Legal websites run the gamut from simple “electronic business cards” to richly interactive sites. However, building the site is not enough. A website is not a Field of Dreams; it’s not enough to build it and they will come. Success means site visitors ultimately become clients.
A Website to Meet Your Goals
Building and promoting a website often seems complex, expensive, and unnecessary to firms that earn most of their business from referrals. Understandably, if the firm derives over 90% of its business from referrals, leadership hesitates to spend $1,500 per month, or more, on a website, digital marketing, or search engine optimization (SEO).
Victoria Silecchia, chief marketing officer at Omnizant, sat down with Zack to explain why all firms need a professional website and how to create one affordably. OneFirst Legal, a new division launched by Omnizant on September 1, is the key to an affordable, modern website.
Fundamentally, a firm without a website or one that puts no effort into SEO finds itself at the mercy of chance and competitors. Attorneys running referral-based practices still need a professional web presence. It need not be elaborate, but it must exist. Nor does the site and its essential marketing need to cost thousands to create or maintain.
Prospects Do Research
Even referral-based practices must consider what information prospects find online when searching for a firm or attorney. Having a website means the firm controls its image, its first touchpoint with would-be clients.
Referrals will research the firm. The question is who controls the information they see. The firm may not care about its Google Business profile or reviews, but others will.
Affordable SEO Marketing Achieves Defined Goals
In addition to the website, OneFirst Legal collaborates with the firm on what Victoria termed “branded visibility,” a targeted form of SEO.
In this context, “good SEO” is not optimizing for better Google rankings for highly desirable and expensive keyword combinations like “car accident” and “New York City.” Instead, OneFirst Legal’s branded visibility concentrates on simpler and more meaningful goals, like ensuring the firm’s site is the top hit when someone searches specifically for the firm or attorney’s name.
Without a website and absent branded visibility, the top hit for a firm or attorney is often an aggregated attorney directory showing both the firm and its competitors side-by-side. In some cases, unscrupulous law firms may bid for their competitors’ names, paying web search engines to show the result “Smith Law Firm” higher in the list than “Jones Law Firm,” even when would-be clients expressly search for “Jones Law Firm.”
OneFirst Legal Quickly Creates a Customized Web Presence
While Omnizant has helped law firms with full-service digital marketing capabilities since 2006, OneFirst Legal delivers the essential website tools a firm needs at a budget-friendly price.
OneFirst Legal creates and hosts solutions for solos and small firms wanting a modern, secure, and accessibility-friendly web presence. For firms of five attorneys or fewer, OneFirst Legal charges a one-time $199 setup fee and $199 per month after that.
OneFirst Legal designs its WordPress-based templates with flexibility and modularity in mind. Victoria likens their templates to prefabricated home blueprints. The design is tested, perfected, and quickly deployable. Website “floorplans” may be similar, but customization remains key. Continuing the analogy, each firm’s site has unique paint colors, siding, landscape, and furnishings.
OneFirst Legal’s Creation Process
OneFirst Legal understands that attorneys desire speedy results with minimal meetings. A firm can go from zero to launch in under three weeks, in five simple steps:
- Use the self-scheduling tool on OneFirst Legal’s website to grab 15 minutes. Learn if the OneFirst Legal approach suits your firm.
- Complete a single enrollment form to sign up.
- At the kickoff call and design meeting, 3-to-5 business days after enrollment, you select the site blueprint, practice areas, colors, and images.
- OneFirst Legal professionals customize your chosen blueprint with layered colors, retina image-grade photos, moving elements, and text.
- You review the website’s first draft 3-5 business days after the kickoff meeting, make any changes, and launch.
Creating Visibility for Your Modern Site
Once launched, OneFirst Legal handles monthly updates. They continually refine Google Business Profile optimization and branded visibility SEO. They work with the firm on review generation, ongoing postings, and site maintenance. OneFirst Legal does not limit support or update time.
Visit http://onefirstlegal.com/getstarted to see how affordable, vibrant layouts bring legal websites to life and how versatile templates work for different practice areas.
Last updated September 28th, 2023