Search Engine Optimisation
When someone realizes they need a lawyer, they reach out into the digital ether by means of a smartphone or computer and look for one.
If they don’t find you, they’ll find someone else.
Properly done SEO means they’ll find you at the top of the search results, increasing the chances you’ll get their call.
It may seem all but impossible to be at the top of the search results. After all, the blue chip law firms spend hundreds per click to dominate the paid ads when someone searches for “Lawyer”, and a lot of firms compete for the front page.
Fortunately, the public are getting smarter about how they search, and tend to look for something specific. Rather than just look for “Lawyer”, people are likely to look for “Unfair dismissal” or whatever the subject is they need help with.
This opens the doors to you if you can service their need. You can be the firm they find.
The search engines are all competing with one another to provide the most relevant results. To accomplish that they constantly change the algorithms that calculate which sites are most relevant to a search. One year Google alone made over 600 changes to their basic algorithm.
In the past there were various tricks that could be used to fool the engines. People would do things like publish a page of data, and then using a font the same colour as the background, enter in hundreds of words and search terms. Invisible to the eye, these would be read by the search engines, which would in turn think that because a page said “lawyer” and variations of that hundreds of times, it must be highly relevant.
Search engines are wise to these tricks and not only do they discard any false results, they also heavily penalise them, forcing sites that use them to the bottom of the list.
To rank near the top your site needs to be relevant, fresh, active and unique. It’s a lot of work, but it is well worth the effort as it ensures a presence that ensures a constant stream of business, and protects you from attempts to harm your reputation.
People know you by your website. In the digital arena it is akin to the clothes you wear, the car you drive, the way you wish to be seen by others.
As soon as people click on your site it makes an impression. It has 2 – 5 seconds to make a good impression, and if it fails to do that they simply click off it and go elsewhere.
If it makes a good impression, if it is easy to use, if it is interesting to read, you then stand a good chance of persuading the visitor to become a client.
A good website grows and evolves. It gains more and more content, it shows that it is up-to-date and relevant, it reflects the prevailing trends and moods.
Perhaps it is because barristers tend to have highly cluttered offices with piles of papers and books seemingly scattered all over the place that so many lawyers think it is acceptable to have cluttered and confusing looking websites. But statistics prove that the opposite is true for the web, where prospective clients like to feel oriented, safe and happy to have found what they are looking for.
Your reputation is one of your most valuable assets, and it needs to be regularly polished to keep it gleaming.
Many are the agents that would tarnish it – especially with the anonymity of the web and the ease with which mud can be slung. Character assassination, especially in regards to lawyers, has been around a long time. And now it is easier than ever to bad mouth and abuse someone roundly.
With that downside comes an upside. It is also now easier than ever to build a reputation and spread it about. You aren’t dependent on the ‘Old Boy’s Network’ for approval, you don’t have to count on being given the nod.
The secret to having a solid reputation on the web is to build it as fast as possible, and to maintain it constantly. It is not something you need to do personally, but it is something you need to empower and enable others to do for you.
Having a good reputation involves public relations, and by definition PR is, “Good works well publicised”. The lawyer does the good works, the marketing team ensures they are well publicised.
With over 12 years of experience in this we know what we have to do to ensure our clients are well thought of.
Direct Email Marketing
The people you have serviced in the past, and those that have shown an interest in your firm in the past, are a gold mine and the most certain source of immediate new income. They either have new situations they need help with, or they know someone who does and would be happy to recommend your firm – if constantly reminded.
Often neglected, email is a powerful tool. It reaches out to your old clients and lets them know you are still there and able to service them. It can also reach new public by the thousands.
As part of any campaign, new content for your site should be generated on a regular basis. This can often be used in an email campaign, and, if it is well done and interesting, can produce amazing results.
Video and Infographics
Most of the people who would be your clients prefer to see a video presentation of something rather than read about it. In fact, 83% of people say they would rather watch a video than read about a service.
Video accomplishes something that the written word and still images cannot.
The best videos we have done have shown the solicitor in action, giving a presentation or in some other way show the viewer what they are ‘truly like’.
It gives people reassurance and comfort to watch such a presentation, and leads them to believe that they know something about the person and can accurately judge them. In feedback from solicitor’s clients we have discovered that the videos were instrumental in persuading the person to engage in the first place.
Videos can also be used in other marketing actions, and need not simply sit on the website.
Let’s say you specialize in divorce law, and the marketing campaign is sending a lot of people to your site – but few are calling to arrange appointments.
That is where CO comes in – we need to find out why people are not engaging with you.
Because of the nature of digital marketing, we know a lot about people who interact with a site. What page did they land on first (it’s not always the home page – it depends what search term they found).
Once they landed there, where did they go to next on the site, and why? How long did they stay? Did they read the site or follow any links? Did they respond to any of the calls to action?
These and hundreds of other questions can be asked and answered, and followed up on to make the site more and more appealing and better and better at closing new business.
It should be done regularly as the campaign evolves and changes.
PPC – Drain or Gain
This can be the most effective thing you can do marketing wise. It can also be the most expensive waste of money you can engage on.
This is why you should be using a specialist company with years of intimate knowledge of how to get clients for lawyers.
If done properly it can get you 40 – 70% of your new business. If done badly, it can bleed you to death.
PPC is how the search engines generate a large amount of their income. You pay them to have your company presented as the ideal match to any search. It’s an open market – the company that pays the most gets to the top.
Almost everyone does PPC, and so, especially with the law, it can get expensive. All the big law firms pay a fortune to have their company presented when anyone looks for a lawyer, and unless one has an unlimited budget, it is usually not worth the cost to compete with them.
Rather, one should invest in owning terms that relate to very specific search terms. These cost less, and the people that click o them are already more qualified because they are looking for something specific, rather than something generic.
Many of our clients first come to us with PPC problems – they are paying a fortune for pathetic results. We can usually reduce their PPC costs while getting the same, or far better results.
In one case we reduced a monthly PPC spend from £10,000 a month to half that, while at the same time increasing the number of paying clients by 600%.
It is that kind of expertise that enables us to get the incredible ROI that we accomplish for most clients.
Analytics, Reports, Clicks and Clients
Digital marketing provides one a large number of statistics. We know how many people came to the site, how often, how long for and so on.
These figures serve the purpose of enabling us to fine tune our work to make it more effective. After all, the only figures that really matter are those that represent the bottom line.
The reason one markets is not to gather figures – it is to get results.
We work out with our clients how the results will be measured, and what figures they want to see.
In the early days we are all interested to see how many public are coming to and looking at the site. The more the merrier. But that has to result in sales and new business, and if it doesn’t, we want to know why. So we examine all the facts and figures we can get, we test things out and we make sure that the site does its job.
Several clients have come to us with impressive numbers of “Clicks” on their websites. Several thousand people clicking on your site each month is good – or so they think.
It is good if large numbers of them become clients. It is bad if few of them do because it is just a waste of money. Unless the visits are from an organic search, they cost money.
We never try to persuade our clients that lots of clicks is good. Like them, we are only really interested in the bottom line, and whether or not the Clicks become Clients.
The Trend Is Towards Mobile Devices
With the advent of the smartphone and tablet computers, more people now access the Internet from their mobile device than from their computer.
Statistics also show that people are more likely to act on a site they have discovered on a mobile device, than they are to on a computer. They are usually mobile, in action, and wanting to deal with something there and then. And if what they want to do is find a lawyer, you have to be ‘findable friendly’.
Traditional sites do not perform well on mobile devices, and so they lose out to a large amount of potential business. Mobile device users do not have the patience to wait for slow downloads, or to peer myopically at some tiny text looking for what they should click on. If the site doesn’t load fast, and doesn’t look right on their device, they simply bounce off within a second or two.
Getting it right in these devices is already vital, and becomes more so with each passing week.
There is no rote formula for Winning and Wealthy
One has the tools and knows how to use them, and if they are well known and well employed the result is success.
We have and know the tools of digital marketing, specialise in the legal sector, and we are very successful at what we do.
Each tool could be compared to an instrument in an orchestra. Brought in at the right time, and playing its precise tune, the result is a delightful masterpiece. Badly conducted one gets a cacophony – even though the instruments are the same.
We have been conducting marketing campaigns for years, and monitor our results closely which is why we can unequivocally state that our clients see an average ROI of 1,000% on their marketing spend with us.
If you’d like to experience the delights of a gracefully conducted masterpiece composed just for you and with the sole purpose of making you win and become wealthy, then please take the initiative and contact us.
Fill in the form below and we’ll get back to you with an initial analysis of your existing campaign, and ideas on how it can be improved.