1) Fancy Sales Pitches
An outrageously enjoyable, sleek-looking sales presentation might make you think that the marketing firm can make your business look good to prospective clients, too, but it is actually a warning sign. What you really want to see are its results for other customers. Think about how misguided it is that universities sink so much of their budget into putting on a good show for prospective students; it only leads to more student debt, not a better education.
You didn’t choose your college because of the snazzy dorms, rock climbing wall, or brand new Olympic sized swimming pool. (If said pool was the site of a production of Aristophanes’ The Frogs, then it could have been a factor in your decision, but just one factor of many.) You chose it for less visible reasons, such as the pre-law program or the liberal arts program, in other words, for the education you wanted to get.
Any digital marketing firm you hire should be upfront about the techniques they use. SEO is not magic; “proprietary blends” of marketing techniques are the province of multilevel marketing scams. If a doctor prescribed a medication to you, you would not take it if the doctor refused to explain to you the drug’s mechanism of action. Don’t take the same risk with your law firm’s marketing strategy.
3) Bargain Basement Prices
Do not choose an SEO firm on the basis that it undercuts the competition’s prices. At least, do not do so uncritically. If you need bare bones digital marketing on a bare bones budget, then the cheapest option might be the best one, but bear in mind that you get what you pay for.
Choose a Content Marketing Company That Is Just for Law Firms
Thinking back to your choice of college, you didn’t choose a school that tried to be all things to all people; you chose it because it had professors who wanted to teach what you wanted to learn.
Likewise, when you choose a marketing firm for your law practice’s website, choose one that shares your interest in the law; in fact, the content writers all have experience with the legal profession. You can count on Law Blog Writers for content marketing geared directly to law firms and their target audience.