Kaleidico specializes in legal industry-specific SEO elements, such as local SEO and keyword research, to create a powerful marketing strategy that helps law firms attract more qualified clients, increase case conversions, and drive sustainable growth for your business.
Combined with targeted PPC advertising, social media, and email marketing, our SEO services are designed to meet your law firm’s unique needs. Together, this strategy helps boost your online visibility so you can connect with potential clients where they’re searching.
SEO Analysis
We’re experts in helping law firms navigate search engine algorithms to ensure potential clients can easily find the legal services they need online.
We begin by conducting thorough SEO research to analyze your specific market. SEO stands for Search Engine Optimization. It helps us understand your audience’s behavior, assess competitors’ strategies, and how your platform performs on engines such as Google and Bing.
Our analysis is ongoing as we continually test and refine your content to maximize lead generation. If you already have a website, we’ll perform a site audit to pinpoint areas for improvement. For those starting from scratch, we’ll design an optimized platform specifically tailored to generate case leads.
Set Industry-Specific Metrics
Our objective and number one metric with legal clients is, “Will this generate a case lead?” When working with law firms, we prioritize metrics directly correlating to business growth. This means focusing on key performance indicators (KPIs) that measure the effectiveness of our strategies in attracting and converting potential clients.
Specifically, we track:
- Case Conversion Rate: This metric measures the percentage of website visitors who become paying clients. It’s a crucial indicator of how well your online marketing efforts drive tangible results.
- Lead Generation Rate: This metric tracks the number of potential clients who contact your firm through your website or other online channels.
- Website Traffic: Monitoring website traffic helps us understand how many people visit your site and which pages are most popular. This data can inform our content strategy and optimization efforts.
- Time on Site: The amount of time visitors spend on your website is a good indicator of engagement. If visitors stay longer, it suggests they find your content valuable.
- Bounce Rate: This metric measures the percentage of visitors who leave your site after viewing only one page. A high bounce rate may indicate your content isn’t relevant or engaging to your target audience how we want it to be.
By tracking these metrics, we can identify what’s working and what’s not and adjust our strategies to maximize case leads and revenue.
Mobile Optimization
Prioritize mobile optimization to meet potential clients where they’re searching. In today’s digital landscape, mobile devices have become the primary way people access information. Law firms need to ensure their websites are optimized for mobile users.
Key aspects of mobile optimization include:
- Responsive design: Ensuring your website automatically adjusts to different screen sizes.
- Fast loading times: Optimizing your website’s speed to provide a smooth user experience on mobile devices.
- Easy navigation: Simplifying the navigation on your mobile site to make it easy for users to find what they’re looking for.
- Clear call-to-actions: Make your contact information and other important information easily accessible on mobile devices.
- Accessibility: Mobile optimization ensures that your website is accessible to a wide audience, including those who primarily use mobile devices.
Keyword Research
Identifying relevant keywords is the cornerstone of crafting an effective SEO strategy that resonates with your target audience. Keywords are the words or phrases people search for when researching legal services or other online products.
We’ll delve into the broader topics and pinpoint the specific search terms your clients use to find legal services. By understanding your target audience’s keywords, you can optimize your website’s content to appear higher in search engine results pages (SERPs) and attract more qualified leads.
- Identify Your Target Audience: We’ll analyze your ideal client’s demographics, interests, and needs to identify their language when searching for legal services.
- SERP Analysis: We look at SERP rankings for your practice area and what your target audience is searching for and develop content around those findings.
- Develop Relevant Topics: We’ll brainstorm broader topics related to your law firm’s practice areas to attract information-seeking users.
- Keyword Research Tools: We’ll use advanced keyword research tools to uncover specific keywords and phrases related to your practice that have a high search volume.
- Legal-Specific Keywords: Target keywords related to the specific practice areas you serve, such as immigration, personal injury, or family law. By focusing on legal-specific keywords, you can tailor your content to attract clients actively seeking your services.
- Long-Tail Keywords: We’ll focus on long-tail keywords, which are more specific search terms that often have lower competition and higher conversion rates.
Competitive analysis
Our favorite saying is that we want to find out what competitors are doing and do it better. Understanding your competition is essential for developing a successful SEO strategy. By analyzing your competitors’ websites, we can identify their strengths and weaknesses and develop a strategy to outperform them.
Whether you’ve identified your top competitors, we’ll pinpoint your online rivals and ensure your law firm’s website is primed to compete.
Our competitive analysis includes:
- Traffic Analysis: We’ll compare your website’s traffic to your competitors’ traffic to identify areas for improvement.
- Identify Content Gaps: Your content should offer everything your competitors offer and then some. We’ll identify areas where your content could be better compared to your competitors and develop a plan to fill those gaps. This may involve creating new content, updating existing content, or improving the quality of your content.
- Strategic Competitive Content: We’ll assess the quality and quantity of your competitors’ content, including blog posts, articles, and videos. Based on our competitive analysis, we’ll develop a content strategy that differentiates your law firm from your competitors. This may involve creating more comprehensive, informative, or engaging content than your competitors.
- Keyword Analysis: We’ll analyze the keywords your competitors are ranking for and identify opportunities to target those keywords or find less competitive alternatives.
- Backlink Analysis: To identify link-building opportunities, we’ll examine your competitors’ backlink profiles.
By conducting a thorough competitive analysis and implementing a strategic content strategy, we can help your law firm gain a competitive edge and attract more qualified clients.
On-Site Optimization for Law Firm Websites
As potential clients visit your website, we want to guide them seamlessly toward becoming inquiring customers. Structuring your website in a user- and search-engine-friendly way is crucial for driving conversions.
Our experienced design and development teams often implement immediate and incremental improvements to optimize your site’s design, functionality, and conversion rate. This ensures that you generate leads quickly and efficiently.
- Legal-Specific Schema: Implement legal-specific schema markup to give search engines more context about your content and enhance your visibility in search results.
- Lead Paths: We optimize your website with strategic lead-capturing forms and clear contact forms that encourage users to reach out and make it easy for visitors to engage with you.
- Keyword Inclusion: Relevant keywords we identify through our research should be included on your landing pages and throughout your site to let Google and other search engines know who you are and what you offer.
- Call-to-Action Optimization: Optimize your website’s call-to-action buttons and forms to encourage potential clients to contact your law firm or set up a consultation.
- Clear Branding: We optimize your website’s messaging, design, and communication to move case leads through your pipeline. Our design and strategy in these areas provide you with a level of detail your competitors likely miss.
Content Strategy & Optimization
By strategically integrating your targeted keywords, we’ll develop a comprehensive plan to distribute them effectively across your existing website and materials. This typically means a fresh batch of expertly written articles each month from our experienced team of writers.
We’ll create valuable content around relevant keywords to enhance your website’s credibility and authority, helping you rank higher in search engine results.
- Monthly Content Focuses: Our content team develops a monthly schedule to publish articles about the topics your potential clients are searching for. Part of this strategy could mean focusing on different practice areas to leverage monthly search volume.
- Landing Pages for Team Members: We’ll create custom pages for your team to capture audiences searching for a specific legal professional.
- Landing Pages for Service Areas: If your firm practices in multiple areas, we’ll create pages for each, ensuring all potential clients can find your offerings.
- Educational Content: We don’t just write articles for the sake of writing them. We create quality blog posts, articles, and videos that provide valuable information about the legal process and case scenarios and help establish your firm as a trusted authority.
- Successful Case Testimonials: Feature client testimonials from those whose cases you successfully argued and case studies to build trust and credibility.
- Video Content: Produce explainer videos to engage your audience and improve search engine rankings.
Local SEO for Lawyers
In addition to big-picture SEO, local SEO is essential for legal offices. Local SEO is the practice of attracting customers in your specific geographic area. This method helps reach potential customers wherever you’re located and increases your visibility on search engines.
When optimizing for local SEO, we focus on:
- Geo-targeting: Incorporating your city, state, or specific neighborhood into your keywords and content.
- Local Citations: Ensuring your law firm is listed on local directories and online business listings.
- NAP Consistency: Maintaining consistent NAP (Name, Address, Phone number) information across your website and all online listings.
- Local Content: Creating content that references your specific location, such as blog posts about local events or news related to your practice area.
Google My Business Optimization
Your Google My Business (GMB) profile is crucial to local SEO. One of the best ways to target local traffic is to ensure that your GMB profile is up-to-date and includes the right search terms to help your audience find you.
To optimize your GMB profile, we’ll:
- Complete Profile Information: Ensure all relevant information, including your business name, address, phone number, website, and hours of operation, is accurate and up-to-date.
- Add Photos: Include high-quality photos of your law firm and team to make your profile visually appealing.
- Encourage Reviews: Encourage satisfied clients to leave reviews on your GMB profile. Positive reviews can significantly improve your local search rankings.
- Respond to Reviews: Respond to both positive and negative reviews promptly and professionally.
- Optimize for Local Keywords: Use relevant local keywords in your GMB profile’s name, description, and category.
Digital PR & Link Building
Link building is a crucial aspect of SEO, as it signals to search engines that your website is valuable and credible. Acquiring high-quality backlinks from reputable websites can improve your search engine rankings and drive more traffic to your law firm’s website.
We employ several strategies to help broaden your online reach and increase your website’s authority.
- Industry-Relevant Backlinks: We’ll seek backlinks from law firm directories, legal news outlets, and other networks in the legal industry.
- Directory Submissions: We’ll submit your law firm to relevant online directories, such as Avvo, Martindale-Hubbell, and FindLaw.
- Guest Posting: We’ll contact other legal blogs and websites to contribute guest posts. This can be a valuable way to get your name and law firm’s expertise in front of a new audience.
- Industry Partnerships: We’ll explore opportunities to partner with other legal professionals or organizations to cross-promote each other’s websites.
Internal Linking Strategy
We ensure a strategic internal linking structure on your blog and throughout your website to help each article build authority.
Internal linking involves linking to other relevant pages on your website. This helps search engines understand your website’s structure and improves users’ flow from page to page. A well-structured internal linking strategy can also help your website’s pages rank higher in search engine results.
Press Releases
We create press releases relevant to your firm and send them to major outlets to drive traffic to your website.
Press releases are a powerful tool for generating backlinks and media coverage. By distributing well-written press releases to relevant media outlets, you can increase your website’s visibility and attract new clients.
By implementing these link-building strategies, we can help your law firm establish itself as a thought leader in the legal industry and drive more traffic to your website.
Detailed Analytics & Reporting
Keep track of your goals with our detailed monthly reports. We’ll show you what’s working so that you can tailor your marketing strategy to get the most out of your budget and our expertise.
Organic Performance
Get monthly in-depth reports on your top-performing content from our most reliable analytics tools, including Google Analytics and Ahrefs. See where you rank for tracked keywords and which blogs your audience reads the most. We use this information to build on and improve the following month’s strategy.
We’ll analyze your website’s audience demographics, interests, and behavior to understand your target market better.
PPC reporting
If you pay for monthly ad campaigns, you’ll receive a detailed breakdown of their performances, including click-through rates (CTRs), conversion rates, and cost per lead.
We analyze the performance of individual keywords to identify which ones are driving the most conversions. Based on this data, we’ll make recommendations to improve your landing pages to increase conversion rates.
Overall Website Health
When we check in with our clients, we’ll inform them of any problem areas that need improvement or proactive solutions. Check-in cadences can be set based on your needs and budget. We’ll discuss performance in all desired areas, including how the website is technically performing.
- Website Speed: We monitor your website’s loading speed to ensure a positive user experience.
- Mobile Friendliness: We assess your website’s mobile-friendliness to ensure it’s optimized for users on smartphones and tablets.
- Technical SEO: We identify and address any technical issues affecting your website’s performance.
Why Choose Kaleidico for Your Law Firm’s SEO Solutions
Kaleidico is a proven leader in digital marketing solutions for law firms. With nearly two decades of experience generating leads online, we’ve perfected a framework that effectively guides potential clients through the customer journey.
Our approach goes beyond traditional marketing tactics. We understand that individuals seeking legal services seek more than just a firm; they’re searching for a trusted partner to help them navigate complex legal challenges. That’s why Kaleidico focuses on building relationships with a human-centered approach.
By deeply understanding your target audience and your law firm’s unique strengths, we create a personalized digital marketing strategy that resonates with potential clients. We highlight your firm’s distinctive qualities and values to attract those who are a natural fit for your practice areas.
When you choose Kaleidico, you’re investing in a partner who truly understands the unique challenges and opportunities facing law firms today. Your law firm will benefit from a comprehensive digital marketing strategy that provides a seamless user experience and delivers results.