As a solo lawyer, how do you find time to network and build relationships that grow your law practice?
Solo lawyers spend the most time with their clients according to the 2017 Law Trends Study? What if there was a way for you to easily attract new clients without trying to wring more hours out of the day? You can with SEO, otherwise known as search engine optimization.
SEO is not a Scam
Whoa, before you start- SEO is not a scam. It works. Are there some ‘consultants or experts’ who are unskilled and dishonest? Yes. You can learn to tell the difference. You don’t stop eating out because you got food poisoning at one restaurant, right?
SEO is Complex
Truthfully, white hat SEO requires a lot of knowledge and expertise. And math. It’s not something that, as a lawyer, you can pick up casually. Nor, do you want to because a mistake might mean losing your Google ranking.
Learn the basics of SEO so you can set revenue and new client goals, but leave the actual strategy and implementation up to a trusted advisor. I had to quickly develop my own standards for judging freelance talent when I began delegating on Elance (now Upwork) years ago.
Remember that 74% of legal buyers use a search engine according to Findlaw and 74% will visit your website to act. Of that 74%, 87% hire the lawyer.
That means if new clients can find your fresh, content-rich, client-centric website in all the noise, they will hire you. Hire conversions=higher revenue!!
What to Look For in your SEO Expert
1. Be sure the SEO Consultant specializes in SEO for law. The law space is crowded. Lawyers are competitive. It’s not a huge surprise that you’ll have to fight for the best keywords, is it? That’s why you want to find an SEO expert who works with lawyers. He will know which keywords are bad and which long-tail phrases will work for you.
2. Pick the provider who understand your local SEO. 71% of legal consumers believe they need a local lawyer. Make sure your consultant has a good handle on how to make local search, particularly generic search work for you.
3. Have they done any research on you? A quality expert will research you as a potential client. They will look at your profiles and rankings as a way of qualifying you for budget. o research is a red flag.
4. Look for a specific proposal. While no SEO expert can’t guarantee to get you on the first page of Google, the proposal should identify your specific issues and lay out a plan to address those as well as your overall goal. Should include an analysis of your site.
5. Ask if the provider adheres to Google’s webmaster best practices. Remember George Carlin and the 7 words you can’t say on TV? There are 12 SEO practices that Google will ban you for. Make sure your provider is compliant.
6. Ask provider for a client reference who has a site like your website. Ask for the before and after stats. Call the owner to get an understanding of what the client experience was like. You want an expert who will educate you without making you feel stupid and do ask you ask, unless they see a better way.
Check out how your top candidates rank in terms of their own SEO. Use the free 14 day trial for Ahref.com, a collection of SEO tools. I use this method to eliminate candidates, although I try not to judge too harshly if their site needs tending.
Dina Lynch Eisenberg is a lawyer and Legal Ops Strategist who teaches lawyers how to create digital assets, delegate and automate so they can design a law practice that fits their life. You can find her free 30 minute Consult at