Law firms use a number of different techniques to differentiate themselves from others. Some attorneys boast case victories or superior law school credentials, while others use testimonials or awards as external validation. Understanding attorney competition is rather complex – firms compete across many different geographies, demographics, and practice areas.
The most concrete venue in which law firms compete is practice area. A firm that focuses on a specific practice area will devote attention towards mastering the law, the business, and the courts – just to handle matters in that area. Once the capabilities are established, the attorney or firm then must compete for clients with those particular matters. Using online marketing is a great first step in ensuring that the firm’s online authority matches the law firm’s capabilities. Read more
With the popularity of the Internet, more and more consumers are searching online for products, businesses, and lawyers. As such, a key skill in legal marketing success is understanding how to find new clients on the web. Today, search engines (such as Google, Bing, and Yahoo) dominate online marketing.
Let’s take a look at 4 main elements that have shaped the evolution of online search: Types of keywords, the paid search marketplace, location-based results, and new conversational search. Read more
Google likes to keep their mechanics under wraps, but new information about their latest update has come to light. Google recently upgraded its search algorithm in order to provide higher quality search results to its end users. Rather than traditionally targeting keywords in searches, the new algorithm focuses on answering the searcher’s questions and better determining the intent behind their search. A focus on “conversational search” is what drove the recent major upgrade. However, it is up to the lawyer or law firm to create fresh website content that will tell Google to bring searchers to that specific page. Read more
Lawyer.com is committed to help our clients enhance their overall online presence. A great way to extend your reach is by using Google AdWords, which is the only way to guarantee being listed on the first page of search results (depending on your budget!). AdWords is often referred to as “leads on demand”. When starting this type of search engine marketing, you want to make sure you are directing the person who clicks your ad to a sensible location; a good idea would be right to an optimized website. Here’s a rundown of how AdWords works and how you can get started right away! Read more
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