One of the dilemmas that law firms that are keen on promoting their business online and to attract new clients through their website have been whether they should go for SEO for solicitors or whether they should use paid traffic generation strategies via PPC Campaigns. Which is the best way to attract traffic to your website? Should one go for paid traffic generation tools or should one go for organic traffic generation strategies? Let us explore the pros and cons of both approaches, and why you should really consider both as part of your marketing solution.
If you want instant traffic to your website then paid traffic generation strategies such as PPC or pay per click campaigns is the best. You will start attracting traffic to your website immediately after setting up the campaign, which can be live within 24-48 and showing at the top of Google search pages to highlight your services. However, the challenge here is that the amount of money you would be spending on the PPC campaigns will keep increasing. In other words, your overhead costs will continue to increase. The moment you stop the funds for the PPC the traffic will stop too instantly. But you should bear in mind the type of client you gained from a PPC campaign, so if your google ads for the month cost you say £1000, but you gained 10 new clients with an average client fee of £3500, then it makes sense of course for you to run PPC ads for your law firm. As you could be looking at overall PPC costs of say £2k but they have generated you £35k of new business.
On the other hand, when you try to build on your organic traffic with the help of search engine optimisation, then your online presence will grow stronger nut it is built over a longer timeframe. This may prove to be a time-consuming process, but it is worth investing that kind of time and money because this is what will give you lasting results. All the websites for solicitors must implement SEO to bring in a steady flow of visitors. The best part is that you will receive more targeted visitors as the website would be featured only for the relevant keywords for which you optimise. The cost per visitor will be very less when compared to the PPC campaigns, but your organic SEO needs to mature over time and be improved to help raise it up the rankings within the search engines.
All the most successful law firms on the web try to use both approaches. They set aside a specific budget for the PPC campaigns and for their SEO implementation requirements. This way, traffic to the solicitor’s website is generated through multiple approach. This proves to be one of the most effective ways to generate traffic to your website for both the short and long term. You will be able to attract a regular stream of traffic in the most cost-effective way. Depending on your needs and business situation, you can increase or decrease your PPC budget while keeping the SEO budget steady. If you approach a reliable SEO company that specialises in law firm marketing services, they will help you set up the SEO and PPC campaigns for your website. Giving you monthly reports on both and ensuring your law firm marketing is working for the growth of your law firm.