FWM Analysis Shows Many Law Firms Don’t Understand Conversion Keywords


It’s not your fault. Blame Google and its ever-changing algorithms. Please don’t be mad at us for spying on your sites, but we are only trying to help. It turns out that many of the Foster Web Marketing sites show that law firms are struggling with understanding keywords that actually convert. 

As part of our dedication to our clients, we combed through our many FWM clients’ websites to take a look at what the attorneys are using for keywords. We found some alarming trends that may actually be affecting the sites’ ability to convert web visitors into book-ordering clients.

Here are a few key things we found:

  1. The same keywords are being used over and over. There are only so many people in Gotham City that will search "Gotham City accident lawyer," so it is pointless to keep reusing the same keyword. Mix it up!
  2. The keywords are not always realistic. What do you think a person recently injured in an accident and therefore unable to work is more likely to search: "Gotham City accident lawyer" or "Paying medical bills after Gotham City car accident"? Some Gothamites don’t even know they need a lawyer, so they won’t use the "Gotham City accident lawyer."
  3. The content doesn’t match where in the buying cycle the visitors tend to be. For example, it doesn’t make much sense to have the keyword phrase, “concussion treatment after Gotham City car accident” in an article about whether or not a final settlement offer is fair. By the time the Gothamite receives a settlement offer, that concussion was already treated.

All of these problems prevent what really makes law firms money: conversion.

Not sure how to switch up your keyword phrases and related content in light of the new Google changes? FWM does! Call us toll-free at 888-886-0939, email us, or fill out our online form and we will come up with a plan tailored to your firm’s individual needs and location. Call or click today. 

Tom Foster
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Founder | CEO
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