Thursday, September 22, 2005

Casting for Clients

The World Wide Web has become an indispensible marketing tool for attorneys large and small. Some web sites are nice and functional, others crowded and cheap looking. However, a slick and sophisticated web site does have the ability of making a small practitioner look like a much bigger fish than he really is.

Even so, a web site is only useful to the extent that potential clients actually go to it, read it and are impressed by it. Just throw something together without thinking about how someone will arrive at it and see how many times it appears at the top of your Google search.

Recently Xylemark Internet Marketing published a short guide to web site placement that offered a few helpful tips for getting your web site featured more prominently:

"Unlike traditional media advertising, search engine marketing (SEM) allows you to precisely target your prospective audience. With traditional media, your prospect is being served an ad, or in other words, they are just “looking” at it. During a search engine marketing campaign, your prospect is actively “searching” for what you offer. This greatly increases your chances of retaining these prospects as clients.

If your law firm’s website is positioned correctly near the top of those results, you’re sure to add to your existing client base. However, it’s never easy to ensure top placement of your website in search engine rankings. It’s an involved process that’s not exactly neither art nor science.This process is referred to as "Search Engine Optimization."

Search engine optimization is the process that involves many different elements to ensure a top placement of your website. Some of these elements are; modifying the "code" of your website, the addition of informative resources specific to your practice, the addition of your website to many online business directories, and more. This entire process can take a few months to implement, but once completed and properly maintained, will be a huge "hands free" asset to your practice that will pull in leads and customers for years to come."
  • Does your firm rely on web marketing? To what extent does it consume your marketing budget?
  • How does your firm place its web site? Do you pay to have it listed?
  • How many clients came to your firm because of your web site?


Anonymous Anonymous said...

This is interesting. However, some thought/research needs to addressed in each jurisdiction. For instance, does your jurisdiction place restrictions on websites or consider them "unsolicited" v. "solicited" information thus causing the firm to potentially run afoul of the ethical rules re advertising? In Florida, there is much debate over the regulation of websites and information placed in websites. Check your jurisdiction's rules and tread lightly.

Blogger Unknown Attorney said...

Interesting thought. But I think "tread lightly" is perhaps a little strong as far as SEM is concerned. Generally speaking, SEM only comes into play where the person has put criteria into the engine which suggests that they are looking to solicit legal services.


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