How to Get More of Your Best Cases from Google
Getting new clients isn’t easy. Whether you’re just starting out or you established your law practice years ago, business development is always going to be top-of-mind.
How can you promote your law firm to get the cases you need?
A good place to start is the website where 40-60 billion searches for information happen every month – Google!
People turn to Google whether they’re searching for the nearest coffee shop, tomorrow’s weather, or the best attorney. Showing up in Google (the search engine with ~90% market share) gives you direct exposure to the people who are searching for the legal services you offer.
So, without further ado, here are 10 law firm marketing ideas that can get you more clients from Google.
How to Get Law Firm Clients from Google
1. Have a fast, responsive website
Websites that load fast and display well on any device perform better in search engines and convert more website visitors into leads.
You’re sitting at lunch, when suddenly a question pops into your head. Hoping for a quick answer, you pull out your phone and perform a Google search. The first result looks like exactly what you’re looking for! Except… oh no, it just won’t load.
We’ve all been there, furiously tapping our screens, desperately hoping that will make the page load faster. There is perhaps no quicker way to send a potential client packing than having a slow website.
Some studies even report that every one second loading delay means a 7% reduction in conversions.
If speed is on one side of the web development coin, responsiveness is certainly on the other. If you’re not familiar with the concept of responsive design (Google’s recommended design pattern) it essentially means that your website is easy to view on every type of device – it responds and adapts to a variety of screen sizes, from iPhones to your desktop.
Google made mobile page speed and mobile friendliness ranking factors (they can influence how high your site shows up in search results) because they’re good for user experience, so implement these two qualities, and you’ll not only please Google, but your potential clients as well!
2. Write content that informs and sells
People research before hiring an attorney, so publish content on your website that not only promotes your services, but answers your potential clients’ common questions.
When a law firm only uses its content to advertise its services, it’s like asking someone to marry you on the first date.
Who someone chooses as their legal representation is a big decision, one that often comes with a heavy research phase.
Before searching “Denver accident attorney,” that person probably conducted a number of other searches, such as:
- “What do I do after a car accident?”
- “Who pays for medical bills after an accident?”
- “Do I need an attorney for my car accident?”
Whatever type of law you practice, your potential clients are asking questions before they’re ready to hire an attorney, and they’re getting their information from somewhere… is it you?
If not, they could be getting their information from a competitor, and people are often more likely to choose someone who answered their questions and helped them before they were ready to buy.
Use your website to answer common questions related to the type of law you practice, as well as content that directly speaks to the services you provide.
If you’re not sure how to get started, try:
- Go to Google and search a service you offer (ex: “tax law”) and look for things like “People also ask” boxes. This is a great, free way to see which questions Google sees as relevant to your industry.
- Pull from your own experience! Think back to all the clients you’ve worked with. What are some of the most common questions they ask you? Use these as the base for informational content on your website.
3. Use clear benefits and calls-to-action
When potential clients land on your site, they should immediately be able to identify who you are, what you do, why they should contact you, and how they can contact you.
Pull up your website. Without scrolling or clicking, if you had never seen the website before, would you be able to answer the following questions?
- What’s the name of this business?
- What do they do?
- Why do I need what they’re offering?
- How can I contact them?
If you you weren’t able to answer any of those questions, you may be turning potential clients away.
If someone lands on your site, it means you’ve already done the hard work of earning that visit through SEO, paying for that visit from PPC, securing that visit through a referral, or your branding/publicity resulted in someone searching for your law firm website directly. None of those are a small feat! That’s why you want to be incredibly careful how you handle those visitors once they get to your site, and not waste them by sending a confusing message.
4. Provide proof of concept
List testimonials, example cases, and results on your website so that when you get earned or paid visitors, they have the proof they need to trust you with their case!
Once you get potential clients to your website, do they have all the information they need to make a decision? One important component in the buyer’s journey is the consideration phase. In other words, why should they choose you over all other options?
Some good ways to show proof of your trustworthiness and competence are:
- Example cases
5. Make sure your Google My Business info is accurate
Lots of people choose their representation based on who is ranking in the local pack, and many contact the business without even visiting their website, so make sure your Google business information is accurate and compelling!
A study by Bright Local found that, for local-commercial searches (“city” + “service needed”), 32.3% of all clicks went to the local pack – that group of typically three local business results listed under the map.
Another case study indicated that 70% of local business conversions take place on Google, meaning that instead of clicking through to a local business’s website, many people just make the decision of who they’re going to call based on what they find on their Google listing alone.
To make sure the information you have on your Google My Business listing is accurate and compelling, visit google.com/business and make sure to update your information. If you haven’t yet claimed your listing, you will need to do so before you’re able to manage updates.
6. Offer a service that people can’t help but review positively
86% of consumers read reviews when they’re looking for a local business, so encourage your happy clients to leave reviews on key review platforms like Google My Business.
A popular survey from Bright Local revealed that 86% of consumers read local business reviews, and 91% of 18-34 year olds trust online reviews as much as personal recommendations. Another, more pointed study, revealed that the average number of reviews for those in the legal industry is 11.
All of this points to the importance of positive reviews if you want to not only show up prominently in the local pack (especially for searches containing “best” and “top”) and convert more searchers into clients.
Just be careful to avoid violating the review platform’s terms of service. For example, Google doesn’t want you reviewing your own business and Yelp even goes so far as to say “don’t ask for reviews.”
7. Use Google Posts to promote your business
Use Google’s new eye-catching feature Google Posts to share important content with potential customers, like offers, events, and updates.
A more recent addition to Google My Business is the ability for business owners to post updates that their potential clients can see in the search results.
Google Posts look like this:
This feature not only enhances your online profile, making it more appealing, but it also gives searchers one more reason to click through to your website!
8. Post questions on Google and provide answers
Use Google’s Q&A feature to address commonly asked questions about your business or industry. Providing helpful information where your potential clients are looking is one more way to grow your practice!
Another relatively new feature on Google is Q&A, where people can ask questions about a business and get answers back, either from other searchers or the business owner.
It looks like this:
Not only should law firms pay attention to the questions on their listings and make sure they’re answered, but they can also proactively ask common questions on their own listings and then provide an answer. Similar to Google Posts, Google Q&A is another powerful way law firms can leverage a free Google tool to get more clients.
9. Pay for Google Ads
Run Google PPC for immediate exposure in the cities of your choosing for the cases of your choosing.
As we covered in our recent post SEO & PPC for Law Firms, Google’s pay-per-click is a great option if you need to start getting clients fast. Because it is earned, organic exposure takes time. If you’re just starting out, or you want to get clients in an area outside where your office is physically located, PPC may be a great option for you.
To review, the benefits of PPC for law firms include:
- Immediate exposure
- Target people in the city/cities of your choosing
- Get visibility for “money making” terms (the words people search when they’re ready to hire a lawyer that does what you do)
10. Get involved in the community
Real-world activities can have a positive impact on your digital presence, so get involved and you may earn valuable, SEO-boosting links and mentions!
“Wait a minute!” you protest. “I thought this was about getting cases from Google?”
You’re exactly right, and yet real-life community involvement can have a positive impact on your digital presence.
Google’s goal is to surface results that are the most relevant and helpful answers to people’s questions. When it comes to local business queries like “divorce attorney near me” or “best accident lawyer,” Google tries to determine which businesses are actually the best.
We’ve already talked about reviews, which can help with this, but another component of offline exposure that can help your online credibility is community involvement that results in links and mentions.
Here are some ideas to get you started:
- Sponsor a local event
- Hold an annual scholarship contest
- Host an informational seminar
- Connect with local media in hopes of being used as a featured source for law-related news
By executing these law firm marketing ideas, you can start to get more clients from Google, but if all of this sounds like a lot of work, we won’t sugar coat it, that’s because it is. Thankfully, there are trustworthy law firm marketing agencies like Juris Digital that exist to help.