Give people multiple ways to find your law firm's website


A report released by Forrester Research showing more people than ever are using social media to find websites has been garnering a lot of attention among marketers. For lovers of social networks, the data confirms what they have been trying to convince businesses of for some time: social will overcome search as the primary method people use to find your site.

According to the report, 54% of Americans use search engines to find the websites and information they need. That number is down from 61% in 2010. While traditional search usage is declining, social search is on the rise, particularly among young people. Close to 33% of all Americans claim to use social media as their primary search method, while half of those aged 18-23 prefer social.

Social media is a useful part of any serious marketing plan and will likely continue to become more important as those who grew up accustomed to using social searches continue to age and obtain more buying power. But organic search is still a critical marketing tool for attorneys. SEO | Law Firm™ performed its own survey of how clients are finding lawyer websites in March of this year. The results show that fewer than 5% of prospects use sites like Twitter and Facebook to find an attorney.

That is a fairly large discrepancy, and it is indicative of how search and social media use differ from demographic to demographic and from product to product. Half of people between the ages of 18-23 may be using social search, but it is unlikely most of them are in the market for an attorney. People are also more likely to use social media to find tangible items or businesses within the service industry, such as restaurants, salons and coffee shops. Service providers like attorneys, who may not be able to offer deals through social media due to state bar or ethics considerations, do not have the same advantage retailers hold on these networks.

However, none of... CONTINUE READING

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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