Whether you’re targeting direct converting keywords like “Toulouse urban planning lawyer” or you want to build a more sophisticated strategy on specialized keywords like “partnership with a brand” or “universal asset transfer”, the ultimate goal of SEO is not one number of visitors, but a number of conversions.
Depending on the strategy and granularity of the keyword, we target different conversions: registering for a training course, collecting professional contact details to organize a future callback, or requesting an appointment. In any case, SEO serves directly or indirectly to develop your professional activity.
Creating a digital legacy
Before discussing the benefits that SEO can bring in the context of a proper website, SEO should be well conceptualized. Unlike other marketing promotions, ads, events or participation in magazines, SEO does not disappear when the budget is no longer spent. Better if an SEO strategy is executed well, it strengthens every day.
Your website becomes a real asset to your business: an element of your professional heritage that is constantly growing. SEO is one of the few measures that enjoys the snowball effect.
The different strategies to choose from
The foundation of SEO strategy is keyword research. “Construction Lawyer”, “Montpellier Real Estate Lawyer”, “Probate Concealment”all these phrases typed into google search bar will result in results where you can appear.
Choosing the right keywords is one of the first steps in your marketing strategy. You define the structure of your website, the content you publish on it and the expected conversion.
The keywords and their semantics define an intent, which in turn defines a customer profile: Individual? professional ? Attorney ? Lawyer wanted? Looking for simple legal information? Does he currently have a problem? Is he setting up a project that requires your skills? I invite you to read this article to learn more.
Win customers in your catchment area
This is the most obvious strategy. It is mainly based on the name of your activity + the name of your city/region: “Urban Planning Lawyer Strasbourg” for example. While this strategy is safe, it can be difficult to use. In fact, all of your direct competitors try to position themselves under these conditions: these are the ones your clients look for when choosing a lawyer for their case.
The competition is fierce but the volume of contact requests is very high, it’s definitely an integration strategy, not necessarily a prioritization one.
Choose this strategy if:
– Your website has already been the subject of an SEO + backlink strategy
– You don’t have a very precise goal, but a broad area of law in your sights: construction law or labor law, for example.
What conversion to expect?
With this strategy, your goal is direct conversion. Your prospect has a problem and is looking for a specialist lawyer like you. Insert a contact form or make an appointment online. In such a situation, it is interesting to indicate the legal aid and the price of a consultation, you avoid unnecessary calls.
Develop a multi-local network
This strategy is the same as the previous one but applies to practices in multiple cities. You try to position yourself in each of them with your commercial keywords.
It’s an expensive strategy that requires a heavy investment in SEO. In addition, you face stiff competition in several places. You need to rethink the mesh of your website to create logical semantic cocoons around the place and the intended service.
Please also note that depending on your national territory coverage, you can target two types of queries: local keywords such as “Solicitor for Construction in Narbonne” and national keywords such as “Construction Lawyer”. The second is much more competitive than the first. No rule is absolute. One of my clients now gets 30% of their new contacts through this strategy, covering only six major cities.
Choose this strategy if:
– You are dependent on the local transport located in several places
– You are willing to spend several thousand, even tens of thousands of euros for a multi-local strategy.
What conversion to expect?
Again, the expected conversion is direct. However, depending on the nature of your legal matter, you may need to work remotely. Consider integrating video conferencing scheduling capabilities and online payment modules to simplify your transactions.
Increase the popularity of its specialized content
This strategy is aimed more at hyper-specialized lawyers. They are not only aimed at one area of law, but at a sub-area of it. You are a corporate lawyer but have a real specialty in management packages, for example. They also don’t target one or more locations. They target specific problems that your customers are willing to call you remotely for.
The keywords bring less traffic, you get fewer files, but can justify higher prices: all your content serves to position you as an expert.
One such strategy is aimed at lawyers who target individuals with specific problems such as:
The keyword and its lexical structure make it possible to address an interlocutor of a company very precisely. The level of technical accuracy of a request makes it possible to address a simple layman, a professional or even a specialist. I describe that here side.
In fact, a double content is preferred: content aimed at user queries, intended to position itself in the search results, and specific content, which is little searched but brings a lot of value to a specific customer profile.
Let’s illustrate this method with an example: You will try to lure your prospects to the keyword “SCCV”, which is a particularly popular search term. This page needs to position itself in the search results and then bring you visitors. Then you create several child pages like “sccv taxation” or “sccv for a real estate agent”. These pages do not aim to position themselves on Google, but to convert your visitors: they get them to contact you by responding to certain specific problems.
This strategy is called inbound marketing. You no longer advertise for your prospects, but draw them to you through SEO.
In this way, you can get your visitors’ contact details and get accurate information about their problem: the request that prompted your potential customer to contact you, guiding you in your future business relationship.
- Choose this strategy if:
– You are launching a new website
– They are aimed at a very specific clientele with specific needs
– You do not have a website that is popular and powerful enough to position itself on commercial requests
- What kind of conversion to expect:
- They aim for an indirect conversion. Your prospect is not always aware of their problem. He explores and seeks answers to his questions. If you manage to give them these answers, you can get them to subscribe to a webinar, training, or even a digital guide. From then on you will get his contact details and you can call him back to make a first commercial contact.
Launch additional offers and services
This strategy is powerful when introducing new services. Lawyers often renew their range of services: further training, new advisory functions, etc.
SEO becomes a strong ally in the launch of these new service offerings: an already performing and well-referenced website will facilitate the positioning of your future keywords. You can easily attract hundreds, even thousands, of potential leads.
Which strategy to choose?
In the best of all worlds, select all. In reality, ask yourself these questions:
- Am I a generalist?
- Do I specialize in one area of law?
- Do I have in-depth expertise in a specific subject area?
- Can I work remotely? do i want it
- Do you mainly practice litigation or consulting?
Sometimes your answers lead you to choose local SEO combined with expert SEO. Let’s take real estate law as an example: They can support any issue and have a lot of know-how in AirBnB and seasonal rentals.
Remember SEO enjoys the snowball effect, each action adds a brick to the building and then makes it easier to implement your next strategy.