Today I would like to address another concern regarding an overemphasis on SEO. Too often, many law firms (and many businesses in general), perceive their web site to be a tool used to generate new business. This is fine and is, in fact, one of the ways in which a quality web site can serve a positive function in the firm’s business development efforts.
But it is not the only one. Any purchasing process involves both the generation of potential new customers as well as converting those prospects into clients. A web site is not just a lead generation tool—it is also a conversion tool. As such, it is visited by prospects for information about the firm, its areas of focus, its attorneys and also to get a sense of the very essence of the practice.
When content is developed that focuses too heavily on having the “right” keywords appear the “right” number of times in the “right” places, we lose sight of what we are actually trying to do – sell the site visitor on the merits of our organization. This requires a writing style that understands the target audience, that is user-friendly and that underscores the firm’s benefits. When we do not do that, we run the risk of falling into traps exemplified by the admittedly exaggerated line, “Smith & Jones are divorce attorneys who focus on divorce and assist those individuals going through the divorce process to get through that divorce process smoothly.”
While Google and the other search engines have learned to account for such extreme examples of trying to get keywords into the content as often as humanly possible, the point remains the same. There is a fine line between writing for SEO purposes and writing to the needs and interests of the reader. If you don’t focus enough on the SEO elements, you risk losing new visitors. Focus too much on the SEO and not enough on what you are saying (or how you are actually saying it,) you risk losing prospects. Copy written in a format as highlighted above will almost certainly not convert educated, high net worth prospects into clients that family law firms so often seek to obtain.
In many ways, this has become a very critical part of legal marketing in the 21st century. The degree to which your firm moves more in one direction versus the other needs to be carefully thought-through and should be a function of the type of practice areas in which your firm is active, the sophistication level of your target audience, the culture of your firm, how the percent revenue generated from different practice groups breaks out and the nature of the “purchasing” decision making process of prospects in your firm’s areas of emphasis.