Page 9 - Phoenix Vol 10 No 9

GETTING LEADS WITHOUT DIGITAL AMBULANCE CHASING
If geofencing is the wrong way to approach location-based digital mar- keting, what is the right way? Rather than shoving an ad for your rm in an injury victim’s face, you’ll want to be highly visible when that potential client begins searching for the right attorney.
e key to being visible in that search? A sound, long-term SEO strategy.
By focusing on your website rank- ings, tra c, and leads, you’ll position yourself to be the answer to your po- tential clients’ questions and needs, rather than an invasive digital ambu- lance chaser.
When someone searches a term re- lated to your law rm, such as “Los Angeles car accident lawyer,” you want your site to appear on the rst page of search results in Google. e closer you are to the top rankings, the more likely potential clients are to click on your pages and contact you about their cases.
Ranking for these search terms is vital when it comes to getting leads. But how do you do that? Google con- siders a multitude of factors in deter- mining the rankings of websites for certain search phrases. You’ll want great content optimized for terms relevant to your location and practice area, a responsive and eye-catching website, and plenty of high-quality backlinks, among many other rank- ing factors.
Many SEO providers that serve law rms try to take easy routes that might get attention fast. Unfortu- nately, tactics like geofencing rarely attract viable clients, and they can present more problems than solu- tions. So don’t be a digital ambulance chaser—be the attorney who is there and ready to help when your future client decides it’s time to start search- ing for a trustworthy and experienced law rm.
TOM DESMOND CO-FOUNDED THE LAW FIRM SEO COMPANY APRICOTLAW. SINCE THEN, HE HAS BEEN HELPING LAW FIRMS CLIMB THE RANKS IN GOOGLE AND CAP- TURE BIG LEADS.
Expert Forensic Engineering Solutions
Expert in Mechanical Systems for Complex Facilities
Complex Buildings
n Data Centers
n Cleanroom Design/Performance
n Semiconductor Facilities
n Healthcare Facilities
n Institutional Labs
n Advanced Manufacturing
n Chemical Exposures in the Workplace
Design & Construction Defects
n HVAC, Refrigeration and Plumbing Systems
n Process and Power Piping n Standard of Care
n Codes and Standards
Intellectual Property Disputes n Trade Secrets
n Patents
Litigation Support
n Forensic Analysis
n Expert Testimony n Plainti /Defendant
Consulting Services
n Peer review
n Conceptual design n Project delivery
www.acornconsultingengineer.com | [email protected] Ph. 602.888.7250
10617 N. Hayden Road, Ste. B-108, Scottsdale, AZ 85260
William R. Acorn, P.E., FASHRAE
Consulting expertise includes:
n Project Management and Design Consulting
n Forensic Analysis and Litigation Consulting
n Mentoring & Advanced Education
tients’ privacy— a form of digital ha- rassment. ey’re trying to heal, and they might not be looking for a lawyer at that moment. And they might not want law rms and marketers to know they’re ill or
injured.
Even if geofencing hasn’t been chal-
lenged in your area, it can still hurt your chances for leads. It’s not hard to imagine feeling enraged a er seeing an ad for a law rm while you’re in the ER waiting room worrying about your injured family member.
ese location-based marketing tactics can be unreliable. Some areas have banned the use of geofencing around their hospitals. Attorneys in these areas—and everywhere else, for that matter—should focus on getting leads for their law rms the right way. But how do you do that?