Why do magic circle law firms ignore Google?
We have taken a timely look behind many of the big name law firm websites in the UK and with the exception of a small minority most of the top 100 UK law firms seriously undervalue the power of search engines such as Google to help them increase their online exposure. Do they believe that the internet is not important to them or do they just think their design agencies have 'got it covered'?
Most sites pay lip service to search engine optimisation. It is true that many firms rely on word of mouth recommendation, print advertising, seminar and graduate shows to communicate to their varied audiences, then either dismiss the value of search engine traffic or leave their web design company to cover it, often incorrectly or inefficiently. Whatever the reason the results, in most cases, are lamentable and many firms are completely invisible to relevant internet searches under their individual practice areas.
The web is groaning under the weight of under-performing law firm websites that look much like their competitors' designed by designers who think like designers but not like communicators, built by programmers who think like programmers but not like communicators. Yes, they might 'look nice' but the internet is not a beauty contest. The power of the internet is in the ability to know and understand your audience, understand how they search and why, And, above all, know how to tap into that online audience whether it by local, emerging markets or niche practice areas.
A successful website is not about how nice it looks or how much content it has or, in fact, which content management system (CMS) has been used to support it. A successful website is one that knows its target audience and knows how to present its products or services in a way that elicits a positive response at every call to action and uses the latest technology because it taps into particular target audience expectations.
Pick any word or phrase that you think represents any one of your practice areas, or niche services, and we can virtually guaranteee that your website is neither number one on Google nor even appears on the first page. In fact most of the top UK law firms are plain invisible.
Go on, expose yourself - talk to us on 01462 790470
