So your law firm’s website has historically performed pretty well – but for some reason, your traffic is decreasing. You have continued to use historically well-performing keywords, update your site as attorneys transition and as you add new practice areas, and, importantly, your site has little downtime. So what gives?
In today’s world, using previously established and successful strategies is not enough. Though your law firm’s declining traffic could simply be a result of a changing need, odds are that there is a bigger reason behind the change – here are a few of the most common culprits:
Your website is not responsive
We don’t mean that when the visitor clicks a button, nothing happens – we’re talking about the lack of a truly responsive website. Responsive websites are intuitive to visitors needs, automatically modifying the layout ratios and sizings to accommodate the individual’s device of choice. Static sites can be off-putting as they make content difficult to access and decipher. A responsive website is an investment well worth the monetary cost.
You have little to no online presence
Your online presence bolsters your organization, positioning your law firm and its lawyers as experts in the field, not to mention giving you credibility and trustworthiness. There are lots of lawyers out there and your presence online is critical to making your website stand out from the competition; that online presence (beyond your website) pairs with your site to form a better picture of what your firm provides. Invest in content development and visibility.
Your overall email and social media marketing strategy is lacking
If you’re counting on simple Google searches to direct all your traffic, you’re missing out. Email and social media campaigns are a great way to direct traffic to your site on a consistent basis. Offer original though leadership pieces and weigh in on important issues and questions that other users introduce – not only does this bolster your image and credibility, but it offers you an opportunity to provide links to relevant content on your site.
Your SEO practices are a bit off
Unethical SEO practices help no one – they never have and, with Google’s ever improving ranking algorithms, will do so less moving forward. Make sure that your keywords are relevant and that the keywords that you do use tie back to the actual content and purpose of each piece and/or Web page. Forget about link building in the traditional sense of focusing on quantity and instead focus on getting linkbacks from credible, established sources. Quality is the key here. If your practices are off, your search engine ranking is likely to dwindle… causing your site traffic to dwindle with it.
Your content isn’t fresh
When visitors are looking for something, they want it fast and they want it now – and they want it relevant. If your content is outdated, it won’t fit the bill. Make sure that you continually and consistently publish fresh and useful information.