Do Lawyers Really Need to Know about Widget Networks?

On more than one recent occasion, I've sat across from a lawyer who is talking about Google and not the law. This is both good and bad!

It's good news that attorneys understand the importance of search engine marketing in today's competitive business environment. Whether it is having the right meta tags or focusing on keyword density, the law firms that optimize their website for search engine performance will benefit from increased lead generation.

The bad news is that Internet marketing technology changes so rapidly, an attorney can get distracted from the practice of law. Spending time figuring out how and where you should be on Twitter and other social media may be important, but not more so than serving your clients.

What is the right balance? Client service comes first, followed closely by business development. A good first step is to determine how you can use Internet marketing techniques (email marketing, LinkedIn, blogs, etc.) to stay in touch with your current clients and existing prospects. These are the BEST sources for new revenue fast.

Pick some successful attorneys or law firms in your field of practice who you know are good at both rainmaking and using the Internet. Observe what they do to increase their visibility online, and emulate some of their best practices.

If you are not technically inclined, find someone who is to help you efficiently identify the search engine marketing techniques that are right for your firm.

By the way, there really is such a thing as "widget networks." More on this topic at a future date.