Get this bit right and not only will you help create more engagement on your website but ultimately a consistent flow of enquiries too.
There are two intents that will bring you the most benefits, that’s;
- Intent to research
- Intent to enquire
Typically the researchers are searching online for law firms who can help them with their problem. Whereas enquirers already have awareness and want to make contact with you.
Google listens to your potentials clients’ intent.
Google looks for terms that not only help them separate types of intent but service offerings too. For example this could be lawyerssearching for jobs with terms like “legal employment and hiring” or potential clients specifying “family, criminal or divorce lawyer”.
We call this difference in search behaviour “intent modifiers”, it sounds technical but it’s just a method that helps us present the right sort of content people need from your law firm website.
Lets look at a common search for "best law firms", this implies they are researching and want to compare law firms. When the user adds other modifiers for example “best criminal lawyer near me”, we know the user is of an “enquiry” mind set and it’s a local search.
This method is really exciting and can be so effective!
Read the full article here on our essentail guide to law firm website design