The expertise pages on a legal organisation’s website are the showcase for your services. It is therefore absolutely essential that you ensure that they are optimised for the search engines and driving traffic.
Here is a short checklist to help you do this:
- Quality content is King. The search engine algorithms are very sophisticated in identifying and ranking what they consider to be “EAT” (expertise, authority, trustworthiness). Ensure the content on these pages is up to date. If you mention cases, have you included cases from the last few months (particularly important if you mention dates)? Are all recent big, high profile cases covered? Do you have wording for all the terminology for which a client/potential client could be searching and for which you want to be known?
- Think about the design of the page. Is it instantly appealing? Avoid too much text but also too many images. Make sure you have a clear “call to action”. And think about including testimonials (they don’t have to be from directories, they could be from clients) and “rich content” such as videos. Have you mentioned any relevant awards you have won?
- Consider one page for each main area of expertise. Having said this, whilst multiple pages are good for SEO, you don’t want to annoy viewers by giving them huge lists to choose from and endless click throughs.
- Are you using title tags and meta descriptions? These need to be short and to the point picking up keywords.
Remember it is never too late to amend and develop a website. They are a constantly changing and extremely important marketing tool. Make sure you are getting the most out of yours!