I’ve written a fair amount about why you need a nice website and why you should not have to pay for it over and over again every month. Once you own your website, you still have to actually drive meaningful traffic to the site. Most of this is done through the search engines, specifically Google. “SEO” or “Search Engine Optimization” is either the best thing in the world or a total con depending on how it worked out and how much you paid for it. SEO is also a very wide term that can mean many different things to different law firms….what are you going to show up for? Where? When? From what IP Address?
There are a lot of variables to even defining what SEO is. Good search engine positioning doesn’t come from putting your website “on steroids” it comes from (if we have to use that lame analogy) eating your vegetables and working out on a regular basis, and then modifying your routine based on the results you’re seeing.
Google Adwords – what could be simpler? You pay some money to get in front of your target audience, and the clients come rolling in… right? No, not at all, and when you hear about people dumping hundreds, or thousands of dollars into PPC (pay per click) it’s usually because they just jumped right it or bought something they didn’t understand.
Google Adwords is a great tool when used correctly. However, Google Adwords is also fairly expensive, and requires that every other element of your online marketing plan be in good shape first. When you’re paying $20 (in some cases WAY more) per click, you need to make sure that you have addressed every element of your website to ensure conversion.
Well, since Adwords is last, “Everything Else” has to be first. I wrote these pages hoping that people would get a better understanding of what really makes up SEO. That said, this isn’t meant to be a checklist. Most of this is just what it takes to be on the level of your competition and have a chance at showing up. I don’t mean to be discouraging, but I feel like every sales message out there is that you can rocket to the top of Google overnight, and that’s just not true. So, sorry to be the bearer of bad news, but you CAN be hopeful about the fact that almost all of these things listed below are free or relatively affordable, and there are even people you can hire to take care of them for you.
If you have questions about how I can help you transition your website away from FindLaw, develop a new website, or finish a website you started, but couldn’t finish on WordPress, call me at 651.271.8845 or contact me through my website.