Running a successful law firm requires a multi-tiered marketing approach which includes elements like paid advertising, local SEO strategies, content marketing, networking, etc. All of these efforts working together can generate a lot of business for your firm.
The one element that provides “sticking power” are marketing efforts that generate organic traffic. Paid advertising is a great strategy to gain visibility and generate traffic quickly but once it is turned off, the traffic turns off too.
Organic traffic is different. It is generated by search engine optimization efforts like:
1. Fast-loading website pages
2. Content optimized for the local market area
3. Landing pages and specialized content for your practice area
4. High-quality backlinks
All of the above help to dominate local search, position your firm as an authority in its niche, and attract a targeted audience. And the best part about organic traffic is, it’s evergreen—meaning website traffic and conversions can come in day or night, provided the website has excellent rankings to draw consistent traffic and remains consistent in the organic SEO best practices listed above.
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