If you’re a lawyer looking to maximize your firm’s online presence and attract new clients, investing in search engine optimization is an absolute must. But don’t be tempted to cut corners by going for the cheapest option: quality SEO can make all the difference in your firm’s success and should not be sacrificed for a bargain.
This type of SEO goes beyond simply using keywords and phrases to boost your website’s rankings. It involves optimizing your website for mobile devices, ensuring that content is fresh and relevant – even updating old content for users and SEO, and creating a consistent online presence on social media platforms. High-value SEO also requires an in-depth understanding of the legal field and what clients are looking for when they search for a law firm. This takes time and expertise, making it challenging to get the outcome needed without investing in a professional agency, especially one specializing in law firm digital marketing.
Before signing with a digital marketing agency, let’s look at what may factor into pricing.
7 Reasons To Look Beyond The Price Tag
Law Firm SEO is a very competitive industry. And while many companies offer low-cost SEO services, the quality of their work may not be at the level you would get from a company that charges more. When looking for an affordable SEO service provider, it’s important to know how they plan on providing value to your business and whether or not they have the experience needed to deliver outstanding results.
You should look beyond the price tag and instead consider the different aspects of their services from keyword research, keyword rankings, link building, and so on. The marketing plan needs to be attainable, measurable, and tailored to your firm’s goals. A good SEO company will take the time to understand your business, goals, and target audience. When considering hiring an agency to do SEO for law firms consider these as red flags:
1. They don’t understand the importance of keyword research.
Many SEO companies only look at one aspect of SEO – ranking well on the search engine results page. However, multiple factors go into SEO success, and keyword research is just one of them. Keywords and their use in an overall content strategy are essential to any website’s SEO strategy. If you want to rank for a specific keyword, your site must have this keyword in its title and content. But if your site doesn’t have the right keywords or isn’t optimized for all relevant keywords, this strategy will not perform well for search engine algorithms. An established law firm SEO agency knows from experience which keywords to use for law firms and how to optimize content for SEO purposes.
2. Their approach is too simplistic.
An agency that charges a lower price generally focuses on one particular approach to achieving results. In contrast, a full-service law firm SEO agency will have an entire team of experienced digital marketing professionals with a multi-faceted plan of action who understand the nuances of the legal industry and can create effective strategies to help your law firm succeed online.
3. They ignore user experience.
User experience refers to a customer’s overall experience while interacting with your site. To retain customers, you must ensure they feel comfortable and satisfied during their visit. Getting new users to your website takes a lot of work, and once there, your site should be compelling enough to keep them engaged enough to want to contact you for an appointment. Lead generation for law firms – getting a phone call, or online lead form – is a privilege you need to earn. An experienced law firm SEO agency will understand the importance of user experience and create a website that is easy to navigate, has relevant content, and provides an overall pleasant experience.
4. They don’t take into account the competition.
When choosing an SEO company, it’s crucial to consider your law firm’s competition. If you’re going against competitors with a strong reputation, you’ll need to provide something unique and compelling to stand out. In addition, you’ll need to have a comprehensive SEO strategy that considers the competition. A reputable agency will be able to analyze competitors and create an effective plan of action to help you outrank them.
5. They don’t use any tools to measure performance.
These tools are specialized and are not cheap. Much like a carpenter has a toolbox, an experienced SEO agency will have access to the latest tools and technologies, such as Google Analytics, SEMRush, and Ahrefs, or tools and platforms they innovate internally, like we do at Hennessey Digital, to measure performance and track progress over time.
6. They don’t follow ethical practices.
As a lawyer, you understand the importance of ethics, honesty, and transparency when dealing with others. Cheap SEO companies often use unethical tactics such as keyword stuffing, link buying, and hidden text, to try and get quick results. These tactics can lead to penalties from Google and other search engines. SEO for lawyers can be costly because doing it ethically involves not only the knowledge but the resources to create a successful strategy.
7. They don’t take responsibility for their mistakes.
When hiring an SEO company, you need to make sure they will fix any issues if they occur and understand the reality of SEO. Otherwise, you could end up losing money and wasting time.
Low Prices May Indicate Low-Quality Work
Lower prices might mean cutting corners, fewer resources, or using tactics that are not in line with industry best practices, which can result in poor results or penalties from search engines.
These tactics, called “black hat” SEO, may include keyword stuffing, cloaking, and link schemes. And while tactics may produce short-term gains, they can ultimately lead to poor results which can be costly and time-consuming to recover from. Choosing an SEO company that uses ethical, white-hat tactics is vital to ensure the best long-term results.
“White hat” SEO tactics are those that follow industry best practices and adhere to search engine guidelines. And again, while these tactics may take longer to produce results, they are more sustainable and are less likely to result in penalties.
Key Takeaways
Your law firm needs an SEO strategy that will help you attract new clients.
Find an agency partner that has a:
- Proven track record:
A company that has a team of experienced SEO professionals well-versed in the latest industry best practices and techniques and a deep understanding of what it takes to succeed in the highly competitive world of law firm SEO with the results to back it up. You should also inquire whether they have any law firm SEO case studies.
- Comprehensive services:
Offering a range of SEO services to meet the needs of its clients. From on-page optimization and technical SEO to content creation and link building, with the expertise to handle all aspects of law firm SEO. This comprehensive approach ensures that all aspects of your law firm’s online presence are optimized for search engines.
- Customized strategies:
Recognizing that every law firm is unique with its own goals and challenges and takes the time to understand their client’s needs and develop customized strategies to achieve success. They work closely with their clients to identify their specific goals and develop a plan to achieve them, ensuring that their efforts are focused and effective.
Choosing a company based solely on cost can be risky. These companies may be cutting corners or using tactics that are not in line with industry best practices, which can ultimately result in poor results or penalties from search engines. It is essential to consider other factors, such as the company’s experience, track record, and the specific services they offer, in addition to price when selecting an SEO company. By choosing an SEO company that uses ethical, “white hat” tactics, you can ensure the best long-term results for your law firm.