The Legal space is very competitive and marketing for lawyers and law firms can be expensive. Digital marketing is a great way to waste money if it isn’t done right, and it’s costly even if you do everything perfectly. This is due to the highly competitive nature of the modern law industry, which leads to firms that are willing to pay hundreds of dollars per click for the most in-demand keywords.
This means that paying any platform to run marketing and advertising packages for your law firm simply isn’t an option for small law firms with a limited marketing budget. You won’t be able to drive enough high converting visitors to your website using paid advertising and marketing to make it worth your time. Even if you can, there are better ways to spend your money.
Here are five out of many reasons why SEO is usually a better option than paid search engine marketing. Some of these include:
1. SEO offers great value
Many law firm marketing experts will agree that search engine optimisation, or SEO, is a much better way to spend your money. Basically, SEO involves actions that can help improve your website’s organic search engine rankings for relevant keywords. For example, if you run a financial law firm in Melbourne, you might want to rank highly for a keyword like ‘Melbourne financial law’. If you can achieve the top spot on the search engine results page, you will find that you’re getting a lot of relevant visitors.
2. SEO is Less Expensive
A good SEO strategy for the average law firm doesn’t have to cost a fortune, especially if you’re willing to put a bit of work in yourself. Even if you don’t have time to spend on it yourself, employing an experienced SEO expert will usually be a very cost effective way to drive potential clients to your website.
3. SEO is a long-term Strategy with long-term Benefits
When you write and publish articles on your law firm's blog or website, it positions you as an authority in the field. If you spend money on things like marketing, it’s gone forever, especially if you didn’t get a conversion out of it, too bad. However, the money you spend on SEO will continue to drive results for months or years to come, potentially leading to a very low cost per visitor.
4. SEO is Less Difficult
SEO is not hard. Once you understand how Google ranks websites and what you can do to improve your organic search ranking, you’ll see that SEO really isn’t that difficult.
If you don’t already have a comprehensive SEO strategy for your law firm, you need to change what you’re doing. Consider speaking with an experienced SEO consultant who will be able to help you put together a clear, straightforward strategy for improving your search engine rankings. Trust me, it will be money well spent. Alternatively, you could try and work on your law firm’s SEO by yourself. If you choose to go down this path, I would recommend taking some courses and learning at least the basics of SEO before you start. You might find that it’s a more cost effective use of your time to employ someone who knows what they’re doing.
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