Search Engine Optimization For Law Firms

Let’s be honest, many (if not most) law firms are run by people with very little Internet experience. In fact, as a first year legal intern I noticed that only 50% of the ‘old timers’ at our office used email. Many of them did not even have a computer in their office!

This post is designed to give some practical advice to lawyers and law firms who are contemplating joining the Internet marketing world, as well as those of you who have a website which simply is not producing.

Mistake 1 - Firms do not spend enough money to effectively market online -

Consider this, the average cost of a half-page, Yellow Pages display ad, for one full year is over $15,000. I have nothing against Yellow Page ads, other than most people agree the Yellow Pages is on its way out, I am simply reminding you that it takes a budget to advertise. Internet advertising costs money. What did your firm spend on Internet advertising in 2007 ? Far too many of your answers will involve goose eggs.

“Field of Dreams”, was only a movie, and unfortunately just building it (your website) is not enough to make them (clients) come.

Mistake 2 - Law firms that do spend money on Internet advertising rely far too heavily on pay per click advertising -

In the grand scheme of marketing paid search ads are great, because you only pay when someone searches and actually clicks on your ad. Paid search is targeted, easily tracked, and fairly easy to set up.

However, of the millions of people searching for legal services online, only some of them click the paid ads. Far more are clicking on the natural listings or free listings. If your law firm’s site can rank highly in the natural results this will result in free traffic converting to a paying client, versus paid traffic converting to a paying client. If you would like a quote on a natural search campaign please click here.

Mistake 3 - The average law firm website is boring and so are the marketing campaigns -

I know, historically lawyers were not allowed to advertise in any way, Advertising was considered beneath their professional dignity. After all, the legal profession was based solely on reputation and connections.

Today, many good lawyers still adhere to that train of thought. However, the Model Rules do allow for advertising and nothing in the rules states that the ads have to be boring.

Viral marketing is an internet marketing strategy that very few law firms are using. Viral marketing involves using marketing techniques like blogging, writing for social news sites, posting YouTube videos, and creating profiles at other social bookmarking sites.

Here are a few suggestions on how your firm can begin taking advantage of viral marketing:

Tags: Internet Marketing for Lawyers //