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The location of a law firm is important for its success for many reasons, including visibility and ease of access to potential clients. From a marketing perspective, location matters because the firm will benefit from the local results page on Google. Choosing the right balance between population and proximity to competition can sometimes be challenging. Let us help. Contact Small Firm Legal Marketing for assistance with this and other strategies to grow your client base.

High Population, Low Competition

When it comes to setting up your location on your Google Business page, you will want it to be in an area where your potential clients are going to be. If you put your pin in a highly rural location, you will only benefit from those in that area searching for a lawyer with the right keywords. It is better to be in a residential area with a high population.

Before you choose this location, you want to look at two significant things: the population of that city or area, and the surrounding competition. Essentially you are looking for a place with a high population and low competition. Having this balance ensures you are in an area where people will be searching for legal counsel without getting boxed out by an overly competitive market.

Why Does Location Matter for SEO Purposes?

Location and SEO rankings are correlated because if your business is in a particular city, you will be more competitive for keywords that include the city’s name. For example, my business is in Sugar Land, Texas. I will be more competitive for the keyword Sugar Land personal injury lawyer than someone who is based in Dallas and is trying to compete for the same page.

Google gives me the natural advantage because my business and the pin for my Google Maps are located in the city people are searching about. This also means a website that might only appear on page three of organic search results could show up as number one if the person searching is nearby.

Effect of Location on Potential Clients

Your law firm will likely bring in people who live in the area. It depends on what city you are in, but most individuals prefer to have their travel time be as short as possible. This means if you pick an area that is rural and hard to get to, your selection of potential clients that would drive that far away will be less.

Whatever the demographic of the area where you place your physical or Google Maps business location, that is going to be the demographic of your client base, especially at the beginning. If you are looking to target, for example, people with a higher socioeconomic status, you might want to consider a more affluent neighborhood.

Contact a Marketing Professional to Help You Understand the Importance of Your Law Firm’s Location

Most people know that location matters. However, not everyone understands why the location of a law firm is so vital to its success or how to research what area would be best for them. Contact Small Firm Legal Marketing for specific recommendations you can start implementing today to achieve your business goals.