There are more law firms than good spots on the first page of Google. About 60% of people will choose one of the first three organic results. The frustrating part, at least as it pertains to lawyers, is that these spots are not merit-based. They are given out to the highest bidder (the first four paid slots) or those who employ the best SEO tactics (read: spent the most on SEO to get there).
There are several instances when the best organic searches lead to poorly crafted websites created for SEO rather than for the clients they hope to serve. Just because someone clicks on the result does not mean they will become a paying client, which is what you wanted in the first place.
Your Network Is a Better Option
How many people have you worked with in your career, and how many of them think highly of your services? These people are your best salespeople. When most people need an attorney, they actually don’t turn to Google first; they ask people they trust and get a recommendation.
From there, they’ll get a name (hopefully your name) and look you up. They may have no idea what you person do for marketing or whether you used SEO, but your name will be the first that appears on Google.
Each of your past clients can do this for you.
The problem is that people forget who you are. This is the component that people miss out on when they think about their past clients giving them referrals. The fact is that you will generate referrals without marketing. Law firms get referrals and think they are all set on that front. In turn, they spend their time searching for ways to get more cold leads while investing in things like SEO instead of maximizing the number of referrals they could get.
You need to focus on whether you’re missing out on a significant number of referrals. How many more can you get with minimal effort?
Content Closes the Referral Gap
Instead of spending thousands on the possibility of getting on the first page of Google, send out something as simple, essential, and beautiful as an email newsletter. You can include educational content while staying in touch with the people who will most likely refer you to their friends, families, and colleagues.
The people you like will refer you to like-minded people. This is why content also leads to better clients. People are out there selling your services and screening your potential clients because you’re spending a few hundred dollars a month staying in touch with them. If you want even more clients, go out and network, build your email list, and then nurture those relationships. When they need your services, they will already know to look for you.
You’ve built a network. For a marginal cost, you can get even more business from them. All you have to do is stay in touch. And when they look you up, guess whose name will appear first on the Google results? That may be the only way to guarantee that you land on the first page, and it can be done for $100 a month rather than $10,000.
Need help staying in touch with your network? Contact Spotlight Branding and see how they can help your firm!