There has been a lot of buzz recently in the legal marketing sector about Google’s changes to the way it ranks websites. Basically, Google is no longer counting the “junk links” that some search optimization services sell. As a result, some law firms — especially small firms and solo practitioners — have seen their positioning on Google and other search engines drop off the first page.
We have also seen a dramatic increase in the past year, especially, in the interest that law firms in using social media as a marketing tool. (Yes, I know: The legal profession is usually five to ten years behind the leading edge of anything.)
But how important is all this to most law firms?
I would like to suggest a good lawyer-like answer, “It depends.”
It depends on what you want to accomplish.
Some law firms — including some very large and prominent ones — are successfully using social media for ongoing client communications, such as press releases and roll-out of new services. But most of these same firms, as well as smaller law firms that want to build their client base in corporate and commercial practice areas, have found that they are worthless in attracting new clients to their firms.
As one general counsel told me, “We just don’t buy legal services that way.”
Our firm’s interviews of in-house counsel and corporate executives, in businesses of all sizes, support a conclusion that social media and search engine optimization have no impact on selection decisions by sophisticated purchasers of legal services — the clients that most business law firms want to have. Moreover, they are among the least-used tools even to identify law firms for consideration.
It also depends on whom you want to attract as clients.
Small law firms that specialize in providing legal services to individuals can use the internet and its tools as an excellent way to “cast a bigger shadow” in highly competitive markets, especially in practice areas such as personal injury, bankruptcy, family law, estate planning, and criminal defense. Possibly these firms could have attracted the same clients through a more sophisticated application of traditional marketing tactics, without investing the $500 to $1,500 per month that search optimization services typically charge. Nonetheless, this is the sector of the legal industry that tends to report the best results, when social media and search engine optimization are applied as part of a well thought-out, well-informed marketing strategy.
The lesson for any law firm — large or small — is this: Before you allow your marketing staff to spend time, attention, or money of search engine optimization or social media, be sure that these efforts will make a difference to your current and potential clients.
How to do that? Ask them.
Invest in a client survey, such as the ones offered by Walker Clark. Even our “top of the line” Strategic Business Development Survey will cost much less than a year of search engine optimization services from a credible provider, and it will get you better financial results. Our Snapshot survey costs less than what many law firms pay for one month of SEO service.
Or, invest some of your partners’ time in interviewing your clients about their service expectations and the importance and persuasiveness of various types of marketing communications. In addition to getting valuable intelligence about client needs and preferences, an interview also helps to reinforce the relationship and will differentiate your firm from most, if not all, of your competitors.
Get some answers before you invest.
Search engine and social media have genuine potential for some businesses; but will they produce a good return on investment for your law firm, with your practice specialties, with your clients, and in your market?
Before you invest in these tools, be sure that you have the facts to answer each part of this question with confidence.
Norman Clark
