Professionals have been slow to realize the enormous value of the Internet
as an advertising medium. Many have adopted e-mail and developed websites,
but they don't know what to do with them. Every day, thousands of consumers
and businesses search for professionals on the internet.
Major law firms will often spend thousands of dollars on a website, but
hesitate to spend $295 on "Lawyers.com" or even $100 for a yearly listing at
http://www.Attorneyfind.com
Smaller firms, often spending less than $300 for a website, have been able
to take great advantage of the opportunities left open by the large firms.
Sole practitioners, with the help of good web designers, look like a "class
act" to the Internet viewer.
Here are some tips for those building a website:
1. Make the site simple and easy to navigate. Let visitors know the basic
facts on the opening screen.
2. Avoid graphics that will slow down the loading of the site. Internet
viewers are impatient and will not wait even a few seconds. There's no need
for animation to catch attention. At this point, the viewer is ready for
facts.
3. Place your e-mail address on the site, available for use by the viewer
who loves to communicate by e-mail.
4. Read your e-mail regularly. Internet users expect prompt responses.
For those wanting to take a step further and actually advertise on the
internet (in addition to being on EVERY directory they can afford)heed these
words of caution:
The Internet goes to more than 60 million viewers WORLDWIDE. Therefore,
target your ad to avoid useless messages from visitors you are unable to
serve. While "key word" BANNERS on words would be too costly, you can place
free listings on search engines. Use the name of your city or state in your
promotion.
For instance, you can list your firm high on a search engine at GoTo.com and
pay only when someone clicks on your listing. A Clayton, Missouri law firm
in the criminal law field should ask for listings on the words "Missouri
crimes", "Clayton crime","Missouri arrest", etc. to make sure the responses
are coming from the right potential clients.
The search engines, where you can pay per "click-through" can be a
marvelouis bargain. Don't expect a flood of traffic, but what you do get can
be worthwhile. In some cases, a "click-through" can cost as little as a
penny.
Submit your site information to the major "search engines". There are
many firms on the Internet that will do this for you without charge. Some
advertise they will submit your name to 2,000 "search engines", but this may
just generate 2,000 "thank you" messages, and little else.
When you submit your website to search engines, make sure it has
"metatags" that clearly show your categories of law and your location, so
you have a chance to end up in the right spot. Ask your website designer to
explain "metatags". Very few firms get high listings on "search engines"
and the viewing public rarely goes beyond number 20. While there may be
thousands listed in a category, the search engine will not let the viewer go
beyond 500. Professionals should let the directories do the marketing and
bring the highly targeted traffic to their site.
About the Author
Donald B. Kramer is President of "Attorneyfind" at
http://www.Attorneyfind.com
It is an inexpensive and user-friendly site (spending heavily on banners and
listings to bring heavy traffic to 4,500 listings).