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How To Achieve 7-Figures With Your Law Firm Marketing Website

Many law firms are simply leasing space when it comes to internet marketing.

Whether it’s Google Pay Per Click (PPC) ads, Facebook ads, or social media, these channels often only generate temporary gains. Once you withdraw the investment, your results are completely gone.

On the other hand, your website can be a 24/7 selling tool for your law firm practice. It can effectively become your greatest asset, getting leads and cases while you sleep.

In this guide, we’ll talk about how to turn your website into the ultimate marketing tool for your law firm practice and generate seven figures in revenue for your business.

[Ebook:] A guide to content marketing for law firms

A well optimized law firm website can bring huge results

With your law firm website, you can use content marketing to your advantage to generate profitable results for your business. Content and SEO allows you to attract users organically and passively convert traffic to new cases for your law firm.

For example, a high ranking web page in a competitive market getting 1000 users per month can get huge results:

  • Visitor conversion 2-5% = 20-50 leads.
  • So 10-20% of leads = 2-10 cases.
  • Average income $8,000 per case = $16,000 – $80,000 per month from 1 page.

Over the course of a year, that could result in six to seven figure revenue!

Established an income-generating law firm website

In essence, your law firm website should serve to speak to the needs, struggles, and interests of your target audience. It should focus on your practice area, who you serve, and what you have to offer.

With this in mind, a well-designed website content strategy should specify the following:

  • Your business goals (the states you want).
  • What competitors are doing.
  • What are your writing pages and target keywords.
  • How to use your content budget.
  • Your editorial calendar.
  • Purpose / intent of each page.
  • PR strategy and backlink.

Below, we’ll dive deeper into how you develop this strategy, create amazing content, and hit your seven-figure revenue goals.

1. Decide which cases you want

The first step to developing a successful website marketing strategy is to determine what types of legal cases you want.

This activity will help you determine the types of people you want to reach, the type of content you should create, and the types of SEO keywords you need to target.

This way, you end up marketing to a more specific subset of your potential customers, rather than a broad group of users.

Not sure where to focus? Here are some questions that may help you:

  • Which of your cases is the most profitable?
  • What kinds of statuses do you not get enough of?
  • In which markets are you stronger?
  • In which markets do you want to improve?
  • Are there any training areas you want to explore?

At the end of this activity, you may decide that you want to attract more family law cases, foreclosure law cases, or DUI cases—whatever they are, an overemphasis on the types of cases you want to attract will only make your website marketing stronger.

[Download:] The Complete Guide to Content Marketing for Law Firms

2. Identify your best competitors

One of the best ways to “hack” your website marketing strategy is to see what works for your competitors.

By “competitors” we mean law firms that are working to attract the kinds of cases you’re trying to attract, at the same level that your law firm is currently operating at.

I say this because I see so many law firms trying to outsmart and outrank the “big” fish, and this can seem like a losing battle. You want to set your sights on your closest competitors, outpace them, and then become more competitive with your strategy.

Here are some ways to identify your closest competitors:

  • Do a Google search for your legal practice area + your service area (eg, “Kirkland Family Law,” “DUI Attorney, Los Angeles,” “Denver Probate Attorney,” etc.). Note the top-ranking domains (i.e. websites).
  • Use search engine optimization tools like smrash or Ahrefs To search your domain name. These tools often show competitors who are close to your industry.
  • Using the same tools above, perform an organic search on your domain to see which keywords you are already ranking for. Google these keywords and see what other domains come up.
  • Use these tools to determine the domain authority (DA) for your domain. Compare this to other top-ranked fields to see which ones have a similar degree of authority to your own.

Be sure to look at your well-known business competitors as well.

These may or may not rank well in Google search, but it’s still worth taking a peek to see if they target any high-priority keywords your website should be targeting.

3. Conduct a content audit of your website

Your next step is to perform an audit of your current site. This will allow you to assess what content is performing well and which requires improvement.

First, start with your main service pages.

Use SEO tools like Semrush or Ahrefs again to review the ranking (position), performance and keywords of each page. Select any pages with low rankings or none at all.

Next, find the Fruit Easy to Hang pages. These are the pages that are arranged at position 5-10. It takes less optimization effort to get to those higher-ranking positions – compared to a page rank at position 59, for example.

Then, use the same tools to do a “gap analysis” (most SEO tools have this feature).

This compares your website’s performance to that of your closest competitors. It will show you a list of keywords that your competitors are ranking for so your website is not ranking at all.

Finally, create a list of the pages you already have, that need to be reviewed, and that you need to create. Doing so will help you stay organized and stay on task when developing your content strategy.

4. Plan your content silos

With this step, you’ll have a good idea of ​​what pages you already have, and which pages are “missing” from your strategy (based on your list of keywords you haven’t targeted yet).

From here, you’ll plan what are called “content silos”.

This is the basic process:

  • Review an existing service page (if you have one) and improve it as best you can. Ideally, this page already works well and is otherwise a “low-hanging fruit” page.
  • If you don’t have any existing service pages, create one based on one of your high priority keywords. Again, this should be a keyword that aims to capture your preferred type of situation.
  • Next, create a “silo” of content around your homepage. In other words, create new pages that are thematically related to your main service page, but target slightly different keywords (ideally, “long tail” keywords with less competition).
  • Add internal links between these pages and your main service page.
  • Over time, build backlinks to these pages (through guest posting, PR, content marketing, etc.)

Here’s an example of the “personal injury” content-silo approach:

Photo by author, November 2022

[Discover:] More law firm content marketing best practices

5. Identify supporting topics

As part of your website content strategy, you will then need to create other supporting content pieces. This should be content that offers value to your potential customers.

FAQs, blogs and other service pages can support your homepages.

For example, if you’re a DUI attorney, you might want to post an FAQ page that addresses the main questions clients have about DUI law, or a blog post titled “What to Do When You Get a DUI.”

There are a few tools you can use to research supporting topics:

  • Semrush – Use this tool to identify underutilized keywords, content topics, and more.
  • also asked Select other questions that people have searched for related to your main topic.
  • I answer the audience – Use this research listening tool to identify topics and questions related to your practice area.

Here is an example of how a complete content silo can be put together for a Los Angeles Car Accident Lawyer:

Accident lawyer content siloPhoto by author, November 2022

6. Create an editorial calendar

Once you’ve got all of your content ideas down on paper, it’s time to develop your editorial calendar.

This is basically a plan for the content you need to create when you want to go live, and the keywords you plan to target.

This can be as simple as a Google Sheet or as fancy as a project management tool (eg Monday.com or Asana).

Here are some tips to get you started:

  • Always prioritize homepages. These should be the first pieces of content you create on your website.
  • Create or review your home pages and monitor their performance. Use Google Analytics and other SEO tools to monitor the performance of your content.
  • Depending on budget and urgency, you might start with all major pages, or move up the silo. Select the service pages that are most important to you. You can create all of your master pages at once, or develop your entire silo as you go.
  • Keep a record of your target keywords. Just because you are “optimizing” for them does not mean that your content will automatically rank for your target keywords. On your editorial calendar, keep track of the keywords you’d like to target—by page—so you’ll have a record of your original SEO strategy.

[Recommended Read:] A guide to content marketing for law firms

What makes a winning law firm website strategy?

The key to achieving seven figures with your law firm website is content.

Content allows you to target your ideal customers, capture your favorite causes, engage your audience, and much more.

A well thought out content strategy will enable your website to do more for your business than any other marketing channel!

Above, I outline some steps for developing this type of winning strategy. But achieving excellence takes time.

I recommend monitoring the award, monitoring performance, and making updates as you go.

This will help you reach the desired result.

More resources:

  • What is the first step in law firm SEO?
  • How to get leads by updating your content
  • Law Firm SEO: The Complete Guide


Featured image: PanuShot / Shutterstock

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