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FindLaw Marketing Specialists Deliver 'Fresh Awesome' Every Day

By Andrew Chow, Esq. on March 26, 2013 4:18 PM

For many small law firms and solo practitioners, search engine optimization means simply showing up at the top of an Internet search-results list.

But to truly get the results you're after -- i.e., to turn website visitors into paid clients -- you'll need much more than a high page rank. And that's where FindLaw's lawyer marketing team can help.

Just ask Scott Shockney, one of FindLaw's senior SEO strategists. His main goal, as he describes it: to "deliver some fresh 'awesome' to the client."

To Shockney, that means giving FirmSite clients "value outside the box" and looking for ways to convert clicks into quality, revenue-generating leads.

"Not every site has a traffic problem," Shockney explains, "but every site has a conversion problem."

Addressing that problem can be an awesome challenge that involves more than just improving a FirmSite's Google ranking. It may also require revamping the site's content, design, or SEO, or even launching an offline campaign to meet the firm's particular goals.

Case in point: A FirmSite client in California that wanted to expand into a new geographic area. A multipronged strategy of paid search results, revised web content, and attention-grabbing roadside billboards did the trick.

In another example, Shockney helped a FirmSite client in Texas build an entire social media campaign around the dangers of texting and driving. As part of its #TxtFreeTX effort, the firm is awarding scholarships to local high-school students who take part in an online pledge.

How can your firm get similar, creative results from FindLaw? Shockney recommends communicating and collaborating with your lawyer-marketing team, being ready and willing to change (and change quickly), and to set goals that are "DUMB": doable, understandable, manageable, and beneficial.

It all begins by contacting your local FindLaw lawyer-marketing consultant and receiving a free analysis of your marketing needs. Pretty soon, you and your firm will be reaping the rewards of awesomeness.

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