High website traffic and a high conversion rate indicate that your search engine optimization (SEO) campaign is doing well. In businesses like law firms, these two parameters are important to achieve. Some of your consistent website visitors might need legal services for different reasons and are checking out your website to see how you can help.
Law firms must put a solid SEO strategy in full swing to make their website more visible to users. Let’s discuss how we can make it happen to your law firm, too.
Initial Situation
The website ranks well for many targeted keywords, generating organic traffic. However, there is still an opportunity to improve the site's SEO, specifically in strengthening the overall site structure and internal linking to help boost ranks.
The brand's YouTube channel has been quite successful, generating a large amount of branded traffic due to ongoing video content creation and promotion. Their videos cover three main target groups.
What We Found:
The client’s exposure on YouTube indicates that the three main topics above resonate highly with audiences. Continuous content development around these topic groups will likely lead to greater lead generation and new client acquisition over time.
We also found some low-hanging fruits, specifically in the areas of on-page and technical SEO.
There were several pages that received high impressions but low clicks, affecting click-through rates.
We also found some technical issues that need to be addressed, such as metadata, alt tags, image file sizes, some internal and external linking, and improvement on UX design to provide a better user experience.
What We Did:
Our Approach
Our approach has been holistic for this client - we check rankings, website design, and link-building and conduct technical checks consistently to improve the overall website.
We’ve employed different reports such as competitor analysis, content gaps, topic research, and content audits to gather strategy ideas to better provide valuable content to both search engines and web users.
The Steps We Took
- Position high-converting content at the top of Google search results through ongoing on-page optimization and external link-building efforts.
- Improve the user experience on the website by testing and optimizing navigation, forms, and other interface elements.
- Add clear calls to action to ebooks and other high-traffic but low-conversion articles on the site to help drive more leads.
- Create new content centered around important keyword phrases and strategically link to this content from relevant sites.
- Work to increase the overall click-through rate on URLs that receive high search impressions but have low engagement by optimizing meta descriptions, headlines, and other on-page elements.
- Build external backlinks from highly authoritative websites in the field that are also highly relevant to the company's services.
- Enhance internal linking between pages to improve navigation and ensure the full site structure is optimized.
- Conduct competitive analyses to identify topics competitors rank well for that could be covered through new content development.
- Regularly research and map new keyword opportunities.
- Test the user experience across the most important devices like mobile to identify areas for improvement.
- Leverage structured data markup to enhance technical SEO where applicable.
What Results We Achieved:
After our continuous efforts to optimize existing pages and create new ones to close content gaps, resolve technical issues for the client’s website, and build backlinks to further build the brand, it has now reached its peak high organic traffic for the last 5 years!
Though there has been a slight decline for the last few weeks due to the holiday season, still, the current organic traffic of the client is still at its highest compared to the last 4 years.
Additionally, the client’s conversion rates have also been on a continuous upward trend for the last 6 months of 2023!
What Drives Traffic and Conversion
The average website conversion rate in many industries sits between 2% to 5%. High website conversion rates mean your content is effective at reaching the target audience. We’ll break it down to you what makes a website a go-to for users:
- Strong grasp of user behavior: When you know how your audience behaves, you can create content that resonates with them. You can address their concerns with every topic you tackle.
- Valuable and shareable content: A well-written blog post and landing page can help you reach your audience and potential customers. Make sure you do keyword research to insert relevant search terms into your content so that it will rank on top of Google and other search engines. Don’t forget to include your value proposition in the content to clearly state the benefits your customers will get from your offers.
- Customer feedback: Positive customer reviews position your business as an authority in your field. Include customer testimonials on your landing pages to gain new customers along the way.
- Smooth navigation on mobile devices: Mobile users visit websites from their phones. Ensure they don’t leave by creating a mobile-friendly version of your website, which means functional buttons, forms, and readable content.
- Compelling CTAs: Short for the term call to action, this phrase incites people to take action. CTAs should be short, urgent, and straightforward as part of your conversion rate optimization. A few words should make a user take the necessary steps after reading your content.
Final Words
Creating and optimizing content for your website is one of the most important steps in bringing more organic traffic. A website’s conversion rate, on the other hand, tells how many people have decided to act on what your firm offers. Your law firm has to focus on these two things to make the most out of your SEO campaign.
If you want to bring more traffic to your website and your marketing efforts for your law firm to pay off, schedule a call with us today!
