If you are not satisfied with your current inbound client volume and want to generate more bankruptcy leads you should look into optimizing your website. While ranking on the top of Google for the most competitive bankruptcy-related keywords is a great way to drive high traffic numbers, if your website isn’t designed to convert those visitors into leads, those numbers become irrelevant.
Rankings are great, and so is a steady climb in traffic volume, but without lead conversions and client retainers being signed, there isn’t a return on investment. SEO for bankruptcy law firms is highly competitive and requires an incredible amount of time and effort along with a healthy budget to compete.
When you optimize your website for lead conversions it has a tremendous impact on your overall cost-per-lead as well as your cost-per-client. Every bankruptcy law firm online marketing campaign has goals in terms of acquisition costs, and optimization specifically for converting more leads is single handedly the best way to drive that cost at or below your target.
Let’s look into some optimization tips that will help your bankruptcy firm’s website convert more of its traffic into leads.
Provide Detailed Information and Resources on Your Website
Someone looking to hire a bankruptcy lawyer is likely to have a lot of questions and it’s going to require an incredible amount of confidence in your firm before someone signs a retainer and engages your firm to represent them.
The more information you can provide upfront, the better the chance of a prospect inquiring further about your services and scheduling a phone conversation or in-person meeting. Rather than just a website that acts as a billboard, create resources that answer commonly asked questions related to bankruptcy.
By providing this information you not only make your prospects more confident in your firm’s ability to handle their case with professionalism and expertise, but each content asset and resource published on your website acts as a traffic magnet when optimized specifically for bankruptcy law firm search engine optimization.
A frequently asked question section is an effective way to touch on common questions related to timeframes, costs, etc., and a blog is a great place for more in-depth topics. Publishing content on your bankruptcy firm’s website is necessary for SEO, so make an effort to ensure it doubles as a confidence-inspiring tool to convert more first-time visitors into leads and consultations.
Integrate On-Site Consultation Booking Capabilities
The easier you make it to book a bankruptcy consultation the more leads your website will generate. Consumers demand simplicity and do not want to have to jump through any hoops in order to get what they want.
Even when it comes to something as important as discussing bankruptcy options with a qualified legal professional, consumers will always opt for the easiest and more convenient option. Rather than only having a contact form that sends the prospect’s information to you, requiring someone at your firm to then reach out to coordinate a consultation, allow your visitors to book a call directly themselves.
You don’t need anything fancy. You can use a free platform like Calendly and have a very prominent call-to-action along the lines of “30 Second Consultation Scheduling” to draw attention to this option.
By allowing your prospects to schedule a call on their time and right away, it greatly increases the chance that they make the call time and don’t waste your time. If they are taking the time to schedule a time to speak it’s a good indicator that they are serious and ready to retain a bankruptcy law firm.
Have a Mobile Click-to-Call Option
Bankruptcy can be a very tricky situation for some, especially when deciding what chapter to file, when to file, what needs to be done in preparation for filing, etc. Then you have things like assets, businesses, and other financial commitments to consider.
Speaking with multiple BK attorneys is common, especially when someone is full of questions and uncertainty. It’s a big decision and they want to speak to an expert who can help them successfully navigate through their specific situation.
The sooner you can get a prospect on the phone, the sooner you can make them feel at ease and let them know that you can help them, and schedule a time to sit down and really go over their specific situation and get them to commit to signing a client-attorney retainer.
To get to that point though, your website is going to need to invite prospective clients to easily contact you immediately. With such a large number of visitors performing searches and arriving on websites using the mobile device, you want to enable them to be connected to your firm with one click.
A click-to-call button that displays at the very top of your website on mobile devices as a floating button that “follows” the user as they scroll down gives them the ability to contact you at any time within seconds.
Generating bankruptcy leads from every method, from SEO to pay-per-click, and content marketing costs money. To maximize the entire BK law firm marketing effort you need to take full advantage of the visitors that land on your website using a mobile device and entice them to make that call.
Publish a Bankruptcy Blog to Target Low Competition Keywords
There are many different reasons for filing for bankruptcy as well as different chapters of bankruptcy, giving you a wide range of keywords and search phrases to target in your search engine optimization efforts.
For example, searching “how to file for bankruptcy if my business is failing” indicates that the individual is looking to eliminate business debt and not looking for a personal BK attorney. On the other hand “filing for bankruptcy to eliminate credit card debt” is an indication of seeking Chapter 7 BK information.
Very few potential clients are going to just type in “bankruptcy attorney” into Google search. The searches are typically more specific. By targeting the possible search queries related to all of the different chapters and situations, your bankruptcy SEO campaign can attract very targeted website traffic.
You will need to write optimized blog posts that are crafted around one keyword or search phrase per article or find a content writer that understands BK law. Many firms will start a blog, publish a few posts, and then stop.
This is the wrong approach, as content marketing takes time. You might blog for months before your posts start to index quickly and rank organically. Be consistent and dedicated. The more content you publish, the better your SEO will evolve.
Final Thoughts
In such a competitive market you need to take advantage of every opportunity to make your website more appealing and attractive to those landing on it from all traffic sources. It doesn’t matter if it’s organic visits stemming from an aggressive bankruptcy lawyer SEO campaign or a paid campaign on a platform like Google Ads or Facebook.
Every visitor that hits your website comes at a cost, whether it’s a direct tangible pay-per-click cost or a blended cost estimated by taking all of your SEO and content marketing costs into consideration.
Many law firms we speak with are focused on keyword rankings and traffic numbers, yet those both become irrelevant if your visitors aren’t first converting into leads and then clients. Website optimization is important to keep costs down and accomplish your lead and client goals. If you have any questions about the optimization strategies mentioned or would like to learn more about the services we offer to help bankruptcy law firms increase their client numbers, please contact us today to schedule a complimentary consultation.
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