Marketing for law firms is not the easiest of tasks for many digital companies out there. They’re slowly realizing that attorneys want to convert business as much as any other industry when investing in online marketing.
I say this all the time; “There must be structure and you must have a concept behind your madness.” Understanding where your concept should be even before launch is very important. You would assume that all geographical research and keyword competition were established before promising results to a law firm, correct?
What does the first page of Google have to offer? 1. Four spots up top available for Adword campaigns. 2. Google Local/Maps (Your 3 Pack). 3. 10 organic spots available (That SEO thing everyone talks about). 4. More Adword campaigns below the organic searches. There are more smart techniques available to savvy companies like WebsLaw but let’s focus on these four points.
So, that is page one inventory. This is what a marketing agency has to work with on Google and other search engines. Demand is high and everyone wants to rank and compete for keyword phrases such as “car accident attorney” in the North Miami Beach or Los Angeles area as examples. A keyword phrase like this brings back over 15 million Google results (See Video).
Not that you didn’t already know this BUT if you did not and now you are aware that there are ONLY 10 organic spots (that SEO thing) available for each keyword phrase, why in the world would you sign your law firm up for marketing with a company that offers the same service to 30, 40, 150 or even 6 other law firms in the same city or metro as your law firm?
If these marketing companies cannot rank or convert for their current 150 clients digitally (and there’s no way you can with this many Personal Injury law firms) then what makes you think that they will convert for your law firm when you sign that contract? Remember, ONLY 10 spots for every Google keyword phrase.
If you’re one of those firms and it’s been 6 or 7 months and you do not see a change, you won’t. I don’t want to be the one to break the news BUT someone has to and let’s be honest here, your gut told you that from the start. I get it, I understand all parties but the party responsible for the results.
The company representative took you out to lunch, built a relationship and placed a smile on your face. This is normal and the correct way of doing things. You as the law firm, put trust into a person behind a company that cannot produce the results you were hoping for. You did your job, the representative did their job BUT the company (Big Name) failed to produce results. You lose, the representative loses and the marketing company moves on to their next victim.
Literally, this is how it works! Quantity, NOT quality with many of these companies.
Listen to the pitch, smile back (or not), nod and when they’re finished ask them the following;
“Everything sounds great Mr/Ms. Representative but how many Personal Injury Law Firms (Or your particular type of law) does your company service in this city or metro area”?
Typically, you should sense the excitement in the representative’s voice. If they respond with the following;
“Oh! We have MANY accounts. Let me give you some of the names. We have about 30 or 40 here in the Los Angeles area alone!”
Trigger, run! This is where you calmly exit or politely ask them to exit. Why? Remember! Only 10 spots available for every keyword phrase organically.
Remember guys and gals, you want quality, not quantity. Servicing MORE does not mean more results for you. It means less or none.