We all know that 2020 was the craziest year so far – not just for marketing but for every human on the planet. 2021 didn’t start off much better with the news of Google’s newest Core Web Vitals update and major updates to Google My Business. Through it all, SLS clients remained steady. Our clients not only fared well during the Pandemic but continue to gain momentum as the world returns to some semblance of normal.
SLS is a small, exclusive, lawyer marketing company with less than 40 clients. In 2021 we generated over 47,000 first time calls for our clients. A true testament to the fact that solid, white-hat, SEO is still the most powerful tool for marketing your legal website.
The recent Peloton+ recall has motivated many attorneys to expand their product liability practice to include injury claims against the manufacturer, Peloton Interactive. By citing the Consumer Product Safety Commission’s warning to consumers as a basis for potential lawsuits, attorneys across the country have argued that the manufacturer is liable for injuries to children due to the exercise equipment’s faulty design. Whether Peloton Interactive will face legal action is unclear yet, but what should interest lawyers is the value of adding on new practice areas.
There isn’t an industry that hasn’t been impacted by COVID-19 across the United States, and the legal industry is no different. At the start of the pandemic, courts across the country suddenly shut down, rescheduling trials and hearings for months while making drastic changes to court procedures. Now that a year has passed, most law firms have adjusted to the new normal of quarantine, whether that involves presenting cases over Zoom or adjusting office layouts and staggering appointments to make clients feel more secure during consultations.
Lawyers face many unique challenges in online marketing. Fierce competition and catastrophic Google updates have left many firms without a viable source of new leads. Worse, many marketing companies exploit law firms with hollow promises of success. The result? Many law firms spend thousands of dollars per year and see no progress in their online marketing.
Email scams are nothing new to anyone running a website. Our email clients typically filter out such phishing schemes into spam folders and promptly delete them each month, but scammers have become more sophisticated over the years. Nowadays, many try to mask themselves as “professionals” and can create detailed facades to make website owners think they are legitimate.
This really depends solely on your budget and long-term commitment to your law firm’s online marketing plan. PPC can be a great way to show up at the top of search results. Not only will your firm get prime placement on page one, but in time your phone should start ringing more and more and you may start getting quality leads that could turn into cases.
Now that we are all working from home and the courts are closed, the Internet Scammers are out in force! Just this week we have seen at least a dozen emails from scammers trying to sell all kinds of marketing schemes from the past – that didn’t work then and won’t work now!
That’s right…I survived COVID-19. It was probably the worst illness I’ve ever had and the effects last close to five weeks, but then you are done with it and it’s time to move on. I don’t recommend getting it and I don’t recommend panicking during this time of uncertainty. If you do, your law firm may not survive. This is the time for action. There is a tremendous opportunity for you now. Be a survivor and come out stronger than ever when this pandemic passes.
I’ve been marketing lawyers for over 35 years, with 21 of those as the Founder and CEO of SLS Consulting, Inc. I’ve seen a lot of changes in the world of legal marketing in that time. SLS and our clients have been through a lot in those 21 years. We have learned to pivot our marketing strategies and methodologies to continue to create leads for our clients in fast-changing times, and this new situation is no exception.
When it comes to better search result placement, links are important. A website with a strong backlink profile is in a much better position to outrank its competition than a website with a poor backlink profile. But what exactly makes a strong backlink profile? Is it quantity or quality of links? Is it free or paid links? When you get solicited by another marketing company attempting to sell you a link-building package, what exactly does that mean? Let’s break it down! That way, the next time you get solicited by a company trying to get you to focus on links, you’re better equipped to weather the sales pitch.
At SLS, we sometimes get calls from lawyers who are in a market where we already have an existing client. Because we offer our clients exclusivity, we can’t always take on every client who reaches out to us. However, that doesn’t mean that we can’t help point them in the right direction!
We recently sat down with our management team and asked to answer the following question:
What’s the best advice you would give to a solo practitioner trying to compete on the Internet these days?
Here’s what they had to say… Read the rest »
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