There are many elements that contribute to the success of any business website. But an events calendar isn’t always the first to be considered when designing a site for today’s law firms.
An online events calendar benefits your site’s users and supports your law firm’s branding and search marketing efforts.
An events calendar can be a powerful tool in your website’s performance if you know how to apply it in its design.
Branding and Awareness Through an Events Calendar
An online events calendar creates awareness around the activities of your organization. More importantly, it increases the visibility of your brand as you create more events.
You can publish your events calendar in offline mediums and advertisements while providing a link to your online calendar. This is especially useful for law firms that still rely on offline marketing and events for promoting their legal services.
Events give your marketing a significant boost. But having an online resource where existing and prospective clients can stay updated on future events further enhances the results you achieve.
An events calendar makes it easy for users to share events within their own networks. This expands the reach of your law firm and drives more traffic to your online presence.
Your Events Calendar Improves Search Marketing
Having an events calendar benefits your search marketing campaigns. Optimizing for search rankings is an ongoing process, and the tools and strategies used to achieve higher rankings are always evolving.
The immediate benefit of an events calendar on your website is that it increases the number of pages within that site. By linking each event to a dedicated page, you generate additional content within your site’s structure.
More site pages translate into an increase in the opportunity to rank for specific keywords. Your site can achieve more pageviews and improve its functionality simply by adding an events calendar.
Having more pages related to our calendar events increased the time that users spend on your sights. This increased engagement can support your search engine rankings, as search algorithms use this metric when determining the value of a website or page.
When other sites link back to your events calendar or each event page, you create a stronger link profile, which improves your SEO results. This is further enhanced the more your events are shared across social media and other distribution platforms.
Keeping Your Site Updated and Shared
An events calendar is constantly being updated. As you create new events pages, you create fresh content for your website.
By providing the right content that’s properly structured for SEO, your brand’s visibility in the search engines and among its audience grows.
When updating events pages, include as much information as possible to give users a full understanding of the event and the benefits they’ll obtain by attending.
High-quality content that’s updated on a regular basis improves the value of your website in the eyes of search engines.
Online events calendars can include features that allow users to share your events across social media, email, and other channels. This increases backlinks to your website while positioning your law firm in front of a larger audience.
Online calendars can give your marketing team reports that reflect any activity around your events calendar.
Using analytics and other tools helps you determine the effectiveness of your events marketing strategy while helping you optimize it for future success.
How can you incorporate your own events calendar into your site’s design? What results might you achieve through this simple (yet often overlooked) strategy? Let us know in the comments below.
An online calendar enhances your site’s functionality and performance. But most of all, it creates a new way for current and future clients to stay connected to your law firm’s activities, leading to lasting online and offline marketing success.