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5 Web Marketing Tips for Law Firms

If you are looking for law firm web marketing tips that are effective, yet cost-efficient, there are several options that your law firm could explore.

In this blog post we highlight five areas of your web marketing strategy that you should evaluate to begin on the best course of action.

1. Establish Measurable Website Goals

Marketing a website is something most law firms know is important. But far too often, firms will jump right at SEO, PPC, or social media marketing without establishing well-defined and measurable goals. Defining the goals of your website will ultimately help you create the optimal web marketing strategy. If your goals are to leverage your website for more local traffic and lead generation, then local SEO and social media marketing might be the best tactics for success. The answer hinges on the goals and objectives of your law firm web marketing strategy.

2. Start Tracking Web Traffic

Parallel to establishing goals, you'll need to have specific and accurate tracking measures in place to determine success and make adjustments to your law firm web marketing strategy. One of the most popular ways of tracking web traffic is incorporating analytics (such as Google Analytics) on your firm's website. This will provide insightful data for marketing and research, such as where most of your web traffic is deriving, the average amount of time users spend on your site, the top content or webpages of your site, and other behavioral analysis tools to pinpoint weakness and opportunities in your campaign.

3. Evaluate Your Site's Content

In the SEO world, links and social signals are surely powerhouses for success; however, neither of these components will reach their fullest potential if the content on your website is poor. There are two things that your content needs to achieve. It must first offer valuable and relevant content that speaks directly to a specific audience. Next (for SEO,) your content should be respectfully keyword optimized with semantics that will help your site attain top search rankings. Spend some time evaluating your website's content, and remember, quality and value comes first.

4. Take Advantage of Local Web Directories

If local SEO is a part of your law firm web marketing strategy, local web directories can offer a great opportunity to build quality, white-hat links to your site. The greatest advantage of these business directories is that they many of them are free. By listing your firm's website in these web directories, you can inbound direct traffic to your website, directly from the website (not from the search engines.) Lastly, building a presence on web directories also count as "citations." Citations are simply the name, address, and phone number of your law firm. The more accurate citations your law firm has throughout the web, the greater legitimacy Google sees in your website and overall brand. This can help boost your local Google+ rankings (formally Google Places) in the organic search engine results.

5. Analyze Your Competitors' Strategies

Law Firm Web MarketingTaking the time to analyze what your competitors are doing can reveal a wealth of insights for your law firm web marketing strategy. You can do this by paying a visit to their site to see how and what keywords they use through their site's content. You can also use SEO software to check the number of backlinks pointing to their website. This will tell you just how authoritative their website is (and thus how much effort it will take you out-rank the competitor,) as well as offer ideas on where you can go to build some good links to your website.

Take a step back and really look at the grander, more long-term picture of you law firm's web marketing strategy. Don't just think a 1 or 2 years into the future, think 5 to 10 years. Although the web is constantly evolving, position your firm accordingly and take advantage of the freshest opportunities to exploit your brand.

This blog post was contributed by Tyler Tafelsky

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