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Recently however, Google has updated its algorithm in an attempt to decipher the user intent in what is known as “The Journey”. This change comes with the evolution of digital technology. In a world that revolves around mobile technology, the user controls the path of their purchase. In today’s digital world mobile friendliness and speed is vital to your website and firm success. As a brand, your firm must ensure it’s in front of the customer. This is achieved by understanding your media touch points throughout the client’s journey, how it impacts the journey, and how to measure it. Knowing these variables will drive your firm’s long-term growth. It is vital that the user is aware of your brand, and how it specifically meets their needs. Optimizing content will benefit both the long term success of your firm, and provide relevance for the customer resulting in your firm acquiring profitable cases.
The recent update now includes the user’s Journey. These updates will negatively affect websites that are not prepared to adapt to these recent changes. Here are the three different types of user Journey’s:
This part of the Journey is potential clientele weighing their options. Informational content can take form in blogs, and testimonials, and generally answers questions for the user.
This part of the Journey includes website users who a researching or looking for information. Navigational content pertains to targeted branded terms. This content will funnel users to your website who are searching for a specific brand or service.
This part of the Journey includes website users who are researching or looking for information. Transactional content draws in users who are ready to hire, and is optimal for contact pages. This content matches the final stage of the user’s Journey when they are ready to hire or make a purchase.
According to Marketing Operator and Certified Google AdWords Specialist, Crystal Monroe, “Actively monitoring your firm’s reputation management and responding to all reviews, negative and positive, can provide peace of mind to a potential client. For instance, after successfully litigating a case, the client leaves a negative review upset about the amount of time it took to settle the case. This is your opportunity to not only respond to a negative review, but to speak to future clientele. Address the review in a positive tone, while politely laying out the average timeline for said practice area. This gives future clients the opportunity to fact check your information during the information portion of their Journey.”
Contact Lawyer Marketing Services, Inc. today to discuss the Journey of your law firm.