I already have a webmaster who handles our online business. Why do I need a marketing expert as well?

You must understand is that web design and web marketing are not the same thing. Just because your website looks good doesn’t mean it will bring in business. To do that, you have to convert your online readers into customers. Nobody’s going to hire you because they liked the “look” of your website. It may have grabbed their attention, but you’re going to have to keep it there if you want them to become a client.

Firstly, there is no guarantee that your web designer knows anything about search engine optimization (SEO). If your designer only knows about eye-catching colors and ways to arrange your front page, you’re going to need to hire an additional web expert who knows how to use keywords and key phrases to raise your Google ranking. Otherwise, nobody’s going to be able to find your website—no matter how pretty it is.

Also, you have to realize that your online business is your business. Everyone who walks in your door has seen your website; it’s the first thing any consumer will do in order to “check out” a business. Your website is the number one point of contact for potential customers—and therefore, your biggest marketing opportunity. Doesn’t that seem like something worth spending time and resources on?

Lastly, you must remember that it doesn’t matter how much of your web management you outsource, you should have a basic understanding of how it all works. Your job as CEO of your firm includes continually finding new ways to improve legal marketing—and if you know nothing about technology or the running of your own website, you’re not going to see the best strategy when it comes along.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.