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How to Improve SEO & UX on Law Websites

On law websites, it's important to use the users' language...and to minimize legal jargon...for a better user experience.

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One of our colleagues asked,"If you were working with an attorney to improve a law firm’s search engine optimization, what would be your #1 tip to get results?"

Here is Omni's's applicable to ALL types of websites.

In This Article

We use a number of different metrics to measure SEO performance that we believe all SEO practitioners should use.

Optimize for navigational queries

First, the most appropriate web page (or other digital document) SHOULD appear highest in navigational queries for the brand, business, or organization. I will run a series of navigational queries to determine this.

A navigational query is one in which searchers WANT to go to a specific website or to a specific web page in a website. I would make sure, first and foremost, that the majority of navigational queries deliver searchers to the right place.

Use the users' language

We understand that the business goals of law sites is to attract and acquire new clients. Keeping current clients is a business goal, too.

We can tell when a legal website focuses more on business goals than user expectations just by reading the site. For most consumer-based law sites, legal jargon should be minimized. Use the users' language, and the site will likely get better user engagement, more qualified search-engine traffic, and leads.

If there is a section of the law site that is written specifically to attract other law firms, then it is okay to use legal jargon. However, differentiate this content from consumer-based content in the site architecture.

Monitor search analytics & web analytics data

Ultimately, we want to see that the largest volume of search-engine traffic is NOT going to the website's home page. Reason? A home page is not usually a final-destination page. A home page should guide users to other important places on a site.

If a website is optimized properly, home-page traffic will often decrease.

Though this previous statement is not true 100% of the time, we still want to verify that searchers (users) are getting to their desired content as directly as possible.

Increase conversions

Finally, we want to see how well the destination pages convert via direct and indirect search-engine traffic.

Search engines don't always display the best content from a law website in search listings. Site visitors might land on the most appropriate destination page. Or they might land on a less appropriate destination page.

If we see the latter occurring in search traffic, then we want to ensure that users/searchers get to the right page. Reviewing a website's formal navigation scheme, particularly contextual links, can help ensure that people get to the right destination page.

Remember, a search session can last days, weeks, and even months. So when we look at this conversion metrics, we always keep this fact in mind.

Hiring a lawyer or a law firm can easily become a large business or personal expense. Therefore, people might spend more time doing research on the best type of lawyer or law firm to best suit their needs.


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If you have any questions about Omni Marketing Interactive's search engine optimization (SEO), website usability, information architecture (IA), or web design services, please call us at 847-426-4256.