Law Firm Marketing

Having a great website allows you to focus on your ideal clients and your most profitable types of cases. Instead of running a television ad that goes out to everyone watching TV, the internet works like a magnet attacking the specific types of clients that are looking for an attorney to deal with their particular type of case.

With a great website, your law firm can actually become more focused. The more focused you become the faster you become recognized as an expert in your particular niche area. Other attorneys begin referring you cases in that particular areas of the law. Organizations begin to call you for speaking engagements related to that topic. While other attorneys are forced to take any case that comes in the door, you can attract your ideal clients.

Avoiding the Shotgun Approach

Many attorney websites take a shot gun approach to internet marketing. It is not uncommon to see a sole practitioner with a website that lists every practice area from commercial litigation to traffic ticket defense. Those websites are not successful for two reasons.

First, while the "jack-of-all-trades" attorney has a wide range of practice areas listing on his website, the attorney is not able to provide much information on any particular topic so nothing shows up in the search engines. Second, potential clients who do find the website quickly realize that the attorney is not focused on their particular type of legal issue. As a result, the attorney's marketing efforts are counter productive because any potential client that does find the website is immediately repealed.

The goal of any law firm's website should be attracting your ideal clients. Your staff must answer the phone and screen the calls. If the majority of your calls are from clients that do not have attractive cases or from clients who can not afford your services, then you are wasting money. Other marketing techniques take a shot gun approach. Internet marketing allows you to focus with laser beam accuracy.

Consider the Perspective of Your Ideal Client:

Few clients want a "jack-of-all-trades" attorney. Instead, they want to see that the attorney is focused on successfully representing clients with their particular type of problem in their particular jurisdiction. Like never before, individuals can use the internet to search very specific key terms to find out which attorney has the most experience in a particular practice area. Within a matter of minutes the potential client can gain a lot of information about that attorney. Your ideal clients are able to screen several attorneys from the comfort of their home or office computer before they ever pick up the phone.

The internet helps the consumer by allowing them to find attorneys more specialized in their particular type of case. From the attorney's standpoint, the internet allows the attorney to focus on the cases that fit their particular niche area (not to mention their most profitable cases).

Personal Injury - Website Design and Internet Marketing:

A client with a personal injury claim after a motorcycle injury wants an attorney focused on personal injury cases in general, and motorcycle accident cases in particular. That potential client may use the term "motorcycle accident" in the search taking the client to an interior page of the website for a local attorney that is devoted specifically to that topic.

Medical Malpractice - Website Design and Internet Marketing:

A person with questions about finding an personal injury attorney to resolve a medical malpractice case will begin their search for an attorney by specifically looking at medical malpractice issues. The typical client realizes that medical malpractice cases are very different from car accident cases. Ideally, the attorney would have an entire website devoted specifically to medical malpractice (or at least an entire section of the website devoted to these cases).

Family Law - Website Design and Internet Marketing:

A high net-worth individual preparing for a separation from a spouse wants a family law attorney who focuses on high income and high net worth divorce cases, with information on their website about alimony, division of business assets, and potential tax consequences of the settlement.

Criminal Defense - Website Design and Internet Marketing:

An individual charged with a criminal offense will begin looking on-line for information about the particular crime for which they were arrested. A great criminal defense attorney can create a website that address each criminal offense on a separate page. Additionally, the client may begin looking for a criminal defense attorney by looking at particular defenses, such as the failure to read Miranda warnings, or penalties for first time offenders. These clients want an attorney familiar with their particular charge in their particular jurisdiction, and the website can show that familiarity with those particular issues.

DUI, DWI and Drunk Driving Defense - Website Design and Internet Marketing:

An individual charged with DUI wants an attorney that focuses exclusively on drunk driving defense. In fact, if the client's case involves a breath test reading over the legal limit, then the client want to determine which attorney has the best strategy and most experienced in fighting the breath test machine used in that particular jurisdiction.

After a few minutes on the internet, each of these clients will click on several different websites at the top of their search results. The more focused the information is on their particular problem in their particular jurisdiction, the more likely that client is to call that particular law firm. From the attorney's perspective, they are able to attract their ideal clients who can most benefit from their services. As a result, those clients are most willing to pay for the services leading to a more profitable and enjoyable practice.

From the consumers perspective, having an attorney focused on their practice area means that they can find the attorney with the most experience who tends to offer the most cost-effective approach to solving their legal problem with the best possible outcome. Just as the medical profession has become more specialized, so has the legal profession. The internet will speed up of the demise of the general practitioner.

Consider the Search Engine Optimization (SEO) Perspective:

The search engines are designed to find a particular page on a website that best answers the consumer's questions. The more detailed and helpful the information, the more likely other sites are to link to that page of the website as an authority on the topic. The more websites that link to that particular page, the more likely that page will show up in the search engines. Search engine optimization (SEO) is the process of making sure your website shows up well in the search engines.

The key to optimizing a website for an attorney is developing tons of unique content on one particular practice area. Then the website must have more interior pages dealing with each issue related to that practice area. The search engines look at a variety of information:

1. A well designed websites with an easy to use navigation system;
2. A content management system that allows the attorney to frequently add or edit content on the website;
3. The quality of the content written on each page of the website;
4. Unique content that discusses that issue and all terms related to that issue;
5. Links to other interior pages on that website related to that particular issue;
6. Pictures, images or videos related to that issue;
7. A local telephone number and address related to a particular geographical location;
8. The number and qality of other websites that link to that interior page for that particular search term;
9. Outbound links to other websites dealing with that particular issues; and
10. The number of links from social media websites.

Our Detailed Formula for Achieving Specific Marketing Goals

Law Firm Marketing can involve a complex combination of website development, search engine optimization, content distribution, and internet marketing. At Internet LAVA, we focus on achieving results for law firms that will deliver a high return on their investiment. Our plan will allow you to receive consistent leads from local consumers whose types of cases are most desirable and most profitable to your firm. We concentrate on marketing the specific niche areas that are most critical to your practice.

Our websites are structured as a hierarchy so they can target all of the major and minor keyword phrases. It is important to have detailed content about each major area of legal practice as well as different topics related to each. Another important aspect of our marketing strategy is the targeting of keyword phrases related to all the different cities and counties within the geographic region where you practice.

A successful marketing strategy simply involves out ranking the competition in major search engines. For a lawyer, this can be achieved by having two things:

1. A professionally developed, search-friendly website as the pinnacle.
2. A vast array of web pages on other sites to support the website.

When these two aspects are in both in place and both are routinely enhanced, you will be able to watch your search rankings consistently improve over time. The more focused your niche area, the faster you will rise to the top of the search engines.

While you are building a more powerful website based on better content, find out why your competition is spending too much of their budget on expensive attorney pay-per-click campaigns that provide little return on investiment and no longer term strategy. We have created seperate pages on Google Adwords, Yahoo Search Marketing; and Microsoft AdCenter (MSN).

Establishing a Dominating Online Marketing Campaign

At Internet LAVA, we specialize in taking care of every different online marketing technique that will bring in the results you desire. Over time, we can establish a sophisticated online presence that will help you stand out from your competitors, stand out on the search engines, and stand out to your potential clients.

At Internet LAVA we develop websites for attorneys that outrank the competition. You tell us about your ideal clients and we develop a website that attracts those clients like a magnet. Interested in how our approach can benefit your practice today and for years to come? Call us for a free consultation to discuss your current marketing efforts and how a focused website can lead to a more enjoyable and profitable practice.

Teaming with Internet LAVA to Reach Your Goals

Successfully obtaining a sophisticated online presence will involve a great deal of work. We understand your time is valuable. By teaming with Internet LAVA, you will be able to utilize the most efficient methods for achieving a successful marketing campaign for your law firm. We take care of each and every aspect of your campaign while keeping you involved with every step.

If you're interested in utilizing Internet LAVA's services to successfully marketing your law firm and managing your online identity, then call us at 1 (800) 292-LAVA to schedule a free consultation. We focus exclusively on internet marketing for lawyers.