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Visibility, Design, Content: Successful Law Firm Online Marketing

By Robin Enos on June 08, 2011 6:46 AM

Successful law firm internet marketing means developing clients through online contacts.

Why? Because when looking for an attorney, consumers do their homework online first.

Search engine results give you validation as a professional. If potential clients see you from their own Google search, they often see your professionalism as established.

Online contacts come from good law firm website design, and good law firm internet marketing. FindLaw's research indicates online contacts lead to client development.

So how to generate online contacts?

The three components of effective online client development are:

Visibility: Search engine optimization (SEO) is a critical part of improving a law firm's online visibility. SEO is a fancy term for enhancing elements of your website to attract qualified traffic--through directory placements, link building, and natural results from search engines like Google, Yahoo! and MSN.

Design: Effective site design enables a law firm to communicate its unique identity and
appeal to its target audience. Good design provides intuitive navigation and focuses on
clarity, not complexity.

Content: Well-written content makes it easy for search engines like Yahoo! and Google to find your site. This means optimizing your website with keywords. Keywords reflect your clients' needs. If you can predict what keywords potential clients might look for, when you want them to be looking for you, you can increase traffic to your website, and (most important) validate your expertise.

Your validated expertise motivates visitors to contact your practice. Getting people to call when they need an attorney is, after all the whole point of law firm internet marketing.

Good law firm internet marketing is a means to an end. Optimizing search engine traffic toward your website is the key.

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