From avoiding unnecessary mistakes to developing effective search marketing strategies, here are the answers to your most pressing law firm internet marketing questions.
Whether you’re just getting started with law firm marketing, or you’re stumped and desperate for answers, we’re here to help! We took stock of all the questions we’re asked on a regular basis, and five, in particular, seem to be popping up over and over again. So, here are the answers to the five most urgent questions in our industry.
1. What Are the Most Common Internet Marketing Mistakes?
Three common mistakes can cripple your law firm’s internet marketing, but none is as debilitating as the lack of an on-site blog. Content is king in the new world of Google quality scores that rely on consistent and well-written, informative content. An on-site blog also adds an element of professionalism to your site that can position you as an authority in your practice area. If your content is truly helpful, it will likely be shared on social and other blogs, which can position you to request links back to your site.
That said, merely adding content is largely fruitless if you don’t have a comprehensive off-site SEO or back linking strategy. Diverse link building sets your website up for long-term results by proving its relevancy. Remember, one link to a reputable source like Forbes or CNN gives you more juice with Google that 100 links to spammy SEO sites.
Lastly, you should be tracking the results of your marketing efforts and SEO campaigns. Without data collection and analysis, you won’t be able to correct your marketing mistakes or missed opportunities over time. Implement A/B testing with your blog titles, landing pages, and social campaigns to help you better understand your target audience.
2. How Can I Recover From Google Penalization?
If you have been penalized by Google, assess the situation by tracking what went wrong. If your ranking dropped by less than a page or less than three pages, you can most likely recover relatively quickly. If your listing has been completely removed from the top ten pages, you may be in “Google Jail” – this usually only occurs if your company is using illegal or dirty SEO tricks, and you’re not doing that…right? Either way, there are some beginning steps to help you recover your rankings:
- Identify and remove any keyword stuffing and duplicate content
- Identify and remedy off-site issues like low-quality links
- Target the right links
- Clean up your directory listings
- Outdo your competitors
Patience is the name of the game when you are recovering from Google penalization. If you’re in “Google Jail” for a serious offense like buying links, you may do better to scrap your site and start all over again – using law firm website best practices this time!
3. Is Link Building an Endangered Species?
Contrary to what some marketers might tell you, link building is far from dead. Competitive markets such as law firm marketing depend heavily on link building to stand out from the competition. Effective (and kosher) link building can be achieved by reaching out to local publications, legal blogs, and by sending out press releases. If your law firm’s marketing department is small—or non-existant—you may consider hiring a marketing agency that specializes in law firms to help you navigate the world of SEO. Just remember – DO NOT BUY YOUR BACKLINKS. You will get caught and your website will suffer.
4. How Can I Be Sure to Avoid Law Firm Marketing Scams?
Scammers in the legal online marketing industry are, unfortunately, all too common. Some of the scams and red flags to watch for are:
- 3-year contracts for marketing services
- Marketers who represent many attorneys in the same geographic location and area of practice (this creates search engine ranking and advertising conflicts)
- A lack of exclusivity and customer loyalty
- Policies with exorbitant fees for breaking contracts
- Price tags for tens of thousands of dollars
- Salesmen that promise you a ranking on the first page of a search engine
Look for law firm marketing agencies that specialize in data-driven marketing and analysis. This ensures that there is science behind the marketing methods, which makes it easier for you to determine your return on investment (ROI).
5. How Much Should a Law Firm Spend on Internet Marketing Services?
A comprehensive marketing approach should be priced according to your firm’s size and specific needs. Look for transparency and contracts of a reasonable length – say up to one year – that allows you to walk away if you’re unhappy with the results. In general, you should be spending about 2-5% of your gross revenues on marketing efforts.
Evaluate your ROI, factor in time as well as money spent, and then actually spend the marketing budget that you set. Many law firms greatly underestimate the importance of marketing, and it causes their growth to stagnate.
If you need help with law firm internet marketing, contact Kirkpatrick Creative at 866-864-9425 to schedule a free consultation. We worry about the marketing so you can get back to being a lawyer!