Lawyers face exactly the same challenges any business does. In order to get new business they must market their services, i.e., advertise. And lawyers deal with exactly the same marketing and advertising challenge every business does - how exactly to beat the competition. Plus lawyers need to believe that any Internet or non-Internet marketing or advertising they do may well produce minimum results for the amount of time and money they spend -- whatever some other marketing or advertising advisor may say to the contrary.
Before the Internet the key non-Internet marketing option or advertising selection for any lawyer was to advertise in the yellow pages. To this day the print yellow pages contain lots of colorful, one page display ads that feature lawyers offering their services, and lawyers pay a lot for these ads. How effective these ads are is anyone's guess -- it's hard for your colored, one page display ad to stand out when you have 20 other lawyers doing the same thing! The yellow pages companies, however, continue to market their marketing and advertising philosophy that "bigger is always better" and "everything we sell is the opportunity," so they really often present a lawyer with a non-Internet marketing and advertising solution that costs plenty but often produces little.
This distinct thinking, along side the usage of print yellow pages generally, has gone the way of the dinosaur at a very accelerated pace. The yellow pages in print form had their heyday for a lot of decades, but the population now would go to the Internet for the information they seek, so most print directories are collecting dust. A lawyer who advertises in the print yellow pages may well get calls, but they'll most likely be from vendors utilizing the yellow pages as an inexpensive supply of leads.
The major paid search providers (pay per click search engines) tend to provide lawyers Internet marketing and advertising solutions in a fashion just like the way the yellow pages do using their print directories. "Bigger is always better," so rather than realistically discuss with a lawyer a pay per click Internet marketing and advertising campaign that produces financial sense and produces a good ROI, the pay per click providers will tell the lawyer to go for as many top listing keywords (the most expensive) as their budget will permit and bid as high because they can. The lawyer may go broke along the way, but at least they'll get exposure! Many lawyers enter pay per click as a fast way to obtain leads but quickly exit per month later after spending plenty of cash for Internet marketing and advertising results that produce only expense.
While pay per click Internet marketing and advertising could be the running favorite of Internet marketing advertisers worldwide, pay per click advertising for a lawyer is normally an extremely expensive proposition for what they get. Simply how much a lawyer is willing to "purchase a lead" assumes a whole new meaning with pay per click. The fee per click for a lot of lawyer related keywords, e.g., "personal injury lawyer," "criminal defense lawyer," can range between $5.00 to $70.00 per click with respect to the market, and when the typical lawyer's conversion rate (the amount of clicks it requires to generate a lead) of anyone to two percent is factored in, the lawyer can find themselves paying up to $500.00 to $7,000.00 per lead, and a lead is not just a client.
Part of the problem lawyers face if they use pay per click (and this translates into poor conversion rates) is that (1) they spend very little time creating their pay per click ads and (2) the ads direct traffic to the lawyer's website. Any Internet marketing professional who knows something about pay per click knows there is a constant send pay per click traffic to a website. Rechtsanwalt Wels Instead you create special pages, i.e., "landing pages" for pay per click traffic to be directed to. The landing pages perform the task of convincing traffic to do what the lawyer requires, that is normally to contact the lawyer via e-mail or by phone.
Legal Internet directories and portals offer the lawyer a possible Internet marketing and advertising option due to their popularity and enhanced Internet visibility. How effective a listing in a legal Internet directory or portal could be for a lawyer when it comes to marketing, advertising and Internet exposure will depend upon the particular attributes of the legal Internet directory or portal in question. All things being equal, legal Internet directories or portals that charge a fee to be listed included make more sense being an Internet marketing and advertising choice than similar sites that offer listings for free. The lawyer has to be particularly careful, however, if they consider advertising in legal Internet directories and portals that "look" like they give you a lot -- and a price to choose it -- but for whatever reasons simply do not produce enough leads for the amount of Internet marketing and advertising money the lawyer must spend.
Many legal Internet directories and portals exist that have a very strong Internet presence, and they're excellent resource centers for lawyers, but this does not automatically make them good places to advertise. With Internet legal portals especially it's not just how many lawyers the portal attracts but how lots of people the Internet legal portal attracts who're searching for legal services. Individuals have paid thousands of dollars for advertising in Internet legal portals that have produced nothing in the way of Internet marketing and advertising results. A very wise idea for almost any lawyer who considers advertising in an Internet legal portal is to obtain some very accurate user demographics on what type of specific traffic the Internet legal portal is obviously attracting.
What is a lawyer supposed to do? Everywhere the lawyer looks, whether the marketing and advertising media is Internet or non-Internet, considerable financial risk is involved, and a guarantee that the lawyer will get good, solid results for the amount of money they spend is often hard to achieve.
Ultimately the simplest way for a lawyer to choose Internet marketing and advertising - the way that'll ultimately get them the most effective long haul results for the amount of money they spend -- is to target on getting their website to rank full of organic search results. When everything are considered, people on the Internet who seek out goods and services mainly seek out websites to get their answers. They could look to legal Internet directories and portals, and when they don't find what they want they may turn to pay per click listings as a final resort (only about 30% to 40% of users make use of pay per click) but ultimately individuals who search the Internet are seeking websites that provide them with the answers they seek.
If your lawyer is searching for an Internet marketing and advertising solution that doesn't require being part of the pay per click crowd, the lawyer may want to look into pay per phone call programs. Pay per phone call is like pay per click, nevertheless the lawyer does not purchase a call unless they receive one. And the expense for pay per phone call are normally substantially less that what the lawyer will probably pay for a press in lots of cases. An intelligent lawyer can even desire to consider getting involved with several pay per phone call providers with the proven fact that involving the providers the lawyer will receive enough leads in the aggregate to produce involvement with these programs worth it.
Lots of the Internet marketing and advertising solutions that the lawyer chooses to look into must certanly be tried on an incident by case basis. Practically nothing could be assumed. A pay per click advertising campaign that works quite well for the lawyer with one search provider might fail miserably with another.
One last thing that the lawyer should be familiar with in regards to the Internet and an internet site presence is that appearances really do count. Many individuals have been on the Internet for 10 years and have correspondingly seen websites of all types and styles. People are used to seeing professionally designed websites. The lawyer's website must be too.
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