Have you ever gone to a big law firm’s website and found a list of all the cities they represent? Or seen webpages dedicated to each jurisdiction they cover? Are these practices even useful? Find out why a geographic landing page could be just right for your firm, or it could be way over the top.
A geographic landing page is a webpage written specifically to catch users looking for a particular service in a particular geographic area. Firms that use this tool are trying to make the most of Google’s localized search. The theory is, by loading the title, headers, and content with geographically specific terms, they’ll pop to the top of the search whenever anyone in that area is looking for a lawyer.
Place Lists Make Your Site Feel Old
Dense paragraphs listing all the geographic areas your firm represents were once a mainstay to early web marketers. They built these paragraphs into every website, sometimes in the footer of every page, to make sure that early search engines picked up on the geographic keywords. But SEO has evolved since then. Now, if your firm still utilizes this kind of list it will make your web content seem out-of-date and old. Geographic keywords are still important, but as the search engines get smarter, the content can take on more of a presence, and you no longer need the lists.
Geographic Landing Pages Are Great for Keywords
Because of the laser-focus of a geographic landing page, it usually does very well in on-page SEO. It is easy to build in keywords related to the location, jurisdiction, and surrounding area because the content is specifically referencing that place. A well written page will also include the geographic keyword in its URL and meta-tags, making it a beacon for web browsers.
Landing Pages Still Need High-Quality Content
However, because these pages are so heavily focused on SEO they often sound robotic. This can be a problem if that is the first page your prospective client sees. They may attribute that stiff approach to you and your firm.
It is important that your geographic landing pages contain high-quality, useful content for local prospective clients. It’s not enough that the page be attractive to search engines. It needs to convey something once the reader gets there. Add content that shows you really do understand the local area, and the legal problems people there face.
Too Many Pages Can Make You Look Unfocused
One geographic landing page can be an excellent way to target your local community and tap into a neighborhood market. But some firms go over the top, writing up a separate landing page for each city or jurisdiction they represent. When clients see this list of geographic webpages, it can actually destroy the hometown lawyer feel you are trying to present. It can seem inauthentic, and it could turn prospective clients away.
Don’t Forget Google My Business for Local Searches
A well-written landing page is a great way to feature your connection to the local community. But even the best webpage can’t push its way above the map on a Google search. That’s why it is important that your geographic landing page be paired with a Google My Business account. This will help the search engine pinpoint your location and will increase your visibility among local searches.
Geographic landing pages are useful, when done well. Ditch the list and create a content-rich, maps-enabled landing page to reach your community and bring more local clients to your door. Just, don’t make 12 of them.
Lisa Schmidt is a writer for Legal Linguist, in Ferndale, Michigan. She writes blogs and webpages for law firms and small businesses. If you need help with your geographic landing pages, contact Legal Linguist today to schedule a meeting.