Lawyers face exactly the same challenges any business does. To be able to get new business they need to 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 assume that any Internet or non-Internet marketing or advertising they do might produce little if any results for the total amount of time and money they spend -- whatever some other marketing or advertising advisor may say to the contrary.
Before the Internet the main non-Internet marketing option or advertising selection for any lawyer was to promote in the yellow pages. Even today the print yellow pages contain lots of colorful, one page display ads that feature lawyers offering their services, and lawyers pay a great deal 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 if you have 20 other lawyers doing exactly the same thing! The yellow pages companies, however, continue to advertise their marketing and advertising philosophy that "bigger is obviously better" and "everything we sell is an opportunity," so they often present a lawyer with a non-Internet marketing and advertising solution that costs plenty but often produces little.
This type of thinking, along with the utilization of print yellow pages generally speaking, moved just how of the dinosaur at a really accelerated pace. The yellow pages in print form had their heyday for several decades, but the people now goes to the Internet for the data they seek, so most print directories are collecting dust. A lawyer who advertises in the print yellow pages might get calls, but they'll most be from vendors using the yellow pages as an inexpensive supply of leads.
The major paid search providers (pay per click search engines) tend to supply lawyers Internet marketing and advertising solutions in a manner just like the way the yellow pages do with their print directories. "Bigger is obviously better," so rather than realistically discuss with a lawyer a pay per click Internet marketing and advertising campaign which makes financial sense and produces a good ROI, the pay per click providers will tell the lawyer to go for as numerous top listing keywords (the most expensive) as their budget will permit and bid as high because they can. The lawyer may go broke in the process, but at the 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 lots of money for Internet marketing and advertising results that produce just expense.
While pay per click Internet marketing and advertising may 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 prepared to "pay for a lead" takes on a whole new meaning with pay per click. The fee per click for several lawyer related keywords, e.g., "personal injury lawyer," "criminal defense lawyer," can range between $5.00 to $70.00 per click with regards to the market, and when the typical lawyer's conversion rate (the amount of clicks it takes to generate a lead) of anyone to two percent is factored in, the lawyer can find themselves paying upwards of $500.00 to $7,000.00 per lead, and a lead is not really a client.
The main problem lawyers face when they use pay per click (and this translates directly into poor conversion rates) is that (1) they spend short amount of 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. 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 complete what the lawyer requires, which will be normally to make contact with the lawyer via e-mail or by phone.
Legal Internet directories and portals provide lawyer a potential Internet marketing and advertising option due to their popularity and enhanced Internet visibility. How effective a listing in a legal Internet directory or portal may be for a lawyer with regards to marketing, advertising and Internet exposure will depend upon this attributes of the legal Internet directory or portal in question. Everything being equal, legal Internet directories or portals that charge a fee to be listed in them make more sense as an Internet marketing and advertising choice than similar sites that offer listings for free. The lawyer must be particularly careful, however, when they consider advertising in legal Internet directories and portals that "look" like they offer a lot -- and a cost to choose it -- however for whatever reasons simply don't produce enough leads for the total 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 are excellent resource centers for lawyers, but this doesn't automatically make them good places to advertise. With Internet legal portals especially it's not how many lawyers the portal attracts but how many individuals the Internet legal portal attracts that are trying to find legal services. Individuals have paid 1000s of dollars for advertising in Internet legal portals that have produced nothing in how of Internet marketing and advertising results. A really wise idea for any lawyer who considers advertising in a Internet legal portal is to obtain some very accurate user demographics on what kind of specific traffic the Internet legal portal is actually attracting.
What is a lawyer supposed to complete? Everywhere the lawyer looks, if 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 total amount of money they spend is frequently hard to achieve.
Ultimately the easiest way for a lawyer to choose Internet marketing and advertising - just how which will ultimately buy them the best long haul results for the amount of money they spend -- is to focus on getting their website to rank full of organic search results. Rechtsanwalt Wels When everything are believed, people on the Internet who search for goods and services mainly search for websites to get their answers. They might check out legal Internet directories and portals, and when they don't find what they want they could turn to pay for per click listings as a last resort (only about 30% to 40% of users make use of pay per click) but ultimately those who search the Internet are seeking websites that provide them with the answers they seek.
If a lawyer is looking for an Internet marketing and advertising solution that doesn't require being the main pay per click crowd, the lawyer might want to consider pay per telephone call programs. Pay per telephone call is much like pay per click, but the lawyer doesn't pay for a call unless they receive one. And the expense for pay per telephone call are normally substantially less that what the lawyer will pay for a press in several cases. A good lawyer might even want to consider getting involved with several pay per telephone call providers with the indisputable fact that between the providers the lawyer will receive enough leads in the aggregate to produce involvement with these programs worth it.
Most of the Internet marketing and advertising solutions a lawyer chooses to look into must certanly be tried on a case by case basis. Practically nothing may be assumed. A pay per click advertising campaign that works very well for the lawyer with one search provider might fail miserably with another.
One very last thing a lawyer should be aware of in regards to the Internet and a website presence is that appearances really do count. Many individuals have now been on the Internet for 10 years and have correspondingly seen websites of most types and styles. People are accustomed to seeing professionally designed websites. The lawyer's website ought to be too.
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