Get More Clients with an Attorney Bio Page that Grabs Prospects' Attention

Lots of people talk about optimizing your keywords to get on the first page of Google – especially marketing firms and SEO companies who want to sell you on their services.

Here’s what many of those SEO firms won’t talk about (or don’t know):

Sometimes, paying to get your firm on the first page of Google is a suckers’ game. However, it’s not for reasons you might think.

It’s not that optimizing your site for the keywords is a mistake. The challenge is that two main kinds of keywords exist, and Google treats each of them VERY differently.

The first type of keyword is what I call a “price-shopping” keyword. For example, a typical price-shopping keyword might be “St. Louis divorce attorneys”.

Potentials type phrases like that into Google when they’re ready to hire an attorney, and they’re shopping around to see who can offer them the best commercial terms – things like your fee levels, or whether you provide hourly vs. flat billing, or your availability by phone.

Of course, none of that has anything to do with your skills as an attorney, but it makes potential clients feel like they’re getting a good deal.

The second type of keyword is a “question” keyword.

It’s what potentials type into Google long before they start looking for an attorney. They search with “question” keywords when they’re still trying to understand their situation. They aren’t hot to buy – they’re hungry for more information, and they’re not talking attorneys just yet.

A typical “question” keyword would be something like: “Missouri divorce will I get custody of the kids?”.

It’s trying to rank on the first page of Google for “price-shopping” keywords that’s the sucker’s game.

Ranking on the first page of Google for “question” keywords is where the real action is – not only is it less crowded, and much easier to get a potential’s attention, but you can also position yourself as a trusted advisor and win their hearts and minds before other attorneys even enter the conversation.

By then, you’ll have already indoctrinated them with your advice.

This is a critical concept, so we’ll talk more about this over the next few days.

Meanwhile, if you’d like more information on how to use “question” keywords to your advantage, I go into in more depth in my Secrets of Attorney Marketing book.

You can request a complimentary reference copy for your desk right here:

>> Request a *complimentary* copy of my new Secrets of Attorney Marketing book (2nd edition)

About Richard Jacobs

My name is Richard Jacobs, and I’ve discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 13 years.

I’ve come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:

  • Helped over 180 attorneys author their own practice area book and become the ‘implied expert’ in their practice area
  • Helped hundreds of attorneys successfully navigate Google’s search algorithm changes, growing their websites from 2 potential clients calling a month to 4+ calls per DAY for some clients.
  • Interviewed and promoted over 507 attorneys nationwide, in practice areas such as:
  • DUI / DWI
  • Family Law
  • Criminal Defense
  • Bankruptcy
  • Auto Accidents
  • Social Security Disability
  • Slip & Falls (Premises Liability)
  • Real Estate
  • Estate Planning / Probate
  • Wage and Hour Claims
  • Expungements / Post Conviction Relief

Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.

Richard is the author of 6 books published on Amazon, Kindle and

Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:

  • PILMMA (Personal Injury Lawyers Marketing & Management Association)
  • Las Vegas DUI Summit – Private event for DUI attorneys
  • New York Boutique Lawyers Association
  • Perry Marshall & Associates Marketing Academy (Marina Del Rey, CA)
  • National Association of Criminal Defense Lawyers (NACDL)
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