End-Of-Year Reflections on Legal Marketing Decisions
The end of the year brings lots of changes. One of them is that many personal injury law firms evaluate their marketing for the next year and decide whether to keep their current marketing vendors—most notably, their SEO agency.
When it comes to SEO, too many law firms focus solely on keyword rankings.
That’s a poor metric for many reasons beyond the scope of this post, but one reason is that keyword rankings won’t necessarily get you cases. And if they do get you cases, they may not be the kind that you want.
In my opinion, personal injury law firms should focus on these things instead when evaluating the performance of their SEO agency and in deciding which agency to hire.
- Service and responsiveness. Do they respond to your requests timely and execute what they need to do?
- Alignment. Does the agency’s approach align with your values and your law firm’s approach to marketing?
- Transparency. Are they transparent with where your marketing budget is going each month?
- Individually tailored approach. Does the agency understand your business model and the types of cases you are looking for? Do they understand your marketing as a whole and work to help maximize the value of all marketing efforts? Or do they just take the same cookie-cutter approach they use for all of their clients and view SEO as a separate silo?
- Qualified cases. Are you actually signing qualified cases from your digital marketing efforts? That is, are you getting the kinds of cases your firm wants?
Ultimately, the success of your marketing efforts comes down to how you define “success.” Whatever that looks like for your law firm, it should be about getting qualified cases, not just ranking for keywords.
What do you think? Join the conversation with me on LinkedIn.