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.
Part of the problem lawyers face when they work with
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
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
If a lawyer is looking for an Internet marketing and advertising solution that doesn’t require being part of the
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. A
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.