HHM’s prior site was attractive enough but was lacking where it matters most: getting found through search. It’s one thing to get traffic from users searching on your company’s name, but that will happen for the worst-performing sites. The real trick is getting traffic from users who are interested in services you offer but who don’t know you’re what they’re looking for.
With the goal of increasing traffic from users looking for area attorneys with their particular specialties, HHM partnered with Tyler Clark Consulting to create a new site. The look is conservative and straightforward. The power comes from the site’s structure and breadth of content. Having published a series of articles for the Business Journal, this content was repurposed into a legal blog that will continue to add fresh entries in response to important legal news or updates.
Individual pages for each legal practice area were enhanced with proper headings and cross-links to attorney practice chairs. The home page provides an overview of the latest news, the most recent newsletter and random samplings from practice areas and from the firm’s history. The full attorney list is a bit more personal now that it features thumbnail headshots of each attorney.
As the site is integrated with an open-source content-management system, HHM enjoys license-free site management, distributed logins for all users who want to contribute content, role-based permissions to allow editing according to need and easy, in-house content updating. But most importantly, the content that is added will be found by new clients.
After working with the firm to correctly configure the Google Local listing, HHM now (as of this writing) appears in the five results for youngstown ohio law firms.
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