One of the biggest misconceptions people have about web design and marketing companies is that once a site is established, the service is no longer necessary.
Search engines continuously monitor sites for fresh content and links. If your contracting service stops producing or consulting on content, if it stops its link-building operation, your traffic is going to suffer—and quite possibly drop off a cliff. This is a vital budgetary consideration that too many law firms overlook when they implement this marketing solution.
Every professional law firm needs a website. It’s an essentially universal expectation of the contemporary consumer, and if you don’t have one, many prospective clients may be suspicious of the services you offer.
However, websites for lawyers are also a powerful and versatile portal for prospective clients who see a print ad, take your business card, listen to a friend’s referral, read your blog post, or hear a radio spot. In other words, aside from online business and law firm directories for which you can typically list your firm for free, you may not be able to reach clients who search online for “bankruptcy firms” (organic traffic), no matter how much money you invest. But for the client who searches for “Smith, Brown, Jones, and Associates” (inorganic traffic), your site should be the very first one they find.
This is another important caveat for marketing services that support websites for lawyers. It’s possible to track online traffic from organic and inorganic sources. Companies that fail to make this distinction and/or attempt to take credit for inorganic traffic should raise a red flag in your assessment of their performance.
Lead Generation Services
Instead of generating online leads directly through websites for lawyers, a more reliable and cost-effective solution is to use a dedicated, pay-per-lead service. Not only is it easier to measure and increase your return on investment, but this strategy also makes more efficient use of your time.
These companies go to great lengths to qualify the service requests they receive to ensure they’re matching clients and attorneys who have a legitimate potential to receive and render legal services.
These lead generator services also demonstrate why it’s so hard to compete for search engine rankings and organic web traffic. Along with big-name firms and legal associations, these lead generation companies invest heavily and consistently to capture online queries and prospective clients for their network of attorneys. As such, even the best web marketing services may not be able to push websites for lawyers on to the front page of search rankings, where the vast majority of click-throughs occur.
Thus, combining a pay-per-lead solution with a targeted website design and more conventional marketing strategies form three solid business pillars that will help your law firm grow more quickly, more reliably, and more profitably.