Once you have decided to invest in building a website for your personal injury practice, you will want to create a site that will be successful in attracting visitors. There is a structured way of achieving this end that should be helpful to you.
How to create a website that will attract visitors
There are four major steps you should follow when creating a website that will attract the kind of visitors you want for your personal injury firm, i.e., those that will convert into leads and then clients.
- Research your target audience: As a personal injury attorney, it may seem obvious that your target audience is anyone who was injured as a result of another person’s negligence; however, the “anyone” aspect may not be true for your law firm. Many of the firms we work with have very focused practices. Some focus on car and truck accidents, some on product liability, some malpractice, some on nursing home abuse, etc. You want to get it very clear in your mind who you want to reach with the content you are going to provide.
- Search Engine Optimization (SEO): When people are looking for a personal injury attorney, they will go to a search engine and put in a search terms. SEO is the process of using certain words and phrases in your website that will match the words that a prospective visitor to your site will use when he types in his search. If he believes a surgeon messed up an operation he had, he might type in “malpractice lawyer, NYC.”
Note that he put in a geographical area. If you were a malpractice attorney in NYC, you would definitely want that keyword phrase appearing more than once on your website. The whole purpose of SEO is for you to get as close to the top of the search page as possible. There are some very good online tools you can use to help you find the best keywords for your business. Back-linking is another form of SEO, which we will discuss in a future article.
- Creating your content: You want to organize your website into a meaningful source of information that will be useful to your target audience. As a personal injury lawyer with a particular focus or two or more, you will want a homepage that quickly establishes who you are and what you do. Other pages can define the areas of your practice including a blog, your successes, a contact page, a downloadable eBook, and maybe a FAQ page. It’s very important to focus on the quality of your content. Less is best, as you do not want to overwhelm your visitors with more information than they need.
Think about what makes you stand out from other similar personal injury law firms and talk about what makes you special. You want your writing to be unique, clear and concise, remembering that whatever you are writing, it is to help someone solve a problem.
Have a content strategy that includes new content on your page, like a blog. The search engines’ algorithms reward new, well-written content.
- Advertising your site: Once your website is complete, you need to think about how you can promote the site and its content. You can accomplish this by using social media platforms, emails, and/or ads (both traditional and digital).
Understand that it takes time for a website to come into itself and bear fruit. Just stay organized with a marketing plan, schedule your blogs, post regularly on social media, and stay committed to establishing your online presence.
Group Matrix is able to help you with your website strategy, content and promotion. We have the expertise to make your website stand out from the crowd. If you are just embarking on creating a website, or if you want to redesign your existing one, just give us a call. We’re here to help.
Group Matrix Blog – February 26, 2018 – by Sharon Bowles