Attorney Website Marketing - 7 Tools for Web Marketing Success
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by Brandon Cornett
With each passing year, more attorneys are turning to the Internet as a marketing tool. It only makes sense. After all, the Internet can provide a steady stream of website traffic and leads.
But what, exactly, makes up an attorney website marketing program? What elements should be in place to ensure maximum success? Here are seven components I think should be part of any attorney's website marketing program.
1. The Attorney Website
Every day in your city or town, dozens (and possibly hundreds) of consumers turn to the Internet for legal information. Having a solid website is the first step to connecting with this audience. After all, without a website, you have no web marketing program.
>> Get a top-notch website for your law firm
2. A Strong Web "Presence"
There is a big difference between a website and a web presence. So if you're serious about your attorney website marketing program, you should start with the former and strive for the latter. By itself, a website is like a grain of sand on a long beach — it has little hope of standing out. A web presence, on the other hand, will greatly increase the chance people will find you online.
A web presence combines many of the things mentioned on this list (the website, blog, online publishing, search engine optimization, etc.), and it does on in a way that helps you attract more clients via the Internet. At a time when so many people use the Internet for legal research, a web presence is a critical tool for attorney website marketing success.
3. The Attorney Blog
A well-written blog can be one of the most effective ways to improve your website marketing program. By regularly publishing quality content to your blog, you will broaden and strengthen the web presence mentioned above. A blog can also help you demonstrate your expertise of your particular field of law, which goes a long way toward inspiring trust (and interaction) from your website visitors.
>> Learn more about lawyer blogs
4. An Online Publishing Program
Many attorneys who engage in website marketing only consider their own websites. But when you extend your online publishing efforts beyond your website, you are reinforcing the web presence I talked about earlier. For example, you can publish articles through a number of article-distribution websites to help you grow your website traffic and search engine visibility. And you can do the same thing with press releases.
>>Learn more about publishing articles and press releases
5. A Modern Outlook
Like it or not, the Internet has forever changed the way people shop, communicate and research. So it's important for attorneys to adopt a modern way of thinking about their businesses. It may sound corny, but a modern outlook can do wonders for an attorney website marketing program.
Look at how consumers are using the Internet today, and work backward from there. How can you use this online behavior to your advantage? How can you connect with your ideal audience online? Learn as much as you can about the various Internet marketing tools available to you today (or else hire an attorney marketing firm who can help you use these tools).
6. My Book on Internet Marketing for Attorneys
At the time of this writing, I am finishing up a 130-page training manual on website marketing for attorneys. This guide will show you how to enhance your marketing program using a variety of web-based strategies, such as blogging, website marketing and lead generation, search engine marketing and more. It will be available on October 1, 2007 from right here on this website.
7. Behold, the Legal Professional
When you get down to it, you are the most important "tool" in your website marketing toolbox. None of the other website marketing techniques on this list can succeed without your focus, energy, compassion, enthusiasm and intelligence. Just thought I would end the list with this point, because some people tend to forget it.
