Net Marketing Basics
Every law firm has a web site. But with a little extra effort, you
can get huge results though a complete Internet Marketing campaign.
So how do you make your web site stand out and attract more clients?
Listed below are seven basic techniques.
As the name indicates, you are only charged a fee when someone clicks on your ad. These fees can range from a nickel per click to over a dollar per click. Despite the fact that each click will cost your firm money, not even "Bob" in accounting can gripe about the fact that it cost ten cents to find a new client.
The three main providers of pay per click programs are Google AdWords, Overture, and LookSmart. The account setup process is relatively quick and easy for each: you select your keyword phrases, create your ad/listing, and set your budget.
should be noted that Google, Overture, and LookSmart provide ads
to different web directories and search engines. Thus, you may want
to consider advertising on each. Each provider also has a slightly
different pricing structure, content requirement, ranking algorithm,
and listing/ad setup.
text ads are slowly taking over (due to low cost, ease of maintenance,
and great results), banner advertisements are still quite useful.
In fact, with the invention Action Scripting and Flash, banner advertisements
can be a powerful form of interactive advertising. The key to creating
powerful banner advertisements is prompting, formatting, targeting,
draw the user’s attention, your banner ad needs to stand out
from the other clutter on the web site. Bright colors and contrasting
colors are great, as long as they stay professional and do no detract
from your firm's image.
Search Engine Optimization
Sure, you will always receive a few random inquiries from a listing on "FIND-ME-A-LAWYER-NOW.com" or from some other obscure search engine/ directory.
However, a well-targeted targeted optimization campaign for a search term such as "florida trademark lawyer" can produce at least one new client inquiry per week. An optimization campaign for a search term such as "trademark lawyer" can produce one per day. This is obviously better than one inquiry per year you probably get through your current web site.
does not mean that you simply submit your web site to Google or
"1000+ other search engines," sit back and wait for new
clients to come to your web site. Instead, as explained in our previous
newsletters, you need to correctly optimize your web site. This
includes rewriting your copy text, editing your Meta tags, creating
reciprocal links, and then registering your web site with various
directories and search engines.
Newsletters work because they remind your existing clients about your firm, which can lead them to send new projects your way, and they also provide relevant information to potential clients. The more they know, the better decisions they can make ... which of course would lead them to select your firm for the job.
also boost your image with other attorneys because they can establish
your firm as a go-to place for up-to-date information.
the legal field, you could promote your firm’s services, cases,
clients, and other notable news in the blog.
your blog is informational, you will quickly see that the blog will
raise your overall presence on the Internet and your search engine
rankings will increase. Again, this will lead to more traffic and
We are not talking about setting up your own Casino affiliate link whereby you plaster "GoldenPalace.com" on your web site to earn a 10 percent commission. Instead, your firm should create an affiliate directory section of your web site and request links from clients, partners, affiliates, directories, and other web sites that are related.
creating reciprocal links with other directories you can increase
your search engine rankings. This will of course, help drive targeted
traffic to your web site.
These results are provided to their own web sites and larger web sites, such as MSN, Ask.com, Netscape, AOL, iWon, Lycos, Excite, and many more. Note that your listing fee does not guarantee that your web site will be ranked No. 1, or even in the top thirty results. Rather it just guarantees that your web site will be indexed. Thus, optimizing your web site is always critical to ensure a top-ten ranking.
addition to search engines, people use the Yellow Pages to find
products & services. Your web site should be submitted to all
major directories, including: AnyWho (AT&T), SBN, Yahoo Yellow
Pages, AOL Yellow Pages, MSN Yellowpages, Info USA, Lycos Yellowpages,
QuestDex, Switchboard, US Yellow, SuperPages (Verizon) and InfoSpace.
Peter Boyd, Esq. at PaperStreet Web Design. Located in Miami, Fl, PaperStreet Web Design has extensive experience developing, redesigning and optimizing law-related web sites. Our expertise can save you time and money while increasing your firm's business traffic. Why have a web site if no one can find it? We also are adept at creating and executing entire Internet Marketing campaigns that include various advertising options and individualized newsletters. If you have any questions about search engine placement or need your web site optimized for search engines, feel free to contact Peter Boyd at PaperStreet Web Design, firstname.lastname@example.org or 305.804.2218.
The opinions expressed in this article do not necessarily reflect the opinion of ILW.COM.