I've done everything right with my law firm's website—writing tons of copy, adhering to best SEO practices, using crisp images and compelling headlines—yet I still can't make it onto the first page of Google results for my key search phrases. What do I do next?

There is nothing more frustrating than “playing by the rules” when building your law firm's website, and not being able to reap the desired results—a spot in the top five search results when a prospective client types in one of your key phrases (such as “Minneapolis car accident lawyer.”) This isn't necessarily your fault; there's a lot of competition out there, and if other law firms in your area have gotten a head start, it may be very hard indeed to claw your way onto the first page of Google results.

But don't despair—all hope is not lost. As you've surely noticed in your adventures on the web, “traditional” search results in Google are increasingly accompanied by all sorts of paid ads, to the extent that many people in search of a lawyer have a hard time telling these ads from the actual results!

If you invest in a pay-per-click marketing campaign, you can guarantee that a text ad will pop up somewhere on the first page of Google results when a user types in your desired search term. You may be buried on the fifth page of results for “Minneapolis car accident lawyer,” but your text ad will still be there, waiting to be clicked on. Even better, the way this kind of advertising works, you don't have to pay a dime if that searcher does not click on your ad—and if he does click on your ad, you're already well on your way to signing him on as a client!

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