Turning Dead Space into a Ranking Asset While often overlooked, the footer on a law firm’s website can be a powerful tool for SEO, local visibility, and even lead conversion. In this guide, we’ll walk through the essential elements that every law firm should include in its footer, common pitfalls to avoid, and a roadmap for implementing a footer SEO strategy.
Your website footer shouldn’t just be an afterthought; it’s a valuable space for conveying information, building trust, and enhancing search visibility. Here’s why footer optimization matters for law firms.
Optimizing your website footer can lead to impressive gains in conversions and SEO:
• Conversion Impact Metrics: A well-designed footer with clear CTAs can increase conversion rates by up to 15%.
• SEO Value Statistics: Including location-based keywords and schema markup in the footer supports local SEO, helping law firms show up in relevant searches.
• User Behavior Data: Studies show that 50% of users scroll to the footer to find contact information, making this prime real estate for engagement.
• ROI Measurements: The footer is cost-effective—once optimized, it consistently contributes to SEO and lead generation without ongoing costs.
Analytics can shed light on how users engage with your footer, offering insights into optimization opportunities.
• Scroll Depth Metrics: Knowing how far users scroll can help tailor the footer’s content to maximize engagement.
• Click-Through Rates: Analyze which links in your footer get the most clicks to refine link placement and highlight valuable pages.
• Engagement Patterns: Understanding which footer elements drive user action allows for more informed design decisions.
• Performance Benchmarks: Compare engagement rates and conversion metrics against industry benchmarks to assess footer effectiveness.
For law firms, the footer is essential to communicate professionalism and compliance.
• Competition Analysis: See what your competitors include in their footers and identify opportunities for differentiation.
• Industry Benchmarks: Look for standard footer elements among top-performing firms, such as NAP consistency and accreditation displays.
• Best-in-Class Examples: Take inspiration from top-ranked law firm websites to shape an effective footer.
• Performance Indicators: Track metrics like bounce rates and time on site to evaluate the footer’s role in keeping users engaged.
These critical elements ensure your footer supports SEO goals and creates a seamless client experience.
Consistent Name, Address, and Phone (NAP) information is crucial for local SEO.
• Name Consistency Requirements: Ensure your firm’s name is consistent across all online listings.
• Address Format Standards: Match your address formatting to local citation standards to improve local search rankings.
• Phone Number Protocols: Display a clickable phone number for easy mobile access.
• Schema Markup Implementation: Using schema markup for NAP elements reinforces Google’s ability to understand and rank your site.
Well-organized practice area links in the footer enhance internal linking and SEO.
• Hierarchy Structure: Present practice areas in a clear order, with primary services listed first.
• Internal Linking Strategy: Use footer links to direct users to high-value pages, boosting link equity across the site.
• Anchor Text Optimization: Avoid overuse of keywords; use natural, descriptive anchor text for clarity.
• Siloing Benefits: Group related services to create logical “silos” of content, which can improve search engine understanding of your site structure.
The footer is an ideal place to display trust signals.
• Certification Displays: Bar association logos and certifications communicate credibility.
• Award Presentations: Display any relevant awards or recognitions in the footer for additional social proof.
• Association Memberships: List relevant associations, such as the ABA or local bar associations, to reinforce legitimacy.
• Verification Methods: Use structured data to verify credentials, enhancing search visibility.
Ensure your footer is built to perform efficiently across all devices.
• HTML Structure: Clean HTML code helps Google index the footer content effectively.
• Mobile Optimization: Footer elements should be accessible and legible on all screen sizes.
• Loading Performance: Avoid excessive scripts in the footer that slow page load times.
• Accessibility Standards: Use accessible language and design elements so all visitors, including those with disabilities, can navigate the footer.
For law firms, local SEO is essential. Here’s how to use the footer to boost your local presence.
Law firms serving multiple locations should reflect this in the footer.
• Multiple Location Strategy: Include links to each location’s page, ensuring accurate NAP information.
• Service Area Targeting: Mention your service areas to improve local relevance.
• Regional Content Structure: Use footer links to direct users to location-specific content.
• Map Integration: Consider embedding a map in the footer to enhance local SEO and provide a visual aid for clients.
Schema markup helps search engines understand your site’s structure and improves local search visibility.
• LocalBusiness Markup: Ensure Google recognizes your site as a local business.
• Attorney Markup: For individual attorney profiles, apply schema to highlight expertise.
• Organization Markup: Use schema for the firm itself, making it easier for search engines to understand your business.
• Implementation Guide: Test schema using Google’s Rich Results Tool to verify accuracy.
Consistency is key for local SEO success.
• NAP Consistency: Verify that your NAP matches across all directories and your footer.
• Directory Alignment: List your firm in reputable directories with matching information.
• Citation Building: Proactively build citations on legal and local sites for higher visibility.
• Verification Methods: Use tools like Moz Local to audit and verify citation consistency.
If you operate in multiple locations, make sure your footer supports this setup.
• Location Page Linking: Provide links to each location’s dedicated page for easy access.
• Area Coverage Strategy: Mention coverage areas to improve relevance for searches in nearby areas.
• Hierarchy Structure: Present your locations in a logical order, from main office to satellite branches.
• Performance Tracking: Regularly assess the footer’s effectiveness in driving local traffic to individual location pages.
Mistakes in the footer can impact your SEO, UX, and credibility. Here are some of the most common issues to watch out for.
Technical issues in the footer can hinder site performance and searchability.
• Broken Link Impact: Routinely check for broken links, as they can harm both SEO and user experience.
• Mobile Responsiveness Issues: Make sure all footer elements are optimized for mobile to avoid UX problems.
• Load Time Problems: Remove unnecessary elements or scripts that slow down load speed.
• Structure Mistakes: Poor HTML structure in the footer can confuse search engines, reducing visibility.
Avoid these content-related errors in the footer.
• Over-Optimization Risks: Excessive keyword use can trigger search engine penalties.
• Duplicate Content Issues: Ensure footer content is unique and doesn’t repeat other site sections.
• Thin Content Problems: Avoid stuffing the footer with irrelevant links or information that dilutes its effectiveness.
• Keyword Stuffing: Use natural language instead of excessive keywords to keep the footer user-friendly.
Common local SEO errors can reduce your site’s local ranking potential.
• Inconsistent NAP: Ensure uniformity in NAP details to avoid conflicting information.
• Missing Schema: Implement schema to help search engines understand your local presence.
• Poor Citation Management: Regularly update directory listings to maintain citation accuracy.
• Location Errors: Use precise location data to avoid misrepresentation in search results.
User experience should be a priority in the footer.
• Navigation Problems: Organize links for easy navigation, especially on mobile.
• Accessibility Failures: Ensure the footer is ADA-compliant for inclusivity.
• Contact Barriers: Make it easy for users to reach you by including contact options.
• Trust Signals: Lack of trust indicators can lead to lost credibility, so display your certifications and awards clearly.
Your footer doesn’t have to be wasted space—it can be a valuable SEO asset, a trust-building tool, and a local SEO powerhouse. With The Basement Agency’s expertise in law firm SEO, we ensure every corner of your site is optimized for visibility and client engagement, even the footer. We’ll help you transform your site’s footer into a strategic feature that enhances rankings, boosts conversions, and keeps clients on your page longer.
Let’s make sure your footer pulls its weight. Reach out today to discuss how The Basement Agency can help your firm turn digital dead space into a bottom-line booster.
