An Overview of Online Marketing for Lawyers

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Jeffrey Johnson is a legal writer with a focus on personal injury. He has worked on personal injury and sovereign immunity litigation in addition to experience in family, estate, and criminal law. He earned a J.D. from the University of Baltimore and has worked in legal offices and non-profits in Maryland, Texas, and North Carolina. He has also earned an MFA in screenwriting from Chapman Univer...

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UPDATED: Jul 16, 2021

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Online marketing for lawyers has never been more complex than it is today. Lawyers who understand the array of options and make wise choices will be rewarded, but how do you do that? How do you evaluate your potential legal marketing partners? And where do you start?

On one hand, it’s great to have so many options. Dozens, possibly hundreds, of online lawyer marketing services will be glad to tell you how much business they will help generate for your firm. But, on the other hand, it’s hard to predict which services will produce most effectively for your firm for several reasons:

  1. Most online legal marketing services do not have total control over their destiny
    Let’s face it – only Google controls Google. Everybody prays to the algorithm Gods to get their website to the top of Google search result pages, but all online attorney marketing services are susceptible to Google’s capriciousness. Google does what it wants, whenever it wants. Google updates search algorithms frequently and every time that happens, the search results reshuffle, forcing online legal marketing services to react and adapt. This can produce inconsistent results from services that rely heavily on Google searches for traffic. This shuffle particularly affects companies that have not been around for at least five years.
  2. Different types of advertising models are better suited to different types of firms
    With so many different types of law firm marketing services now available online, the differences can be difficult to understand. To decide which lawyer advertising models would be suitable for your firm, you must first understand your firm’s strengths and weaknesses, and also set some realistic goals for what you want your marketing to produce.
  3. Some online legal marketing services have overzealous sales reps
    Unfortunately, you can’t always rely on what an organization’s sales representative says. Some organizations’ sales representatives have a financial incentive to bring in new clients, which means they’re apt to exaggerate and stretch the truth a bit. As a result, you can’t rely solely on the sales representative’s word.

So how can you choose the best online lawyer marketing services for your law firm?

The next articles will address some of the unique challenges facing lawyers making this decision, as well as the rewards that can come from understanding your firm’s strengths and weaknesses well enough to make smart marketing decisions. We will also identify the pros and cons of different online law firm marketing models to help you understand which services would work best for your firm.

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