Lawyer Directory Listings: It's All About Money
A lawyer directory is providing you a service by including your name on their prestigious listing. At least, that's what they want you to believe as you pull out your wallet. Listing in many of these lawyer directory sites is touted as "prestigious" and you can "be among only the top lawyers in your area." In reality, as long as you can prove you're a lawyer and can foot the bill, you're in.
You may be shocked to learn that it's not even always free for clients to search these directories! One directory that I've been on requires a subscription of $200 a year for full search results. The only lawyers that appear on a non-subscriber search are those that pay extra premiums to have their websites displayed.
The Bottom Line
I'm not going to say that getting listed in a lawyer directory is entirely bad. The only way to know if a lawyer advertising strategy works for you is to give it a shot. Before you do, think about your goals: you want to stand out from every other lawyer out there. How are you going to stand out in a lawyer advertising venue that allows anyone in as long as they pay the fee?
Clients love one-stop shopping. They would much rather just type in a Google search box than find a lawyer directory and then search for the kind of lawyer they need. That's an extra step and for most clients, that's too much effort. Clients may find search results FROM the lawyer directory sites, but these tend to get buried below the lawyer websites that know what they're doing in terms of search engine optimization.
The downfall of lawyer directory listings is the dominance of search engine rankings. I suggest you take those hundreds of dollars you would have spent on getting listed in a lawyer directory and put them toward the search engine optimization of your website.
There are better methods of lawyer advertising besides lawyer directory listings. The Great Legal Marketing materials touch on a lot of the more successful strategies that have worked for hundreds of other lawyers. Contact Great Legal Marketing today for free reports on marketing strategies, seminar information, and more straight from Ben Glass! (703) 591-9829