When we launch a new law firm web strategy campaign, we spend a lot of time up front taking inventory of what online assets the firm currently has. Many firms are surprised to find out that their businesses already have unclaimed or inaccurate listings on a lot of sites across the web.
Many sites, especially local business directory sites, will populate their databases either by purchasing business data from other sites, scraping data from other sites, or even manually inputting from an offline source like a yellow book directory.
In our experience, spending time seeking out our clients' existing assets, we find great opportunities for visibility from which the firm may not have otherwise benefited. Even slight modifications to these profiles can have a significant boost on visibility both within search, as well as, on the business site.
I've previously written about organizing your business data online. There a lot of great tools that can take some of the tediousness out of the process. However, I have yet to see a really great substitute for manual review of each listing.
We also like to spend some time discussing the firm's messaging, goals, and target clients. I think too many web marketing companies take a one-size-fits-all approach to web strategy. This usually translates into poor results.
If you're going to hire someone to help you grow your visibility online, you need to make sure that there aren't any broken links in the chain:
Person goes online -> They start to look for "something" (could be information, could be an answer to a question, could be shopping for a lawyer) -> Person gets "results" -> Firm appears in "results" -> Person clicks on link or calls firm directly from results -> Person interacts with firm -> Person decides whether or not to hire lawyer.
If anyone of these links is broken, you web strategy won't "work."
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