Optimization for Attorney Websites

Lawyers have some of the stiffest competition when it comes to marketing online.  Some Pay Per Click phrases can be $50 per click or higher.  To show up #1 for "Divorce Attorney", "Personal Injury Lawyer" or other valuable phrases can be the difference between a million dollar practice and one that is just barely getting by.

Here are a couple common misconceptions

  • Search engines look for the best attorney
  • Good cases only come from referrals
  • A successful law firm does not need to market

What do Search Engines Want

Search engines are looking for the best information not the best attorney.  I have sat down with many attorneys who can't believe that a younger, more inexperienced attorney is showing up above them in Google searches.  Yes, that attorney may not have your experience in the court room but their online marketing strategy is light years ahead of you.  You can not simply rely on your reputation.  Google doesn't care who you are it only wants to provide it's customers with reliable, relevant search results.  If you don't know how to give the search engines what they want, you won't be able to compete with that inexperienced attorney.

Where Do the Best Cases Come From

Yes, many of your best cases will come from referrals.   And many of those cases will be referred to you by attorneys that have well optimized sites that can't handle the cases.  So, that junior lawyer down the street who doesn't have your experience is passing his tougher cases off to you and using your referral fee to power his search engine marketing campaign.  This will go on until he or she gains enough experience to handle the cases on their own.

More people are using the internet today that at any other time.  Every month people are depending on internet searches more than referrals from other people.  Even if they are referred, they are most likely going to go to the internet to look up that referral for themselves.  What are they going to find when they search for you?  Will they see a professional online image or a law firm that has an outdated website?  The internet is not going away.  If you don't figure out how to be a part of it you will be left on the sidelines.

Why Should a Successful Firm Market Online

I talk to attorneys all the time who have great reputations and believe they will survive on that and referrals forever.  Ask yourself this?  How many referrals will you get next week?  How about next month?  The truth is, you have no idea.  You just assume that you will continue to get referrals in perpetuity.  What happens when your referrals dry up?  Internet marketing gives you the opportunity to control your own destiny.  By having a good online presence you provide a great resource to your clientele and help to secure future business for your firm.

Here are some important questions you need to ask yourself:

  • What would happen if my referrals dried up
  • How long will it take me to be competitive online
  • What are the best online resources for law firms
  • How much should I spend on online marketing
  • What can I do to increase my conversion rate (converting visitors to clients)

These are only a few of the questions that need to be answered.  Most attorneys need help marketing themselves online.  Give us a call and we'll help you answer all the questions you have.


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