If you’re in the professional services industry, then you know how difficult it can be to differentiate your business online. Your competitors are talking about the same topics and services you are, whether they truly deliver like you do or not. Your digital footprint is extremely important to your go forward growth strategy, especially in today’s business climate.
Research suggests 9 out of 10 prospects will rule out a firm before even talking to anyone at the business. To avoid this, your website must clearly communicate how you can address a prospects’ challenges and why you are the best firm to work with.
But how do you create a successful site that builds trust, educates your audience, and enhances your overall online presence?
Let’s examine three practices that will help you do just that.
It takes effort to get search visibility, rankings, and traffic, but your content is the foundation to attain this. Content marketing generates almost six times more conversions for businesses that use it. You can’t write and publish content and expect results. You need to write high-quality content optimized to positively impact for search engines.
Your content should offer advice or share industry expertise while keeping your readers interested. This type of content will help improve your rankings and keep clients coming back.
Prospective clients are looking for two important pieces of information when they visit a law firm website: what services your firm offers and attorney profile pages.
Attorney profiles are typically the highest-trafficked pages on law firm websites. When potential clients go to a law firm website, they want to learn about the lawyer/ lawyers who might represent them. Prospective clients are interested in one’s educational background, professional experience, and credentials or certifications.
The attorney profile page gives you a chance to connect with clients and build credibility with your prospects. Profile pages can also create social media posts where you drive traffic to your website and spotlight an area of your practice and successes.
Understanding SEO is a difficult concept to grasp. Google is constantly changing the way it indexes and ranks pages in search results. To reach the top of the search page your business needs to create a strategy and stick to it.
Common, yet affective strategies include blogging. When blogging, keep your titles under 60 words – short blog post titles ensures that the entire title appears.
Add a meta description to your blog – A meta description is the description under the title. This should be a compelling description of your content. These descriptions are extremely beneficial in improving your click-through rate.
Lastly, make your blog easy to share on social media and post your blog on your channels with a call to action encouraging visitors to your website. This will improve your rankings and attract a much larger audience. See Practical steps to improve your presence & engage your audience on social media.for more details how to leverage social media to grow your business.
Most create their website because it’s expected but they don’t consider it a tool for growing their business. It’s your commercial and primary sales tool weather you like it or not. Reviewing your site periodically, updating outdated content and publishing relevant, valuable content to draw your target audience are “must do” activities.
For a fresh perspective or to learn how you can improve your digital footprint, contact me at firstname.lastname@example.org or (513) 309-0719.