Wednesday, April 8, 2015
Over the past few years, a number of web developers serving the legal industry have started to require that clients have an ongoing search marketing campaign or search engine optimization plan. Essentially, if you don’t want to pay the price of these services, they don’t want your business. Some might argue that from a business perspective, this makes sense. After all, large SEM campaigns and SEO services can be incredibly lucrative. At Zola Creative, however, we refuse to take this approach; while SEO or SEM services are an option, they’re not a requirement. Here’s why:
Not all attorneys want to generate business from the web
Legal marketing gurus everywhere are cringing at this statement, but it’s true. Many of the attorneys who come to us for web development assistance aren’t looking to generate new business from the web; instead they need a professional website that can serve as a validation tool for referrals. In this case, does it matter that they don’t rank on the first page in a search for a local probate or divorce attorney? No. In these types of cases, they need to be found when the firm name or attorneys’ names are searched – that generally doesn’t require advanced SEO or SEM services.
You may rank well without an SEO campaign
Many of our clients rank very well, without advanced optimization. All of our sites feature foundational optimization which may just be enough to get your practice found. If you’re in a small town or have a very niche practice, an expensive SEO campaign may be overkill.
The return may not justify the investment
If you’re a personal injury attorney with a brand new website in a very saturated market like New York City, it will prove incredibly challenging to get your site on the first page of the organic SERPs. In this case, an SEO campaign will likely require a very large investment over a long period of time; some firms find it challenging to sustain these high costs over the long haul with little, if any, short-term return.
At Zola Creative, we don’t believe in a one size fits all solution. We take time to understand our clients’ practices and their business objectives. We’ll never sell a service just because we can; we want you to succeed and that means providing you with a custom solution based on your goals and your budget.