Three Keys to Success in Internet Legal Marketing
As a client development consultant, I often help attorneys understand the three keys to Internet legal marketing: visibility, design and content. These three concepts work together to direct potential clients to visit your Web site — and make the decision to contact your law firm. It is in-depth knowledge of how these concepts work that makes FindLaw FirmSite® products one of the most effective Web sites you can buy.
Visibility
According to a June 2005 Harris Interactive poll, more Americans use search engines to find a lawyer than any other source. Improving your Web site's visibility uses these search engines to drive qualified potential clients to your site. We do this through a process of search engine marketing optimization, where consultants thoroughly research the key words being used on major search engines like Google and Yahoo and incorporate them into the content of the your Web site.
Design
The typical Internet user navigates very quickly between Web sites. Research shows that you have 5 to 7 seconds to catch your potential client's attention online before they may decide to view another site instead. Design serves to engage potential clients with a positive visual impression of your firm from the very beginning.
Many attorneys spend thousands of dollars on their law firm lobbies to create that first visual impression when a client enters the firm. But the Web site should receive the same level of investment — more and more, Web sites are taking the place of the lobby as the first point of contact with your law firm.
Content
Content serves two distinct purposes: it informs potential clients of what services you offer and it helps your Web site be found with the search engines. Good content speaks directly to the potential clients you are seeking, appealing to their concerns in a way that makes sense to them. It allows you to introduce yourself and your practice to potential clients in a warm and personal way. In a competitive field, it makes you to stand out from the crowd.
Contact a FindLaw Client Development Consultant
FindLaw's keys to success — visibility, design and content — work together to form solutions that help law firms reach more prospects and win more clients.
If you are unsure whether I serve your geographic region, contact me by email or call me at 651-848-4845. I will put you in touch with the right FindLaw consultant.
