Being detail oriented can be a good thing.
Paying attention to details can help you meet deadlines, catch errors in documents, and can help you follow through when you’ve got a big idea.
Details are what helped me win trials when I was practicing law, and details were a fundamental part of how we built LawLytics. When tasks are intricate, details can mean the difference between success and failure.
But when it comes to your website marketing strategy as a lawyer, paying attention to little details could drive you insane.
However, lawyers are in luck: when it comes to what attorneys want out of their web marketing, most details are surprisingly insignificant. But, while most details don’t matter, there are a few things lawyers can do to improve their web marketing.
Below, I’ll list 5 things lawyers can do to build effective websites for their law firm:
Write meaningful content.
Write on your blog and website, and write often. Writing fluff pieces won’t do much for your web marketing, so it’s important that you write meaningful material that educates and entertains your potential clients and referral sources. What many lawyers don’t realize is that this tip – writing great content – is key. By writing smart, meaty content that engages readers, lawyers can ignore SEO jargon like “backlinks.”
Avoid SEO tricks.
Think of the common SEO salesperson as a witness who approaches you about lying on your behalf in court, and wants you to pay them to do it.
That’s what a number of SEO tricks amount to. And not only are SEO tricks expensive, they’re also risky: as Google gets better at seeking out and demoting spammy websites, using these tricks may result in the downfall of your law firm’s website, too.
There’s a whole list of tricks to avoid, and that includes: buying links, trading links – link schemes in general — keyword stuffing and inserting tags for the sole purpose of increased rank, and more. It’s worth keeping up with Google’s guidelines to make sure your website is on the safe side of SEO practices.
Be wary of those who claim there’s a “top of Google.”
The “top” of Google can be grouped in with unicorns, the Loch Ness monster and other things that aren’t real. There’s no such thing as the top of Google, and lawyers should be suspicious of anyone who says there is – or that they can get your website to the top.
In general, lawyers should be cautious of any SEO salesperson who mentions the word “Google.” If someone claims to work with Google or says they have a special relationship with the search engine, be wary. No Google employee is going to call up your law firm and say they’re concerned about your rankings.
Social Media: The World’s Largest Networking Group.
Law firms that market themselves the most effectively are those who make use of a variety of online communities: that includes sites such as YouTube, Facebook, Twitter, LinkedIn, and Google Plus. Each one has its own individual value for your law firm, but their real value is in the interactions they provide between you and other people. Lawyers should think of social media as the online equivalent of an in-person networking event. These sites can help you make friends, influence your peers, and engage with potential clients. Your law firm’s website is just a small part of a rich information ecosystem – and adding social media to your marketing can result in more referrals and search engine results.
Be Patient and Avoid Shortcuts.
Emotions such as impatience, greed, and fear are what SEO salespeople prey on when they cold call your firm. Lawyers have buttons, and there are SEO salespeople who know which ones to push to capitalize on an emotional reaction.
Unfortunately, there are no tricks that can build a long-lasting foundation for your online marketing. That takes time and patience. A short cut may seem tempting, but it will cost you in the long run. Fortunately for lawyers, there are good ways to focus on making law firm websites more valuable, such as regularly adding high quality content that educates the right people.
By avoiding tricks, consistently adding good content and making use of other online communities, search engines will reward lawyers with cost-efficient and maintainable placement in their results.