Turn your site around your clients.

Organising the services, practice areas or expertise on the site of your firm. It is sometimes as hard as choosing between the words services, areas, expertise or specialisms to present them.

Organising your services

Organising your services well pays twice over. You do it both for your audience and to rank as well as you can on Google.

For your clients

The first point is choosing the name of each of your services well. And choosing them so you are visible and understood by your clients (and not by your colleagues)! It cannot be said often enough: avoid falling into the trap of legal jargon, particularly if your audience is not used to it at all. Make the search for information easy for your users, so you point them to the right pages and push as many as possible to book. Someone who hesitates on a site, or does not quickly find what they came for, leaves in 90% of cases.

Making navigation easy for users matters too. Someone who arrives on your site, if they do not know you yet or are not just looking for your contact details will, in most cases, be looking for your services (and not your biography, sorry). That person is looking for reassurance, for confirmation that you will answer their need. Make sure your services are easy to reach on the site : when you build a blog page on a subject that relates to a dedicated service, make sure you link the two pages.

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For ranking

Beyond choosing words that speak to your clients, make sure they are keywords with meaningful search volume. There is no point ranking on a word searched once a month. For that, we recommend the tool Semrush. It tells you which keywords are worth ranking on. 

Your service names become your page titles, so choosing them well matters a great deal to how Google ranks you.

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The organisation of your pages matters a great deal to your ranking. Google is a robot that visits your pages and gives them a score based on their content and on the sense they make. If you gather all your work on one page, a "parent" page, Google categorises that page as the services page of your firm and does not go deeper into analysing the subheadings of the page, which in your case are your services. Google will not rank you on the keywords of your services but on your services page, and therefore on keywords like "xxx law lawyer service".

The result : your services will not be put forward in search engines. That is why we recommend building "child" pages, that is, a dedicated page for each of your services. Google will analyse them, see that the title of your page (the H1) is the name of your service. And that will be the keyword the search engine puts forward most.

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Suggested organisation

The ideal is therefore one services page that gathers all the services + a call to action pointing to each of the dedicated pages for each service. On each of those pages, you present the service in more detail, you add your methods of working, a few reassurance elements and a call to action (booking). 

Another option that can also be complementary is to classify by type of client. Too rarely used, but it suits some situations very well. The obvious example: when you have a service that is fairly single, but varies with the client you advise.

The advantage of those pages, beyond improving your ranking, is that they give you communication tools that are easy to use and to share. You can turn those pages into advertising pages. Here is an example with the site of Ellogne Tigori. For Ellogne, we built one page per type of client, each explaining the advisory work and the litigation work.

To help you and make you self-sufficient in optimising your ranking, we built an extremely complete and detailed guide to SEO. To download it, click the button just below 👇