Recently, the recession has taken a toll on pretty much every sector of the economy, including the legal sector. One might think that people are more in need of legal services when things are generally going bad for them, and it’s true to some degree, but only for certain sectors. 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. It’s not uncommon for law firm clients to tell me that they have no idea where to start with marketing.
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 not the only way to market a law firm, and although it’s one of the best ways, there are certainly situations where other forms of marketing may work better. I think you’ll agree, based on the following reasons, that search engine optimization can really help any law firm:
1. Inbound Marketing: In the marketing industry, there is a common distinction between inbound and outbound marketing. Outbound marketing is the more common and well-known type of marketing. When you go out networking, or when you email a contact that you think might be interest in your product or service, you are engaging in outbound marketing. 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. In general, attorneys think about going out and networking for attorney marketing (which is always an excellent idea), but the results are limited. 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. It used to be cheap to advertise in the local paper or online, but those days are long gone. When you’re super successful, all forms of advertising and marketing can become beneficial, but particularly when you’re starting out, search engine optimization is often the best use of your money. There are never any guaranteed results with search engines, but the fact is that when you are successful, it can last for a long time.
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. Currently, in almost every market, it’s still relatively easy to get ranked well, but the situation is not going to last forever.
Working at a law firm or by yourself as a solo practitioner, either way, can be daunting and stressful. That said, the most stressful part of your practice shouldn’t be how to market yourself. As I mentioned above, search engine optimization is by no means the only way to get your law firm in front of more potential clients. 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.