Optimizing your law firm’s website? It could be costly if you wander blindly into the open arms of the SEO companies. Just as onerous as a subprime mortgage, but for the fact that the rate never resets.
One of my consulting clients recently revealed to me that he was spending $7,000 per month with a search engine optimization company. After I dusted myself off and picked myself up off the floor, I decided to show him what he was paying for. The lesson was learned pretty quickly.
I got the SEO company on the phone and played dumb, asking the simplest questions possible – what search terms were being targeted, where the site came up on major search engines for that term, what metrics they were using, and so on and on. The answers were unconvincing, and showed just how little my client was getting for his money.
All this after he’d been with them for four years and failed to show up on the first two pages of the Google results for his target market.
What did we do?
We pulled him off the SEO company’s rolls and did some down-home search engine optimization. A few tweaks here and there got him off to a great start, and I’m pleased to see that he’s already on the first page of the Google results for his target. Prospect inquiries are rolling in, and he’s a happy client. Also $7,000 a month wealthier, which is a good thing.
If you’re looking to optimize your web presence (and you should), there are some very nifty tools out there to help you along. Our friends over at LawyerCasting recently published a terrific list, and I encourage you to read it carefully and jump in with both feet.
