One of the first things you should do when marketing your law firm is make sure that your firm’s name, address, and phone number (NAP) are consistent across all online listings and webpages. While most firms can keep this information accurate on their own website or Google My Business listings, dealing with third-party directories and other websites may prove more difficult. The team at SLS Consulting, Inc., knows about this firsthand and is here to help you keep your law firm’s information accurate across all platforms.
1. Log Your Law Firm’s Information
The first step you should take when reviewing your firm’s NAP is to keep track of all your information in a single document or spreadsheet. This document should be regularly updated with all your law firm’s key information, as well as that of any individual office you have for certain neighborhoods, cities, or counties. As you expand your firm, make sure to update this sheet if you ever change names or open new offices.
2. Update Your Website’s Contact Information
Once you have a file of your NAP information, you should focus on updating your website first before moving on to other listings. If you have an older website that went through many designs or has several sub-sites, you may need to comb through your sitemap to check for old information. You should also double-check old pages you took down or delisted, as there may be old information listed on them or even images with inaccurate addresses.
3. Claim Your GMB Accounts
After dealing with your website, the next area you should tackle is your Google My Business (GMB) account. Your account can manage multiple listings at the same time, allowing you to update all offices with one update. If you have any offices or listings that you closed over the years, it is important to have these listings taken down. You should also regularly review this information during your local optimization process to make sure your GMB profile is consistent.
4. Pay Attention to Your Social Media Profiles
One area that law firms often neglect is their social media accounts. Your firm should only have one account on each platform (Facebook, Twitter, Instagram, etc.), but sometimes firms accidently create accounts over the years or fail to update old ones with new names. These accounts should be reviewed and updated with your correct information, merged with the new one, or even deleted. Even if you use these social accounts less consistently than other marketing channels, one wrong number on a Facebook page could cause you to lose leads.
5. Check Your Business Listings
After you have taken care of your website, GMB, and social media accounts, your next area of attack should be your other business listings and profiles. Avvo, Justia, FindLaw, and any other lawyer directory you subscribe to should be scrubbed for misinformation and updated directly by logging in to your account. You should also check directories you may not have direct control over, such as award listings (for example, on Super Lawyers) that may not get updated on a regular basis.
6. Watch Out for New Listings
When you open a new office, it is important to pay attention to your listings. It can be easy to get caught up in hiring staff, renting a new space, and coordinating office photos, but updating your local listings and directories should not be left behind. You should also log all this information in your master NAP file so that you can keep track of it if you ever change firm names or phone numbers.
Optimizing Your Local Listings With SLS Consulting, Inc.
There are dozens of ways for NAP consistency to go wrong. You may have an old webpage hidden on your site that provides users with the wrong address. Or you may have missed one number when updating your contact information in a directory. Whatever the case may be, keeping your NAP consistent on all listings, directories, and pages is vital to ensuring your local marketing campaigns run efficiently.
Tracking all of these citations can be confusing and time-consuming, which is why you should talk to the legal internet marketing team at SLS Consulting, Inc., about your NAP consistency. For more than 20 years, we have helped attorneys and law firms keep their information accurate across hundreds of platforms. Often, we can quickly identify an inaccurate listing and update your information immediately. We also help clients optimize their local search campaigns to ensure they get the leads they need to succeed. Call us today at (323) 254-1510 or toll-free at (877) 248-3529 and learn what we can do for you in a free consultation.
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