August 8, 2009
Steven
Matthews
Law Firm Landing Pages
by Steven Matthews
August 8, 2009
Once you remove content publishing from the equation, there are typically four major entry points into law firm websites: the homepage, practice pages, lawyer profiles and regional office pages. For this month’s web law connected column, I thought it might be interesting to offer comments on each of these pages, and issues I’ve seen from a search marketing perspective.
The law firm homepage: The firm homepage is obviously the most important entry point for a firm website and can often be a prime battleground when stakeholders are trying to ensure the strongest aspects of the firm are reflected in the site design. But with regard to search exposure, there are two pointers that most firms could benefit from:
- Owning the short common form of their firm name in the search engines – which is frequently the number one search phase visitors use to arrive at your site; and,
- Including important keywords in the homepage title that clearly represent the firm’s services.
Firms that consider keyword phrasing when developing their official ‘tag line’ also put themselves at an advantage for search placement.
Practice pages: These pages define your service lines and help clarify to visitors exactly what types of work you have experience with. If you don’t explicitly detail each area of practice, the search engines won’t have subject-relevant text to index, and the site will never be found for related searches. This sounds intuitive, and it is; but the vast majority of law firms are guilty of under-detailing their services online.
More considerations:
- Don’t embed too many topics on a single practice page;
- Isolate any sub-elements of service descriptions that may have search demand;
- Use the practice homepage as a secondary index to sub-pages – bulleted lists can be very effective as jumping off points to more detailed descriptions;
- Don’t forget to include a ‘call to action’ and to provide an appropriate contact point for the group.
Lawyer profile pages: Interestingly, lawyer profiles are probably the most intellectually honest targets that should rank for the terms lawyer or attorney. That’s not always the case as they often compete with solo practitioner websites, but when properly coded (eg. proper page titles) these pages do have an excellent opportunity to compete. Probably the most common problem I see with profile pages, though, is the inability to rank well for the short common form of a lawyer’s name. A problem that can normally be resolved with proper title tags, dropping (excessive) use of the middle initial, and increasing incoming link references using the more common form.
Lawyer profile pages are an extremely important element to online marketing, and being found for the common form of your name is critical. Consider this scenario: you just gave a lunch presentation to 200 industry insiders. How many of them will search for you? And do you know what they will find? In a working environment as large as some firms, lawyer profiles can be one of the few opportunities to stand out. Your profile page isn’t just about Google-cold-calls. A findable lawyer profile means you’re supporting all aspects of your chosen marketing efforts – both online and off.
Regional office pages: Larger multi-office firms, whether national or international, are sometimes seen at a disadvantage when it comes to ranking for regional search phrases, especially when local firms can put all their focus on homepage optimization, and larger firms must represent their brand as more geographically diverse. One work-around that seems to be gaining strength is to utilize the regional office pages as landing page opportunities. If the website’s navigation structure includes an appropriate amount of cross-linking, and the on-page optimization is appropriately targeted, these pages will have a much better ranking in the search results. We don’t see this tactic too often in the Canadian market, but it is being used by a number of US-based firms.
Conclusion
We tend to focus a lot on content when it comes to legal web marketing, and rightly so, as it remains an important key to long-term profile building. But what’s easy to forget is that legal businesses (from the solo lawyer to the large law firm) have other facets that can create exposure and potentially drive work. Law firm websites are frequently accused of being ‘brochure sites’, but without some elements of a brochure, ie. telling people what services you offer, firms can potentially paint an incomplete picture.
If search engines are sending the vast majority of traffic to most law firm websites, then it is incumbent on firms to consider what’s driving those visitors. Removing individuals with a prior firm/lawyer relationship, recruiting efforts, etc., I see two strong rationales relating to business development. First, is the sophisticated consumer conducting research – likely connecting to firm content published on their selected topic or issue. And second, is a far simpler proposition — the individual simply looking for a local practitioner with relevant experience.
Law firm websites need to meet both of these information-seeking strategies. Either exposure opportunity will do, especially if you leave a positive impression.
Once you remove content publishing from the equation, there are typically four major entry points into law firm websites: the homepage, practice pages, lawyer profiles and regional office pages. For this month’s web law connected column, I thought it might be interesting to offer comments on each of these pages, and issues I’ve seen from a search marketing perspective.
The law firm homepage: The firm homepage is obviously the most important entry point for a firm website and can often be a prime battleground when stakeholders are trying to ensure the strongest aspects of the firm are reflected in the site design. But with regard to search exposure, there are two pointers that most firms could benefit from:
- Owning the short common form of their firm name in the search engines – which is frequently the number one search phase visitors use to arrive at your site; and,
- Including important keywords in the homepage title that clearly represent the firm’s services.
Firms that consider keyword phrasing when developing their official ‘tag line’ also put themselves at an advantage for search placement.
Practice pages: These pages define your service lines and help clarify to visitors exactly what types of work you have experience with. If you don’t explicitly detail each area of practice, the search engines won’t have subject-relevant text to index, and the site will never be found for related searches. This sounds intuitive, and it is; but the vast majority of law firms are guilty of under-detailing their services online.
More considerations:
- Don’t embed too many topics on a single practice page;
- Isolate any sub-elements of service descriptions that may have search demand;
- Use the practice homepage as a secondary index to sub-pages – bulleted lists can be very effective as jumping off points to more detailed descriptions;
- Don’t forget to include a ‘call to action’ and to provide an appropriate contact point for the group.
Lawyer profile pages: Interestingly, lawyer profiles are probably the most intellectually honest targets that should rank for the terms lawyer or attorney. That’s not always the case as they often compete with solo practitioner websites, but when properly coded (eg. proper page titles) these pages do have an excellent opportunity to compete. Probably the most common problem I see with profile pages, though, is the inability to rank well for the short common form of a lawyer’s name. A problem that can normally be resolved with proper title tags, dropping (excessive) use of the middle initial, and increasing incoming link references using the more common form.
Lawyer profile pages are an extremely important element to online marketing, and being found for the common form of your name is critical. Consider this scenario: you just gave a lunch presentation to 200 industry insiders. How many of them will search for you? And do you know what they will find? In a working environment as large as some firms, lawyer profiles can be one of the few opportunities to stand out. Your profile page isn’t just about Google-cold-calls. A findable lawyer profile means you’re supporting all aspects of your chosen marketing efforts – both online and off.
Regional office pages: Larger multi-office firms, whether national or international, are sometimes seen at a disadvantage when it comes to ranking for regional search phrases, especially when local firms can put all their focus on homepage optimization, and larger firms must represent their brand as more geographically diverse. One work-around that seems to be gaining strength is to utilize the regional office pages as landing page opportunities. If the website’s navigation structure includes an appropriate amount of cross-linking, and the on-page optimization is appropriately targeted, these pages will have a much better ranking in the search results. We don’t see this tactic too often in the Canadian market, but it is being used by a number of US-based firms.
Conclusion
We tend to focus a lot on content when it comes to legal web marketing, and rightly so, as it remains an important key to long-term profile building. But what’s easy to forget is that legal businesses (from the solo lawyer to the large law firm) have other facets that can create exposure and potentially drive work. Law firm websites are frequently accused of being ‘brochure sites’, but without some elements of a brochure, ie. telling people what services you offer, firms can potentially paint an incomplete picture.
If search engines are sending the vast majority of traffic to most law firm websites, then it is incumbent on firms to consider what’s driving those visitors. Removing individuals with a prior firm/lawyer relationship, recruiting efforts, etc., I see two strong rationales relating to business development. First, is the sophisticated consumer conducting research – likely connecting to firm content published on their selected topic or issue. And second, is a far simpler proposition — the individual simply looking for a local practitioner with relevant experience.
Law firm websites need to meet both of these information-seeking strategies. Either exposure opportunity will do, especially if you leave a positive impression.
Respond: make a comment
Share: Email | Save as PDF | Print
| Bookmark & Share |
| 
More columns on Columns: Legal Marketing | from Steven Matthews
|
the count:
8219 posts | 11403 comments
recent comments  
When you need to collaborate on a document displayed on your screen, it’s great to have a colleague from down the hall come into your office and look over your … »»Technology You should assess whether you can accept the financial risks associated with taking the matter, just as clients will assess whether they can (and will) pay your fee. Spend time at the beginning of the. […] »»Practice Today’s Tip is a simple reminder to view by “latest activity date”. The Parliament is back in session and those Slaw Tips readers for whom monitoring legislation is a regular … »»Research
-
Available online today are four new chapters of the publication Women in Canada: A Gender-based Statistical Report, which explores the socio-demographic and economic circumstances of Canadian women in general.
-
The bill amends the Constitution Act, 1867 by readjusting the number of members and the representation of the provinces in the House of Commons.
-
-
Blueseed plans to buy a ship and turn it into a floating incubator anchored in international waters off the coast of California.
-
Under Prime Minister Stephen Harper, the flow of information out of Ottawa has slowed to a trickle.
-
-
"…the IPC has exclusive jurisdiction to decide whether a record is in the custody or control of a university in the context of an access request…"
-
-
John J.L. Hunter, Q.C. of Vancouver has been elected President for 2011-2012
-
Detailed results from 321 members.
These summaries of selected recent cases are provided each week to Slaw by Maritime Law Book.
More information.
-
Banks and Banking - Liability of banks to third parties - Negligence - General
The plaintiffs were the former shareholders of a company that failed. They sued the defendant bank alleging that it breached its contract with the company and the plaintiffs and breached a duty ...
-
Actions - Cause of action - General principles - New or extended cause of action - Opening of floodgates
The plaintiff and defendant worked at different branches of the same bank. The defendant’s common-law husband was the plaintiff’s ex-husband. Over a four year period, the defendant ...
-
Aliens - Definitions and general principles - Immigration consultants
The Canadian Society of Immigration Consultants (CSIC) had been designated as the sole regulatory body of immigration consultants in Canada from 2004 until June 2011. On June 30, 2011, Bill C-35 came into force, which significantly amended ...
-
Criminal Law - Sexual offences, public morals and disorderly conduct - Public morals - Obscenity - Possession of child pornography
The accused was convicted of making child pornography available and two counts of possession of child pornography (see [2010] Sask.R. Uned. 197). Subsequently, he was sentenced ...
-
Criminal Law - Procedure - Charge or directions - Jury or judge alone - Directions regarding pleas or evidence of witnesses, co-accused and accomplices
Rowe was convicted by a jury of five offences. He appealed.
The Ontario Court of Appeal allowed ...
-
Narcotic Control - Offences - Possession - General
The accused wished to access marijuana for medicinal purposes but did not have an authorization to possess marijuana issued under the Marihuana Medical Access Regulations. He was notified that a package of marihuana addressed to him had been ...
-
Narcotic Control - General - Legislation - Exemptions - Medicinal marijuana
McCrady, who had an application pending under the Marihuana Medical Access Regulations (MMAR) to possess and grow marijuana, was convicted of possession of marijuana (Controlled Drugs and Substances Act (CDSA), s. 4(1)). Hearn pleaded guilty ...
-
Criminal Law - Sentence - Trafficking in hashish or marijuana (incl. possession for purposes of trafficking)
The accused pleaded guilty to one count of possession of marijuana for the purpose of trafficking. He was sentenced to 30 days’ imprisonment to be served intermittently and 11 months’ ...
-
Municipal Law - Powers of municipalities - Particular powers - Imposition and collection of taxes or fees
Catalyst Paper Corp. operated a paper mill in the District of North Cowichan. Catalyst objected to the tax rate that it paid compared to residential ratepayers. In 2009, the ...
This is a listing of a few upcoming events in Canada of interest to lawyers, law students, legal librarians, and others involved in the practice of law.
Clicking on any event in the list below will give you access to more information and to links allowing you to see the full entry and to add the event to your own calendar.
Click this link for a fuller version of the TalkLaw/ParLoi calendar of events and for instructions as to how to add events and calendars to your own calendar.
|
