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Main » 2013 » December » 09 » Internet Marketing for Lawyers - Advice That Counts
1:13 PM Internet Marketing for Lawyers - Advice That Counts |
| Internet Marketing for Lawyers - Advice That Counts This article deals primarily
with Internet marketing for lawyers and to a lesser degree non-Internet
marketing for lawyers. Various forms of Internet marketing and non-Internet
marketing are discussed with some very innovative Internet marketing solutions
thrown in for the lawyer to think about or act upon. Lawyers face the same
challenges any business does. In order to get new business they must market
their services, i.e., advertise. And lawyers deal with the same marketing and
advertising challenge every business does � how to beat the competition. Plus
lawyers have to assume that any Internet or non-Internet marketing or
advertising they do may well produce little or no results for the amount of time
and money they spend -- regardless of what an outside marketing or advertising
advisor may say to the contrary. Prior to the Internet the main non-Internet
marketing option or advertising choice for any lawyer was to advertise in the
yellow pages. To this day the print yellow pages contain plenty of colorful, one
page display ads that feature lawyers offering their services, and lawyers pay a
lot for these ads. How effective these ads are is anyone�s guess -- it�s hard
for your colored, one page display ad to stand out when you have 20 other
lawyers doing the exact same thing! The yellow pages companies, however,
continue to promote their marketing and advertising philosophy that �bigger is
always better� and �everything we sell is an opportunity,� so they often present
a lawyer with a non-Internet marketing and advertising solution that costs
plenty but often produces little. This line of thinking, along with the use of
print yellow pages in general, has gone the way of the dinosaur at a very
accelerated pace. The yellow pages in print form had their heyday for many
decades, but the population now goes to the Internet for the information they
seek, so most print directories are collecting dust. A lawyer who advertises in
the print yellow pages may well get calls, but they�ll most likely be from
vendors using the yellow pages as a cheap source of leads Turn your world for
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closet.. The major paid search providers (pay per click search engines) tend to
offer lawyers Internet marketing and advertising solutions in a manner similar
to the way the yellow pages do with their print directories. �Bigger is always
better,� so rather than realistically discuss with a lawyer a pay per click
Internet marketing and advertising campaign that makes financial sense and
produces a decent ROI, the pay per click providers will tell the lawyer to go
for as many top listing keywords (the most expensive) as their budget will
permit and bid as high as they can. The lawyer may go broke in the process, but
at least they�ll get exposure! Many lawyers get into pay per click as a quick
way to get leads but quickly exit a month later after spending lots of money for
Internet marketing and advertising results that produce nothing but
expense.While pay per click Internet marketing and advertising is the running
favorite of Internet marketing advertisers worldwide, pay per click advertising
for a lawyer is usually an extremely expensive proposition for what they get.
How much a lawyer is willing to �pay for a lead� takes on a whole new meaning
with pay per click. The cost per click for many lawyer related keywords, e.g.,
�personal injury lawyer,� �criminal defense lawyer,� can range from $5.00 to
$70.00 per click depending on the market, and when the typical lawyer�s
conversion rate (the number of clicks it takes to generate a lead) of one to two
percent is factored in, the lawyer can find themselves paying upwards of $500.00
to $7,000.00 per lead, and a lead is not a client.Part of the problem lawyers
face when they work with pay per click (and this translates directly into poor
conversion rates) is that (1) they spend little time creating their pay per
click ads and (2) the ads direct traffic to the lawyer�s website. Any Internet
marketing professional who knows something about pay per click knows you never
send pay per click traffic to a website. Instead you create special pages, i.e.,
�landing pages� for pay per click traffic to be directed to. The landing pages
perform the job of convincing traffic to do what the lawyer requires, which is
normally to contact the lawyer via e-mail or by phone.Legal Internet directories
and portals offer the lawyer a potential Internet marketing and advertising
option because of their popularity and enhanced Internet visibility. How
effective a listing in a legal Internet directory or portal can be for a lawyer
in terms of marketing, advertising and Internet exposure will depend upon the
particular attributes of the legal Internet directory or portal in question. All
things being equal, legal Internet directories or portals that charge a fee to
be listed in them make more sense as an Internet marketing and advertising
choice than similar sites that offer listings for free. The lawyer has to be
particularly careful, however, when they consider advertising in legal Internet
directories and portals that �look� like they offer a lot -- and a price to go
with it -- but for whatever reasons simply do not produce enough leads for the
amount of Internet marketing and advertising money the lawyer must spend. Many
legal Internet directories and portals exist that have a very strong Internet
presence, and they are excellent resource centers for lawyers, but this does not
automatically make them good places to advertise. With Internet legal portals
especially it�s not how many lawyers the portal attracts but how many people the
Internet legal portal attracts who are searching for legal services. People have
paid thousands of dollars for advertising in Internet legal portals that have
produced nothing in the way of Internet marketing and advertising results. A
very wise idea for any lawyer who considers advertising in an Internet legal
portal is to get some very accurate user demographics on what kind of specific
traffic the Internet legal portal is actually attracting.What is a lawyer
supposed to do? Everywhere the lawyer looks, whether the marketing and
advertising media is Internet or non-Internet, considerable financial risk is
involved, and a guarantee that the lawyer will get good, solid results for the
amount of money they spend is often hard to achieve.Ultimately the best way for
a lawyer to go with Internet marketing and advertising � the way that will
ultimately get them the best long term results for the money they spend -- is to
focus on getting their website to rank high in organic search results. When all
things are considered, people on the Internet who search for goods and services
mainly search for websites to find their answers. They may look to legal
Internet directories and portals, and if they don�t find what they want they may
turn to pay per click listings as a last resort (only about 30% to 40% of users
bother with pay per click) but ultimately people who search the Internet are
looking for websites that provide them with the answers they seek.If a lawyer is
looking for an Internet marketing and advertising solution that doesn�t require
being part of the pay per click crowd, the lawyer may want to look into pay per
phone call programs. Pay per phone call is like pay per click, but the lawyer
does not pay for a call unless they receive one. And the costs for pay per phone
call are normally substantially less that what the lawyer will pay for a click
in many cases. A smart lawyer may even want to consider getting involved with
several pay per phone call providers with the idea that between the providers
the lawyer will receive enough leads in the aggregate to make involvement with
these programs worth it.Many of the Internet marketing and advertising solutions
that a lawyer chooses to look into must be tried on a case by case basis.
Absolutely nothing can be assumed huanghaiyan251. A pay per click advertising
campaign that works extremely well for the lawyer with one search provider might
fail miserably with another.One last thing that a lawyer should be aware of when
it comes to the Internet and a website presence is that appearances really do
count. Many people have been on the Internet for 10 years and have
correspondingly seen websites of all types and styles. People are used to seeing
professionally designed websites. The lawyer�s website should be too.
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