Fifteen many years ago, I was a person of the initial handful of ahead-hunting attorneys to embrace the Net as a instrument for marketing a solo or smaller company observe. For starters, robust sites, weblogs and social media enabled attorneys to definitely interact and teach individuals in a considerably more significant way than a screaming Call-YOUR-Attorney 911!! television advertisement. And similarly critical, the Online was a wide-open up house and mainly totally free which intended that newer legal professionals could compete with incumbent firms that experienced the methods to purchase up the back again of the Yellow Web pages.
But all as well shortly, the World-wide-web received absent from lawyers. Right now, well-funded companies can pay back for Website positioning and top web site rankings and block out the competitors. Ever more, solo and modest firm legal professionals are scrambling, many falling prey to charlatans promising visibility on-line but failing to provide. As a consequence, we’re practically back again to where we began but worse: currently, a handful of incumbents dominate google, alongside with VC-backed non-lawyer companies — squeezing out solos and smalls.
Solo and smaller law companies are an integral section of the lawful ecosystem, guaranteeing competitiveness and entry to authentic legal professionals and not just Do-it-yourself solutions at unique rate points. But to continue being the justice system’s safety internet, solo and tiny law companies need to have to be Seen.
Which brings me to my good friend and colleague Annette Choti’s new guide, Simply click Magnet. It’s a bible for any attorney who wants to discover the fundamentals of Search engine optimisation and electronic marketing – and I was honored to browse an progress firm and create the foreword. Click Magnet is jam-packed with comprehensible and practical advice for lawyers to current market a follow and be noticed and observed on the web. And in so doing, the guide assists to ensure access to justice by assisting buyers obtain the lawful representation they need. Decide up a copy now!!
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