So, my last post served as an overview and intro to attorney website design options.
But after reading that, you may still have the question:
“How do I know exactly what I’m looking for?”
In this article (and future ones too), we’ll be looking at the factors that separate the bad developers and consultants from the great ones.
Follow these tips, and you’ll have no problem hiring the guy who looks like this:
as opposed to a guy who looks like this:
Employing the right person for your firm means looking for three things:
- First, they should have an approach that focuses on investing rather than spending.
- Second, their focus should be on the site’s content and user experience.
- Third, they should be able to articulate precisely what they are going to do and why their strategy will help you in search, and their explanation should be in terms that you can understand.
So let’s look at these factors one-by-one and discuss precisely why they’re so important.
Factor #1) Focus on Investing rather than Spending
I’ve written before on why attorneys should be investing in their firm rather than spending money on it. The concept is simple.
If you pay $1,000 for monthly advertising and it brings in $5,000 a month, you are making money.
Sure, you’ve made a profit of $4,000, but those thousand dollars are gone. You’ve spent them and gotten all of the value you’re going to get from them. To make the next five grand, you have to spend the next $1,000.
And this is true of all paid advertising, whether it be television, radio, billboards, pay-per-click, putting your name on the side of a blimp, etc.
Now compare this to investment. If you invest your money in quality content, that content’s going to get clicks over time and keep generating returns.
As an example, I recently spoke with an attorney who blogs twice a month. A post she wrote at the end of 2013, which took her about an hour, received 125 organic clicks in 2014.
If she had been using pay-per-click, then that level of exposure would have cost her roughly $2,500. And more importantly, that post was still getting clicks in 2015. So that one hour of blogging has kept on givin’ to her bottom line.
And that’s not a one-time thing, either. She’s seen similar results from her other blog posts. This one-time investment of just one hour has led her to have high phone volume while maintaining lower overhead than other law firms.
The bottom line is that if you interview a web company and they mention using pay-per-click, directory submissions, or anything else you would pay for, you should take off running — like this guy:
None of our clients use pay-per-click or other paid advertising as long-term strategies.
Why? Because we stress the approach of investing in content.
See, pay-per-click can serve a purpose if you use it correctly. And the reason is that getting results from your content can take time.
Just like any good investment, you won’t see the returns immediately. There’s going to be a period where you’ve got to ramp up your momentum to get things going.
And during that period, sure, paid ads make sense. But we’re talking about developers whose sole approach relies on paid advertising.
These types of marketing should be your training wheels, not the engine that keeps your firm going.
Relying on paid advertising forever doesn’t make much sense to me when you could focus on investing, leading us to the bottom line — you need someone who stresses that same focus on investments versus spending.
Factor #2) The Web Developer’s SEO Approach Needs To Focus on Content
I’ve written before about how attorneys need to understand what constitutes search engine optimization.
To put it simply: high-quality and useful content matched with strong user experience is the foundation of SEO.
And it’s a great thing that Google gives concrete examples and criteria for us to follow. Things like reputable backlinks, valuable content, and well-built websites are pieces to the puzzle.
Google’s webmaster guidelines are readily accessible. So simply make sure your developer follows them.
Factor #3) The Developer Should be Able to Explain Their Approach Well & Make it Easy to Understand
The biggest complaint and concern, bar none, that I hear from attorneys is that they don’t understand what to look for in a web developer or SEO consultant.
And let’s face it. There are far too many “SEO Experts” out there who don’t know the first thing about proper optimization — just there to make a quick buck.
This, understandably, leads attorneys to believe that anyone claiming to be a web developer or SEO consultant shouldn’t be trusted.
But here’s the simple truth: If they can’t explain exactly what they’re going to do, how they’ll do it, and articulate it in a way that a non-tech head can understand, they’re full of it.
Have any questions about our services? We’d love to help out, contact us here today!