Getting People to Click on Your Firms Website from Google

A lot of law firm marketing gurus spend much of their time talking about ways to get law firms ranked high on the first page of Google. But what happens if you are already there and web traffic has not increased? Perhaps you need to make a compelling case to get someone to click on your website.

In the early years of search engine optimization, webmasters put a lot of emphasis on meta tags; the collection of title, keyword, and description tags that go in the code at the top of every webpage. While search engines have advanced far beyond meta tags, they still serve a valuable purpose. The title tag is still valuable to identify your keyphrases and the topic covered on each webpage. The keyword tag points out the keyphrases that should already be used within the webpage. And the description tag can help bring in web traffic.

Imagine a user typing in a keyphrase such as “Kansas City personal injury lawyer”. If the top two listings had the following descriptions, which one would be more likely to get clicked on?

Ranking 1
Kansas City Personal Injury Lawyer, Injury Attorneys in Kansas City

The Kansas City personal injury lawyers of Smith & White help clients with motorcycle accidents, wrongful death, truck accidents and other areas of law related to personal injury.
www.example.com

Ranking 2
Kansas City Injury Lawyers, Personal Injury Attorney

GET COMPENSATION! The Kansas City personal injury lawyers of White & Smith help clients injured in accidents get the compensation they deserve. Call 1.800.555.1212 to get help now!
www.example.com

We should point out that these two examples are not at all based on the actual law firms ranked for the above example keyphrase.

Multiple studies have been conducted that show compelling descriptions can yield a higher click through rate. In the above example, the website that has the second highest ranking would get more attention and convert better than the highest ranked website. Also, including your phone number in the description helps to increase call volume. After all, whether you get a new case by phone, website, or email, the ultimate goal in online legal marketing is to get new cases.