If you are an attorney, you probably know how difficult it is to find qualified leads. Having a compelling website isn’t enough to attract traffic. You need marketing, as that’s the only way you can make your services known to your potential clients. The question is whether you should run PPC campaigns or rather focus on SEO instead. This article shows you how these two differ and how you can use them to make the most out of your marketing efforts.
The biggest advantage of PPC is that it enables you to start acquiring clients the very first moment after launching your campaign. People who search the web for attorney services will find your website and will get in touch with you. This traffic has a high conversion rate, because these people need your services.
PPC has another advantage, which is that it enables you to build brand awareness for free. Having your ad displayed on the search engine results pages is free for as long as nobody clicks on it. You only pay for search engine users who click to visit your website. Nonetheless, all other users will be exposed to your name, so they may recall it at a later time. This is an excellent opportunity to start building recognition for your attorney services.
On the other hand, PPC can cost you a lot of money. Taking into consideration that you’ll have to bid on extremely competitive keywords, you can expect your PPC campaigns to be expensive. This means that you’ll need to optimize your website and your ads to maximize conversions. If you don’t know how to do this yourself,you’ll need to outsource it to a digital marketing agency. This is very important, as spending more money than you earn isn’t going to keep you in business for long. You have to ensure that your PPC expenditure brings you enough clients to make a profit.
The other downside of PPC is that it requires constant investment. The very moment you stop running your ads, the flow of targeted visitors to your website will drain. Any cash flow problem will cause serious trouble, as you won’t have money to run your campaigns. Without PPC, you won’t get as many new clients as needed to stay afloat, so you might find yourself on the verge of bankruptcy before even having a chance to realize what’s happening.
On the contrary, SEO is a long-term investment. Once you obtain good positions in Google, you’ll enjoy a steady flow of highly converting traffic even if you have to stop all marketing activities for a while. This will allow you to overcome difficult moments when you’ll be bootstrapped for cash. However, SEO doesn’t bring immediate results. You may have to invest in it for many months before seeing the first results. Consider a lawyer SEO company such as Magnosi Web Marketing. They’ve gotten great results for Little Egg Harbor’s criminal defense attorneys Pepe & Wintrode and Chris O’Brien in Rochester.
All these being said, you should consider a mix of PPC and SEO for your attorney marketing. This will offer you the best of both worlds: immediate revenue and a long-term safety net.