Law Firms Slow to Grasp Internet Opportunities

Posted by Paul Hajek on Fri, Jul 15, 2011 @ 08:32 AM

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An article in the Gazette last year reported on research by Greenlight into on line search behaviour in the legal sector.

The research has been on going;   the latest report was issued in the spring and covered the month of February 2011.

The report analysed legal brands and review sites which were most visible in both organic or natural searches as well as paid search results specifically in Google.

The report can be downloaded for free from the Greenlight website.

The report has some interesting findings:

• Searches for the keyword “solicitors”  increased by 124% from November 2010

• “solicitors” accounted for 27% of all queries

• The keyword “negligence” accounted for 37% of all enquiries for legal-related keywords

• Searches for “divorce” increased by 124% in February compared with November 2010

• The terms “wills” and “conveyancing” were neck and neck at 14,700 each

• The keyword phrase “no win – no fee” attracted 9,900 queries

Paid Searches: Google Adwords

The report shows sector domination of the law firms and non law firms who pay to have their brand exposure increased by Google.

The tables show a quick guide to “keywords” which pay. There is a limit to the number of characters you can use in an Adwords advert.

Examples include:

 “cheap conveyancing quotes”

 100% compensation. No Fee

 Divorce in 4 weeks from £17

 Free 30 minute initial consultation

 Fixed fee business lawyers offering flexible and professional service


Content:  The leading sites contain rich content on topics which surround popular keywords

Quality Links: to help further differentiate a law firm website, links from third party websites are seen as a positive vote in their favour. In Google’s eyes this is seen as an authentication of sound source for quality content. Links play a significant role in helping sites break through the clutter and ascend rankings

What Law Firms Must Do Now to Make the Most of the Internet:

Law firms must invest in their websites by improving the quality depth and breadth of content around your targeted keywords.

Law firms should have easy to navigate pages (not just for Google but mainly for humans) pointing to relevant content across the website.

Law firms should develop linking strategies around each product and service to improve the quality and quantity of links from third party website.

We have seen at my law firm Clutton Cox a huge increase in on line instructions for our Conveyancing Service for example by creating great content backed up by a targeted AdWords campaign.

Competition amongst law firms and non law firms is set to increase after 1st October 2011.

The best time to start your strategy is right now. There is no time to loose.

Solicitors Marketing System will open up a whole new world of possibilities for law firms through the internet: too numerous to mention here.

If you would like an insight in to how your law firm website can be the starting point of your on line strategy, download the report which Ed Rivis and I compiled entitled “The 7 Best Kept Secrets of Law Firm Websites”

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Tags: solicitors marketing, blog, Law firm, AdWords, Law Practice Support