I sank nearly all of my ad budget into my legal website, but I’m planning to name-drop my site on as many free websites as possible to increase my reach. Will this work?

Even if you have built the most beautiful and keyword-rich site ever, you’ve got all of your eggs in one basket, which is not a very good idea when it comes to attracting different people. It’s true, you do need to get your name out there—but how you do that will directly affect that name’s reputation.

There are millions of sites that allow you to comment or add content freely, and links to and from these sites can be useful. However, you must be careful which sites you choose—and of course, what you say.

Here are a few common pitfalls when posting online to:

  • Blogs and websites. Posting on your own site is very low-risk, since you have control of what your viewers read—but a response on a public site is not easy to erase or withdraw.
  • Social media. Legal marketing with social networks can be very effective, but many attorneys have been unfriended due to posting too often or posting irrelevant content.
  • Forums and wiki sites. Some attorneys believe that offering free advice via forums and information-sharing sites will impress their clients; but many have gained a bad reputation by participating in a “flame war” when the conversation doesn’t go their way.

Remember: your advertising strategy is an investment—and just as with investing money, it helps to diversify your portfolio. Having a finger in every pie will ensure that readers find you wherever they look, not just in the place they hoped to find you.

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