Search engine optimisation (SEO) and blogging need to be top priorities for UK law firms in 2024. With increasing competition online, firms that don’t invest in these areas will get left behind. This article explains why you need to focus your efforts on SEO and blogging.
The Rise of Online Legal Services
The legal industry is changing. In the past, clients would simply visit their local law firm when they needed legal help. Nowadays, the internet is often the first port of call. Recent statistics show:
- There are 60 million internet users in the UK, which is predicted to rise to 63 million by 2028 (Statista).
- A third of consumers access legal services online (Legal Services Consumer Panel, 2019)
- The legal tech market is predicted to be worth over £68 billion globally by 2034 (Future Market Insights, 2024)
As more potential clients turn to the web, having an online presence and visibility in search engines is crucial for law firms.
The Power of Search Engine Optimisation
With more people going online to find legal services, search engine optimisation (SEO) is essential. SEO is the process of improving a website’s rankings in search engines like Google. The higher a law firm ranks for relevant searches, the more visible they are to potential clients.
Over 67% of clicks go to the top 5 search results on Google and 75% of users never scroll past the first page.
Law firms that rank highly in searches for legal services, like “personal injury law Manchester” or “car accident lawyers London”, will get much more website traffic. Users trust companies that rank near the top.
Investing in technical and content optimisation can dramatically boost a firm’s search engine rankings. This leads to more enquiries, cases, and revenue.
Driving Engagement Through Blogging
As well as ranking highly in search engines, law firms need engaging website content to convert visitors into clients. One of the best ways to do this is through blogging.
Statistics show blogging delivers results:
- Businesses with a blog see double the amount of email traffic compared to businesses that do not have one (OptinMonster, 2022)
- Sites with blogs are 434% more likely to rank higher in search results (Monster Insights)
Blogs allow law firms to demonstrate expertise and build trust and connections with potential clients. Useful, relevant legal content gets shared and links back to the firm’s site. This grows brand awareness and improves SEO rankings.
Consistent, high-quality blogging helps law firms stand out. It shows clients the firm understands their concerns and provides valuable advice. Firms that don’t blog miss out on these benefits.
Key Considerations for 2024
SEO and blogging need to be top priorities for UK law firms in 2024. Here are some key points to consider:
- Build a content marketing strategy around SEO and blogging. Set goals, assign resources and track performance.
- Optimise websites for organic search with metadata, site structure, page speed, and mobile responsiveness.
- Produce detailed local service pages optimised for relevant geo-searches.
- Publish regular legally focused blogs like case studies, legal explainers and practice area guides.
- Promote content through social media, PR, and email marketing.
- Monitor search rankings and traffic metrics to assess ongoing performance.
The statistics don’t lie. SEO and blogging need to be top of the agenda for UK law firms next year. With more clients searching online, firms must maximise their visibility and provide value to stand out. Law firms that fail to adapt to this digital shift will get left behind their competitors. SEO and blogging take commitment but deliver tangible results. The firms that invest and evolve now will reap the benefits in 2024 and beyond.
