Digital Marketing:10 strategies to revive a law firm’s website traffic

By Kevin Vermeulen

A law firm’s website plays a critical role in its marketing strategy, serving as a gateway for potential clients. But when traffic begins to decline, there may be underlying issues that need attention. Fortunately, there are a number of proven strategies legal marketers can deploy in a bid to turn things around.

Identify and address penalties

Manual penalties imposed by Google and other search engines can trigger an immediate decline in rankings and traffic, usually as a reaction to specific violations like spammy content. Checking notifications in tools like Google Search Console can help marketers understand the root cause. From there, they should tackle any flagged issues, whether that involves removing problematic content or addressing outdated search engine optimization (SEO) practices.

Monitor traffic sources

Understanding where website visitors originate is pivotal in diagnosing traffic dips. Different channels, such as organic search, referrals, or paid campaigns, contribute to overall traffic. If branded search terms decline, it could indicate weakening awareness of the firm. This analysis helps identify not only the primary source of the problem but also where efforts should be concentrated to reverse the trend.

Evaluate paid advertising influence

If paid campaigns dominate a firm’s traffic landscape, pausing them temporarily may provide the clarity needed to assess organic performance. Simultaneously, an evaluation of existing campaigns can uncover inefficiencies and identify opportunities to target untapped keywords or audiences.

Audit backlinks

A significant loss of backlinks can lead to a notable decrease in visitors. Backlinks are links on other websites that point to your website and act as votes from other sites verifying your site’s credibility. The better your backlinks, the higher your site is likely to rank in search results. Conducting audits can help identify which backlinks have been lost and why. Reconnecting with other sites that had previously been linked to the firm’s website or enhancing the quality of content to organically attract new links can improve a site’s reputation and prevent further declines.

Improve website security

Websites not configured with HTTPS may be viewed as unsafe, leading search engines to rank them lower. Installing an SSL certificate ensures a secure connection, promotes credibility, and aligns with modern user expectations for site safety.

Analyze the competitive landscape

A dip in traffic might result from competitors outperforming a firm within search rankings. Rival firms may be publishing newer, higher-quality, or more relevant content. Conducting a thorough competitive analysis reveals what strategies are working for competitors. From there, marketers can refine content strategies or explore new keywords to help the firm regain its competitive edge.

Reevaluate keyword strategies

Keywords form the foundation of search engine visibility, and outdated keyword strategies can hinder traffic growth. By identifying high-value keywords with strong search volume and incorporating them into updated content, firms can better position themselves to attract qualified traffic. This requires an ongoing effort to track performance and make necessary adjustments.

Leverage answer boxes

Google answer boxes, or featured snippets, can significantly affect traffic patterns. These snippets provide brief answers to queries directly on search results pages, sometimes limiting the need for users to click through to a website. If this is affecting a law firm’s content, expanding on relevant answers with in-depth content may help retain traffic while continuing to provide value to searchers.

Address weak points in specific page types

Analyzing which pages are experiencing the sharpest traffic declines is another way to pinpoint issues. A steep drop in blog traffic, for instance, could signal a need for content updates to reflect user interests or search trends better. Evaluating bounce rates and engagement on various page types, such as practice area pages or blog posts, can uncover challenges unique to different sections of the site.

Optimize user experience

The user experience (UX) influences not only initial traffic, but also return visits. Slow page speeds, difficult navigation, or confusing layouts can drive potential clients away. If website traffic starts to falter following design updates or navigation changes, these elements should be reassessed to ensure they meet visitors’ needs. Improving overall UX can enhance user satisfaction and encourage visitors to stay longer.

Final thoughts

Reviving declining website traffic doesn’t rely on a single solution, but rather a combination of thoughtful, data-driven strategies. By focusing on core elements like user experience, content quality, and technical optimization, legal marketers can ensure their firm’s websites effectively serve as a tool for growth and client conversion.

 

Kevin Vermeulen is the Senior Vice President for Business Development at Best Lawyers®, the parent company of Good2bsocial, a digital marketing agency focused on law firms and companies in the legal industry. He can be reached at [email protected].