Why SEO Can Make All The Difference To Your Law Firm
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. None of this should come as any surprise, but it is surprising how often law firms and attorneys are at a loss when it comes to ways to find new clients. Unfortunately, this is a class that never gets taught in law school.
Without further ado, there are many routes you could take to try to drum up more clients for your legal practice. However, using law firm search engine optimization 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. A New Style of Marketing: Traditionally, marketing is divided into 2 categories (inbound and outbound). 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). 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. Don’t get too caught up on whether something is inbound or outbound. It’s the general distinction that is important. Law firms have traditionally stuck to outbound marketing for attorneys, preferring to reach out to people who they think might need their services (ambulance-chasers are a good example). 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. Efficiency: Let’s be frank – your law firm is your business, and you want to control costs like any other business. Running an ad in pretty much any medium has only gotten more expensive over the past decade. 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. What Other Law Firms are Doing: When you market, you need to first know what everyone else is doing, so that you can set yourself apart. One of the best ways to differentiate your firm is to market yourself in a different way. Let me reassure you. Although there are attorneys who are ahead of the curve and already use SEO, the number is still small.
I personally know how tough just being a lawyer can be, since I’ve done it for 7 years. However, finding clients doesn’t need to be the most difficult part of your legal practice. 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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