Law Marketing Blog: “LexisNexis® Legal & Professional ( www.lexisnexis.com ), a leading provider of content and technology solutions, last Thursday announced results from the latest LexisNexis® Martindale-Hubbell® study on how international B2B law firms are using their websites as part of their marketing programs. . . . When asked about the most popular content on their website, lawyer biographies are the most visited pages (85% of respondents), followed by information about practice area/sector expertise (52%) and thought leadership articles, case histories, etc. (50%).”
This article misses the point. You don’t need a study to know that if a person stumbles on a lawyer’s website he/she is probably looking for a lawyer and so it follows the website visitor will probably check the lawyer’s biography page. The missed point is that the number one purpose of a law firm web site should be to attract visitors. The firm’s goal should be to create a website or blog that gets a lot of traffic. Bio pages do not generate traffic to your website. People who know you may Google your name and find your bio page, but that is not how people who do not know you are going to find you after doing a Google search.
If you want website traffic you must have good content and a lot of it. There is no secret to getting traffic to a website. Traffic is the result of tons of content. Years ago I noticed that my search engine word tracker said that people searched the phrase “Arizona dog bite” over 900 times in a single month. Although I did not litigate or do dog bite cases I wrote an article on Arizona’s dog bite law solely because I wanted to increase the traffic to my site. It worked. The image below shows a Google search result I did today for the phrase “arizona dog bite law.”
When I first started my website twelve years ago I used to write articles just to increase the traffic to my site. It worked. Another important fact of search engine optimization life is that sites that have a lot of traffic will have higher search engine rankings. Now I only write articles with the primary purpose to inform people about an area of law that I practice. It works. My Arizona LLC Law website had 9,911 visitors the month of September 2012. The bottom line is more traffic means more new clients.