Three Questions To Ask When Choosing Your Law Firm’s Website Design and Search Engine Optimization Company
The growth of the Internet, combined with the diminishing returns of traditional advertising media, has dramatically increased the online competition between law firms. Lawyers understand the importance of developing strong brand awareness and marketing themselves on the Internet to obtain high quality cases. A growing number of attorneys and law firms are investing time and money to build their online presence through law firm website design, search engine optimization, social media, blogs, mobile website designs and other online options.
One of the first steps a law firm should take when developing an online presence is to find a cost-effective and experienced Web marketing provider to handle its website design and Search Engine Optimization (SEO). There are several capable SEO firms from which one could choose, including Ad Agencies, general design / SEO firms, and legal specific design / SEO firms. Many non-legal focused SEO firms have experience and have achieved positive results in various industries. However, legal-focused Web providers can save your firm significant time and money because of their past experience in accomplishing the online goals of other lawyers and law firms.
When evaluating potential SEO providers, ask these three key questions:
1. Does the SEO provider fully understand the legal field?
You should ask the vendor how many law firm websites they have designed and optimized that are relevant to your practice areas. Review those attorney websites and call several of their law firm clients to find out what results they have achieved from their Web presence. If the vendor has not developed law firm websites, ask about their legal knowledge. Properly developed, relevant legal content will do more to achieve rankings and attract prospective clients than any other component of a website. Does the vendor have attorneys on staff? If not, you will likely be responsible for developing your own content for the website or you will spend a considerable amount of time reviewing and editing the content. That’s valuable time that is better spent on the practice of law. Additionally, you may have to educate the vendor on general ethics and other areas, costing you time and money.
2. Does the SEO provider take your visitors’ perspectives into account?
While this may seem like a trivial question, converting visitors into callers is one of the key factors to success on the Web. It goes without saying that potential clients must be able to find your website, and your website must persuade visitors to call or e-mail for more information. Potential clients typically look at more than one law firm website when choosing a lawyer. To gain their business, you must have the information, resources and answers they are seeking. Many non-legal design companies put their emphasis on the aesthetic aspects of a website without considering the details that will make the law firm’s website successful. For example, they may not understand what a visitor may be feeling when looking for help and resources after suffering a serious injury in an automobile accident. The non-legal SEO company may not know that lawyer bios are the second-most visited page on a legal website (second only to a law firm home page), and they may not understand the necessary components for a law firm’s home page. A legal-focused Web design and SEO company will have your potential clients in mind when designing and maintaining your Web presence.
3. Does the SEO provider have the Internet knowledge and online network to achieve rankings for you?
Few non-legal SEO firms have the resources and expertise to implement all of the numerous components required to make you successful on the Internet. Finding high quality and relevant incoming links is a critical initiative in any Search Engine Optimization campaign. If a non-legal SEO provider does not have the experience to develop your website so that it has value and is desirable to link to, you will receive few, high quality and relevant incoming links. Additionally, it is helpful if the SEO provider has supportive, relevant link resources available. For example, Consultwebs.com lists its clients in all of its applicable 80+ legal directories including LawyerProfiles.com, other relevant law firm directories, as well as non-competing law firm websites.
In addition, a legal-specific firm can provide recommendations and guidance on areas such as:
- Lawyer marketing associations;
- Free legal books;
- Legal marketing videos;
- Legal specific pay per click;
- Social media;
- Videos;
- A/B testing of legal websites;
- Legal specific call tracking from all sources;
- Advertising medium such as yellow page directories;
- Legal directories;
- Blog guidance;
- Competition and
- Numerous practical tips.
A non-legal SEO provider will not have the knowledge and resources to effectively provide these services.
Most law firms that invest in Web marketing have the same goal – to obtain high quality leads and cases. Some law firms try to save money by hiring a local design company or family member to manage the development of their site or optimization campaign. They may be highly qualified designers who can build beautiful, general purpose websites. However, as Dallas personal injury lawyer Robert Kraft once said, “A website that is cheap but doesn’t bring in cases is of little to no value to you.”
You can avoid losing time and money by investing in a design or SEO campaign with an experienced, proven and reputable legal web marketing company. Dale Tincher, Consultwebs.com’s CEO, wrote a comprehensive article on “How to Choose Or Evaluate Your Law Firm’s SEO Consultant.” We invite you to review it and contact us with any questions at marketing@consultwebs.com or call us at (800) 872-6590.
