Why Page Rank Isn’t Enough

Having achieved a high page ranking on search engines like Google does not guarantee that your law firm will be successful in turning prospects into clients.

/lawyermarketing101.com/Kevin Quinlan/ 01/30/2009

Having achieved a high page ranking on search engines like Google does not guarantee that your law firm will be successful in turning prospects into clients.  Improving your search engine ranking is a critical component on the path to success, but it is just one factor in the equation for law firm web marketing.

Examples of other mission critical tools that result in converting unique visitors on your website into viable prospects include rich content, personalization with tactics like web videos, and a concise contact form that contains a clear call to action.  The design of the site must also reflect the unique selling proposition of your law firm so that your message and brand stands out from the clutter on the web.  

Many SEO firms strictly use page rank as the ultimate measure of their success.  Most experts will agree that success is a numbers game so that the more unique visitors to a site, the greater the potential number of prospects can be.  That is, of course, if your law firm is attracting the right visitor for your areas of practice and the site influences them enough to stay and be converted to take the desired action, which would be to either complete your intake form or call your website-dedicated phone number.

Web searchers are typically looking for content that is highly relevant to their search, so if the page that they land on is vague or the navigation is too complex to find what they require, no conversion will occur.  The best way to maximize conversion is to make sure that the keywords searched for lead a visitor to the page that best matches their search.  That is quite often not the homepage, but may be a landing page designed for that search term or an existing page on the site that covers that topic.

If the visitor finds what they are looking for, the content is compelling and the contact form is simple and easy to fill out, you will not only have a website optimized for searches, but also for the searchers

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