That’s why, as Sandford advises, you need to proactively communicate both the opportunity and the downsides.
According to him, you should:
Flag the issue in good time.
Flagging a potential issue in a good time frame before it happens shows that you are on the ball. If you can see an issue somewhere down the line, it shows that you are thinking about long-term strategy, and that you are invested in your client’s success.
Don’t try to hide things.
The fact that you are being upfront is valuable, and most clients will appreciate it. You don’t need to frame a potential downturn as a disaster. Rather, think about it as an important insight that can help your client to make informed decisions.
Back up all communications with data.
When you are communicating what might sound like “bad news,” back it up with rigorous data to show the basis of your analysis. Whether it’s competitor analysis, keyword data, or broader market data, this additional insight will add a lot of extra value for clients.
Operate Holistically: Understand All Critical Influences On Your SEO Performance
As Reilly also highlights, SEO performance doesn’t happen in a silo; it’s key to translate that to your stakeholders:
SEO can often be treated as a channel separate from anything else, but in reality, it interacts with so many parts of a business. Working out what makes our clients tick (or struggle) might alter what we invest our efforts into.
Aaron Dicks, Performance Director at Impression, adds the importance of differentiation, especially when catering to enterprise clients:
At the enterprise level, it’s likely there will be a lot of crossover in opportunities presented by agencies, and all will be thorough in their auditing. It then becomes trickier to stand out amongst the crowd.
Future thinking and efficiency techniques (for example, AI integration) are one great way to add to differentiation.
This is where forecasting tools can also make a difference.
Action 2: Highlight SEO Opportunities With SEO Forecasting
SEO forecasting can help uncover unique opportunities and help you evaluate evolving trends before your competitors do.
Uncover Real-Time Market Shifts: Evaluate Shifting Trends
One way to uncover real market shifts and underlying opportunities is to gauge the search landscape, including year-over-year trends, to estimate growth potential.
Forecasting can be difficult when it comes to SEO but is also crucial to make sure you’re working towards a target that can provide a return on investment.
We look into the total search volume of the market that our clients are targeting, how much of a share they’re currently getting, and then consider what improvements are needed to get X traffic and Y sale increases.
This really helps bring the opportunity to life and makes [SEO] more tangible as an investment.
Complement this with a forecasting tool that takes into account all key variables influencing your SEO goals, and you’ll create a solid business case that sets you apart.
Because, just as James Euinton, Account Director at The SEO Works, points out, macroeconomic factors are “like the weather, we have little to no control over them but we will inevitably have to face them in business. Though that doesn’t mean we have to be unprepared.”
Search volumes are never set in stone and will often change depending on a multitude of factors which we are unable to control.
We need to demonstrate, instead, the factors that we do have influence over in our work and provide our estimations for how they can directly affect the site.
Using the data sets available in SEO, such as those available in Search Console’s performance section and Google Trends, can be a great form of understanding emerging keywords to capitalize on. We can also use these data sets to make estimations on how search volume will be affected going forward and use that to predict what the knock-on effect on traffic and consequent factors will be.
That’s why it’s critical to consider seasonality and year-over-year search trends when forecasting or reforecasting for SEO – you’ll spot hidden opportunities that your competitors will probably miss.
In the end, Euinton explains it best:
Being responsive and having the ability to identify and capitalize on new opportunities quickly can really help to weather the storm of an uncertain business landscape.
Align: Map SEO To General Business Objectives
To prove SEO ROI and keep the cash flow in check, you need to show how your proposed campaign aligns with the general business objectives.
Here’s what Euinton advises:
In order to have a consistent cash flow, you need customers, and in order to have customers, you will likely require some form of marketing.
Marketing service costs are usually the first thing to be considered to be cut during difficult times. But slicing marketing budgets can be detrimental to cash flow later down the line, which in turn leaves less cash for the core operating costs of the business.
The advantage of SEO and similar digital marketing channels is that you have a wealth of data to show and demonstrate the effectiveness of your work.
It’s important that we are mindful of this by showing clients the value that we are providing to the site in a way in which they are able to understand and relay upwards.
Maintaining a good and consistent level of reporting and communication ensures that the client is fully able to understand the role that SEO not only has in terms of our KPIs, such as traffic and conversions, but where they fit into the general objectives of the business, too.
It’s also a question of reiterating the long-term gain of SEO. As a professional, you have the know-how and the responsibility to explain why continuing the investment in SEO makes sense.
Or, as Reilly explains:
Getting buy-in for the long-term benefits SEO can bring is integral. When faced with adversity, companies that are able to continue improving their website and market themselves effectively do tend to reap the rewards from it when out of the other side. Though, as we did during the height of the COVID-19 pandemic, giving some payment flexibility is also something we’re keen to do.
A forecasting exercise can be useful to achieve this, as well.
Once you explain how achieving desired ranking targets will bring additional sessions, conversions, and revenue, the mid- and long-term benefits become visible from a business perspective.
By comparing costs and results with their Google Ads spend equivalent, you get an external benchmark that makes your argument more compelling.
Bonus Tip: Always Show How You’re Moving The Needle
This insight comes from The SEO Works, giving you even more arguments to be proactive in client communications and explain the real impact of your work:
Focusing on tasks that move the needle and prioritizing them is key in uncertain times.
There are so many improvements you can make for a website in SEO that it’s difficult to isolate the tasks that are really going to be impactful in terms of obtaining rankings, traffic, and conversions. Add the complexity of different website types (such as ecommerce, brochure, single page apps), CMS platforms and business areas, and this becomes even more unclear.
When we audit a site or draw up tasks for the upcoming quarter, prioritizing impactful work should be the cornerstone.
In addition to assessing the site thoroughly to get a full picture of where a site is at, it’s important to take stock of what issues are raised and consider what the resource cost for both ourselves and the client will be when advising what to tackle.
SEO projects are always going to be undertaken within the confines of a budget, and it’s essential to be able to adhere to this by working as efficiently as possible and prioritizing the correct tasks.
For example, it’s pointless to commit several developer tickets and campaign hours to work on improving a Core Web Vitals score by a few points if the content is unable to be crawled and assessed by Google in the first place.
In addition to the actual tasks, observing our workflow and using tools to minimize repetitive manual work, such as using scripts to automatically test redirects and status codes can be hugely beneficial to project efficiency.
In A Nutshell
Every conversation with stakeholders and clients is an opportunity to be proactive and tackle all uncertainties involving digital marketing budgets, SEO, and business objectives.
Being transparent, sharing potential issues and caveats as the market trends shift, and constantly connecting your SEO work with business KPIs are crucial to keeping churn low.
As you’ve seen from top digital marketing agencies and their advice, showing that you’re a business partner and care for the long-term experience becomes a winning strategy.
That’s why, at SEOmonitor, we’ve developed a forecasting solution that’s fully integrated with our daily ranking data, search data (search volumes, seasonality, and year-over-year trends), and has a transparent algorithm – so you know what makes your business case trustworthy and you can explain it, especially when everything feels uncertain.
Join us if you want to create trust and prove the business value of your SEO work.
How to Achieve 7-Figures with Your Law Firm Website
Many law firms are simply leasing space when it comes to their online marketing.
Your website, on the other hand, 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.
A Well-Optimized Law Firm Website Can Yield Huge Results
With your law firm’s website, you can use content marketing to your advantage to generate lucrative results for your business. Content and SEO allow you to attract users organically and convert traffic passively into new cases for your law firm.
As an example, a high-ranking webpage in a competitive market getting 1,000 users per month can get huge results:
- Convert visitors at 2-5% = 20-50 leads.
- Convert even 10-20% of leads = 2-10 cases.
- Average $8000 revenue per case = $16,000-$80,000 monthly revenue from one page.
Over the course of a year, this could lead to high six-figures to seven-figures in revenue!
The Foundations Of A Revenue-Generating Law Firm Website
At its core, your law firm website should serve to speak to the needs, struggles, and interests of your target audience. It should be laser-focused on your practice area, who you serve, and what you have to offer.
With this in mind, a well-crafted website content strategy should define:
- Your business goals (the cases you want).
- What competitors are doing.
- What pages to write and keywords to target.
- How to use your content budget.
- Your editorial calendar.
- The purpose/intent of each page.
- PR and backlink strategy.
Below, we’ll dive deeper into how to develop this strategy, build out amazing content, and achieve your seven-figure revenue goals.
1. Define The Cases You Want
The first step to developing a successful website marketing strategy is to define the 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.
That way, you end up marketing to a more specific subset of potential clients, rather than a broad range of users.
Not sure where to set your focus? Here are a few questions that might help:
- Which of your cases are the most profitable?
- What types of cases are you not getting enough of?
- In what markets are you strongest?
- In which markets do you want to improve?
- Are there any practice areas you want to explore?
At the end of this activity, you might decide that you want to attract more family law cases, foreclosure law cases, or DUI cases – whatever it is, getting hyper-focused on the types of cases you want to attract will only make your website marketing even stronger.
2. Identify Your Top Competitors
One of the best ways to “hack” your website marketing strategy is to figure out what’s working for your competitors.
By “competitors” we mean law firms that are working to attract the types of cases you’re trying to attract, at the same level at which your law firm is currently operating.
I say this because I see many law firms trying to out beat and outrank the “big” fish and this can feel like a losing battle. You want to set your sights on your closest competitors, rise above them, and then get more competitive with your strategy.
Here are a few ways to identify your closest competitors:
- Conduct a Google search of your legal practice area + your service area (e.g., “family law Kirkland”, “DUI lawyer LA”, “Denver probate attorney” etc.). Take note of the top-ranking domains (i.e., websites).
- Use SEO tools like Semrush or Ahrefs to search your domain name. These tools will often surface close competitors to your domain.
- Using the same tools above, conduct organic research on your domain to see what keywords you are already ranking for. Search these keywords in Google and see what other domains come up.
- Use these tools to determine the domain authority (DA) of your domain. Compare this to the other top-ranking domains to see which domains have an authority score that’s similar to your own.
Be sure to look at your known business competitors as well.
These may or may not be ranking well in Google Search, but it’s still worth a peek to see if they are targeting any high-priority keywords that your website should be targeting.
3. Conduct A Content Audit Of Your Website
Your next step is to conduct an audit of your current website. This will allow you to take stock of what content is performing well, and what content requires improvement.
First, start with your main service pages.
Use SEO tools like Semrush or Ahrefs again to review the rank (position), performance, and keywords of each page. Identify any pages that are ranking low, or not at all.
Then, find “low-hanging fruit” pages. These are the pages that are ranking around position 5-10. They require less effort to optimize to reach those higher rank positions – compared to pages ranking at, say, position 59.
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 that your website is not ranking for at all.
Finally, create an inventory of what pages you already have, which need to be revised, and which 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
By this step, you will have a pretty good idea of what pages you already have, and which pages are “missing” from your strategy (based on the list of keywords you are not yet targeting).
From here, you will plan what’s called “content silos”.
Here is the basic process:
- Review an existing service page (if you have one) and optimize it as best you can. Ideally, this is a page that’s already performing 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, these should be a keyword that is meant to attract your preferred type of cases.
- Next, build a “silo” of content around your main page. In other words, create new pages that are topically related to your main service page, but that target slightly different keywords (ideally, “long-tail”, lower competition keywords).
- Add internal links between these pages and your primary service page.
- Over time, build backlinks to these pages (through guest posting, PR, content marketing, etc.)
Below is an example of a content silo approach for “personal injury:”
5. Identify Supporting Topics
As part of your website content strategy, you’ll then want to create other supporting content pieces. This should be content that provides value to your potential clients.
FAQs, blogs, and other service pages can support your main pages.
For example, if you are a DUI lawyer, you might want to publish 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 untapped keywords, content topics, and more.
- AlsoAsked – Identify other questions people have searched for relevant to your primary topic.
- Answer the Public – Use this search listening tool to identify topics and questions related to your practice area.
Below is an example of how the full content silo can come together for “Los Angeles Car Accident Lawyer:”
6. Build An Editorial Calendar
Once you have all of your content ideas down on paper, it’s time to develop your editorial calendar.
This is essentially a plan of what content you need to create when you want to publish it, and what keywords you plan to target.
Here are a few tips to get you started:
- Always prioritize main pages. These should be the first content pieces you create on your website.
- Create or revise your main pages and monitor their performance. Use Google Analytics and other SEO tools to keep your eye on how your content is performing.
- Depending on budget and urgency, you might start with all main pages, or go silo by silo. Determine which service pages are most important to you. You can create all of your main pages at once, or develop the entire silo as you go.
- Keep a record of your target keywords. Just because you “optimize” for them doesn’t mean your content will automatically rank for your target keywords. In your editorial calendar, keep track of the keywords you wish to target – by page – so you have a record of your original SEO strategy.
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 clients, attract your preferred cases, engage your audience, and so much more.
A well-thought-out content strategy will empower your website to achieve more for your business than any other marketing channel could!
Above, I outline a few steps to developing this type of winning strategy. But, achieving excellence takes time.
I recommend keeping your eye on the prize, monitoring performance, and making updates as you go along.
This will help you reach your desired result.
Featured Image: PanuShot/Shutterstock
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