4 Myths About Your Law Firm Internet Presence

May 18, 2016
John Hinson

There are many thoughts and opinions out there as to what your law firm should be doing on the internet. And while there is plenty of good information available, there are also many misconceptions that are constantly being repeated. In this blog entry I identify four particularly common internet marketing “myths” that many lawyers are told.

Myth 1 – You can build a great website for free

Can you build your law firm website on your own for free? Of course you can. Will it adequately represent your experience, your credibility, and your brand? Not likely. Think about it this way – would you ever recommend someone represent themselves in court? Of course not. So why try to do it yourself when it comes to your internet presence?

There are free web design sites that exist – but they greatly limit the functionality of your website. Things like adding a video library, sign-up forms for a free report, newsletter, or general contact are complicated (if even possible). If you are able to do it, you’ll be spending hours on end tweaking the custom HTML codes required to make it look almost like you envisioned. I would know – I’ve done the same thing with my personal website.

If you’ve got a successful practice or you intend to build one, it is well worth hiring an expert to design your website for you. This ensures that your site will look and function properly – and it allows you to spend your time building your practice, not messing around with your website.

Myth 2 – No one opens email newsletters anymore

People get bombarded with dozens, if not hundreds of emails every day. So you might think that an email newsletter would be ignored. But did you know that the legal industry averages a 22% open rate for email campaigns? So if you’ve got 1,000 email contacts you’re sending emails to each month, around 200 people are reading your email and being reminded of who you are, what you do, and when to hire you or refer business your way. Maybe they’re watching your video or reading your latest blog if you include that (which you should).

Even the recipients who aren’t opening your emails are still likely to see your email show up in their inbox, so even if they don’t read it in a given month, you’re still staying top-of-mind – meaning there’s a higher chance those people will think of you first when they (or someone they know) need legal services.

Myth 3 – No one wants to read a law firm blog

We urge every single lawyer to start a blog. Many of them respond something like this: “I practice XYZ. It’s boring. Nobody wants to read about that. Why waste time writing about it?”

And sure, I concede that a legal blog isn’t going to be as entertaining as a best-selling novel. But the truth is that potential clients who are thinking about hiring you are very interested in what you have to say. Your blog is a perfect place to showcase your expertise and your knowledge while providing readers with practical information applicable to their legal challenges.

Not sure exactly what to write about? Start by answering common questions that your prospective clients ask. These kinds of articles add significant value to your website and position you as an expert in your practice area.

Myth 4 – It’s all about SEO

Is SEO an important tool for lawyers? Absolutely. Is it where you should start? Absolutely not. After all, what’s the point of showing up first on Google if your website is visually unappealing and difficult to navigate? In fact, having a high Google ranking paired with an ugly website could be doing more harm than good to your business.

Start by creating an engaging website and internet presence – and then consider whether SEO makes sense as a component of your marketing strategy.

Want to know more? Contact us today for more information.

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John Hinson

John Hinson is a Brand Manager at Spotlight Branding. He works daily to ensure that Spotlight Branding's services are delivered at the highest level. In his spare time, John plays softball and writes travel books.