SEO FOR DIVORCE LAWYERS
1-800-DIVORCE works well with either traditional real world advertising (billboards, radio, office storefront awning, public transport/taxi/bus or bench ads, mobile ads, public bathroom ads, blimp ads, etc.) or digital online marketing (especially SEO for divorce lawyers).
In relation to online marketing, our strong recommendation is to rely primarily on organic Search Engine Optimization (SEO for divorce lawyers) with an emphasis on owning and controlling all of your online marketing assets. You should own or control your domain name, website, marketing content (including all blog posts), pre-hiring online answers to consumer legal questions, all client testimonials and reviews, all branding assets, your good will and your email list of clients with whom you’ve had a prior professional relationship.
Stop renting advertising space from third parties. Stop pumping brands that you don’t own or control. Stop allowing me-too lead-gen services to own your content, your good will and your client list. Stop allowing your per-case profit margin to be controlled by others on Pay-Per-Click (PPC) treadmills such as AdWords or Avvo.
Avoid the Pay-Per-Click (PPC) Trap
As this page addresses how 1-800-DIVORCE fits in well with Search Engine Optimization (SEO for Divorce Lawyers), the first thing we should say is that we at Legal Marketing Systems (LMS) don’t recommend that you use Pay Per Click (PPC) (Google’s AdWords, FaceBook ads or similar) campaigns.
That’s not a specific recommendation in relation to 1-800-DIVORCE. It’s a general recommendation against any lawyer marketing campaign that uses a bidding process.
This recommendation does not include Google Adwords Call-Only Campaigns, which are absolute gold for 1-800-DIVORCE campaigns.
PPC is too much of a winner-take-all system. The larger firms that were into the bidding process early and can afford to take more cases at lower profit margins have a great advantage over newcomers. The barrier to success in PPC is not your level of skill, knowledge and experience, but rather the amount of money you are prepared to throw at the bidding process. And you don’t control that bidding process. We cannot say this any better than Luke Ciciliano at SEO For Lawyers, LLC
Having said that, LMS knows that we have at least three 1-800-DIVORCE locations nationwide with $5000+ per week PPC campaigns that are doing extremely well. However, bear in mind that only proves the winner-takes-all analysis above. Remember that 1-800-DIVORCE improves your calls and click numbers no matter what you do. However, keep in mind that you certainly do not have to use PPC to succeed with 1-800-DIVORCE.
Pursue an Investment-Based Strategy for Family Law
The core of Legal Marketing Systems’ 1-800-DIVORCE SEO philosophy is that member lawyers should abandon the Yellow-Pages era mentality of renting ad space from a third party. Instead, you should own or control your domain, your website, your branding assets, your optimized marketing content, all communications with your potential clients, your firm’s good will and your email/contact list of all clients with whom you’ve had a prior professional relationship.
This approach reduces the cost of doing business, inures all of your assets to your own benefit forever and increases the Lifetime Value of each client through ethical up-selling and future cross-selling through your monthly email offers to past clients.
Once again, we rely on our colleague, Luke Ciciliano, at SEO for Lawyers, LLC:
Does Your SEO Provider Have a Conflict?
As lawyers, we are trained to see conflicts of interest anywhere and everywhere they exist on behalf of our clients and ourselves. That recognition apparently does not extend to blatant conflicts of interest that exist for the sole benefit of SEO agencies that we hire to promote our practices and bottom lines.
Is your law firm paying an SEO, PPC or other online marketing company that is padding its bottom line at the cost of yours? If your third party legal marketing agency has any other law firm clients in your town, you are paying someone who is trying to get your competitors’ websites and ads ranked higher than yours.
Have you asked your SEO/PPC agency whether you are their ONLY lawyer client in your town? Would you trust them to answer accurately? Is their current client list available for your inspection? Would you believe them when they tell you that they do their best for each law firm client? Should you believe that they keep the marketing gains of each law firm client compartmentalized so that no other local firm benefits from improvements made in your account? It’s easy to determine the answer to all of these questions. It’s, “no.”
Stop paying any SEO, PPC, lead-gen or other marketing agency that is also paid by any of your competitors.
STOP CONFUSING YOUR TARGET CLIENTS
“The … lesson is that firms should not waste time and resources trying to promote all its practice areas. They should determine what they are really known for (their brand) and focus their marketing efforts narrowly on one or two practice areas.” – Lawyerist