Digital marketing is the core of marketing strategies these days, and with SEO being a crucial element of websites’ ranking and performance, and ultimately its revenue generating ability, more and more lawyers are investing time and money in SEO. If you want to maximize your ROI,you need to have a well-crafted SEO strategy which has to be implemented over a period of time with a long term vision. Search engine optimization is not a one-time process rather it is a continuous process which you have to constantly monitor and modify with the changing times and its requirements.
Lawyers are no experts on SEO, or for that matter, any aspect of digital marketing. They are usually very busy people and do not have the time to focus on marketing activities, as such, they are not good at hiring a law firm SEO company.Lawyersfirst need to understand the importance of SEO and have to pay serious attention to it and be diligent in appointing an agency for this purpose. It has been noticed that there is a lot of churning in this space, and lawyers frequently change their agencies. It is, therefore, crucial that you do your homework well and choose the right agency.
Choosing the Right Agency
While there are many agencies that provide SEO services for law firms, it would be naïve to believe that all of them are equally competent. You have to be very careful while selecting an agency. Look into their credentials, how many law firms they have helped achieve their goals in the past. Check their website to learn more about their work, how they rank in search engine results and what kind of reviews they have got. Every legal field has its own specific needs, and one size fits all doesn’t apply here, so try to find out if the agency has previously worked in your particular field. Also, getting references from past clients helps in choosing the right SEO agency.
Spell Out what You Want to Achieve.
It’s not a good idea to tell an agency what you want them to do. Instead, communicate your objective, what you want to achieve and what your goals are. Once you have explained the outcome that you want from them, you should leave it to the agency to chalk out the plan and implement the most suitable SEO strategy to achieve your goal. Explicitly communicating the specific outcomes that you want would help in your law firm SEO.
Consider SEO Agency as your Partner
When you hire an agency, you should look to establish a strong, long term partnership that is built on mutual trust. If you treat them just like any other vendor, they would go about their work just for the sake of it. You need to keep them motivated and fully involved to get the best results for you. Do not try to behave as if you are the boss; make them feel like they are part of your team, as a stakeholder. Do not give directions, have a consultative approach.
Promptly Respond to the New Leads
Irrespective of how many leads your SEO investment generates, it wouldn’t be of any use unless you have a proper system to convert those leads into clients. You need to immediately respond to all the leads generated to better the conversion rate. What strategies or techniques you want to employ for this would be your own call, but if you don’t have an effective system to respond to the leads your whole SEO effort would be a failure. It might have got the desired result of driving traffic and generating leads, but in the absence of any concrete strategy to close the leads all your investment would come to nought.
Have Reasonable Expectations and be Patient
SEO is a long-term continuous process. You cannot expect to get immediate results. Patience is the key. However, there are many attorneys who believe that investing in SEO would help them double their revenue in 6 to 8 months, and when they don’t get the result that quickly they get restless. If you have to immediately generate increased revenue just to stay afloat, SEO is not for you. Lawyer SEO takes at least 12 to 18 months to show any positive result, and you shouldn’t expect any Return on Investment before that.
Changing your SEO Service Provider
It is quite possible that you do not get the desired result from your current agency and you would like to change it. But before you decide to do that, you should understand that it would involve additional expenses as the new company would have to start from scratch. So, before you fire your current agency, raise your concerns with them and discuss the core issues. It is quite possible that the company would be able to find a solution.
SEO for lawyers is a formidable task. You have to be very careful in selecting your SEO partner in order to maximize your ROI.
Sophia is an Internet Marketer by profession with hobbies of innovative and online marketing writing. She works with Conroy Creative Counsel, provides online marketing for law firms in the USA.