Search Engine Optimization

Local Marketing Strategies For Law Firms

Successful Legal Firms Market Better than Their Competition

There is a fine line between successful attorneys and ones who are financially struggling.

The difference among the two is most likely the marketing strategies each one has adopted. This doesn’t necessarily reflect on the lawyer’s capability to be a proficient and effective attorney, but they may not be presenting themselves appropriately to the public to achieve the clientele they desire.


Let’s take a look at the several marketing methods, which will aid in growing your practice:



One of the most important aspects of marketing is to network with other professionals and get to know the community in which you practice law.

Consider offering your assistance with local issues or a family in need on a pro bono basis. By volunteering your services to help citizens in the area in which you practice, your name will become familiar, as well as your good nature in helping others.

Another benefit to networking is the ability to meet other attorneys that you may share a common interest with. They may have ideas and tips to share on what helped them build their own practice.

Here is an article on the importance of networking –


Small Scale Advertising

Advertising is the most helpful in gaining new clients if you start small and build slowly.

First of all, determine your budget and make sure you stay within that range. You then want to focus on advertising in places where your specific niche is desired.

Stick with the smaller publications to keep your costs down, as your client base grows, you will have more funds to put towards advertising on more costly platforms.

Even though you are focusing on local marketing, Google Adwords or Facebook Advertising can be used as a great local marketing tool.



Client Referrals

Most people know that word of mouth is the best form of advertising, an excellent way to grow your client list and build a solid reputation.

Don’t be afraid to ask your past clients to refer your services to their friends and family. People don’t think of legal representation until they need it. When they do the often turn to family and friends for recommendations.

The benefit of this method, is there are no upfront costs, just a small decrease in your original profit. You will gain another client, which can refer you as well to other possible clients in their circle.

An article on Getting more Client Referrals –


Create A Website

One of the first things a person searching for legal advice does is go to Google and search for an attorney. If you don’t have a website that makes you look professional and trustworthy you are missing out on potential clients.

Obtaining and maintaining a website is crucial to growing your business.

Another benefit of an attorney website is the ability to hone in on a specific audience with the use of SEO (Search Engine Optimization). When implemented properly, SEO can target a specific audience in your location who may be searching for an attorney.

Learn more about why having a website for your legal firm is so important



Putting in the extra effort to gain exposure to your law firm is a must if you want to be successful. Practicing law can be a cut throat occupation and lawyers need to do all they can to let their presence and expertise be known.

If it is difficult for you to develop your local marketing plan, then consider hiring a professional who can guide you in the proper direction. Doing so will alleviate the stress of trying to do it all on your own, so you can focus on practicing law.

For further reading, on how to market your law firm, be sure to check out: 4 Tips For Attorneys When Using Social Media And Facebook To Market Their Firms and 4 Questions Attorneys Need To Ask Themselves When It Comes To Internet Marketing.

How Adding a Pop Up to Your Website Can Increase Your Conversion Rate

Increase Your Client Conversion Rate with a Pop Up

If you are looking to increase your conversion rates on your attorney website, then finding the most effective WordPress Pop Up plugins is essential for growing your audience. These tools will help your website visitors stay connected to you when they opt-in for your newsletter or other free materials that you may offer.

An example of the power of pop-up plugins is revealed in this article, which states that their opt-in rate increased by 50% after adding a pop up to their website.

Integrating an eye-catching pop-up along with an enticing opt-in offer should dramatically increase your conversion rates. These opt-in offers are usually referred to as “carrots”, a piece of information a potential visitor to your site would find useful.


Consider installing one of the top WordPress plugins below to increase the traffic on your law firm website:



If you are on a tight budget, then you may want to consider the free SumoMe plugin. This is a great plugin for beginners. There is always the option to upgrade and expand in the future, as your business grows.

This plugin offers several tools that will help grow your subscriber list with a few clicks of the mouse. Easily set up your List Builder template and start collecting email addresses right away. Other options include setting the timing for the pop-up to appear during a session as well as the pages in which the pop-up will appear.

A daily analytic report is also available to give the user better insight of the traffic and conversion rates.


Optin Monster

If you have a little extra money to invest, there are three different packages you can choose from with the Optin Monster plug in. Prices are set at $49, $99 and $199 per year, depending on the needs of your website.

Pop up templates can be customized with text, colors, etc. Timing, of when the pop-ups are displayed and the pages they are displayed on are also adjustable.

Analytics for each pop-up is provided to determine which one is collecting the most email addresses and converting the highest.


Lead Pages

Customizing your pop up is easy to do with the Lead Pages interface. There is only one pop up that you can customize, which is very basic, but will still serve its purpose.

Lead Pages also offers the option for exit pop-ups, which will appear as your website visitor is leaving your site. This will give you one last chance to collect their email address so you can stay in contact with them in the future.

Landing pages and other options are included in the subscription prices, which vary from $25, $49 and $199 per year.



Ninja Popups

If you are searching for a particular theme for your pop up, then Ninja Popups is a good place to start. This app offers more than sixty-five various pop-up themes to choose from.

Settings can be adjusted for the timing of when the pop up appears as well as including social sharing buttons. This plugin only costs $25.




As you can see, adding a pop-up plugin to your WordPress site is extremely important to gain a larger client base and keep in touch with your visitors so they don’t forget you. With their ease of installation and the benefits and data that they provide, there is no reason not to incorporate this tool into your own attorney site.

If you are unsure about the ins and outs of perfecting your website and adding plugins, consider speaking to a professional who can do it for you.


For further reading, be sure to check out: 4 Tips On Creating A Successful Attorney Website and 3 Tips For Lawyers Looking To Hire A SEO Professional For A Website Audit.

Simple SEO Hacks: 6 Things Your Law Firm Can Do To Improve Your Google Ranking & Website Traffic

Simple SEO Tips – 6 Things You Can Do To Help Your Google Ranking Increase

For your attorney website to be successful, it needs have a high Google ranking. The main goal of Google is for its users to find the most useful information as quickly as they can.

Increasing your Google ranking may not be as difficult as you may think. There are a number of ways you can easily boost your page up the search listings (SERPS) by putting some easy SEO hacks into action.

When looking for help with SEO you may run across underhanded SEO tactics online, which are called, “Black Hat” tactics. These tricks are not in your best interest to put into use. They may work for a short period of time, but Google is consistently tracking these techniques and eliminating the false rankings.

You should only follow SEO tips that are “white hat” and are considered appropriate by Google.


6 SEO Tips for your attorney website that will boost your Google ranking 

Obtain More Keywords From Search Data 

Having your website target the right keywords is much like fishing with the correct bait or using the right golf club for a certain golf shot. Your success will be much higher and you will be attracting the right audience for your practice. (or the right fish in this case).

Now you are asking yourself, “Yeah, but how do I find these magical keywords?”

There are many ways in which you can get started finding the right keywords for your practice.

Once you have the keywords, you can now write content that is focused on those words to draw a larger audience, therefore increasing your Google ranking.


Write Share-Worthy Content

When creating the content for your website, be sure it is compelling and screams to be shared with others. Fresh, unique and timely content will help your content be shared more often.

In addition, make sure you have captivating titles and descriptions when posting your content to social media sites.

The more times your articles and website are shared, your pages will rank higher and your page views will steadily increase.

Not only do you want to write quality information that people want to link to and share, but you should also write regularly on a consistent basis.


Have A Responsive Website

An increase in mobile usage across the globe means that your website must be compatible to view on smart phones and tablets. It is extremely important that your website is responsive if you want your site to rank higher on Google. Google has been slowly increasing the ranking factor percentage of “having a mobile responsive website” has on their algorithm.

If your site is difficult to navigate and users have to scroll back and forth to read your content, they will become frustrated and you will end up losing a potential client and your bounce rate will increase.


Don’t get Cheap Web Hosting

If your website doesn’t load quickly, bounce rates will increase which will lower your Google ranking.

Adding videos and flash will increase load times. Be sure to compress all images on your site and adjust them to an appropriate size for maximum loading speed.


Properly Optimize Page Titles And Descriptions

Use a variety of popular meta data tags and popular titles in your posts to attract new visitors. Search other websites in your niche and see what posts on their site are the most popular.

If you are unsure how to properly set up your Page Titles and Descriptions I suggest looking at your competitors or looking at what people have used for Google AdWords. When people use Google AdWords they are spending money to have their ad seen. They are going to make sure they have a title that is attracting potential clients.

Once you have determined the titles that draw the most attention, post your own unique content using similar terms.



The SEO Hacks and Tips mentioned above are just the tip of the iceberg when it comes to increasing your ranking. In addition, the scope of SEO is constantly changing and evolving. Attorneys need to keep up with the latest Google updates, in order to stay at the top of search engine results.

Finding the time to read up on the latest techniques and putting them into action can become very time-consuming. Eliminate the extra time and focus your attention on your law firm by consulting with an SEO expert. You will feel confident that your site is gaining hits and increasing your client base as well.

For further reading, be sure to check out: 3 Tips For Lawyers Looking To Hire A SEO Professional For A Website Audit  and 4 Questions Attorneys Need To Ask Themselves When It Comes To Internet Marketing.

What lawyers need to know about WordPress

Why WordPress Is the Best Choice For Your Law Firm Website

Most attorneys have a website for their law firm, but many are unaware of the advantages they can gain with a WordPress site. A typical website lacks the capabilities of reaching your target audience, unlike WordPress, which can help your page climb to the top of the rankings.

Let’s take a look at some reasons why choosing WordPress is a good strategy for your law firm:


Professional WordPress Themes

There are an extensive number of website themes available from WordPress that are appropriate for attorneys. Themeforest is an excellent source for purchasing a WordPress theme for your website. That being said, not all professionally designed WordPress themes are created equal. Themeforest will allow you to read reviews, and see what themes sell the most.

Here is an article on getting started with buying a WordPress theme from Themeforest.



Website + Blogging

WordPress can not only serve as a blog to post articles, but it can also incorporate a website platform for an entire business or law firm.

All information is in one place, which is not only convenient for the visitor but for the lawyers as well. It is much easier to maintain one site than two.

Attorneys can designate a specific tab on the site to post their blogs, and other tabs can feature each lawyer in the firm, an explanation of services provided, etc.


WordPress Plugins

There are numerous plugins available for WordPress that will make the visitors experience more enjoyable and also benefit the site owner as well.

Email contact forms can easily be set up to collect information for potential clients. Spam filters can be installed to keep most of the annoying messages at bay, so you aren’t bothered by them.

There are also plugins that will help you get the most from your content and posts through keyword usage.

This will increase your search engine ranking and website hits, which in turn, will increase your potential client base.

Here is a list of the most popular WordPress plugins.


Mobile Friendly

One of the biggest benefits to having a WordPress site is that most of the themes are mobile friendly and can be easily viewed on any smart phone or tablet. Other sites lack this function and users have to scroll left and right or pinch the screen to see the content.

With the expanded mobile use across the globe and Google using mobile as a ranking factor, a mobile friendly site is of utmost importance.

Users spend 60% of their digital media use on smartphone or tablet apps, as opposed to 40% of their time on a home computer or laptop. The WordPress app is readily available for download on most devices, which makes access quick and easy. In 2016, people spend an average of more than 5 hours per day using their phone for digital media (surfing the internet and making purchases)

Posts and content can also be added or edited from mobile devices, which makes site maintenance convenient from anywhere.



Using WordPress can help improve your website Google rankings immensely. The plugins you can add for SEO will help you with the on-site technical side of SEO. Making sure your site has titles and descriptions of the appropriate length, you have a sitemap and making sure you don’t have too many of the same keywords on a page.

Here is a link to an article list 9 of the top SEO plugins and Tools.

Of course, if you are struggling with SEO it may be time to reach out to a professional SEO expert.


Post Scheduling

One of the handy tools that WordPress offers is the capability to schedule blog posts and content to a specific time and date.

This feature allows you to upload as many posts as you want and have them released at different times for the public to view. You will eliminate the stress of having to be at the computer to post an article every day/week, because the system will do it for you.



The above points are just a few of the reasons why WordPress is beneficial to attorneys and their websites. The ease of use allows content to be added quickly and updates can be made without stress.

If you currently have a website that isn’t doing your law firm any justice (no pun intended), then switching over to WordPress can make all the difference in the world.

For further reading, check out: 4 Questions Attorneys Need To Ask Themselves When It Comes To Internet Marketing and When Should You Have Someone Else Manage Your Website.

3 Tips for Lawyers looking to hire a SEO Professional for a Website Audit

As an attorney, your website is one of the most valuable assets you have that will increase your client base and grow your practice. If you have noticed that activity on your site has dwindled, it is time to evaluate your SEO and website as a whole.

According to an article in PC Magazine, about analyzing and reviewing your website, most websites that use an analytics tool use Google Analytics to obtain their traffic data. This data can help you figure out where your site is lacking and excelling.

Below are some details you can find out about your site by using Google Analytics:

  • How many visits your site has received
  • How many pages have been viewed
  • How long each visitor spent on your website
  • How many new users are visiting your website
  • A geographical summary of area where your visitors are located
  • How much of your traffic is organic traffic

There are so many other tools that an Attorney can use to review their website.

Some other SEO tools besides Google Analytics are:

There are so many SEO tools available it will make your head spin. Here is a great collection of SEO tools from Backlinko if you are looking for more tools.

It is very useful to use tools such as Google Analytics and others to find out what is working for your business and what is not. On the other hand, there could be road blocks along the way if you are not familiar with website optimization and the terms used in the field.

You can spend hours, days or even weeks collecting data and changing things around on your site, but you may still not receive the amount of visits to your website that you need to grow your law firm.

Even using all the tools I’ve mentioned above, you still may not be able to get the results you want.

It takes a lot of time to research and learn the ins and outs of SEO and website analysis. Doing so can take you away from the important tasks, such as focusing on your current clients and the details pertaining to their cases.

If you are using every tool you can think of, trying to manage your own website, pouring over analytics data at home, maybe it’s time to hire a professional. In many cases, if not all, a good SEO specialist can get you your SEO investment back within months.

Maybe you’ve thought about hiring someone to help with your SEO, but have heard so many horror stories from other people you don’t want to take the risk. Honestly, it can be scary to put your website’s future in the hands of someone else. I have the same fears when I work with a web developer for the first time.Especially, with SEO, where it can take months or years to see real results. (Many factors can play a part such as your budget, keyword competitiveness, etc.)

Especially, with SEO, where it can take months or years to see real results. (Many factors can play a part such as your budget, keyword competitiveness, etc.)

Hiring an Attorney SEO professional who is experienced in reviewing and analyzing websites can be beneficial, not only to relieve the stress for you, but to give their website the best optimization possible.


3 Things to Consider before Hiring An SEO Professional to Review your Website

What SEO issues are addressed in the analysis?

Find out if the developer you are considering offers an SEO analysis of the most popular pages and landing pages for your website. Will they offer you direction as to how to improve your SEO on those pages? Will they be giving you an auto-generated SEO report or will they be physically reviewing your website?

Will they be giving you an auto-generated SEO report or will they be physically reviewing your website?

Make sure they will be reviewing all the On-Site Technical SEO areas such as: broken links, meta tags and descriptions, on-page optimization problems, and overall site-wide issues that could be costing you visitors.

What is their Track Record?

Ask to see a previous report for a client.

Ask them for some client reviews.


Are there any extras included?

Does the web developer you are considering offer any extra input in addition to the report, such as a video overview of the analysis? A short video such as this, can give the attorney better insight as to what the developer is talking about in their report. You can see directly what pages and issues they are referring to, so adjustments can be easily made without confusion.



Each attorney must decide for themselves what is best for their website. In essence, learning the scope of SEO and website optimization is like learning another job. Most lawyers definitely don’t have the extra hours in the day to accomplish this task. Lawyers go to school, Doctors go to school, SEO specialist go to school. This is where it most likely will be the best decision to leave the work up to the SEO professionals.

If you would like to find out more tips and advice about working with a web designer, check out these articles: When Should You Have Someone Else Manage Your Website? and 8 Helpful Tips That Will Make Working With A Web Designer A Breeze.

How Lawyers Can Use Social Media Without Giving Advice

Due to ethical concerns, attorneys know that setting limitations on social media interaction are a must.  There is a fine line about what can legally be posted and what cannot and each state has its own laws which govern this.

Giving specific online advice to an individual can create an attorney/client based relationship. You can provide a general answer, but you should not give exact advice on the details they provide. You can suggest recommending that they consult with a local attorney in their area, to avoid crossing any ethical boundaries.


Let’s take a look at some beneficial ways lawyers can use social media:


Regular (High Quality) Blog Posting

Attorneys that post regular content to their blogs, have the potential to grown their client base by leaps and bounds. Provided that optimal SEO and content are applied, viewers will be able to easily find the law firm on search engines.

A recent survey states that 8% of attorneys currently post on a blog for their law firm and 39% of lawyers have gained new clients by using a blogging platform.

Regular blog posts on interesting topics will make visitors want to return to read the latest news.

Article content can range from industry news, recent law changes, or information about the particular niche that your law firm specializes in.


Twitter, LinkedIn & Facebook

The blog posts mentioned above should be tweeted or posted on Facebook or LinkedIn to gain new visitors to your website. Sharing your knowledge with others will help you obtain more followers and some of those will hopefully turn into clients.

The ability to follow other experts on these two platforms will give you the opportunity to discover new content that may spark ideas for your own posts. You may also connect with others in your field with whom you can develop a referral system.

Consider Twitter and Facebook as tools that will help you grow your client base. There is unlimited ability to expand your audience. Make your tweets and posts sound interesting so more people want to click and read more of what you have to say.


Add A Personal Touch & Break the Internet Barrier

You don’t want to come across as just a lawyer, you need to present yourself as a “real person” as well. Doing so will make your audience feel like they know you better and will feel more confident in you as a person, as well as an attorney.

Avoid posting updates on your family details, but instead mention your favorite local businesses, restaurants, or local events that are happening in your area that you may be interested in. This not only promotes others, but they may return the favor, which will benefit you as well.

It is not recommended to combine your personal and legal accounts, but give a peek of your true self on your professional page.



By using online platforms, you can help build your credibility and become more familiar to potential clients. Integrating and cross promoting on all of your social media accounts will create a strong online presence.

Consider hiring a professional to improve your site’s SEO and maintain your blog updates and plug-ins. Concentrate on practicing law and leave the technical details to someone else.

If you don’t have the time or patience to write the content to include on your blog, there are resources online that can do that for you. At LuckyFish Media I work with a team of excellent content writers who can ghost write articles for your blog.

You can eliminate adding something to your to-do list and build your credibility at the same time by providing interesting articles and information.

Check out these articles to read more on how to use the internet to expand your law practice: How To Get Your Law Firm Optimized On Google Maps and 3 Of The Best Search Engine Optimization Tips For 2015.

How To Write Content To Attract Local Residents

Learn How To Write Content That will Attract Local Residents to your Law Firm

The primary goal of your law firm’s blog, should be to attract local residents and ultimately obtain new clients. In order for this to be successful, the content not only needs to be interesting but also relevant to the region where your law firm is practicing. It’s always the best marketing strategy to start local.


Below are several tips to consider when adding content to your legal firm’s website:


  • You can gain a wealth of content material from the local and national news that is currently trending.

Major court rulings, local tax hikes, and other issues that are in the media can be discussed in an article. Doing so will demonstrate professional expertise in the subject matter. Since the information is current and relevant, it will be searched for frequently, increasing the number of hits your site will receive.


  • List questions and answers to some of the most common cases that your firm handles. People who are investigating an attorney always have a lot of questions and if your firm can answer them, your chance of gaining them as a client is greater.
  • Another way to spark interest in your content is to turn your written article into a video. It is much more personal and potential clients will get a feel for your personality as well, which will build trust before you even meet them face to face.
  • Webinars are very useful in discussing common issues that your potential clients may have, such as divorce and child support questions, malpractice, etc. Think about what questions your clients ask you in your consultation and provide a resource for the public through your webinar.


Let’s take a look at other ways to gain exposure in local areas:


Keywords and SEO

Be sure to include relevant keywords that pertain to the content you are posting. In addition, include the names of the surrounding cities and towns that your firm services.

It’s very important that the wording of your posts should sound natural and not like it is stuffed with keywords. Use your target words wisely and place them where they flow smoothly into the subject of the article.

Along with mentioning the specific location in the article, it can also be placed into the meta-data tags and category fields as well.

If your article’s main focus is about a particular region, including the name of it in the title is another way to boost visibility and gain a higher ranking in the Google search engine.


Frequency & Lenth of Posts

Posting content to your website on a regular basis keeps your page fresh and up to date. Content that is focused on current events or client Q&A are the simplest, yet most effective way to accomplish this.

Viewers are more likely to come back to see what new information has been added if there is always something new to see while on your site.

The more posts and interaction that your website receives, the higher you will be in the rankings when people are searching for an attorney in your area. 

Google really likes post that have substantial content and are longer than 1000 words. Having 2 very long posts jammed with great content will do much more for your legal firms SEO ranking than 10 really short posts.


Social Sharing:

Social interaction increases ranking. By sharing your posts on sites such as LinkedIn, Twitter and Pinterest, you can gain followers and regular readers of your material.

Once you share your posts, the capacity for others to share it increases, driving more traffic to your article and boosting your ranking as well.

A benefit to posting your content on LinkedIn, is that you can target a local audience who would be interested in the topics of your posts.


Press Releases

Press releases are another way to attract local residents in your target market.

Contact local newspapers and media sources with your articles to be featured in their publications. This is another means for exposure and a potential traffic builder. You can also take advantage of some press release distribution websites such as e-releases.



Keep your website’s content fresh and add interesting articles and videos pertaining to current events to  create return visitors. Always make sure you include SEO in your posts and pay attention to your keywords.

If you find that you do not have time to manage your website content on your own, consider hiring a professional to do it for you.

For further reading, be sure to check out: 8 Tips That Will Make Working With A Web Designer A Breeze and 3 Content Ideas for Your Facebook Business Page.