We have a major news announcement: Jason Hennessey’s brand-new (and first) book was released on August 3, 2021.
This comprehensive guide explains exactly how lawyers can create successful SEO strategies. The book is packed with valuable information including extensive information on boosting your rankings and organic traffic and how to take advantage of Google’s algorithm to help you get more cases.
If you haven’t heard of Jason, he is the founder and CEO of Hennessey Digital. His agency helps attorneys (and other types of clients) reach new heights in their own SEO (search engine optimization) statistics.
After working hard for months on this manuscript, Jason is proud to announce the release of his first (and quite excellent, if we do say so ourselves) book.
As its name suggests (Law Firm SEO: Exposing the Google Algorithm to Help You Get More Cases), it’s a book on law firm SEO for attorneys who may not know about SEO but still wish to take advantage of it for their projects.
Be sure to purchase a copy for yourself today at Amazon.
What Can You Learn?
In Jason’s new book, he dives into the nuts and bolts of SEO: from developing and leading an effective SEO team, to content writing and link building, this book has it all.
Who should read this book?
- Lawyers who want to know more about how SEO works
- Lawyers who want to develop their own SEO dream team
- Lawyers who don’t know about SEO at all and want to take advantage of it for their website
- Law firm SEO professionals who want to improve their metrics
- Law firm SEO professionals who were just hired to improve their firm’s SEO
- Law firms that want to improve their law firm SEO
- Career law students interested in law firm SEO
- Web content writers (who work for law firms) who want to improve their law firm SEO
Why Law Firm SEO?
Law firms are increasingly turning to online marketing as a way to expand their client base.
Since lawyers are always looking for new ways to make more money, law firms must shift their focus from traditional advertising methods like television commercials or billboards and instead funnel it towards the internet.
It is common knowledge that law firms need to market themselves better online if they want to stay relevant in this day and age.
The problem: Law firms generally don’t know about or understand the concept of law firm SEO. How does one approach law firm SEO without fully understanding how the industry works?
This book is written specifically for attorneys who wish to take law firm SEO into their own hands but don’t know where to start.
This SEO book will give law firms an easy-to-understand guide on how SEO works and how they can easily take advantage of law firm SEO, without knowing much about it.
By the end of this SEO book, readers will know how law firms make more money through web content creation and link-building strategies as well as social media efforts.
Why Law Firm SEO is Important
Law firms have various marketing programs in place, from websites to banner ads. One of the most overlooked marketing methods is law firm SEO. Usually, attorneys do not understand it very well and thus are usually looking into more traditional methods of advertising because they think, “Why should I take advantage of a marketing channel that I don’t understand?”
This book will give you the information you need to launch your own law firm SEO campaign, how to make sure it is implemented successfully, and how to avoid common mistakes.
You will also learn how to expand your knowledge with Jason’s new book!
How Law Firm SEO Can Be Beneficial
Below are two law firms that have seen success from law firm SEO and how law firm SEO helped them achieve their goals.
The following examples demonstrate the strategy of boosting law firm website traffic through law firm Google rankings:
Law Firm Example 1:
One law firm saw an increase in organic traffic by over 200% YoY (year over year) simply from following industry standard SEO best practices and making sure that its site was properly SEO’d from the ground up. The typical attorney website is filled with coding errors, website architecture errors, and many others. That’s not to mention instances where the website has almost no content production.
By working on repairing these issues, we were able to help increase the firm’s organic traffic by over 200% YoY.
Law Firm Example 2:
Another law firm had a 375% increase in its organic traffic. The firm came to Hennessey Digital with a website that was horribly designed by their last designer. By using the principles described in this book, Hennessey Digital was able to increase the firm’s organic traffic by 375% YoY, and its conversions tripled from 15 per month to over 65 converted leads per month.
Law Firm Example 3:
Yet another law firm came to Hennessey and were at a loss as to why its performance had almost disappeared overnight. It recently implemented a new design and invested in SEO, and could not figure out why its traffic had tanked. Its website had several significant issues, including the following:
- Its robots.txt file had been set to noindex by the developer (a common practice on the developer side),
- All of its Google Analytics tracking code was not carried over to the new design. You can imagine what happened to its GA organic traffic!
- To add insult to these mistakes, a competing law firm had invested in a negative SEO attack against its site, by duplicating its site across a number of domains.
After cleaning up all of these issues, Hennessey was able to triple the firm’s performance and bring it back to where it was performing (and better).
With these real life examples in mind, it is easy to see how SEO can be successful when it’s implemented correctly and you have an actionable book by your side to help you through the process, step-by-step!
How can you be successful with SEO if you’re an attorney and you have never learned about the intricacies of SEO to begin with?
First, buy the book! Then, educate yourself on some of the basics of SEO:
Know the Basics of SEO
Know what law firms need to do to improve law firm SEO. If you don’t have experience with law firm marketing, or if you’re not familiar with law firms, research legal trends and what types of words are associated with lawyers. This will give you a better idea of where your law office is lacking in search engine rankings for certain terms and how you can improve those results. Also know about local regulations so you aren’t caught by surprise when it comes time to market your law firm online.
Invest in Tools
Three free tools are enough for most law offices. A Google Analytics account, Google Search Console account, and a Ranking Monitor tool like Semrush will provide you with the SEO data and law firm SEO information you need to make the best SEO decisions for your firm. However, a premium law firm marketing tool might be necessary for some law firms that have more complicated websites or are associated with various types of law.
Be Nice to Avoid a Negative Online Reputation
One of the easiest ways that lawyers add insult to injury at their law firm is through negative reviews on Google, My Business, or Yelp. When attorneys fail to do their due diligence when it comes time to file suit against someone, they often end up needing legal help themselves when angry customers fight back–online.
While we all know that not every bad review is true (and even if it was), law firms cannot afford to end up on the wrong side of review sites such as these. Reputation management is a big deal for law firms, and can make or break their SEO success indirectly as well.
SEO Changes, But it is Not Dead
SEO is always going to be there and is something that law firm marketing departments need to focus on when running a successful law firm SEO campaign. If you have already implemented other forms of online marketing and are ready for more, it’s time to review your website and start making changes that will help your law offices become more visible in search engines like Google.
Ensure that your website has user-friendly URLs with keywords in them, create meta titles and descriptions for each page of the site, add keywords to images (fully or partially), keep content fresh by adding new blog posts on legal topics, and add video to your site for increased user engagement.
Use Social Media Frequently to Engage Followers and Generate Lead Pipelines
Many law firms are reluctant to use social media. But it’s important to do so! Social media will help you grow your brand authority online and help drive meaningful traffic and users to your website. You cannot afford to ignore social media anymore! The social media sites you need to be concerned about include Twitter, Facebook, Reddit, and Quora.
Find the sites that your clients or potential clients frequent and make a profile for your law office on them to build up some brand recognition over time. Law-specific sites you will want to pay attention to include Justia, AVVO, and the Better Business Bureau (BBB), to name a few.
Take Advantage of Law Firm Referrals
Speaking of building brand recognition, you can get more business when you actively seek referrals from your existing customer base rather than waiting for people to come to you after finding out about legal services in their area by searching Google. Be nice, be efficient with phone calls and emails, and send thank-you cards or gift certificates to long-term customers who refer new ones.
Get People Talking About Your Law Firm
Plenty of other SEO professionals tend to whine about boring industries such as law firm SEO and how difficult it is to come up with content ideas or marketing ideas for that space. Good! That’s more room for Hennessey Digital. The truth is: there are always plenty of ways to come up with topics and blog posts to write, regardless of your industry! You just need to think outside the box sometimes to do it.
Once you have clients or contacts, you can also take advantage of your relationships with them to get more people into your office and off the computer. Create a calendar (either digitally or on paper) for when your clients and contacts have birthdays or other occasions. When the dates roll around, call them, and instead of just giving them words of encouragement, make sure you also encourage them to visit your firm. Then, when those birthday calls are done, move on to new contacts who have similar social calendars as your existing clients but aren’t yet clients themselves – perhaps sending cards for their weddings or anniversaries.
A great way to grow any business is through word of mouth advertising, which is why law firms focus so much on it. But if there are any other business owners in the community that you can network with, make sure to take advantage of those connections as well–they will have an impact on your reputation and bottom line by providing valuable referrals when the time is right.
As you begin expanding on this marketing strategy and reaching more people, more clients will be likely to talk positively about your firm and leave plenty of positive online reviews, which will positively affect your SEO.
Make it Educational
While law firms should first be a source of expert legal advice for their clients, you can also take advantage of the popularity of video downloads to create and sell your own law firm training videos. This is a great way to add value to your services without costing more money than you’re receiving–just be sure that the information is valuable enough to charge for or it won’t make financial sense over time.
For example, creating a YouTube channel and promoting it along with your website can help you achieve more exposure and traffic. Writing regular daily blog posts with an emphasis on educational law topics that not many people may know about would help solidify the educational part. Putting together infographics and promoting them can also increase the educational value of your website. By creating these types of higher-quality videos and blog posts, these strategies help to increase the SEO value of your site.
Be Open-minded Enough to Engage in Partnerships with Other Law Firms
We know. We don’t want traffic from your site to be driven to another competitor’s website. That’s not what we’re talking about. We’re talking about building business alliances and partnerships with other law firms in your area.
If other types of businesses in your area are doing something well, ask them about it–maybe they will share some secrets with you that will help you to do better for your customers. Maybe they will also have a perspective on law firm SEO that you don’t have and will be able to give you a different perspective on your own business.
Don’t think that you have to be in a business silo forever. While you should be protective of your business interests, contacts, and knowledge, creating the right partnerships with allies in the business can only benefit you in the long term!
Be Human and Get Involved with Your Community
Law may seem impersonal due to the fact that attorneys must be impartial to their clients’ cases in order to be an effective professional. However, they can also be personal. If there are any long-running community events or local organizations that your clients participate in or volunteer for, make sure to show interest in those things by sending holiday cards with notes inside about how much you appreciate their ongoing support of the organization (and a reminder to keep up the good work).
Connect with other attorneys, foster discussion, and lead Mastermind groups about SEO. This will only increase your exposure among the professionals in your community and could lead to links back to your website.
And if there are law firm events coming up where one of your services is needed, such as weddings or funerals, make sure to get in touch with the organizer as soon as possible so that you can discuss law firm SEO and figure out what they will need.
Blog Every Day–Even on the Weekends
One of the best ways to build relationships with potential clients as well as existing ones is by blogging regularly about legal subject matter. This allows you more opportunities to showcase your personality and expertise while also providing value to the readers who would not otherwise know your law firm existed.
In addition, it also satisfies the “query deserves freshness” part of Google’s algorithm, which is something that Jason also discusses in his new book.
Be More Proactive Rather than Reactive to Industry Trends
Law firms are by their very nature reactive–you wait for issues to arise and then deal with them one by one as they come. Since this is how most of your clients will have heard about you, it’s important to also build your reputation as someone proactive in order to get new referrals while building a larger client base. For example, help local charity events whenever possible by setting up donation drop-off points or helping to organize volunteers.
The same can be said about SEO: if you are proactive rather than reactive to law firm SEO trends, you have an opportunity to position your law firm’s brand above many others in the space. This will help give you an edge that your competitors can only dream of.
How to Create a Successful SEO Strategy for Your Law Firm
Would you like your law firm to get more clients from organic search results? How would it feel to know that your website was ranking on page one of Google? What if there was a book that could show you how to do it?
As we have announced, Jason Hennessey, the founder and CEO of Hennessey Digital, released his book titled Law Firm SEO: Exposing the Google Algorithm to Help You Get More Cases.
Of course, don’t expect all law firm SEO campaigns to succeed the first time; law firms are not built overnight, so be prepared to tweak your SEO strategy and make changes as necessary.
What You Will Learn from This Book
The first things you will learn in this book are the SEO basics. You’ll find out how Google works and what role your law firm will play in the overall scheme of things. You’ll also learn about the different parts of SEO and how they work together.
Once you understand SEO basics, Jason will guide you through tools that will help you measure your success, from creating your content strategy to developing your own in-house marketing team. The book also covers great strategies that will help you leverage your website to attract more organic traffic from Google. These topics are geared toward lawyers who may be a little confused by “keywords” or “meta tags.” You don’t need to be intimidated by these terms as Jason breaks them down into easy-to-understand concepts. He includes examples and helpful tips so that you can begin improving your site right away.
This book is perfect for any lawyer who wants to attract more clients from organic search results. It’s also great for firms that want to know what steps they can take to get an advantage over the competition. Law Firm SEO includes everything you need to know, including little-known secrets on how to improve your ranking on Google.
Why You Should Buy This Book
If you want a better understanding of internet marketing and SEO, then this book will be extremely valuable as an educational tool.
If you already have some knowledge of marketing but not quite enough expertise to pull off a successful SEO strategy, then this book was written just for you! Jason has created a resource that will help you take your knowledge to the next level.
If you want to be successful online and get more clients from search engines, then Jason’s strategies are for you! He explains everything in plain English so that anyone can understand it. Even if you have no previous internet marketing experience whatsoever, this book will teach you how to create an effective SEO strategy.
Who Should Buy This Book
Law firms of all sizes should use this book! You’ll find out how much competition there is in the legal niche and learn about some common mistakes that lawyers tend to make. You will also discover why certain law firms are able to rank higher than others. Whether your firm is large or small, you will find out how to use legal SEO strategies to secure higher rankings and get more clients.
If you’re brand new to the world of internet marketing, then Jason’s book is for you! He has provided insider secrets on how to create high-quality content, build links, and boost your search engine ranking over time.
For law firms that want an extra edge that could potentially bring in thousands of new clients per month, Law Firm SEO is a must have resource.
What You’re Getting with this Book
This book, which is available in both eBook (Kindle) and hardcover form, includes everything that you need to know about SEO and how it pertains to law firms. Jason has created an extensive resource, which can be used in conjunction with all other marketing tactics. In fact, his strategies work extremely well. It’s very important for you to have a full arsenal of resources if you want your online presence to be successful.
In this book, Jason shows you how to get more clients from search engines. This book focuses only on organic traffic and does not include information about PPC marketing or pay-per-click advertising. However, his tips and strategies can still be very useful if you want to use both SEO and pay-per-click campaigns together. It’s important to have the best of both worlds because they work hand-in-hand. You can achieve impressive results if you use them in tandem with each other!
If you correctly follow Jason’s instructions inside this book, you will absolutely improve your ranking in Google as well as other top search engines such as Yahoo, Bing, etc. There are some different tactics that are used to rank well in Google vs. Bing, so you need to know all of them if you want your law firm website to be successful.
This book also covers the basics of how search engines work and what they value the most. Jason will teach you essential SEO tips such as where to get great backlinks; he even gives you some ideas on how other businesses can link back to yours!
You owe it to yourself and your future success to buy this book! Be sure to buy it today!