Do you have to have a new attorney website to advertise if yours isn't that great? What does your new website need to have? Empirical360's here with the answers.
We talk to lawyers every day about beginning to advertise online for keywords related to their firm’s services (PPC).
One of the things we hear all the time from attorneys, regardless of their specialty, is “I need to redo my website before I start marketing.” Some of these people are already in the process of getting a website redesigned with another company, and some just know that their website isn’t up to modern standards.
In some cases, redesigning your website is definitely going to be the right decision. Your website is important; it serves as your branding online. Organically, this is how prospective clients will find you, and it’s always a good idea to have a solid foundation before you begin marketing.
However, sometimes getting a new website or redesigning your current one can take months and can be extremely expensive (thousands of dollars). Not every attorney has that kind of time or disposable cash right now, especially in light of the coronavirus changing life and law as we know it.
If you need leads, and you need them now, you don’t have to have a great website.
The solution is landing pages. These are standalone pages that are not connected to your website, but they look like they are your website. Their only goal is to get users to convert. The average user does not know the difference between a landing page and a website because there is nothing to distinguish a landing page from a website unless you know what you’re looking for.
We create these pages to be fresh, aesthetically pleasing, mobile-responsive, and highly relevant to what users are searching for. When we drive traffic to these landing pages using search ads, we have a very high rate of success because users can only either bounce or convert. You’ll see a high volume of quality leads with the right landing pages in place! These are even more advantageous because you can customize these to your keywords.
You don’t have to redesign your website in order to start advertising online. You have other options (landing pages!)
However, if you do decide you want to update your website, rebuild it, or get a new one altogether, there are a few major things that you need to consider before making the investment.
First, make sure you own your website. This may sound obvious, but in many cases, attorneys pay a company to create their website. There is a monthly fee, but actual ownership never transfers from the company to the lawyer. Besides the monthly fee, an incredible amount of time, energy, and money goes into creating content for SEO purposes. Fast forward two years, and the attorney wants to walk away from the company but is trapped because if the company takes the website, they also take all of the hard-earned SEO with them. We’ve talked to and rescued way too many lawyers from this nightmare scenario and we don’t want it to happen to you! Make sure before you agree to anything that you will have full ownership of your site.
Second, take the hosting into account. Make sure that you have a great hosting plan or that the company building your website has a quality hosting plan. Hosting affects your site speed, which will impact both your SEO and your conversion rates! We typically use GoDaddy to host our clients’ sites, but there are other options. Just make sure that whatever hosting you choose is reputable.
Thirdly, make sure that you can easily and quickly make modifications to your website. Often we’ll work with lawyers and need to make changes on their site to match the advertising we’re doing for them; they will reach out to their website company, and it can take weeks to get an answer back or make the change. In light of the COVID-19 pandemic, it’s even more important than ever before to be able to make rapid changes to your site and get new messaging up whenever you need to. For advertising purposes, your marketing team needs to be able to modify your site (either directly or through you) to make their job easier.
Once you have a website built, make sure that you pay attention to the conversion rate of your website. If you are going to start advertising and your website has a poor conversion rate, this means that there is probably something wrong with your web pages. Weak pages can really impact the level of effectiveness of your advertising campaigns.
Have questions about marketing using landing pages or redesigning your legal website? We’d love to hear from you, answer any questions you may have, and tell you more about how Empirical360 can help grow your law firm through Google advertising! Contact us to schedule a consultation.
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