In the eyes of many attorneys, getting new clients through Internet marketing is not worth the time and expense. If you are an attorney who understands the importance of Internet marketing and would like to attract more clients online, then this article will help you convince the senior partner, or marketing department, to invest in SEO.
Explain the difference between owning a Web site and an SEO budget
Educating the senior partner about the vocabulary of Internet marketing is the first part of selling him or her on SEO or Search Engine Optimization. SEO is just one side of Search Engine Marketing or SEM, which is the process of targeting search engine users who type in specific keywords to locate Web sites.
In today's competitive market, simply having a Web site does not guarantee any increase in revenue for a law practice. "We have a Website, why do we need SEO?" is a common response from senior partners who think that SEO is automatically built into a Web site.
SEO refers to the process of adding keywords and HTML into the pages of your Web site that allows Search Engines to easily read and publish your Web site in its search engine results pages.
Once the senior partners understand what SEO is, then they will appreciate what SEO can do. Have the senior partner reiterate the meaning of SEO to make sure you are all on the same page. Then, explain what SEO can do.
Tell the senior partner how SEO works to market Websites
Search Engines are today's interactive phone books. It's what many people use to find attorneys. When explaining SEO to the Senior partner, it's good to use an example to explain how SEO works. For example, apply SEO to your practice area. Let's say it's "dog bite lawyer".
Explain how SEO is used to target Internet users who type the words "dog bite lawyer" into a search engine. When the results come up, good SEO ensures that the law firm will appear in the search results.
Beware of SEO firms who promise that a site can be ranked number one on search engine results pages. Because search engines are constantly changing the way they rank their results, there is no way to guarantee that a firm will be number one in results pages for "dog bite lawyer."
SEO is necessary to compete with Web sites who are already online. The Internet is a great equalizer. It allows solo practitioners with SEO to compete with large law firms for cases when users type in certain search terms into a search engine. For example, a large law firm without SEO may not appear at all when a user types in dog bite attorney, even though they have a Web site.
Now that you have a plan that explains what SEO is and how it works, do a live search on a computer to see SEO in action. Put the senior partner in front of a computer and have him or her type in different search terms. When the results pages appear, explain that SEO is the reason why sites come up in the order they appear.
Sarah Van Cott is the Content Manager for WebJuris, a boutique law firm website design firm that specializes in attorney internet marketing campaigns. She is part of the team of specialists at WebJuris who design customized attorney websites and law firm marketing plans that are uniquely based on the long term goals of your law firm.
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