Selling a client(law firm) on SEO

How do you prove that there business is searched for?

[mona]

We have a law firm that is interested in using our services. However, being the laywers that they are, they want proof that it will be worth investing their money in.

I am trying to figure out a way to do this. So far the only things that have come to mind are-

a) Showing statistics from Media Metrix or some place similar to show how aften search engines are used in general.

b) Showing them the numbers from the Overture's Search Term Suggestion Tool for keyword searches related to them.

Does anyone have any other/better suggestions than this? Any ideas would be appreciated.

Hey, Lawman. If you're around I sure would love to hear your thoughts on this:)

[agerhart]

Use WordTracker as well.

Find out how many visitor sessions they are getting a month and then try and calculate a rough estimate of what you can get them after optimization....it will be a rough estimation.

[NFFC]

Ask them what the value of what just one job would be worth to them, just one.

[lawman]

The internet is littered with attorney's websites. Most are just a web presence and are merely halo sites (generating little if any income - kind of like the Acura NSX is a halo car - pretty but a money loser).

I didn't have to be sold on the need for a website. The senior partner in my previous law firm got the idea in 1995, and by 1996 had a website up. At its inception, the website generated negligible business (cases that weren't referred from former clients came from massive yellow page advertising). By the time I left in 1999, half of the non-referred cases came from yellow pages and half from the website. There was no question but that I was going to start my own site.

Things I had going for me:

1. I have a niche practice.

2. I already knew that a website was a necessity and not a luxury.

3. I already had a pamphlet prepared, which became the 'content' for my site.

I think it would be difficult to generate substantial income off of a 'general practice' website. Your potential clients will need to determine their mission. You can't define the mission for them.

If these guys are from Missouri (the Show Me State :)) they are already set up for failure. It might not be worth your time to take them on as clients. Even I reject clients I believe will be difficult - well I don't exactly reject them, I just quote a fee I don't think they will pay.

Hope this helps.

Lawman

P.S. Someone sticky mailed me to see if I would comment on fees. FWIW I will in the near future.

[seth_wilde]

Yeah use wordtracker and overture

There's definitely potential if your located in the right areas... I have a family law firm that gets 75% of their new clients online...

[mona]

Thanks for everyone's contributions, they all have helped.

The firm specializes in worker's compensation and social security and is located in Minnesota. I spent some time with Overture and there seems to be a bit of searching, more so for workers comp.

> If these guys are from Missouri (the Show Me State ) they are already set up for failure.

I gotta know what this is all about. Any chance you can you elaborate on this?

[lawman]

Appears they have a niche.

I gleaned from your initial post that you have to convince them they need a website. Perhaps they're wondering if the average client that needs their service is online.

In my experience, when we first went online at my previous firm, those who found us on the internet were better educated and had a higher income than average. However, in the past couple of years or so, I have noticed that client intakes are starting to reflect a broader cross-section. Even people who don't have computers have friends or family who do. I expect this trend to continue. My point in all of this is this: Their online potential client base will only increase. Your group of attorneys should realize, on their own, the potential value of a website. Believe me, if have to convince them they need a website, and if the project doesn't work out as quickly as they hope, this group of lawyers you had to drag kicking and screaming into the 21st century could be the worst clients you ever had.

Lawman

P.S. Lawyers know how to sue.

[mona]

Thanks again, lawman. And I hear ya on that P.S. We'd probably end up losing $ just on hours spent writing the contract up alone!

[john316]

<<We'd probably end up losing $ just on hours spent writing the contract up alone! <<

I agree with that. If someone just "doesn't get it", lawyer or not, you are better off spending time with those who do.

You really don't want to make any guarantees or promises to lawyers. And if you do, be prepared to do the work "pro bono".

OK, funny lawyer marketing story (also true); A TV advertising law firm had a lot of traffic to its offices because of the television advertising that they were doing. You know the type; "Do you think you may have been injured and do you want to make a fast buck?"

The law offices were located in a shopping strip center and they got plenty of walk in traffic, until one week things seemingly went dead. Lo and behold another law firm was out in the parking lot with a winnebago "law office on wheels" with large "Have you been injured" type advertising all over the side of the thing.

Mystery solved.

Legal marketing at its best ;)