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Adjusting Your Website to COVID-19

Posted on: May 20th, 2020

Coronavirus (COVID-19) has taken the world by surprise and many businesses have been forced to close their doors. Other operational companies are also facing uncertainty during this fluid situation. This is the time to provide updates for your audience about any adjustments your firm has made to accommodate clientele. Coronavirus has also created significant changes in both online search behavior, and the type of content search engines display as a result. According to Search Engine Land; “having a sticky menu, like the one seen on the COVID-19 SERP, prevents a collision between personalization and result diversity. The contradiction that is both superb personalization and diversity among the results is mainly a problem because of space. You can’t adequately meet both demands with the limited space a single SERP offers the user.”

Update Your Website Header

The simplest way to add a COVID-19 Updates to your website is by adding an alert bar above your navigation tabs. This allows the perfect opportunity to provide accurate information that is concise and to the point. This information can include information on municipal updates for operation, business hours, phone and video consultations, and more. 

Update Content Regularly

You are able to provide useful information to anyone who is searching for answers to their questions by having relevant content. Being relevant means that you are intentionally providing the right kind of information; while leaving non-relevant content off of your site. By offering this information, you are enabling the web user to optimize the experience of their journey to finding a lawyer. When a website visitor finds an article or blog on your site, you enable them to make an informed decision about whether they will use your services. It’s not enough to overload your website with content. The content should be accurate and informative.

Update All Digital Company Profiles 

If COVID-19 has affected your hours of operation update all of your digital profiles. Providing potential clientele with accurate information will increase the probability of retaining clientele. The most common places to look update your information is:

PPC Observation

Since Google charges for every click, irrelevant keywords can unnecessarily drain your Pay Per Click budget. Closely evaluate your Google Ads account to ensure algorithm updates during COVID-19 aren’t negatively affecting your campaign. Catching errors such as keyword placement and ranking will likely cause you to avoid a Google penalty to the placement of your ad. Given the fluidity of Coronavirus, Google is giving small businesses $340 million in ad credits, which can be used towards future ad spend, until the end of 2020 across our Google Ads platforms.

Law firms that market effectively, strategically, and compassionately during this period will see the reward. Providing potential clientele with the information they need is an optimal marketing strategy in any marketing environment and even greater now.