Too many law firm marketers go on and on about your rankings. Don’t get me wrong, rankings are an important piece of the online marketing puzzle. But they are only one component of many. The problem is that it’s easy to sell rankings to someone. What is more difficult is demonstrating how search engine marketing efforts will generate more business for your firm.
Is Your Marketing Company Connecting The Dots For You?
- Do you understand how your rankings are effecting your website traffic?
- Do you know the types of terms that people have searched for and actually visited your site from?
- Do you understand what sources are driving traffic to your website?
- Do you know how many people called you or filled out a consultation form on your site?
- Are you tracking how many clients you generated from online sources?
- Do you know how much revenue these clients generated?
- Are you making more money than you are spending on your online efforts?
- Or do you simply check to make sure you still rank on the first page for the 3 keywords the legal marketing company promised you?
The goal of online marketing is not simply to rank well in search engines, but to leverage those rankings into new business for your firm. The only way to figure out if that is happening is by connecting the dots.
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