Emma Ma
Many law firm websites are not ranking well; some of them have been updated their website, but are ranked on the second page, third page, or even further down.
After analysing 70 family law firm websites. I concluded 7 critical reasons:
1. Content is not keyword focused
2. Missing keywords on URLs
3. Thin and Low quality content
4. Poor user experience design
5. Complicated website structure
6. Lack of creativity in design style
7. Low website speed
1. How do you optimise keywords in content?: Create content with a keyword in mind, choose a primary keyword, and rank for a long-tail keyword. For instance, Family law is a primary keyword; family law solicitors in Dublin is a long-tail keyword.
2. Why are keywords important in URLs for SEO?: Add keywords to your URLs to help search engines understand your page better. For instance, add family law solicitors dublin to your family law page URL.
3. What Is thin and low quality content? Add more unique content to the page. Generic content like What is family law is not going to rank well. Add the information your potential clients are looking for and help them find the answer they seek.
4. Poor User experience design: Ensure your website provides optimal user experience. This will send a strong and positive signal to search engines that your site deserves to rank higher. To achieve that, improve your website’s graphic design, use a colour contrast checker tool to check your website’s colour contrast, and ensure your content’s colour is comfortable to see with human eyes.
Use unique images, such as photographs of your office environment, team members sitting in front of their desks, or even company event photographs. Use stock photos as your second choice, and add your logo or design to the stock photo to differentiate your firm from others.
Visual hierarchy is essential. Only a few of the 70 websites have visual hierarchy design elements. What happened to the majority of others?
Visual hierarchy is tightly linked to user experience. Design your content in a logical order, make sure it is easy to read, add a clear call to action, and highlight the important information you want to pass on to the users. Remember, less is more.
5. What is a good website structure? Simplify your site structure and ensure it is easy for users to navigate and find the page they want.
You can minimise the clicks to a page and add relevant information to the same page unless the keywords have a different intent.
6. Why is creativity important in a website? All 70 websites have one thing in common: Most of them have the same design style with very few differences. Only a few stand out and have a completely different approach in their website design. Creativity applies to all industries, including law firms. Differentiating your law firm’s online storefront from others will position you to be more competitive in the industry.
7. Website speed is a ranking factor: Optimising your website’s speed is a critical and ongoing process. Any changes to your website could affect its speed, and it will need to be optimised again.
Google search engine still emphasises website speed as a ranking factor; if your website is loading slowly, it signals to Google that the page has a poor user experience, and it is very unlikely that Google will rank your website higher.
Optimising the 7 critical reasons on your family law website will significantly improve its performance. However, many other factors must also be optimised during the process to achieve the best results.
Search Engine Optimisation takes time, but the results are very rewarding.
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