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It's a false belief that simply buying a domain name and paying a Web designer to create a basic lawyer website will solve all your legal marketing online presence needs. You can't just create a lawyer website with basic information about your firm and never touch it again. Good use of your website requires constant content additions and a good linking strategy to become part of your legal marketing system.
Your Lawyer Website as a Legal Marketing Hub
Think of your Law Firm website as the nucleus around which all of your other Internet legal marketing revolves. Your blog, your contact forms, and your e-newsletters should all feed or link to your lawyer website. If your clients are coming to you through lawyer directories, online Yellow Pages, or most importantly, search engines, they're going to see your lawyer website as your online image.
Your lawyer website attracts visitors via your other legal marketing materials (newsletters, print ads, TV spots, anywhere you include your Web address) so it needs to contain the information your clients are looking for. Your contact page is a vital part of your lawyer website, as it allows your clients to ask you for more information or set up their consultation.
Your blog should not only be a feature of your main page on your law firm website, but it should also be a tool to get clients back to your main page should they read a post elsewhere. Make sure that you are cross-posting your blog entries to newsfeed sites outside your own Web address to draw more traffic to your own lawyer website.
Drawing Visitors to Your Lawyer Website
A website is worthless if no one can find it, and that requires good search engine optimization (SEO). This means your content should be written with strategically placed keywords that are relevant to your content. Your content in turn needs to be relevant to your practice areas and clients' needs.
Many companies exist that will not only help you SEO your website content, but they'll produce the content for you. Search engines look for websites that have good keywords and recently updated content to rank them on search engine result pages. If you want your website to be found, it needs to have constantly updated content that features the key search terms your clients are looking for.
Giving Your Clients What They Want
Content is king for attracting clients to your lawyer website. A big part of your legal marketing strategy should be to always offer your clients more information on their legal needs, and then make it such an attractive offer that they keep asking for more. Your lawyer website content needs to be relevant and engaging with a call-to-action that compels the client to explore more of the site or to order your free informative materials.
The end goal is to give them what they want to the point where the only next step to do is to call and set up a consultation with your law firm!
About this Author
At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass. http://www.greatlegalmarketing.com/
Ben will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - (703) 591-9829.
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