It can be challenging to gain visibility in Google for a family law practice these days. There is a lot more competition because more and more family law practices are realizing that you can generate hundreds of thousands in additional revenue with your website. So it’s more important than ever that you put in the work to increase your visibility in Google because that’s the top of that six-figure lead funnel.
If you’re not generating decent revenue from your website, the good news is that you can only go up from here. Here are three things you can do to your family law practice’s website that will immediately increase your visibility in Google.
Change Your Website Content To Really Target Your Ideal Prospects
When you are focusing on family law marketing, think about how each of your ideal prospects needs to be addressed with language that specifically answers their questions and solves their specific problems. Their specific problems are important to them and those specific problems are what they search for first. So having content that assists with those problems and answers those questions.
The first step is clearly defining each of your ideal prospect targets. Focus on the things that make them unique. Write down the questions you get from these specific people that are different than what others ask.
After defining these differentiators do some keyword research to see how people are asking these questions when they search in Google. Then you can build a content plan to rework or add new content to the pages of your site and to create ongoing keyword-focused content like blog posts.
Executing a keyword-targeted content strategy does take some work, but if you execute it properly, you can consistently increase the amount of targeted traffic that comes to your website. We are usually able to at least double a family law practice website’s traffic in the first year and to also get continuous growth in traffic year over year.
Change Your Website Structure And Tags To Be More Search Optimized
The structure of your family law practice website is very important to visibility in Google for two reasons.
First, Google crawls websites with Googlebot. The robot crawls from link to link capturing your page’s contents and other data that it brings back to the algorithm for evaluation and ranking. If your site is structured in a way that makes it hard for the robot to crawl the site, Google is not going to capture data to rank those pages of your site.
For example, if you are executing a blogging strategy, you are going to a lot of effort to create content and you want to make sure Google sees and indexes that content so that it can show up in the search results. So make sure that the blog content has a link to it from the home page. If you have a blog page that shows all your most recent posts, you should link to that page in your main navigation.
You can also have links to appropriate blog posts if you have a page about divorce and finances, it would make sense on that page to link to blog posts about financial aspects of divorce.
Your content structure should be hierarchical. A good rule of thumb is to keep the broader content at the top and as you click through the links on the website you move from broader subject matter to more specific content.
Also, check your family law website for dead links or redirect loops. There are other website issues that could interfere with Google crawling your website. That discussion would be a bit more technical and will require its own series of posts.
Change Your Focus To Local
Odds are that your family law practice serves a fairly tightly defined geography so you’d like to show up when someone searches for divorce or family law from within your area or adds a geographic modifier to their search term, like “divorce NJ.”
The bad news is that local searches are a lot less controllable now than they used to be. The number one factor in local search is the location of the searcher, and that’s something you can’t control. So let’s take a look at the factors you can control.
- Claim and fill in completely your Google My Business, Bing Places, Apple Maps Connect listings.
- Add local citations. Citations are available through a variety of directory websites based on geography or business verticals.
- Make sure that your firm’s name, address and phone number are on your website and are consistent on the many listings around the internet.
- Use Local Business Schema. Schema is structured data that is in the code of your website. It is not visible to users. Google loves structured data because it makes it easy for them to better understand what a page is about.
- Make sure your website clearly explains what you do for your clients. A big part of your local visibility is how well Google understands what your firm does. Even if you’re in the town of the searcher and your website does a so so job conveying what you do, you will have a more challenging time showing up for local searches.
These three changes to your family law practice website are a great start to improving your visibility in the Google search results. If you have questions or need a strategy to help your firm finally beat the competition and generate real revenue form your website, contact us here at Peak Inbound Marketing (973) 770-4668.
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