How to Beat Bigger Firms with Better Keywords

 Marketing makes all the difference, but the medium is more important than money. Thanks to search engines and social media, the most expensive marketing options aren’t necessarily the most effective, because your small law firm may outrank larger competitors online. Instead of spending your marketing budget on advertisements that simply spread your law firm’s name and number, invest in a law firm website that proves your authority and attracts clicks and clients with relevant keywords.

Include Your Location

Big law firms cast a wide net when they solicit new clients, but small firms thrive when they focus on local discovery. This describes visits from nearby locations, often because of search engine algorithms that include location information. If you expect your digital content to attract real live clients, you must target people in your community with location-specific keyword phrases in your headings and text.

Think Like A Client

Think about the needs and desires of your potential clients. How would they find a lawyer to represent them? People seek local lawyers with experience handling similar concerns. Do you practice family law in an Illinois suburb? Appeal to people who want a “Chicago divorce attorney”. Do you represent employees in personal injury cases? Stand out to anyone who looks into “workplace injury lawsuits”.

Update Your Blog Regularly

Your law firm website should have a blog packed full of useful information, written in an authoritative, professional tone. Blogs are excellent ways to integrate specific keywords into your online content, because each post will discuss a specific topic, so it’s easier to zero in on specific types of cases for SEO purposes.

Use Keywords Naturally

Readability is still your top priority. You want your current and potential clients to be able to read your website and contact you quickly and easily. Don’t prioritize keywords over proper grammar or quality content. Break up awkward keyword phrases with words that are filtered out of search engine queries, such as “the”. Don’t overdo it, either; keep the keyword density below 2 percent and the content unique.

When keyword optimization and other simple search engine optimization (SEO) techniques work, they are more valuable than big-budget commercials and other expensive, ephemeral forms of marketing. Do you need help with your SEO marketing strategies? Contact us at Market JD to improve your ranking in search engines and attract new clients. Our services include keyword-rich legal content writing and blogging for attorneys and law firms.

About the Author
Rafi Arbel
Rafi Arbel is the President and Founder of Market JD, Inc., a Chicago-based digital marketing agency for law firms nationwide. A former litigator who ran his own practice, Mr. Arbel uses his first-hand knowledge of the legal industry to help small and medium-sized law firms enhance their online presence and grow their client base. With more than 20 years of experience in law firm SEO, website building, pay-per-click (PPC) and more, Rafi has earned a reputation as a leader in law firm marketing, providing clients with the kind of personalized service attorneys rarely find with larger agencies.

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