Many potential clients find their attorney online.
Many of those who end up contacting an attorney actually start that search without necessarily knowing that they need one.
Do you believe that a potential client usually knows they need an attorney? Do you believe that clients usually search for attorneys directly when they’re on the web? If you do, you may end up wasting a lot of resources on legal marketing strategies that don’t bring new clients to your law firm.
Then, confused about why those strategies don’t work, you may pour more resources into other methods that fail to produce results. This is a cycle that can continue indefinitely, causing increasing frustration for attorneys.
Attorneys will not find success in law firm marketing if they keep spinning their wheels with strategies that have failed them already. They won’t find a solution in any sort of scheme designed to “trick” search engines into artificially inflating the ranking of their website. Efficient and effective online legal marketing doesn’t involve any kind of magical secret. Investing your time and money in a strategy without subjecting that strategy to some scrutiny can be costly — both in time and money and also in opportunity costs.
To do online marketing effectively, it’s worth understanding, from the outset, how potential clients find attorneys online.
How people use the internet to find attorneys
Attorneys may struggle with their online legal marketing when they make assumptions about how clients use the internet to find law firms.
Those assumptions — which may be fed by legal marketing companies and SEO providers — can cause attorneys to spend thousands of dollars on things like pay-per-click advertising or to become enmeshed in strategies that are expensive, not always fruitful, and leave them feeling dependent despite their dissatisfaction with the results.
So how, exactly, do people use the internet to find attorneys?
One of the biggest myths to dispel is that a person usually knows they need an attorney before they find an attorney online.
It’s not always true.
But what a person usually knows is that they have a problem. And, in a time when Google has become a go-to method for answering a person’s question, this person is likely to turn to a search engine to figure out what they should do next.
How does a person get from point a) knowing they have a problem to b) using a search engine to find an answer to their problem to c) realizing that they should contact your law firm?
The answer to that is in your law firm website and blog content.
What happens when a potential client makes a Google search…
Let’s say you’re a criminal defense attorney. You’ve decided that, instead of investing in expenses like pay-per-click marketing that do not have long-term value, you’ll invest in an asset like a law firm website and blog.
You’ve recently written a blog post that answers the question, “What should I do if I’ve been arrested for shoplifting in Florida?”
The blog post you’ve written explains clearly and in detail about what a person in your area should expect if they’ve been caught shoplifting.
Meanwhile, someone in your area conducts a search for something like: “I was arrested for shoplifting in Florida, what do I do now?” or “Penalties for shoplifting in Florida,” or “Can I get diversion for shoplifting?”
Because your blog post clearly explains the shoplifting laws in your region (What counts as shoplifting? What are the possible charges and penalties? Can a person participate in a diversion program if this is their first arrest?) your blog post is more likely to be returned in the search engine results for this question.
When that person visits your law firm’s website and read that blog post, it helps them to answer the questions that they have and provides them with useful information that can assuage their fears. They may look at other blog posts you’ve written, they may read your attorney bio to learn more about you, they may read through any case results you’ve provided to see what kind of lawyer you are. But, the more information you provide there, the more confidence a person has that they should contact your law firm.
To learn more about how potential clients find attorneys online, including some in-depth examples, read our blog post, “Law Firm SEO – The Simple Truth That Will Save You Money” or visit our webinars page to learn more about how to market your law firm online.
Do you have questions about successfully marketing your law firm on the web?
A content-based approach works better than any other form of SEO with search engines and potential clients. When attorneys publish quality content on a regular basis, it drives traffic to their law firm’s website, builds trust and authority, and encourages potential clients to reach out to law firms.
You can use the LawLytics platform to write your own content, have us write it for you, or even a little of both. No matter what you choose, LawLytics can work with your law firm to transform your firm’s online presence into an appreciating asset that keeps potential clients, referral sources, and search engines happy. The LawLytics system helps attorneys get more clients without wasting their time or money.
Ready to discuss how we can take your law firm’s marketing to the next level? Schedule a call with us.