Client acquisition for lawyers with SEO & SEA

SEO and SEA are two sometimes very different, yet powerful tools that can help lawyers get found online. But which of the two is best for lawyers? This blog post will look at both options and try to shed some light on them.

What are SEO and SEA?

SEO and SEA are two basic strategies for lawyers to improve their client acquisition. These are two different approaches to law firm online marketing.

SEO stands for Search Engine Optimization, in German search engine optimization. It is about improving the organic position of a website in the results of a search engine, such as Google or Bing. SEO increases the visibility of a law firm on the Internet and ensures that its website is ranked higher in the search queries of potential clients. To do this, various techniques are used to adapt the site to the needs of search engines, both technically and in terms of content. For example, individual keywords or terms can be integrated into the text and headings of the page so that they can be found more easily for certain search queries.

SEA stands for Search Engine AdvertisingSearch engine advertising. This involves paid campaigns on the search engine results pages. The advantage over SEO is that success can be achieved more quickly and immediate reach is achieved. Advertisements can be used to address a specific target group and thus win new clients. Not only can you define keywords, but you can also define other criteria with which you can narrow down your target group - for example, location or age of the users - so that you can acquire new clients even more effectively.

In many ways, SEO and SEA complement each other and thus represent a powerful set of tools for client acquisition. We therefore recommend every law firm to integrate both strategies as part of the firm's marketing.

Why is it important for lawyers to use SEO & SEA for client acquisition?

The use of SEO and SEA is crucial for lawyers, as it allows them to increase their visibility and awareness among potential clients. By using the right keywords and good search engine optimization, lawyers can ensure that they are found by as many potential clients as possible. For example, you could catch users who have received notice directly by placing yourself on (organically or with ads) Google when someone types in "notice what now?" or "notice received" or "unfair notice."

In this way, you can intercept users who are not yet specifically looking for an employment lawyer, but who may be very interested in one.

Alternatively, it is of course also possible to draw attention to yourself later in the awareness process of the potential client, for example, by placing ads for keyword such as "labor law attorney Berlin".

A well-defined approach to SEO & SEA for lawyers enables them to develop more efficient strategies for their law firm marketing and achieve a higher ROI (return on investment) for their budget. As a result, you can boost your firm's profile and attract more potential clients - which ultimately brings more revenue!

How do I start using SEO & SEA as a lawyer?

If you're an attorney looking to start using SEO & SEA, here's what you should consider:

1. define your target groups
First, you should think about who your potential customers are. What topics are they interested in? What media do they use? In which regions do they live (the target group)? And maybe also: What have they just experienced? (an accident, a dismissal) By defining your target audiences, you can better target your campaigns to these people, making them more effective.

2. develop a strategy
After you have defined the target groups for your campaigns, you should consider which strategies are best suited for which group. Are the people in your target group predominantly active on Google or also on Facebook/Instagam? When is the best time to deliver the campaign - on the weekend or during the week? By developing a strategy, you can better plan your campaigns and they can therefore work more efficiently.

3. set the right keywords
First of all, it is important to research the right keywords; these can then be used in the Google Ads (SEA) campaigns or in one's own blog texts and landing pages to achieve optimal results in client acquisition. Here, care must be taken that the selected keywords have a sufficient search volume. This can be easily found out with the help of various tools such as the Google Keyword Planner or Mangools.

Preliminary considerations for online client acquisition

If you decide to help your law firm with SEO & SEA, there are a few steps you should consider. First, you should consider which Targets you pursue with the implementation of SEO & SEA. For example, is it important to you that in the long term more people learn about the existence of your law firm (branding) or do you primarily want to attract new clients? In addition, you should think about the Content type that you want to publish. For example, do you want to publish on blog sites or social media platforms? Again, there are different options that might be better suited for certain law firms than others. So after you've thought about your goals and the type of content you want, consider which Marketing Tool is best for you. For example, do you want to focus on blogs or social media activities, or would you rather rely on Google Ads or other forms of paid advertising?

"To measure the success of SEO & SEA, it's important to regularly track appropriate key performance indicators (KPIs) and adjust them as needed."

How to measure the results of SEO & SEA?

In order to measure the success of SEO & SEA, it is important to regularly track appropriate key performance indicators (KPI) and adjust them as needed. These include metrics such as the number and level of search engine positions, such as the number of Top5 rankings as well as the number of organic visitors to your website, the average time spent on a page, the click-through rate or the number of contact requests from prospects.

In addition to measuring SEO & SEA results, it is equally important to regularly review and adjust the strategic planning and implementation of online client acquisition. This can be done through internal review mechanisms or supported by external consulting. If you do not have agency support, an SEO and SEA tool (e.g. SEMRush, XOVI, etc.) can be very helpful in this regard, as it gives you an overview of your performance, allowing you to identify and understand trends. So, it is recommended that you regularly check the results and evaluate them based on various KPIs. Only in this way can lawyers ensure that their SEO & SEA measures are efficient and thus succeed in client acquisition.