Lawyer websites are likely costing their Attorneys and Law Firms millions of dollars in losses a year due to poorly designed websites and low-grade optimization. In most cases, the Lawyers do not know it.
Many Law Firms use website-templates because they are affordable, and can be built-out or completed rather quickly. They actually are an excellent way to market their services, providing they work properly. However, as with everything else in the business world, not all template Content Management Systems (CMS) are equal. A beautiful website should not be synonymous with a well-performing website.
Some template companies have inherent behind-the-scenes design issues that do not enhance the performance of websites on search engines. And although the better template companies may have the capability for great performance, the opportunity for first-page results is often blown by bad website optimization or search engine optimization (SEO); unrelated to the template company.
There are many unnecessary optimization roadblocks to Internet success, but in this article we will focus on one major and preventable problem; basic site architecture or page navigation.
It is known throughout the SEO community that search engines give more value to your higher-level pages. We will say that your home-page is the level-one page (with the most value) and your other pages typically would be a level-two (of lesser value). If your law office had several specialties including for example ‘wrongful death’, ideally for optimization purposes, your Domain-URL should look somewhat like this;
The common mistake is this following example;
Not So Good www.examplelawoffice.com/services/wrongfuldeath.html
…Or something similar. Do you see the two forward slashes after the.com in the last example? What you have here is a third-level page for wrongful death. Each slash designates a sub-page or lower-level page within the site. This latent problem (most people do not see it because they do not know to look for it; even though it is in plain-sight) along with many other potential issues, and other variables, can cause your website to have lackluster results.
Just for clarification, these forward slashes do not include the two slashes that immediately follow http: if the http: is included or shown in the URL, such as;
or without the www included, such as;
Where do most Internet shoppers look to solve their needs? Usually it is the first page! Where do you want your website to be? The first page! So right now, go to your website and select one of your main pages (not your home-page), and then look at the address-bar near the top of your screen. How many slashes do you see in your URL? If you see more than one, it is probably a good time to contact your SEO Consultant and determine what corrective actions need to take place. Fixing these problem areas may take a lot of work, but anything can be fixed if you want top results. Do not feel alone, this problem is not limited to the legal industry.
If I were a Personal Injury Attorney, I would not want to lose out on the opportunity to represent a wrongful death client, they usually payout handsomely (way more than the cost of doing your website correctly). Would you like to add another million or two to your annual income? Tip the Internet Scales of Justice toward you; improve your website!