Tuesday, May 8, 2012
You set up a great looking website. You blog daily, writing insightful posts oozing with keywords and helpful tips for clients. You send out e-newsletters every week, and you reach out to referral sources and have them link back to your new website. You put in the work for website success, and in just a few short months, you start getting big cases from your website; your site is optimized and will continue to bring in business, right? Not so fast.
Many firms are excited when they launch a flashy new website and they follow all of the basic SEO strategies but often they become victims of their own website success. They have so much business from their marketing efforts that they stop taking the steps that helped to make them successful in the first place. They don’t post any blog entries and they fail to send out regular newsletters, losing touch with many referral sources. Over time, they wrap up the cases that kept them busy early on but they don’t have nearly as many coming in. They look to their website and can’t figure out why it no longer yields the same results it once did.
Turns out that while the firm was busy working on the “billable” stuff, a few firms opened in town with new marketing vigor and they now dominate in the search engine results. Some visitors may still trickle to the site but once they get there, they quickly notice that the last blog post was 5 months ago and wonder if the attorney is still in practice.
So how do you avoid this tragic, yet all too common, cycle. The solution is rather simple: never let marketing take a back seat. It’s crucial that even when your firm is bursting at the seams with clients that you take time to market your practice. We know, we know; there aren’t enough hours in the day. But since you’ve seen such an influx in business, you might consider hiring someone, at least part time, to help write and update the site. Or if you can’t yet afford to bring on a dedicated marketing consultant, look for a professional content solution like Insight in Motion which provides you with an extensive (and regularly updated) library of articles which can be edited and posted to your website in a matter of minutes
There is no shortage of attorneys in the United States and no shortage of competitors to snatch up prospective clients if you fail to put in the time or energy to showcase your expertise. Make certain that even during your busiest months, you have a sound content strategy to build upon your initial website success.