If I had to give lawyers only one piece of advice about web marketing, it would be that they should spend the majority of their time trying to understand how people look for lawyers online.
More specifically, they should focus on understanding how people look for them specifically, and lawyers like them.
The way that people look for a personal injury lawyer online is vastly different from how they might look for an attorney to help them start a business.
Furthermore, the way people use the internet to look for lawyers can vary greatly based upon a large number of demographic factors, as well as, just from each person's unique experiences and knowledge of using the internet.
Some people use search engines. Some people go directly to specific sites. Some people are looking for answers to questions. Some people are performing research tasks. Some people are looking for a specific lawyer. Some people are looking for a list of lawyers in their area.
The point is that there isn't one single best avenue for marketing a law practice online. And a comprehensive web strategy has to begin with a fundamental understanding of who your prospective clients and referral sources are and how they use the internet.
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