Marketing Your Law Firm With SEO – Tips From The Front Line
Unless you’ve been living under a rock, then you know that the economy has been in a rut lately, and getting new legal clients has been rather difficult. A bad economy does not alleviate the need for attorneys, but it does mean that many people are more reluctant to spend what little money they have on legal services. It’s hardly breaking news that finding new clients has gotten harder, but the question is what are you doing about it? How have you redoubled your marketing efforts? It’s not uncommon for law firm clients to tell me that they have no idea where to start with marketing.
Without further ado, there are many routes you could take to try to drum up more clients for your legal practice. However, using SEO for your law firm could be the absolute best way to find new clients. SEO is a spectacular way to find new legal clients, but it’s not the only method you should use. I think it’s the best way, but every lawyer should look down multiple avenues for new clients. Here’s why more law firms should pay attention to search engine optimization:
1. Give up Outbound Marketing: It’s quite typical to distinguish between marketing that is outbound and marketing that is inbound. In general, outbound marketing is an effort by the company in question to reach out to a potential client and initiate a client-relationship (think, for example, of calling a contact who you know might need your legal services). Inbound marketing is different in that you target people and/or businesses that are already seeking services or products like you are offering. You might be able to do this through a broker in some industries, for instance. If you see a lot of types of advertising and marketing as fitting into both categories, that’s because they do. In general, attorneys think about going out and networking for attorney marketing (which is always an excellent idea), but the results are limited. Instead of focusing on a small number of potential customers, search engine optimization can bring a huge number of potential clients to your website.
2. Cost: This may be the most important reason. You simply don’t want to spend your hard-earned money. Advertising – even in print, but especially on TV – gets very expensive very fast. Advertising online is a good and attractive option, but I would argue that the money is better spent on a long-term SEO solution for your law firm. Part of the reason that SEO is great for small businesses is because the results can last a very long time from a relatively small spend.
3. Competitors: Your main goal is to take a bigger share of the market, which means you need to be better than other law firms. Many of my clients have found that their businesses are set apart just by the fact that they are at the top of the search engine rankings. Currently, in almost every market, it’s still relatively easy to get ranked well, but the situation is not going to last forever.
Working at a law firm or by yourself as a solo practitioner, either way, can be daunting and stressful. That said, the most stressful part of your practice shouldn’t be how to market yourself. As I mentioned above, search engine optimization is by no means the only way to get your law firm in front of more potential clients. Given the sheer number of daily searches, it’s no wonder that more businesses and firms are now tapping into that stream of potential customers.
If you want to get started, it probably makes sense to seek the help of a professional, although many SEO tactics can be tackled yourself if you have the time.
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