Criminal defense law firms need a constant influx of new clients to succeed, and many have turned to digital marketing as their primary way of generating leads.
If you’ve done any content marketing, you understand the importance of increasing your website visibility to attract potential clients. However, as the new year approaches, it may be time to consider how you can improve your website’s performance and your online presence in 2021.
The Benefits and Drawbacks of Search Engine Optimization (SEO)
Almost every law firm uses SEO in some form or other, and those that don’t quickly fall by the wayside. However, while ranking highly on organic search is vital for your law firm, it isn’t the perfect solution that many content marketing firms claim.
While optimizing your site effectively improves your ranking on organic listings, it takes a lot of time and effort to get to that point. It’s a long-term strategy that can take up to a year to produce measurable results, during which you’ll need an alternative approach to increase your visibility.
Since search engines continuously tweak their algorithms, you can never truly stop once you’ve committed to SEO.
The Benefits and Drawbacks of Pay-Per-Click (PPC) Advertising for Your Law Firm
A PPC campaign focuses on immediate results rather than long-term gain. Pay-per-click advertising allows you to pay Google to display your ad prominently at the top of search results or a social media site like Facebook to display your ad on the newsfeed of targeted users. Every time someone clicks on your link, you pay the company an agreed-upon fee.
PPC ads are an excellent way to shore up poor organic search results. They can even increase your site’s authority and trustworthiness as you continue to accumulate new visitors.
One major drawback of using something like Google Ads (previously Google AdWords) is that it can get costly quickly and has a low ROI if implemented incorrectly. This is particularly true for law, where popular keywords can cost over $100 per click.
If you decide to start a PPC campaign for your law firm, you must do extensive research beforehand. It’s vital to have a landing page with an excellent conversion rate and a smart advertising campaign to support the ad and website.
Where to Focus Your Online Marketing Budget
SEO and PPC are strategies that, on the surface, have the same function of increasing your website visibility. They aren’t mutually exclusive and can offer synergistic benefits, such as PPC improving your site’s reputation, while site optimization increases the quality rating, reducing your cost per click.
As an attorney, you want to spend most of your time working on the law and not worrying about advertising your firm. There isn’t just one solution that you can apply for instant results, and every marketing plan needs work and dedication to implement correctly.
At Clicks Geek, we work with attorneys to provide them with the best marketing campaign possible. Why not give us a call today at 917-310-1597 to discover what we can do for your practice?