This is Part Two of our three-part series on how to maximize your immigration law firm’s growth.
Don’t miss Part One: How to Stand Out as the Premier Immigration Firm in Your Market and Part Three: How to Close More Cases!
Where Do People Go When They’re Looking for an Immigration Attorney?
96% of people look at Google when finding immigration attorneys. And who looks at the second (or third, etc.) page of search results? Almost nobody.
That means if you want to win clients over competing immigration law firms, you need to show up on the first page of Google. And that means becoming the preeminent legal resource in your market.
How Do You Get Your Firm to the Top of Google?
There are multiple sets of results on Google – ads (or paid search), the map pack, and organic search results. Ideally, you want to accumulate as much real estate as possible on Google, which may mean getting into all of those areas.
However, we like organic search best because unlike with advertising, you are not paying for every click or every visitor to your site.
With organic search, your goal should be to show up on page one of Google for “immigration attorneys [city]” and “immigration lawyers [city].”
There are more niche terms you can also go after, of course, but people searching directly for an immigration lawyer in your location are people who are ready to take action. They’re not just browsing for information, they’re ready to hire immigration lawyers.
To achieve this goal, you need to become the preeminent immigration law resource in your area. Here’s how to make it happen:
Probably 80% of the keyword ball game is showing up for those “immigration attorneys [city]” or “immigration lawyers [city]” keywords. But, you can use a tool like Ahrefs to identify what terms are searched the most in your area and find additional keywords to go after.
Once you have them, you can’t just stick the keywords on a page. The content around them needs to be valuable. Ask yourself if it satisfies the need of the user. If someone is searching Form I-765, what would they want to know? What concerns do they have? Put yourself in your client’s shoes and write for them, not for your fellow attorneys.
To go deeper on content creation, check out our guide: How to Craft Winning Legal Content.
Keep doing this! Over time, your content – and your keywords – accumulate. You can go back and refresh your old content too, as laws change or as you think of additional information to share.
Google rewards it when you are serving the answers people are looking for. They see you as an authority, and your site’s ranking on Google will increase.
The best thing about this strategy is that it CAN be done on your own. It’s definitely not easy, but if you are consistent and diligent about writing good content, you will see results in time. And if you don’t have the time to dedicate to it, we’re happy to help.
At the End of the Day…
Showing up on the first page of Google creates more opportunities where hundreds of people can find you every day.
Becoming the preeminent immigration law resource in your market means the visibility and the traffic will be there…and then it’s all up to you to sign the clients!