Many American consumers and businesses file bankruptcy each year, and with today’s current events, we don’t see this year being any different. A large percentage of these people will begin the process by searching online for relevant bankruptcy information. Some may even begin searching for a lawyer immediately.
According to surveys from those who have filed bankruptcy, the most common causes include job loss, a reduction in income, credit card debt, illness, and injury. Despite the numerous causes, the primary factor by a wide margin is “a loss of income.” In fact, over three-quarters of respondents chose “loss of income” as their reason for bankruptcy.
Given today’s economic climate, bankruptcy filings are expected to rise.
In any given year, over 20,000 businesses declare bankruptcy, according to filings with the United States Courts. When it comes to personal bankruptcies, the number skyrockets to over 750,000 annually.
When consumers and businesses look for a bankruptcy attorney in your region, is your law firm one of the results that shows up?
Consumers who are actively seeking legal help and protection from their creditors often turn to search engines like Google to find a lawyer they can trust. This means that in order to generate qualified bankruptcy leads, law firms must have every component of their digital marketing effort working in sync.
By investing in a comprehensive digital marketing strategy, law firms can improve their caseload and increase their revenue all while helping clients with bankruptcy, foreclosure, debt relief, and debt settlement.
Here’s what you need to know.
Understanding the Basics of Bankruptcy Lead Generation
When users turn to search engines like Google, they see a wide range of results that the engine provides. These results include:
- Ad placements
- Google maps
- Organic results
While these might seem like separate, unrelated elements, they all fall under the umbrella of digital marketing for attorneys. In order to generate qualified bankruptcy leads, it is critical that every component of your online footprint is optimized for conversion.
For example, let’s say your law firm begins investing in Google AdWords but refuses to update an outdated website. The ads may pull in a few leads, but if someone takes the time to check out your website and sees that it’s outdated or difficult to navigate, they may click away and opt for a competitor instead.
When you look at digital marketing through this lens, it becomes clear that every digital asset owned by your law firm is interconnected — and each asset has the potential to attract qualified leads.
Let’s take a deeper dive.
How to Use Your Website to Generate Bankruptcy Leads
Your law firm’s website is the foundation upon which all of your digital marketing efforts are built. Even though we are raised “not to judge a book by its cover,” the reality is that users will judge your law firm by its website.
Is your website quick to load? Mobile responsive?
Is it easy to navigate and easy for users to find the information they need?
Does your website build trust with first-time and returning users?
These are all questions you and your team must ask. But even if the answer to all of those questions is “Yes,” it doesn’t mean that your website is primed to generate bankruptcy leads. Consider the following optimization techniques.
- Landing pages. If your law firm has attorneys practicing in various areas of law, it is worth considering creating a landing page for each practice area. Why? Because users searching for a “personal injury lawyer” are looking for something entirely different than a user searching for “bankruptcy lawyer.” Specificity is key.
By creating distinct landing pages, your law firm is able to control its messaging and speak directly to users looking for your expertise. There is no confusion. An optimized landing page will have a clear message that engages users and prompts a very specific call-to-action (CTA). Because this landing page is targeted with a clear demographic and a clear goal in mind (to generate bankruptcy leads), the conversion rate will be higher compared to the homepage or an unoptimized landing page.
- Blog posts and resources. Some people in the sales funnel may not yet be ready to contact your law firm for help. Instead, they might simply be looking for information before deciding what step to take next. Investing in original content will help your law firm provide real value to potential clients. This builds trust and helps lead those users deeper into your sales funnel. Additionally, Google prefers websites that regularly provide content and value to users, so a blog is a good way to boost your law firm’s SEO.
- Navigability. Difficult-to-navigate websites have high bounce rates. This means that users click away from the website shortly after stumbling across it. High bound rates damage your SEO and make lead generation very difficult and expensive. To fix this, it is critical to ensure that your website has a clear menu that accurately describes every page that it links to. Furthermore, does every page make it easy to contact your law firm? Strategically placed CTAs and contact forms will help your website generate bankruptcy leads for your office.
If you need help with any of these areas or would like a website that converts more traffic into leads, then be sure to contact us today!
While a strong performing website is important, a website is only useful if people can actually find it. This is where search engine optimization (SEO) comes into play.
How SEO Can Grow Your Law Firm
Simply put: SEO can help your law firm increase its caseload by bringing more organic traffic to your website.
When users perform a search on Google, Google has to decide what websites to show and in what order those websites appear.
The results might appear random or “organic” to users, but the reality is that Google uses an extremely complex algorithm to determine the website rankings.
Consider the following factors:
- Is the website marked-up properly with headers, content, tags, and metadata?
- Are high quality backlinks “recommending” your website?
- Do appropriate keywords appear on your homepage, landing pages, and blog posts?
- Does user behavior reflect high engagement (bounce rate, time spent on site, pages visited)?
- Is snippet/schema markup present to help your website standout in search results?
This is just the tip of the iceberg.
Long gone are the days when potential clients would turn to the yellow pages or even ask for referrals, especially for such a sensitive issue. Today, the vast majority of users turn to search engines like Google to find local attorneys that can help them with their bankruptcy. By investing in SEO, your law firm is able to harness the organic and free traffic that Google delivers.
The best part?
Strategic SEO is able to help you attract better leads and better clients. By targeting specific keywords, we are able to connect with the right people at the right moment. Learn more about our SEO services for law firms today.
Use Google AdWords to Generate Bankruptcy Leads Immediately
SEO is one of the most powerful tools in growing any business.
However, SEO isn’t immediate. Consider this: there are thousands of businesses competing for the same top spots in search results rankings. Convincing Google that your website is worthy of a top ranking is not typically immediate. Beyond that, if this is your law firm’s first time investing in SEO, then you will have to “catch up” with other firms that have been investing for years.
Fortunately, there is another strategy your law firm can employ to generate bankruptcy leads immediately: Google AdWords.
While SEO is a long-term play, lawyer PPC (pay-per-click) is practically immediate.
Once the ads are placed and approved, qualified leads will begin discovering your law firm.
No matter how good your ads are, though, they won’t do any good unless they are placed in front of the correct target audience. This is where keyword research comes into play. Strategic keyword research tells us the exact terms people are searching, how often the terms are being searched, and the average cost per click.
There are multiple keywords that might be incorporated into a PPC campaign. There are broad keywords, long-tail keywords (specific inquiries that imply specific intent), and competitor keywords. In fact, it’s not uncommon for there to be keyword overlap between your PPC and SEO efforts. As we stated above, each component in digital marketing is interconnected.
The downside to PPC marketing is that once the ads stop running, the leads stop coming in. This is why strategic law firms choose to invest in both PPC and SEO.
To get the most qualified bankruptcy leads at the most efficient cost, your firm must:
- Determine a bidding strategy for PPC
- Strategically select your keywords
- Optimize ads for click-through-rates, conversion rates, and scalability
- A/B test components for efficiency
Lawyer PPC and advertising doesn’t have to be a technical headache. After all, your firm is focused on helping clients deal with the legal issues of bankruptcy. To learn more about PPC services for bankruptcy lawyers, contact us today.
Can Google Maps Help Generate Bankruptcy Leads As Well?
There are several factors that make it significantly more likely for users to click on your law firm’s website.
One of those factors is appearing in Google’s “map pack.”
The map pack is the area on the search results page where Google lists businesses, their location, hours of operation, and reviews. Because this is a visual break on the search results page, users are more likely to click here to learn more about a specific law firm. If potential clients in your area are searching for a bankruptcy attorney, then showing up in the map pack is a good way to get their attention.
Fortunately, there are a few steps that you can take to make your presence known.
- Optimize your Google My Business profile. Google needs to get the information about law firms and businesses from somewhere. Your Google My Business profile gives you the opportunity to tell Google (and potential clients) about your practice. This includes your location, website, hours of operation, and practice areas. Law firms can even upload photos so that users can see your office as well as your attorneys.
- Earn positive reviews. Law firms that have positive reviews on Google are more likely to rank higher than firms that have no reviews or negative reviews. Getting positive reviews is as simple as asking your clients to leave an honest review on your Google My Business profile. Some law firms even create internal workflows to ensure that review requests are made at the right time during the client’s journey.
- Build local links. Similar to website SEO, Google gives preference to local links in its algorithm. Why? Because backlinks act as a “vote” of confidence for your law firm. After all, a legitimate business or user wouldn’t intentionally link to anything spammy. So if you have local links pointing to your law firm, then chances are that Google will reward you in its algorithm.
Is There a Proven Formula to Generate Bankruptcy Leads?
Each of the digital marketing tactics discussed above (website marketing, SEO, Google AdWords, and the map pack) can help your law firm generate qualified bankruptcy leads. This will ultimately increase your caseload and your bottom line.
Fortunately, your law firm doesn’t have to navigate the digital marketing landscape alone.
At Gorilla Webtactics, we specialize in digital marketing services for attorneys. Our experience and analytics-based approach to marketing has helped law firms attract qualified leads to grow. If you are interested in learning more, please contact us today!