Why SEO is the most sustainable way for law firms to acquire new clients


Thomson Reuters’ 2020 State of US Small Law Firms report highlights, once again, the challenge law firms face with this critical aspect of running or growing a business: acquisition new customers.

Although the report talks about several challenges that small law firms face, a particular challenge is ‘acquiring new clients’, which 26% of respondents rated as a challenge. big challenge while another 50% said it was a moderate challenge for their practice.

This revelation should come as no surprise. This is a well-known problem to most companies, regardless of their industry or market, and it begs the question: What exactly can law firms do to address this problem?

While there are many methods and mountains of advice to answer this question, I would argue that one of these methods is generally accepted by most professionals in the digital marketing industry as the most sustainable, but often the most overlooked: search engine optimization (SEO), or simply leveraging the way your online presence is used for maximum efficiency.

Durability, generally speaking, refers to the ability to maintain or continue doing something for as long as possible and at the current rate, while achieving the same level of production, or preferably more. So, sustainable growth for a law firm can mean getting more leads or leads, traffic to your website, calls and email inquiries, or foot traffic in your office while using the phone. same amount of resources or less.

Options for developing a small law firm

TV and radio ads, billboards, physical mailings, billboards, and yellow page ads all predate the internet, but remain common advertising media for many law firms today. . It’s not too hard to see the limitations inherent in each of these media, including exorbitant costs, limited reach, inability to properly measure their effectiveness, etc.

And in today’s online world, whole new varieties and types of resources have emerged that have dramatically and dramatically improved the ability of law firms to gain new clients, especially through social media. Indeed, social media certainly has the potential to enable viral campaigns, increase brand confidence and visibility, increase traffic to your website, and become a good source of referrals and new customers. Yet this modern option also faces the same challenges in its old world competition of high costs and low conversion rates, especially if you go with paid advertising.

So how can small law firms optimize their online marketing efforts while minimizing costs and time?

Along with social media, there are also organic methods by which this resource can be harnessed to grow a law firm, often referred to as SEO, which may be the most sustainable of all the methods available to grow your law firm. Good SEO allows businesses to maximize their exposure on their website, social media channels, and other online sites, often just by being aware of the words, phrases, and images used on those platforms. A well-managed SEO allows companies to better measure results and return on investment (ROI) and enjoy better conversion rates. Most importantly, SEO strategies can be one of the most sustainable options you can follow.

Let us develop this last point of its sustainability. Remember I described sustainability as the ability to maintain or continue doing something for as long as possible and at the current rate while receiving the same level of production or more. Here are some ways SEO responds to this sustainability test:

Content lives forever – SEO is inextricably linked with content marketing and therefore any content you produce can, in theory, live on forever and therefore continue to generate web traffic. As a result, people can continue to call or email you about your legal department long after the content is created without you needing to do anything. This is the very definition of sustainable.

Search engine rankings last longer – A high search ranking is almost always guaranteed to bring a constant flow of web traffic and therefore a constant flow of leads and leads for your law firm. When such a ranking is reached, you can theoretically stop performing SEO activities and your website ranking will still be maintained for some time in the future. The smart thing to do, however, would be to continue doing what is already working.

Coupling with search engine marketing – Search Engine Marketing (SEM) is a paid advertisement that runs on search engines or various websites. For example, it could be the paid ads that you see at the top or bottom of a search engine results page, or it could be the banner ads that you see on various websites around the web. .

SEM could easily take the top spot for the the fastest way to acquire new customers, but it wouldn’t be the cheapest or the most sustainable way. Still, reducing SEO efforts with limited SEM effort could increase your ability to grab the attention of new customers.

SEO, for all its advantages, comes with its drawbacks, including the fact that getting results can often take a long time, and you often have little or no control over what kind of exposure you get. your business could get and you are never guaranteed the kind of results you might want.

As the leaders of small law firms attest, one of the biggest challenges small law firms face is growing their business and attracting new clients. And no matter what type, practice, or area of ​​law your firm operates in, sustainable business development practices are essential.

The sustainability of a well-managed SEO strategy can help your business acquire new customers, affordably and regardless of the size or area of ​​expertise of your business.

The opinions expressed are those of the author. They do not reflect the views of Reuters News, which, under the principles of trust, is committed to respecting integrity, independence and freedom from bias. Thomson Reuters Institute is owned by Thomson Reuters and operates independently of Reuters News.

Kanayo Okwuraiwe

Kanayo Okwuraiwe is a digital marketer with 17 years of industry experience. He is also the founder of Telligent Marketing LLC, a digital marketing company that provides lawyer referral and other services to help law firms develop their legal practices. Connect with Kanayo on Linkedln.

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