As a small- to mid-sized law firm, you probably know that having an active, user-friendly website is vital to ensuring that potential clients can find your services and schedule a consultation with you. While many smaller law firms receive a fair amount of new clients through word of mouth referrals, having an effective and impactful digital marketing strategy for law firms is essential in order to remain competitive in today’s marketplace. Once you have a website in place, it’s easy to assume that it will show up in the search results pages when someone in your area enters terms like, “best personal injury lawyer near me” or “do I need an attorney to file for divorce.” Although including common search terms in the client-centered content of your law firm’s website used to go a long way in boosting your online presence and visibility, the introduction of Google’s AI Overview feature has rapidly changed consumer behavior when they perform online searches.
Before the integration of AI Overview, Google’s search engine algorithm used to take the search query and provide searchers with links to the most promising, relevant, and trustworthy websites that were the most likely to answer their questions and give users the information they were looking for. Now, when someone searches for information using Google, a section called “AI Overview” will provide a clear and concise description of the information, which significantly decreases the need for a user to click through to a link in order to locate the information. Businesses, including law firms, relied on the search results pages to receive a steady number of clicks from curious searchers. With searchers no longer needing to click on sites to find the information that is presented neatly in the AI Overview section, law firms often find themselves needing to adjust their content marketing strategy to accommodate the impact of AI Overviews. Today, we’ll cover how understanding consumer behavior after a Google search can inform the way you create an impactful digital marketing for law firms strategy that boosts your online visibility and continues to attract new clients and grow your law firm.
What Do People Do After Searching on Google?
When Google introduced the AI Overview feature, searchers were able to read short and informative paragraphs (which also frequently include easy-to-read bullet points and numbered lists) to access the information they were looking for. The AI Overview essentially removed the need for a user to click through to any other site—they could use Google to find answers and then move on. The graphic below highlights the different actions that users can take after searching on Google to give you a better sense of the AI Overview feature’s powerful impact on user behavior and engagement.
It’s worth noting that a fair amount of searchers (34.3 percent) click through to at least one of the websites provided in the organic search results listings. Even though approximately 45 percent of users take no further action (with the assumption that they found the information they needed by scanning the AI Overview), a good number of searchers still took the additional step of clicking on another website for more information. A few searchers were drawn to the paid ads, but the majority of those in search of more detailed information scanned the organic listings and clicked on a link that seemed promising. As a smaller law firm hoping to direct as many new clients to your site as possible, there are steps you can take to boost your visibility, such as optimizing for AI overviews and adding FAQs to your existing content.
How to Increase Online Visibility For Law Firms
The simplest way to boost your law firm’s online presence is to understand what potential clients are seeing when they look for legal services or information. Think about the typical journey a legal client makes—it usually begins with a question about a legal topic. Consider the phrases or words that someone would enter into Google’s search engine (or ask a voice assistant), then integrate these terms and phrases into your existing content. The more you can anticipate the search terms, topics, and concerns your clients will have, the better you can align your content marketing efforts to increase the chances that Google’s algorithm will use your site to generate the AI Overview or present your website near the top of the organic search results. The AI Overview feature relies on content that is well-organized (think bullet points, concise paragraphs, etc.), so structure your existing content to appeal to Google’s algorithm. Frequently Asked Questions (FAQS) are also very popular for both web searchers and AI Overviews, as they can easily find the information they are looking for. Talk to your digital marketing for law firms strategist to learn more about how you can take your efforts to the next level and boost your online presence more effectively.
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Harness the Power of Client Reviews to Reinforce Your Online Reputation and Visibility
In addition to tweaking your web content to appeal to client interests and concerns, making the most of online reviews plays a vital role in your law firm’s overall content marketing success. Google’s algorithm relies heavily on the reputation of a business in order to determine that it is a trustworthy source that is worth promoting to potential clients. By regularly monitoring your online reviews and appreciating the positive reviews that your clients leave you, Google will view your law firm more favorably and reward you by displaying you higher among the search results listings. However, do not despair if a disgruntled client leaves you a bad review—instead, see this as an opportunity to show potential clients how committed you are to exceptional customer service by responding thoughtfully and respectfully. To learn more about how to make the most of online client reviews, reach out to a highly qualified and friendly digital marketing strategist today.
Learn More About Impactful Content Marketing For Law Firms Today
As digital marketing best practices evolve, it’s essential that your law firm keeps up in order to remain visible to the potential clients you are hoping to serve. If you’re ready to improve your law firm’s content marketing strategy and get more of the results you’re looking for, reach out to the friendly and experienced team of digital marketing strategists at LegalRev today by calling (800) 893-2590.
