At first, it might seem odd that we would tell lawyers that seo might not be for them. After all, law firm search engine optimization is what we do. The truth is, the success or failure of any marketing effort, including search engine marketing, varies greatly from one firm to another.
So the question becomes, what common “traits” do law firms that have success with search engine marketing generally have? Here are just a few that we have observed:
The More You Know
At the risk of stating the obvious, the more you know about search engine optimization, the more success you will have. Obviously, if you’re doing your own seo, the more you know about it, the better your chances of success. However, even if you’re very knowledgeable about how and what to do, your success might be limited about how much time you have to execute a comprehensive web marketing campaign.
For those that have (or are considering) the services of a professional law firm seo consultant, the more you know will also positively impact your chances for success. You will be able to weed-out the scams from the legitimate service providers. You will also be able to more accurately measure the performance of your seo provider. We find that our best clients tend to be those that have a basic understanding of how search engine marketing works.
Your Firm’s Internal Systems
This may be the most important part gauge of whether you will have success, not only with search engine marketing, but any kind of marketing at all. Who answers your phone? How do you manage your emails? What is your new client intake process? These systems will impact any marketing effort. However, when it comes to web marketing, their effects are greatly magnified. The main reason for this is that internet users have short attention spans and very little patience. If someone finds your firm online, calls your office, and gets a recording, chances are they will simply call the next firm. Too many law firms are overly confident that internet users contact their firms based on their “online reputation”.
Don’t get me wrong. Some users will perform extensive research about you and your experience and building your online reputation is extremely important. However, many more internet users are using search engines like the yellow book. They search, they call, they move on. If your firm’s internal systems don’t accommodate short attention spans, you will lose valuable opportunities.
Your Relationship With Your Law Firm SEO Consultant
As with any professional relationship, your relationship with your law firm seo consultant will play a huge part in your chances of success. Think about your relationship with your own clients. If expectations aren’t properly set, there’s a lack of communication, and incentives are misaligned, your likelihood of getting a favorable result for your client will be diminished. The same is true with your marketing consultant.
In the end, there’s really no secret formula to having success with marketing your law firm online. While there are some general principles, each law firm has unique needs and goals. Therefore, each SEO campaign must be tailored to meet those needs and goals. Your success or failure will depend greatly on how well your law firm search engine optimization plan addresses your firm’s particular goals.
[HTML1]
AttorneySync is a law firm Internet marketing consultancy that specializes in law firm websites, legal blogs, and professional law firm seo strategies. 
