The other day, I talked with a client who spent a considerable sum on optimizing his website with an SEO specialist. This client didn’t feel ripped off even though he spent a good amount on the effort. The SEO specialist did a good job for him but my client didn’t believe that work translated into more clients obtained through the website.
When SEO Efforts Make Sense
If you have a specific area of practice, a new market sector or opportunity and you want to make sure that you get traction on that, I think hire an SEO specialist makes sense. However, if you just want to boost your Google search rankings for no particular reason except for the hope it will bring you new clients, save your money.
Focus on Visibility Instead
What this means to me is getting in front of an audience either in person or online. It means creating new content for your blog or website. It means creating new videos that provide value to your audience. The biggest thing you can do is make sure you are touting what you do face to face online and vice versa.
For most attorneys, referrals will be the best source of business. First, someone else will have qualified you so that you’re not taking work that isn’t in your wheelhouse or that is beneath your abilities and the referee has trust in the referer and that translates to you. Thus your website becomes the place the referee come to to build on that trust and validates the referer’s good judgement.