How Many Clicks to a New Case

Search engine optimization is important, but getting your website ranked on the first page of Google for the right keyphrase(s) is the most important part. So, how many clicks does it take to get a new case through your law firm’s website? The answer is, just one qualified click.

Of course that doesn’t mean each visitor will immediately become a new client, but a strong part of converting web visitors to new cases is appearing on the first page due to the right keyphrases. You can select keyphrases using two different methods.

Casting a Wide Net
If your practice area is considered to be a niche area of the law or you are in a less populated area, you may want to cast your net wide by using general keyphrases and omitting the word “lawyer.” For example, a divorce attorney in Omaha should focus on the term “Omaha divorce.” The term gets 1,391 searches a month on Google, according to Adwords, whereas “Omaha divorce lawyer” only receives a quarter of that number.

Focusing on a Narrow Target
If you live in a larger city, a general keyphrase may bombard your office with unnecessary phone calls. For example, the keyphrase “New York divorce” gets 35,096 monthly searches on Google, according to Adwords. It would be best to narrow the keyphrase to “New York divorce lawyer” or “New York custody lawyer.” By narrowing down the terms, you are more likely to attract an audience in need of your services rather than an audience looking for free information.

That is why it is important to always begin your search engine optimization project with a full analysis to determine the right keyphrases.

To learn more about legal marketing, law firm marketing, and law firm web design, visit SEOLawFirm.com or call 1.800.728.5306.