Attorney Marketing: The Practical Benefits of SEO
– Sometimes, understanding the real-life applications of marketing tactics is a little bit like understanding the real-life applications of algebra.
Sure, it’s easy to see that marketing and algebraic equations are both important, but it’s not always as simple to decipher how their principles apply in practical situations.
Take search engine optimization, for example. Do you want to show up on the first page of search results? Of course! Now, why?will first-page search results boost?your caseload?
The benefits of SEO for attorney marketing are more numerous than they might seem.
Start With Statistics
If you saw that click-through rates were 32.5 percent for one search result position, and 17.6 percent for another, you’d assume the difference in placement between those two positions was pretty dramatic, right? In reality, the 32.5 percent click-through rate belongs to the first position on the first page, while the 17.6 percent rate is for the second position on the first page.
Just that small difference in placement comes with a 15 percent drop. Even if only a fraction of the extra 15 percent wind up obtaining your counsel, that’s still a considerable boost for your caseload over time.
The difference between appearing on page one and appearing on page two is even more dramatic. The same study suggests that results on the first page receive 92 percent of the traffic from a given search, compared to?five percent for results on the second page.
Putting the Number Into Practice With Attorney Marketing
Clearly, appearing on the first page of search results makes your site far more likely to be clicked than appearing on the second page. On top of that, appearing as the first result on the first page is a distinct advantage over appearing even one spot lower. While appearing as the number one overall result can have a major, positive impact on your caseload, the first, most important task in attorney marketing is appearing on the first page. Results that appear after the first page are unlikely to be remembered by clients, if they are seen at all.
In many ways, online advertising is a numbers game. When more potential clients see your site ranked highly in search results, more will click through. Of those who do click through, a certain percentage will choose to employ your services,?boosting your caseload. The better the visibility of your website, the more likely an attorney marketing message is to be seen by the right people, at the right time.
Keeping Up With The Competition
Another thing to remember about attorney marketing in general, and SEO in particular, is that even if you aren’t using the latest and greatest marketing tools, chances are your competition will be. Why put yourself at a competitive disadvantage, when there’s no reason to do so?
In attorney marketing, visibility is key. Even a great law firm will have difficulty landing clients online if nobody is able to see their page. With a great law firm and a great search ranking, though, the sky is the limit.
In the end, the most efficient, sustainable way to add to your caseload is through a well-executed attorney?marketing plan.
The best part is that with a strong search ranking you won’t have to go searching for clients, because they’ll be the ones searching for you. All it takes to get there is the effort and attorney marketing expertise of the Inbound Marketing pros.
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.