Fifteen many years back, I was a single of the very first handful of forward-hunting lawyers to embrace the Net as a resource for advertising a solo or compact business apply. For starters, sturdy websites, weblogs and social media enabled legal professionals to truly engage and teach customers in a significantly a lot more meaningful way than a screaming Contact-YOUR-Law firm 911!! tv advertisement. And equally critical, the World-wide-web was a vast-open up area and largely free of charge which intended that newer legal professionals could contend with incumbent companies that had the assets to acquire up the back of the Yellow Internet pages.
But all as well soon, the World wide web received absent from legal professionals. Currently, well-funded organizations can pay for Website positioning and top rated web page rankings and block out the competition. Ever more, solo and smaller agency lawyers are scrambling, numerous slipping prey to charlatans promising visibility on the net but failing to produce. As a consequence, we’re practically back again to exactly where we started out but worse: now, a handful of incumbents dominate google, along with VC-backed non-law firm vendors — squeezing out solos and smalls.
Solo and small legislation firms are an integral part of the authorized ecosystem, making certain competitors and entry to actual lawyers and not just Do it yourself solutions at unique price details. But to stay the justice system’s security web, solo and smaller law firms will need to be Found.
Which provides me to my close friend and colleague Annette Choti’s new e-book, Click on Magnet. It’s a bible for any law firm who wants to learn the basic principles of Seo and digital marketing and advertising – and I was honored to study an advance firm and compose the foreword. Click on Magnet is jam-packed with understandable and useful assistance for attorneys to industry a observe and be viewed and identified on line. And in so carrying out, the e book can help to assure entry to justice by encouraging buyers find the lawful representation they have to have. Pick up a duplicate right now!!