Why SEO Can Make All The Difference To Your Law Firm
The past few years have not been kind to any business, and law firms have, by and large, been no exception to the rule. 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.
If you own or operate a law firm and haven’t had as much new business as you would like, then I want to introduce you to the concept of law firm search engine optimization. SEO is not the only way to market a law firm, and although it’s one of the best ways, there are certainly situations where other forms of marketing may work better. I think you’ll agree, based on the following reasons, that search engine optimization can really help any law firm:
1. Give up Outbound Marketing: It’s quite typical to distinguish between marketing that is outbound and marketing that is inbound. As the more traditional model, outbound marketing often involved targeting one individual or company. The business or marketer will attempt to establish a relationship with that individual or company in order to make a sale. Conversely, when you set up something that anyone could potentially see if they are in the right place at the right time, you are engaging more in inbound marketing. If you see a lot of types of advertising and marketing as fitting into both categories, that’s because they do. Typically, attorney marketing has been outbound and has focused on either a single potential client or a small group of potential clients. SEO is a form of inbound marketing that helps you and your firm target larger groups of potential customers.
2. Efficiency: Let’s be frank – your law firm is your business, and you want to control costs like any other business. Advertising – even in print, but especially on TV – gets very expensive very fast. Don’t read this as meaning that I don’t encourage online advertising. To the contrary, it can be very profitable for your firm. However, SEO is often money better spent. There are never any guaranteed results with search engines, but the fact is that when you are successful, it can last for a long time.
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. Consequently, it’s prudent to take a different approach to marketing than the guy or gal down the street. Let me reassure you. Although there are attorneys who are ahead of the curve and already use SEO, the number is still small.
Practicing law is not an easy profession, and the demands of the job have only increased over the past few decades. However, finding clients doesn’t need to be the most difficult part of your legal practice. Again, I can’t stress enough that SEO is just one of many ways that you could get more clients, but I sincerely believe that it is the best. Across the country, more and more businesses are starting to realize the power that the search engines hold.
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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