Law Firm Marketing Online: The PPC and SEO Routes


More law firms now realize the value of investing in online marketing. Since their target markets depend on the Internet for answers, it makes sense to reach their clients where they are.

Thanks to digital marketing, it is easier now for law firms to get their message out.

When it comes to legal marketing online, two main strategies reign supreme: search engine optimization (SEO) and online advertising (also known as pay-per-click advertising or AdWords). Each strategy is independent and comes with its own set of challenges and practices.

But should your firm invest on both or will one strategy suffice?

The SEO Route

SEO for lawyers is a popular option, but is it right for your firm?

Proper SEO strategies can bring you to the top of search results page, which guarantees traffic and more leads. But how do you do optimization the right way?

Keep in mind that SEO takes time; reaching rank one on Google does not happen overnight. Optimization is a waiting game that, if you play your cards right, guarantees good returns.

If you want to start ranking for “Denver family law firm,” the first step is planning a good SEO strategy. Your marketing plan should include site optimization, addition of informative and user-friendly pages, and updating blog posts, which you can share on social media.

If you are willing to wait to see results, SEO is the perfect long-term strategy.

The PPC Route

Some brands want to generate website traffic and receive inquiries from potential clients immediately. Are you one of them? If so, pay-per-click advertising is the way to go.

With PPC, budget matters. Unlike the SEO route, you might have to spend more to get traffic for your campaigns.

Paid advertising may require consistent spending, but the traffic that you receive automatically equates to more business that is consistent and predictable. Each advertisement also targets your specific audience, which means you’ll get clients who are really after your services.

The Bottom Line

PPC or SEO—the decision rests on your needs and capabilities. If you want both short-term and long-term traffic, considering both is a good idea. Before making a decision, however, it’s important to know what you need.

If you are looking to do SEO or PPC, or both, talk with an expert in those areas.

Let Third Stage Marketing show you the way. Get in touch with us today and we’ll have our experts plot out your firm’s next digital marketing journey.

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