Consumers want answers to their questions as quickly as possible. When you consider that we talk much faster than we type, it is easy to see why voice searches have dramatically increased in recent years.
There are numerous voice-activated devices and mobile assistants that consumers can use to get the information they are looking for, such as Siri, Cortana, Alexa, Amazon Echo and Google Home.
Voice searches fit seamlessly into users’ lives. They do not need to stop what they are doing to type a question into their phone. They can engage in several activities while asking Siri or Alexa for information.
As more and more of your potential clients search for information with their voices instead of text, law firms must adapt their marketing efforts to remain competitive.
Below, the experienced marketing professionals at PMP discuss what law firms need to know about voice search, including how to optimize their websites to reap the benefits of this technology.
Why Your Law Firm Needs a Voice-Search Strategy
Voice search is here to stay, and more and more people are going to make use of it. There are many benefits to optimizing your website for these searches:
- Accessibility for people with disabilities or medical issues – People with disabilities or other medical issues, such as an injury from a car crash, may not be able to type their questions on a mobile phone or device. This is arguably the most important benefit of voice search for law firms. Your potential clients are contacting you after suffering an injury that may limit them physically.
- Ranking higher in search results – As more and more people embrace voice searches, the sites that are optimized for these queries are likely to rank higher in search results.
- Increased organic traffic – If your website ranks higher in search results, you are likely to see an increase in organic traffic. That means more people will learn about your law firm, which can help increase brand recognition.
- Voice searchers are more ready to act – When someone searches via their voice instead of via text, they are far likelier to act on the information they are given, such as by scheduling a legal consultation. This is because voice searches are often much more specific than text searches. Law firms need to make sure the pages of their website that show up in search results have an option for users to call or complete a form to set up a free consultation.
How Do Voice Searches Differ From Text Searches?
People often think that voice searches are the same as text searches; they are just done verbally instead of through typing on a mobile device.
However, voice searches are much different from text searches. For one, voice searches have a more conversational tone than text searches. People can talk a lot faster than they can type, which is why voice searches often target long-tail keywords. Long-tail keywords are those that consist of three words or more.
For example, if someone goes on Google for legal help after a car crash, he or she may type “car accident lawyer in (name of their city)”. However, if the same person turns to Siri for help, he or she may ask, “Can you find a good personal injury lawyer in my city for a car accident case?”
Voice searches are usually done with smartphones or other mobile devices while people are doing something else, especially tasks that require the use of their hands.
Another significant difference between text and voice searches is that voice searches are more likely to be location-based.
Optimizing Your Website Content for Voice Searches
There are several steps your firm can take to make your law firm website more friendly to voice searches:
Make Sure Your Website Is Mobile-Friendly
Many people do voice searches on mobile devices, which is why law firms need to make sure their websites are optimized for these devices. Your site needs to look good and be easy to navigate on a small screen. The site should also load quickly.
Use Natural Speech When Possible
A voice search sounds like a statement the user would make to a friend or family member. Voice searchers are also more likely to use complete sentences. Make sure that blogs and frequently asked question pages use natural language.
Create Content Focused on Long-Tail Keywords
Your website should have pages that are aimed at long-tail keywords, such as blogs that provide detailed answers to common questions car accident claims or other aspects of the legal process. Law firms should try to think of keyword phrases that people would be likely to use when doing voice searches when coming up with topic ideas and creating content.
Answer Frequently Asked Questions
Think about the kinds of things your potential clients may want to know. You should also write down questions clients have asked you in the past. You want to capture the exact way they phrased the question and create website content that answers these questions in a detailed and conversational way.
Your content should also include the questions themselves. This may make it more likely that search results will feature the content directly from your website.
The phrasing of some frequently asked questions may change over time, so you may need to go back and update some of your content to keep it fresh.
Optimize Your Site For Local Searches
Your website content needs to be optimized for local searches. Be sure that your office address, phone number, hours of operation and other information is current and accurate.
If you have not yet done so, make sure to claim your law firm’s Google My Business listing. Doing so could increase your chances that search results will be taken directly from your law firm website.
It is also vital that you get reviews from your past clients, as this can increase your ranking in local search results.
Add Schema Markup To Your Website
Schema refers to the vocabulary search engines use to classify the content on your law firm’s website. For example, schema markup on a website tells Google various things about your law firm, like the:
- Firm name
- Office hours
- Phone number
If you are looking to optimize your law firm website for voice searches, PMP may be able to help you reach your goals. We have been working with plaintiff law firms across the country to help them attract more clients and grow their firms. We have developed proven strategies with traditional and digital marketing to help firms unlock their true potential.
Contact us to learn more about our services.