Legal Web Marketing Priorities

When you initially start working with a digital marketing agency to generate leads for your law practice, there are some tasks that take priority that really need to be done before any links are built or ads are placed.  The legal web marketing priorities the agency will take into consideration are tracking, site security, site speed and of course the client services you offer.  Here is why these things must come first.

Tracking:

In aggressive zones, some law offices burn through countless dollars every month on some type of web marketing. A significant number of these same attorneys don’t track anything! How do you know what is working if you don’t track your progress?  Some will freely track things like movement in rankings and where your traffic is coming from. Here are some better things to track:

• Cost of Acquisition of Client By Source
• Fee Generated Per Client By Source

There are a huge amount of tools you can use to track this stuff, here are a couple of them:

• Google Analytics
• Google Search Console (Webmaster Tools)
• Stat (GetStat)
• CallRail
• Salesforce

If you are not able to track the performance of your web marketing, then don’t spend money on it.

Speed

If your site won’t load in under a few seconds, you’re losing traffic pointlessly. In case you don’t know whether your pages are loading fast enough, you can use the following tools to check your site speed:

• GTmetrix
• WebPageTest
• PageSpeed Insights
• Pingdom

If your site is running too slow your webmaster should be able to remedy the situation, while site speed may not seem like it would be such a big deal it really is.  Google values the user experience when it comes to ranking your site and in 2017 there is no reason it should take that long to load.

Security

Security, particularly for a law practice is a major ordeal on the web. Initially, in the event that you handle any client data through your site, you have a commitment to secure it.  People come to attorneys expecting confidentiality and this definitely extends to the web and email correspondence.  The damage to your practice a data breach could do is incalculable.  Having a security certificate on your site will not only reassure your clients but it is also a ranking factor for Google.

Client Service

One of the things people look at especially when it comes to attorneys is reviews.  Reviews are all over the web and they are there to stay, negative or positive.  People come to an attorney expecting respect, your ability to listen and keep them informed.  Even if you are the best attorney in town you still need to guard your reputation zealously.  Make sure both you and your staff are particularly sensitive to client needs, reputation can make or break your practice.

There are plenty more things that your legal marketing team will tackle during the course of your relationship, but this is where it all starts.