Nobody wants to stare at a huge block of text. For many readers, it’s uninviting and overwhelming. Your content should be broken up into short, succinct paragraphs.
- Headings and Subheadings – Headings used throughout the body of your text can help break up content and make it more easily digested.
- Sentence Length – Long, complex sentences are often muddled and difficult to understand. If one sentence can reasonably broken into two, it’s a wise idea.
- Passive Voice – The passive voice is often “wordy.” It is a roundabout way of writing and it subtracts from the strength of your message.
Of course, it can difficult to identify these issues on your own, even with a careful review process. I find passive voice particularly tricky sometimes, but fortunately there are tools that can help you nail down readability.
The first thing I do with any content I’m publishing is run it through the Hemingway Editor. The site is free to use and highlights instances of passive voice, complex sentences, and more.
Another valuable tool can be added as a plugin on WordPress. You website may even have it already, it’s just a question of whether it’s being used. If the tool is installed, you’ll see something like this on your “Posts” screen:
In this case, readability is being tracked, while SEO rating is not. Naturally, green is “good,” yellow is “OK,” and red is “bad.” Typically you’re shooting to get your readability to green, but this isn’t always possible. Ultimately you have to decide if the tool is giving you valuable information or if it’s something that can be overlooked.
For an example of what I mean, let’s look at Yoast’s readability breakdown for one of my recent posts:
As you can see, the post is yellow, or “OK” when it comes to readability. However, in this case I had to make a judgment call. You can see the problems are transition words and reading ease. The Flesch Reading Ease test accounts for a variety of factors – including syllables. Depending on the content of your post, you may not be able to get this green or yellow.
Second, “transition words” did not hit the required 30%. Though this is a good guideline, the 30% qualifier can be arbitrary at times. Will adding one more transition word/phrase to the text improve it, or will it add unnecessary wording?
Anytime you’re using tools like these, you must take them with a grain of salt. Combine your own knowledge and expertise with the tips provided by Yoast, Hemingway, or other sources to create a piece that your readers will devour.
Attorney marketing tip #5: Less Is More
Leann Pickard, Creative Director @ Juris Digital
You have probably heard that term ‘Less Is More’ over and over again, but the truth is, it’s rarely taken seriously by attorneys marketing their practice. People are constantly absorbing information whether consciously or unconsciously. Effective design helps people digest information with as little friction as possible.
Here are my top tips for keeping for helping your potential customers digest information about your practice effectively:
- Keep Your Message Simple and to the Point
- Use only 1 or 2 fonts
- Use varying font sizes for added emphasis
- Stay within your color scheme of your logo
- Use white space to your advantage
- Add icons to support your text
Apple is a great example of simple design.
Using minimal amount of fonts increases page speed and should reflect the choices of your logo fonts.
Google fonts is a good tool that can pair two fonts together for you
One font size can only do so much for the message you are trying to portray. Instead of using an image or another color just try using a different size font to get the same message across.
A lot of people like to use a bright CTA color to grab conversions. Sometimes this is true but as a rule of thumb those colors should go along with your color scheme of your business.
Most people assume ‘White space’ means literally a bunch of space literally with the color white, this isn’t true. This means you could use a texture, solid color or actual white color to bring breathing room to an object or text. This creates a easier to read ad and website.
To get quick message across we like to use icons to handle that. Icons draw your eyes to the message you want to draw the viewer to. Rather than putting more and more text, maybe you can add an icon to get the same point across.
Attorney marketing tip #6: Get Local With It
Dillon Brickhouse, Digital Marketing Project Manager @ Juris Digital
If your firm targets multiple locations, there’s a lot you can do to boost your presence there. The truth is that organic results without location data really favor big websites like Avvo and FindLaw. So until you have the budget and resources they do, you need an ace up your sleeve.
That’s where local SEO comes into play. While those huge sites dominate the general information, local businesses still have the edge when it comes to their own cities.
There are several steps you can take to boost your local presence:
- Make sure you set up and optimize your Google My Business listing
- Create local landing pages
- Cater your content to the city
Google My Business (GMB) is the best outlet for local businesses to rank above the competition. This will allow your firm to appear in the local pack results.
Having a location / contact page for each of your offices is a great way to cater to that location better. Point the link on each GMB to its respective local landing page, and list all of your location details on the page.
If you write localized content for your blogs, you’ll really boost your authority at that location. Make sure that the content isn’t duplicated for each location, but blog uniquely on the same or similar topics. An example might be “The Most Dangerous Roads in [Memphis / Chattanooga / Murphreesboro]”
Thanks for reading! We hope these 5 attorney marketing tips help you move the needle and generate more leads for your law firm. Be sure to sign up for our newsletter below to get actionable marketing insights delivered to your inbox weekly.
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