Stop stuffing every keyword into your firm's homepage bio

I swear half the law firm websites in Edmonton think Google still ranks based on 2005 rules. I saw one personal injury page that jammed "car accident lawyer Edmonton" into the first sentence like 4 times. It reads terrible and makes you look desperate. Have any of you actually tested a simplified homepage just talking about your real experience instead? I ran an A/B test for a client last quarter and the cleaner version brought way more calls.

3 comments

3 Comments

the_simon1mo ago

It's the same thing I see with small businesses trying to cram every possible search term into their storefront signs and menus. Walk into any pizza place downtown and half of them have "pizza pasta wings subs burgers salads" plastered across the front window in a font too small to read from the street. Just say "pizza" if that's what you're good at. People trust a clean sign more than a messy one that looks like you're trying too hard. Your A/B test just proves what should be obvious - nobody wants to read a page that reads like a robot vomited keywords.

kelly3851mo agoMost Upvoted

I mean, I get what you're saying @the_simon but I see it a little different. For a pizza place that also does wings and subs, leaving those off the sign might make someone drive past who's craving a sub and doesn't realize you have them. It's not always about looking clean, sometimes it's about letting people know you're not just a one-trick pony. There's a difference between "every keyword imaginable" and just listing what you actually serve, you know?

jakejones1mo agoOG Member

Holy crap, a pizza place with all that on the window? That's insane, I'd just walk right past it.