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Online legal marketing is not subject to any code of ethics, and some vendors have chosen business models that conflict with the best interests of the law firms they are supposed to serve. LawLytics was founded by a lawyer who was sick of seeing attorneys get the short end of the stick. Here are the costliest compromises that attorneys make with misaligned marketing providers and how LawLytics eliminates the conflict.
Directory Companies are Conflicted
Online legal directories are your direct competitors for zero-sum search engine rankings. If your website outranks their directory, it hurts their business. Despite the conflict of interest, some directory companies sell or give away “free” law firm websites to attorneys without disclosing or acknowledging that their business depends on their directory website(s) to do better than your law firm’s website.
No Conflicting Directory Businesses
We view owning a directory business as an ethically disqualifying feature for any company that helps attorneys build, manage, host, maintain or optimize their firms’ websites. It’s a conflict of interest per se. Therefore, we will never own or have a business interest in the performance of any online legal directory, or any other website that would compete with your firm for the attention of your clients.
Agencies Obscure and Overcomplicate SEO
Some marketing agencies want lawyers to think that search engine optimization is complex, time-consuming and ever-changing. This “positioning” enables them to charge significant fees for the illusion of value. In reality, some law firm SEO providers do little more than write a monthly report to justify their next payment, while others try to trick Google by doing things that put your firm’s website at risk.
SEO is Simplified and Accessible
LawLytics makes it easy to grow your law firm with reliable SEO practices that are easy for any attorney to implement and don’t rely on risky tricks. LawLytics helps you easily understand what really works and empowers you with the software and strategy needed to make your website an efficient and sustainable client-generation machine while avoiding risks and keeping your marketing overhead low.
PPC Agencies Drain Law Firms’ Profits
Lawyers waste obscene amounts of money on pay-per-click ads purchased from agencies. Some agencies make lawyers dependent on continuous PPC spending by failing to build sustainable marketing assets for the firms they serve. Some agencies work with multiple competing law firms, which can drive up the prices attorneys must bid for clicks (as well as the management fees that agencies collect). Some agencies charge excessive management fees, obscure their billing practices, and don’t let attorneys see the real data or own their own PPC accounts.
Ethical PPC Options
As a LawLytics member, we’ll help you build sustainable marketing infrastructure that leverages free traffic so you won’t be dependent on costly PPC. And, if you decide that you want to do PPC advertising to supplement your marketing, you’ll have access to our ethical PPC partners who have agreed to strict guidelines that prevent them from acting unethically or ignoring your firm’s best interests.