Attorney marketing is critical to the long term success of any law firm. Some firms invest in their websites while other firms try to rely more on word of mouth. Though there is no disputing that word of mouth marketing is important to the success of a firm it is not the basket a law firm should put all their eggs in.
The problem with relying on word of mouth marketing is the instability of that practice. Attorneys and even partners come and go at even the most stable of law firms and that means losing entire sources of business. Firms can see enormous drop-offs with the departure of even one attorney, especially if he or she is a partner. The fact that partners can come and go also is an issue that you should be aware of when reserving your website name (your URL). Many law firms engaged in Internet marketing for lawyers reserve the firm’s name as their URL. Though this practice seems logical enough the problem lies in the fact that the law firm’s name can change as partners join or leave the firm.The best practice for long-term success online (which is your most reliable source of marketing) is to reserve two names. The first name will be your firm’s name. That URL however will simply redirect visitors to your primary site. Your primary’s site’s URL should be named in part by your area of practice.  For example, if the firm practices corporate law in Tampa, Florida, your main URL should be something like: TampaCorporateLaw.com, or CorporateLawTampa.com, or something similar.Using this naming structure creates more stability in your online marketing and also will help your website rank better when people are searching for your services. On your business card you would give the URL to your firm name. For example, if the firm’s name is: Smith, Doe, Brown & Stone and the name reserved was: SmithStone.com on your business card you would use SmithStone.com not CorporateLawTampa.com. Using the right redirect coding means a seamless experience to your site’s visitors, greater online stability (for example if Stone leaves the firm, SmithStone.com can no longer exist) and better Internet marketing performance.
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