Your law firm’s homepage is your website’s cornerstone — its linchpin. It helps visitors “get their bearings” and provides them with navigation to locate the information they’re looking for. So of course you’ll want to optimize it for search, while simultaneously ensuring a positive user-experience.
But creating an SEO friendly homepage requires a slightly different approach than it does for the rest of your site. Here are a few key elements you should include.
A Clear USP
A unique selling proposition (USP) is simple but can make or break your homepage. According to Entrepreneur, this term is defined as “The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.” But this is a little nebulous.
Kissmetrics takes it one step further by saying , “A USP is what your business stands for. It’s what sets your business apart from others because of what your business makes a stand about. Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific, and it becomes what you’re known for.”
The goal here is to effectively summarize in just a few words what your law firm offers and what differentiates you from competitors. For your USP, you’ll want to use an H1 tag (you can learn about it here) with targeted keywords that summarize your site and legal brand. It should be crystal clear so that visitors instantly know what it is you’re offering.
Most SEO experts agree that you should only use one H1 tag per page. It’s considered best practices because multiple H1s can confuse Google and makes it difficult for search engines to contextualize your homepage. However, it’s completely fine (and encouraged) to use multiple H2s, H3s and so on.
This gives you a chance to clarify what your site is about for search engines and makes it easier for visitors to scan. Although there’s no exact number of headers to use, three to five is a pretty good number to shoot for. Just make sure that you include targeted keywords and that it flows naturally. If possible, include some longtail keywords because this can improve your search engine visibility and makes it easier to rank well.
This is huge! Be sure that you elaborate on each key point by including an adequate amount of rich content. By “rich,” I mean high-quality content that’s both informative and relevant to your site and legal brand. Explain who you are, what you offer and address major concerns/questions your visitors have. In terms of length, 400+ words is usually a good number to aim for.
Visuals with Surrounding Text
I think we can all agree that visuals are a good thing. But they do more than simply provide “eye candy” for your homepage. What you want to do is include small blocks of text surrounding your images to include details and even more rich text. This can be the icing on the cake and provides just a bit more SEO juice.
Don’t underestimate the value of an SEO friendly homepage. By including these key elements, you can keep search engines happy, while at the same time optimizing the user-experience.