Digital marketing connects your law firm with people who are looking for your services. The most effective way to do this is by finding out which types of questions potential clients are asking in Google queries and then designing your marketing campaign to explicitly answer those questions.
These days, people looking for a solution to a problem typically start by making a Google query. They may already know what type of service they are looking for, or perhaps they are trying to find out more about a problem that needs solving. Wherever a potential client may be along the buyer’s journey, you want to connect with them and tell them:
- Who you are
- Which services you provide
- How you have helped people with a similar problem in the past
- Why they should choose you instead of another law firm
What Is User Intent?
User intent is the motive behind a Google query. Google wants its users to have a positive experience, and they are constantly recalibrating their algorithms so searchers can find what they are looking for. Discovering user intent goes far beyond generating a list of keywords.
There are three basic types of user intent:
- Navigational intent is when someone is looking for a specific website because they are already familiar with your law firm. They may have been referred to you by a friend, or perhaps they heard about your law firm through some type of media channel, such as a billboard or radio ad. When someone in your area searches for your name or the name of your firm, your firm should appear at the top of the organic listings, directly underneath paid search results. If this isn’t happening, there is something seriously wrong with your website, and you should speak with your digital marketing agency right away.
- Informational intent is when people are looking to learn more about a specific topic. These searchers are generally in the early stages of the buyer’s journey, and they may be asking questions like “What is road rash?” “Do I really need a defense attorney if I am going to plead guilty?” or “What happens to my retirement when I get divorced?”
- Transactional intent is when someone is farther along the buyer’s journey and is ready to take a specific action, such as hiring an attorney. At this point, the visitor is already comparing different law firms in the area. These searches will often include terms such as “best personal injury attorney in Fresno” or “top DUI attorneys in Cleveland.”
Discovering User Intent
If the user intent of the people directed to your website doesn’t match your services, these visitors will become frustrated and leave. The percentage of visitors who exit your website quickly is called the bounce rate. Having a high bounce rate will damage your website’s SEO. You aren’t going to convert visitors into leads if they don’t find what they’re looking for when they come to your site.
Your digital marketer will analyze the user intent of people who are looking for your services. Then, they can optimize your site architecture and content to make sure it aligns with local user intent. For example, if a lot of people in your area are making the Google query, “Do I have to take the first offer I get from the insurance company?” your digital marketer can supply you with a blog called “Don’t Take the First Offer from the Insurance Company!”
Digital marketers have several tools and strategies for determining user intent. Your marketing agency will analyze the following factors:
- Search terms people are using to locate the types of services you offer
- Search terms people are using to locate your competitors
- Search terms people are using to locate your website
- Pages on your website that are getting the most traffic
- Pages on your website that are converting the most visitors into leads
- Pages on your website that have a high bounce rate
Is Your Website Getting You the Leads You Need?
At SLS Consulting, Inc., our websites have a conversion rate of five to seven percent. That’s much higher than the industry average of only two to three percent. If your website isn’t up to speed, we can fix it for you.
Call (323) 254-1510 to schedule a FREE consultation today.
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