At last count, 564 subscribers to The Prosperous Lawyer newsletter have downloaded the free ebook from websmartlawyer.com I mentioned a few days ago. Apparently, a lot of lawyers have or want to have a web site to help them build their practice. If you didn’t get your copy, here is the link.
In reading the author’s discussion of search engines, optimizing web pages, and generating search traffic, I started thinking about how all lawyers should have a web site but many undoubtedly hesitate to get one because of the enormity of the task of generating search engine traffic. If you feel that way, forget about search engines for the time being and get a web site anyway because it provides other valuable benefits.
A web site is a mechanism for prospective clients and referral sources to get to know, like, and trust you. It sells you and your services and operates 24/7, at almost no cost to you. Browsers can spend as much time as they want, getting to "know" you through your web site, learning more about what you do, and for whom you do it, and discovering everything else they might like to know that could bring them closer to calling and making an appointment.
Your web site can be (should be) a resource of valuable information, helping clients and prospects to better understand their legal situation and the options that are available to them, as well as demonstrating your experience in helping others with similar issues. This can result in new business, repeat business, and referrals.
Your web site allows you to "cross sell" your other services to clients who may not know "what else" you do.
It provides a mechanism for building your email list, allowing you to communicate more frequently (and at less cost) with clients, prospects and referral sources.
And it is a resource for networking with other professionals. Your clients may be among the 25% of Amercians who don’t use the Internet, but I assure you, your prospective referral sources are not. Your web site and online newsletter give you a reason to reach out to those professionals, perhaps to have them write "guest articles" for your newsletter or blog, or to participate in an online survey.
Now don’t get me wrong, you do want search engine traffic. It’s free, it’s targeted, and it’s a brilliant way to build your practice. But there are other ways to get visitors to your web site, beyond search engines. Here are a baker’s dozen:
- Put your website on your business card, stationery, brochures, and in your email signature. (I hope you’re not still using your personal email address. Instead of lawyerjoe[at]sbcglobal.net, it’s much more professional looking to use yourname[at]yourdomain.com. It also allows you to "brand" your domain with every email you send. If you don’t already have your own domain name, get one immediately.)
- Use a "resource box" at the end of articles you write; list your contact information, including your web site
- Put your web site address in your bio, and your introduction for speaking engagements
- Write articles and post them in online article directories (e.g., www.ezinearticles.com, et. al.)
- Post comments on others’ blogs or in online forums or list servs, and link to your web site
- Write press releases and submit to www.PRlog.com or www.PRWeb.com
- Advertise offline: newspapers, magazines, TV/Radio, direct mail, etc.
- Advertise online: ezines, Google Adwords & other PPC, www.craigslist.com, etc.
- Provide an appropriate testimonial for a product or service you use, with a link to your site
- Submit your site to online niche directories
- Buy a domain name related to your niche that is already receiving traffic and forward it to your site.
- Create an Amazon.com profile and submit reviews for books and other products
- Create an ebook and list in on the free ebook sites; contact others who serve your target market and offer to provide this as a free resource to their clients (just like the author at websmartlawyer.com)
