Internet Marketing for Law Firm - The Attention Factor
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by Brandon Cornett
I'll be the first to admit that Internet marketing for law firms can be a real challenge. In fact, Internet marketing for any business can be a challenge.
The simple fact is, there are ten times as many law firm websites online today than just a few years ago. So consumers are a lot more selective of the websites they visit, read and respond to.
This brings us to one of the most important concepts that will determine success or failure when Internet marketing your law firm — and that is the concept of attention as a currency.
Internet Marketing and Law Firms - Attention Please!
If you want to bring in business through your law firm's website, you first have to understand that attention spans are a form of currency online. The level of attention to which people pay a certain product, service or website has value associated with it. Because attention is the first step to interest, and interest is the first step to generating a response.
Imagine that a potential client is researching your legal specialty online, and that they are in need of the legal services your law firm offers. Now imagine that person is looking at your law firm's website along with the websites of ten other firms competing with you. This is an entirely realistic scenario by the way — the Internet makes it easy to compare law firms quickly and efficiently.
So now you must ask yourself the question: “Why would this person pay attention to my law firm over the other firms they are reviewing?”
And this is where consumer attention comes into play, with regard to Internet marketing for a law firm and generating website leads. The first step to Internet marketing success, as we've said, is to focus people's attention onto your website and your message.
Here are some tips for doing just that:
1. Increase the usability of your law firm's website. This will have a direct and positive impact on the level of attention people pay to your message.
2. Showcase your knowledge. Internet marketing for law firms is as much about knowledge capital as anything else. Have a knowledge base or “Articles” section of your website that demonstrates your subject matter expertise. Here are three web content ideas to get you started.
3. Minimize website attrition. A law firm Internet marketing program faces potential attrition at every step in the marketing chain. Once you have captured people's attention enough to pull them into your website, you must minimize attrition points so you don't lose what you've gained. Here's how.
Consumer attention is a highly valuable commodity when it comes to online marketing. You must capture and maintain people's attention before you can achieve any level of Internet marketing success. Attention to leads to interest, and interest leads to action.
Keep this key concept in mind when planning the Internet marketing of your law firm and you will enjoy far greater success.