We were talking about how ranking high on Google’s “first page” for terms like “top DUI attorney in Topeka” may seem a smart play at first blush, but keywords like that don’t bring nearly as much business as most people think.
That’s because the only potentials who type those terms into Google are those who are in price shopping mode.
So showing up for those terms forces you to compete on price – against all the other attorneys waiting silently in a long line of open tabs on the potential’s computer screen.
It’s a battleground where seasoned attorneys (who’ve worked too hard and too long to butt heads on price) have to duke it out with juniors who are more than willing to cut their fees to the bone to steal clients.
However, that’s not the worst of it.
Since there’s so much competition, maintaining top positions for “price-shopping” keywords like that can turn into a never-ending money pit.
So today, I’m going to tell you about search phrases that may not sound sexy, but they tend to bring in a whole lot more business
I call these gems “information” keywords.
They’re the terms that potentials type into Google when they first land in hot water. They have a million questions, and they’re frantically looking for answers
That’s when YOU want to show up.
Because, when it comes to landing business, you do NOT want to strike when the iron is hot, so to speak – you want to strike while it’s still warming up.
It’s all about positioning yourself as a trusted advisor with answers to their burning questions – before they’ve gathered enough information to start looking for attorneys. Because the moment they’ve think they understand their case, they start price shopping for attorneys.
But here’s where it gets interesting.
Right now, the competition for “information keywords” is much, much lower. So it’s a lot cheaper to get and maintain top positions.
Additionally, there are almost no paid ads for “information keywords”. No Google Maps listings for “information” keywords, either.
If that weren’t enough, most websites listed in Google’s organic results for “information keywords” are NOT law firms, so standing out isn’t too difficult.
Now, some may argue that this is a fatally flawed idea.
Because potentials aren’t ready to hire someone when they’re still looking for information and answers. And that’s true – potentials in information gathering mode aren’t usually prepared to hire an attorney just yet.
But that’s precisely what makes this so powerful.
Showing up at the top of the search for “information keywords” positions you as a trusted advisor with answers. Then, when they click through to your website to read more, you can get their name, email address, and possibly even a phone number.
After that, you can follow up, answer more of their questions, win their trust, and become the only attorney worth hiring when they are ready – regardless of price.
Think of it!
If you can give them the clarity and emotional relief they’re seeking – before they ever think about price-shopping – then the whole conversation shifts away from “why should I hire this firm?” to “why shouldn’t I hire this firm?”.
Subtle sounding difference.
Based on my experience, here’s my advice:
“Price-shopping” keywords may sound glamorous, and ranking for them might make you feel good, but they force you to compete on price – and maintaining a top position is an expensive, full-time fight.
“Information” keywords, on the other hand, are generally much better for attracting high-quality clients who aren’t hunting for a bargain-basement attorney – and it’s cheaper and easier to stay on top.
So if you want to avoid fighting for business on price, then you might want to consider investing in ranking for more of the latter, and fewer of the former.
My Secrets of Attorney Marketing book dives into this in glorious detail.
If you’re a regular reader of my emails, but you don’t yet have a copy of this book on your desk, then there’s no time to waste. I highly suggest clicking on the link below and requesting a complimentary copy:
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