We are in the age of the Internet with the younger “Y” generation using the web to find and check out options on just about everything they do online. It’s no different when they want legal advice. Even if a friend or relative recommends your firm, the chances are that they will check out the other options when they look for your website on the web too.
If your law firm already has a web site it’s time to ask yourself one question – how much new business is it generating for you? The problem with many Law firms is that they did not set business objectives when their web site was first developed … and it has carried on from there. It was probably created ‘because everyone else has got one’ and the fundamentals haven’t been revisited. Web sites are superb marketing tools, so it’s time to start putting your firm in the shop window. It’s time to consider joining forces with a professional SEO consultant that can initiate and manage your online campaign.
SEO is an essential part to every legal firm’s web site, where there should be a long-term objective and strategy to generate new business through it. Organic search engine optimisation will provide your site with free traffic by giving you high positions in the results pages of the major search engines. In a long term strategy organic SEO has a more manageable and level cost from month to month than pay-per-click (sponsored) listings, although it will take longer for you to see a return on your investment.
Naturally, the higher up the rankings you get placed, the more visible your web site becomes to searching browser – and the more visible you are, the more chance there is of people finding and using your services; so competition for the top positions can be tough, in any industry.
Most businesses don’t understand SEO, largely because it is an intangible commodity when compared to newspaper advertising, creating a website or producing PR, all of which are tangible “products”. SEO is a time consuming, labour-intensive process that requires constant monitoring, tweaks and updates throughout the life of any campaign.
Search Engine Optimisation is not a commodity and your choice of SEO professional should not be based on who offers to do the work for the lowest price. The industry acquired a bad name in the past where cut-price SEO companies have promised results, but failed to deliver. However, the entry of more professional and capable of organisations into the industry has demonstrated that results can be achieved with a well-organised, persistent, innovative and proactive approach, that requires constant attention.
As with anything in life, you get what you pay for. If you are happy to take the risk of hiring a cheap SEO, then remember to take responsibility when your campaign doesn’t get the rankings that were promised.