Successful law firm Internet marketing requires a comprehensive approach. Each and every strategy, method, and technique must ultimately be measured by its ability to generate new clients, from whatever source.
Whether you're trying to increase your law firm's search engine visibility, or locate effective Internet advertising opportunities, you must be able to measure effectiveness from the initial contact to obtaining a retainer.
In order to find strategies that are most likely to be successful, you will have to consider your marketing needs, goals, and budget. Here is one plan for increasing your law firm's visibility online:
Research
You will need to decide on your goals and budget. Think about which practice areas and geographic regions make up your law firm's target audience/audiences. Be specific. The more focused your practice is, the more concentrated effect your efforts will have.
Existing Web Presence
Look at your existing web presence. Is it inline with your goals? Where is it strong? Where is it weak? Don't "throw out the baby with the bath water". Sometimes minor adjustments can have significant impacts. Performing this analysis will give you insight into which strategies need to be assigned top priority.
Competitive Analysis
Review between 5 and 10 of your competitors' websites. Look at your competitors' search engine visibility, back link profile, social media activity, and online advertising investments. What are they doing successfully? What are they doing poorly? Competitive web intelligence can tell you a lot about what you should be doing to surpass your competition.
Keyword Targeting
Brainstorm keyword targets. Take into account the search volume and competition for each potential key phrase target. Set short term, intermediate, and long term keyword target goals.
Website/Blog
Set up a professional law firm website and/or blog. This can be accomplished in a variety of ways. Make sure to have your website or blog built on a content management system (CMS) so that you can easily add new pages, articles, and blog posts.
On-Page Optimization
Make sure that your essential HTML tags (title, headings, strong, img alt attributes, etc.) contain your target keywords. Don't over use key phrases! However, be sure that your key phrases are being appropriately used throughout your website / blog.
Link Building
Identify link targets and execute link building campaigns. Find information that is relevant to your practice. Use these sources of information as inspiration for content on your site. Link back to your sources. Get in contact with local news sources that report on issues relevant to your practice. Become involved with professional organizations. Claim your profiles from the various legal directories available online.
Advertising Opportunity Assessment
Look for Internet advertising opportunities that are most likely to generate a positive return on investment. Find directories that have high search visibility that also provide your firm high visibility within the directory.
Measure
Once a month, you should analyze your website traffic, web events (including form fills, information requests, and phone calls), back links, and your search engine visibility. Refine your strategy each month by analyzing and updating keyword targets, tracking competitor strategy, and analyzing the effectiveness of any advertising opportunity in which you are involved.
Gyi Tsakalakis is a law firm SEO professional with AttorneySync Internet Marketing.
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