Legal Marketing: The Best Clients Don’t Come From Google

This year alone, we’ve spoken to hundreds of solo & small-firm lawyers about their internet marketing strategy. And we’re surprised by how often the conversation starts with “How can I get on the first page of Google?”

Most lawyers are way too focused on SEO (Search Engine Optimization) and as a result, are missing out on bigger and better marketing opportunities. At Spotlight Branding, we passionately believe that the internet is MUCH BIGGER than Google. There are more important, more foundational, and more profitable strategies to pursue with your internet marketing.

Today we’re going to look at one simple but very important reason why this is true: Because the best clients don’t come from Google. 

Most of the potential clients who find your website on Google are transaction-minded. They’re price shopping. If you make it to the top of the first page, congratulations, you’re going to get a phone call. The problem is, that person is going to call your firm, and then they’re going to call 3-4 more firms.

And do you know who they’re going to hire?

The cheapest option they can find!

Because when you play the Google game – when you rely on searches for your new clients – you’re allowing yourself to become a commodity. If someone searches for “divorce lawyer Charlotte,” they get hundreds of results. Most searchers will take a look at those results, call a handful of them, and hire the cheapest option available. In many cases, searchers will make the phone call without even visiting your website – Google makes this easy. So you’ve got virtually no opportunity to differentiate yourself from the competition.

The best clients don’t find you by searching for “divorce lawyer,” or whatever your practice is. They seek YOU out, by name, because of the brand and the reputation YOU have created. Most of the time, this doesn’t even happen on Google. It happens through referrals and repeat business. It happens because you’ve created an unforgettable brand that positions you as the leading expert in your market.

So your main goal shouldn’t be to show up at the top of Google’s rankings. Your goal should be to become known as THE leader, the go-to guy/gal, the authority in your market. You want prospective clients searching for YOU… not generic search engine phrases.

Those are the clients who are willing to pay premium rates. Those are the clients that come into the engagement pre-conditioned to trust you. They’re more likely to treat you and your staff with the respect you deserve. They’re more likely to be loyal for the long-term and they’re more likely to make referrals of their own.

The best clients don’t come from Google. Adjust your online marketing strategy accordingly!  

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Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.