Optimizing Legal Service Pages for High-Value Traffic After a Crash

Looking to generate more high-value traffic to your legal service pages?

Every lawyer and law firm wants to show up on page one for Google’s most profitable legal keywords. If you rank for the right terms your site will see:

• Higher quality leads
• Increased third-party injury claim conversions

The issue:

Google buries most legal service pages on page three or four. They receive little to no traffic from searches that have actual potential to convert into cases. If your service pages want to rank for competitive legal keywords they’ll need to be optimised.

Without SEO optimization those pages won’t rank.

Thankfully there is a step-by-step process you can follow to build high-converting legal service pages that perform well after a crash.

Understanding car accident laws and how third-party injury claim searches work is step one. If you solve Google’s complex algorithms and user’s high intent search queries your pages will skyrocket up the rankings. When someone is in need of legal assistance due to a crash, the pages at the top win—literally.

Motor vehicle crashes injure hundreds of thousands of Americans every year costing the economy $340 billion annually. With so many accidents occurring each year there will always be a high demand for law firms that handle car accident cases.

In this post you’ll learn:

• Why Legal Service Pages Need Optimisation After A Crash
• What Makes a Legal Service Page Convert Visitors Into Leads
• How To Optimise Legal Service Pages For Third-Party Injury Claim Keywords
• SEO Quick Wins to Increase High Value Traffic

Why Legal Service Pages Need Optimisation After a Crash

Whenever a crash occurs whether large or small scale everyone’s first thought is to reach for their phone and search for answers. After an accident occurs people want to know why it happened and who’s at fault. When scrambling for answers they naturally reach for their phones and Google what happened.

These are high intent moments.

If your legal service pages aren’t optimised to show up for these types of searches, someone else’s will be. Your competitors who rank on page one are getting all of the traffic, calls, and leads regarding third-party injury claims.

Makes sense right? The better you optimise your service pages for high intent third-party injury claim searches the more high-quality traffic you will receive. More traffic means more clients and more clients means more revenue.

Anatomy of a High Converting Legal Service Page

Not every legal service page is created equal. The ones ranking on page one have one thing in common, they are optimised.

Legal service pages that rank well and convert website visitors into actual clients share a lot of common traits. Any service page you build needs to focus on providing value to both users and search engines.

High converting legal service pages need to:

• Have a compelling headline that matches user’s search intent
• Establish trust signals such as case results, testimonials, and attorney info
• Utilize a strong call-to-action (button or phone number)
• Include detailed content that answers common questions regarding a third-party injury claim

Everything above focuses on the user experience of your service page. Another big deciding factor that helps pages rank in Google’s search engine is technical SEO.

Your pages also need to be built in a way that allows search engines to crawl them smoothly.

SEO fundamentals your legal service pages should have:

• Schema Markup
• Internal Links
• Fast page speed
• Mobile responsiveness

How To Optimise Legal Service Pages for High-Value Traffic

Once you have a firm understanding of how to build high converting legal service pages you can start thinking about optimisation. Think of optimisation like throwing a bunch of puzzle pieces onto the floor. Your job is to put them together.

First find the right keywords.

Keywords tell Google and users exactly what your page is about. If you want to rank for terms like “third-party injury claim” you better make sure that phrase is placed prominently on your page. Third-party injury claim-related searches are ideal because they’re highly profitable and have lots of yearly search volume.

Now that you have your target keyword you’ll want to sprinkle it throughout your page. While it may sound crazy to focus on one keyword your main landing page should be focused on one main topic.

Your target keyword should be placed in:

• Title Tag & Meta Description
• H1 Heading & H2 Heading (at least)
• First 100 words on the page
• Image ALT attributes
• URL Slug

There’s one more secret that top-performing legal service pages know about…

Content Depth.

Google isn’t going to allow thin pages that only speak on a subject matter superficially to rank at the top of page one. The highest converting legal service pages on Google go above and beyond what most firms would consider sufficient.

Approximately 95% of personal injury lawsuits settle before trial. That means that potential clients are looking for legal information about the third-party injury claim process more than anything. Pages that speak on the entire process from start to finish will rank higher than pages that don’t.

Content depth is important for a few reasons:

• It satisfies the reader’s question
• Shows Google you’re an authority on the topic
• Increases time spent on page
• Allows you to naturally add in related keywords

As you write content for your service pages leave plenty of white space between each paragraph. Users like to skim read online content so don’t make them read walls of text. Keep each paragraph short with no more than 3 sentences.

SEO Quick Wins That Will Drive Traffic to Your Legal Service Pages

Looking to get some quick wins that’ll drive traffic to your service pages? Below are a few optimizations you can make tomorrow that’ll have an immediate impact.

Title Tags and Meta Descriptions

The title tag is what everyone sees when searching on Google. Make sure yours is optimised with your target keyword and a compelling call-to-action. Adding a well thought-out meta description can increase CTR without affecting your rankings.

Schema Markup

Adding schema markup is like speaking SEO’s private language. When you add specified markup to your legal service pages it lets Google’s algorithms know what your page contains. You can use markup such as “LegalService” or “Attorney” schema.

Internal Links

Similar to creating a content cluster every service page should be linked to other relevant content on your site. Internal linking allows Google to find and connect your webpages together. Not only will this help your pages rank, but it allows users to discover more information on your website.

Page Speed

Did you know that Google uses page speed as a ranking factor? Imagine someone searches for a lawyer after a car crash. If your page takes 5 seconds to load they’ll bounce before they ever read your page title. Optimise images, reduce code, and use caching to improve your website speed.

Bringing It All Together

Optimising your legal service pages for high-value traffic can help law firms save:

• Time – Attract qualified leads who are looking for help with a third-party injury claim.
• Money – By driving targeted traffic to your service pages you won’t have to rely on paid advertisements.
• Stress – Once your landing page is built it will continue to attract traffic 24/7.

Let’s recap:

• Figure out what your potential clients are searching for after a crash
• Create legal service pages that answer those queries
• Optimise for third-party injury claim related keywords
• Cover your SEO fundamentals
• Monitor your analytics and continually improve your pages

A website that dominates high-value traffic today is the firm that takes the time to optimise their legal service pages tomorrow.