“I’m not interested in getting found on Google. I just want a place to send people when they ask about my website.” In all the years we've been working with attorneys on their websites, this is the most common refrain we hear.
Isn’t that crazy? Why on earth would you not want to get found on Google? Well, it’s pretty simple: The lawyers saying this don’t need the kind of business Google is going to send them. They don’t want tire kicking price shoppers who see lawyering as a commodity. “I’d like half a pound of divorce law, please. What’s your best price?”
Many of the lawyers we serve thrive on referrals. And at this time in the 21st century, even for a referral, having no website means you don’t exist. It’s the problem Descartes didn’t have to grapple with: "I have a website, therefore I am."
Also, a lot of these lawyers know the cost of competing with the 600-pound gorillas of law-firm SEO. “I can spend six figures on SEO, or I can buy a house in Belize. Hmm. Decisions.” They know that spending a quarter million bucks to compete with a big firm in a market like New York or San Francisco is a losing proposition. Much smarter is to put fewer marketing dollars into more tactical media.
When a referral does come their way, they want a website that improves the odds of converting that referral into a client. Also, they want to have the same appeal for the prospect who finds the website through other avenues, like social or video or blogging or traditional advertising. They want a website that makes it clear who they are, what they do, and how a client should feel about them.
That doesn’t mean there is zero SEO. There are SEO fundamentals. For instance, when someone searches your name, your website should appear in the search. That’s Website Building 101. But at the end of the day, you are not Baker McKenzie. Your game is about being efficient, nimble and cost effective. There’s no reason to try and compete in the SEO arms race with the superpowers. You are a marketing guerrilla. Approaching it that way is how you thrive.
IT IS PRESENTED AS A TRUTH THAT "Without SEO, lawyers die." What if you defy this ostensible truth? In a business where referral is king, SEO is useful. It just isn't a silver bullet. Instead, be human. Be evocative. Be the best part of you. A search engine can't understand that. But your client can.
Blaine Parker writes good words for good lawyers. Learn more at Firm Appeal.