Do Prospective Buyers of Legal Services use the Internet?
Today we shall be discussing the very first element of Internet marketing for law firms that appears on my new diagram - prospective customers amd clients.Yes we call them clients but I use customers meaning the same thing.
So today we will be focusing on this area of the diagram. Click on the diagram to see it full size.
Do potential buyers of legal services use the Internet?
Well when I meet most of our potential clients they don't think it's the case. I get the same attitude every time, which is that 'it may work for some companies but OUR clients don't use the Internet'.
This is where I have to show that what I say about Internet marketing for law firms is not conjecture, it is in fact reality.
The Law Gazette came to my aid recently when they published their 4 page article on search engine optimisation for law firms.
This article appeared in the 2009 'In Business' magazine. If you missed this then you can download an electronic copy by clicking on the link below:
http://www.lawgazette.co.uk/files/in-bus-supp.pdf
Now the article talks about the 14 million people who conduct an online search in the UK every day and on that statistic alone you'd be mad to think that a portion of those are not searches for legal services.
Another thing alot of prospective clients say is that they don't get many referrals from their website so don't see any point in investing in it.
Now that is barmy because the very reason nothing is happening is BECAUSE there's no investment there. The vast majority of websites have never been optimised for search engines, that's why I got into this business.
Take the case study in this article for the company Pannone. Firstly if online marketing didn't work they wouldn't be investing £5,000 a month in it.
Secondly they state that soon after the campaign started the website saw a 64% increase in the number of visitors.
Now consider this. What would happen if your company website appeared at the top of Google for 100 different search terms, but no one ever conducted an online search for any of those phrases.
The result? No increase in website visitors and no additional fee income.
If people are not out there conducting searches to find providers of legal services then the best online marketing in the world would produce zero results.
As this case study shows, if there were not a whole raft of buyers of legal services conducting online searches to find a law firm then Pannone would not have experienced a 64% leap in the number of visitors, no matter how high they ranked on Google.
Furthermore I don't accept when prospective clients say that yes they believe people find legal services via the Internet, but they believe it's limited to private legal services.
I'll end by providing hard evidence as always. According to Google's Keyword Tool, which you can access here:
https://adwords.google.co.uk/select/KeywordToolExternal
Last month there were just under 2,000 searches for 'business lawyers' and over 8,000 searches for 'employments lawyers'.
I doubt there are many private clients who want 'employment lawyers' do you?
Well when I meet most of our potential clients they don't think it's the case. I get the same attitude every time, which is that 'it may work for some companies but OUR clients don't use the Internet'.
This is where I have to show that what I say about Internet marketing for law firms is not conjecture, it is in fact reality.
The Law Gazette came to my aid recently when they published their 4 page article on search engine optimisation for law firms.
This article appeared in the 2009 'In Business' magazine. If you missed this then you can download an electronic copy by clicking on the link below:
http://www.lawgazette.co.uk/files/in-bus-supp.pdf
Now the article talks about the 14 million people who conduct an online search in the UK every day and on that statistic alone you'd be mad to think that a portion of those are not searches for legal services.
Another thing alot of prospective clients say is that they don't get many referrals from their website so don't see any point in investing in it.
Now that is barmy because the very reason nothing is happening is BECAUSE there's no investment there. The vast majority of websites have never been optimised for search engines, that's why I got into this business.
Take the case study in this article for the company Pannone. Firstly if online marketing didn't work they wouldn't be investing £5,000 a month in it.
Secondly they state that soon after the campaign started the website saw a 64% increase in the number of visitors.
Now consider this. What would happen if your company website appeared at the top of Google for 100 different search terms, but no one ever conducted an online search for any of those phrases.
The result? No increase in website visitors and no additional fee income.
If people are not out there conducting searches to find providers of legal services then the best online marketing in the world would produce zero results.
As this case study shows, if there were not a whole raft of buyers of legal services conducting online searches to find a law firm then Pannone would not have experienced a 64% leap in the number of visitors, no matter how high they ranked on Google.
Furthermore I don't accept when prospective clients say that yes they believe people find legal services via the Internet, but they believe it's limited to private legal services.
I'll end by providing hard evidence as always. According to Google's Keyword Tool, which you can access here:
https://adwords.google.co.uk/select/KeywordToolExternal
Last month there were just under 2,000 searches for 'business lawyers' and over 8,000 searches for 'employments lawyers'.
I doubt there are many private clients who want 'employment lawyers' do you?
Labels: buyers of legal services, search engines
posted by Chris Coney BSc at
13:55
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