FindLaw is a well-known name in the legal marketing space, providing directory listings, website services, content creation, and backlink opportunities. Positioned as one of the largest platforms catering specifically to law firms, FindLaw has a significant presence and market share in legal digital marketing. However, for firms considering it as a marketing solution, it’s important to weigh the benefits against the limitations. Recent reports indicate that while FindLaw can boost short-term visibility, its limitations in ownership and long-term value have left some firms seeking alternatives. Understanding FindLaw’s role and services can help law firms make strategic choices in their digital marketing efforts.
To fully leverage FindLaw, it’s essential to understand each service it provides and assess how they contribute to your marketing goals:
• Directory Listings: FindLaw’s directory listings can increase visibility on one of the legal industry’s most-visited websites. However, the directory’s effectiveness depends on your practice area and location, as competition in populated areas can dilute results.
• Website Services: FindLaw offers templated websites designed to help firms establish an online presence. While these websites are marketed as SEO-optimized, they come with limitations in customization and ownership, impacting long-term flexibility and brand control.
• Content Services: FindLaw provides content creation packages, including blog posts, legal articles, and landing pages, aimed at improving SEO. However, ownership rights typically remain with FindLaw, meaning your firm won’t fully own the content if you choose to migrate.
• Backlink Opportunities: A backlink from FindLaw can benefit SEO by associating your site with an authoritative domain. However, this advantage is less effective in highly competitive directories and may offer limited long-term impact.
FindLaw’s service packages range from a few hundred to thousands of dollars monthly. While this may appear affordable upfront, the cumulative cost over time, combined with limitations on ownership and flexibility, may limit overall value.
FindLaw’s website services offer a streamlined way to establish an online presence, but law firms should be aware of potential drawbacks regarding ownership and brand identity.
• Content Control: Content produced within FindLaw’s platform is typically controlled by FindLaw, which restricts how you can use or repurpose it if you decide to transition to another provider.
• Domain Ownership: Often, FindLaw retains ownership of the domain name. This can hinder your ability to migrate your site seamlessly and may impact your SEO and brand continuity if you decide to leave the platform.
• Brand Identity Risks: The templated approach of FindLaw’s websites can result in a lack of differentiation, where multiple firms appear visually similar, leading to a diluted brand identity.
• Short-Term vs. Long-Term ROI: FindLaw websites may yield short-term gains in visibility, but custom websites with full ownership provide greater ROI over time.
• Hidden Costs: FindLaw’s contracts often include additional fees and renewal costs, potentially leading to escalating monthly expenses.
• Opportunity Costs: Time spent on a rented platform could be invested in building a digital presence you fully control, providing compounded long-term value.
Studies show that firms investing in custom websites see 30-50% better ROI over five years than those using rented platforms like FindLaw, largely due to brand control and flexibility.
If your firm is currently using or considering FindLaw, it’s essential to maximize its potential. Here’s how to make FindLaw’s features work for you:
• Optimize Directory Presence: For firms in competitive areas, investing in premium directory listings can improve visibility. Make sure your profile is accurate and engaging, with practice areas and client testimonials prominently displayed.
• Backlink Strategy: Leverage backlinks from FindLaw to direct traffic to your main website. Ensure these links are used appropriately to avoid appearing spammy, which can harm your SEO efforts.
• Content Strategy Within Limitations: Although FindLaw’s content is not fully owned, use it strategically to enhance credibility. Focus on educational content that positions you as an expert while ensuring you have an independent content strategy as well.
• Profile Optimization: Keep your profile updated and engaging. Include testimonials, case highlights (within ethical limits), and any awards or recognitions to enhance appeal.
Regularly track the performance of your FindLaw profile, adjusting content and keywords as necessary to ensure it remains relevant and effective.
For firms that want complete control over their digital assets, building your own online presence can offer long-term benefits.
• Building Your Own Digital Assets: Creating a custom website gives you full control over design, branding, and SEO, ensuring that all efforts contribute directly to your firm’s growth.
• Benefits of a Custom Website:
• Brand Control: Custom websites allow for unique designs and branding, helping your firm stand out.
• Content Ownership: Owning your website and its content provides flexibility, allowing you to repurpose and retain it if you switch platforms.
• Long-Term Value: Custom websites often yield higher returns as they can be continuously optimized and adjusted to your firm’s growth.
• Content Marketing Ownership: Owning your blog and content means you can fully leverage SEO and build a brand voice, without limitations imposed by third-party platforms.
Firms that invest in custom digital assets often see a 40% increase in organic traffic and a 25% boost in client inquiries in the first year alone.
If your firm is already using FindLaw, there are ways to maximize the value of your investment while preparing for a potential future transition.
• Make the Most of Your Current Investment: Regularly update your profile and content, ensuring it reflects your firm’s latest achievements and expertise.
• Content Development Strategies: Begin creating independent content on other platforms to decrease reliance on FindLaw, building a library that you fully own.
• Planning for Migration: If you intend to move away from FindLaw, prepare by gradually shifting your online presence. Redirect domains and move content strategically to avoid SEO penalties.
• Exit Strategies: Review your contract and prepare a migration timeline that minimizes disruptions, allowing for a smooth transition to independent digital assets.
Set a goal for establishing your own digital assets and gradually build a website or blog as a foundation.
Several firms have transitioned from FindLaw to custom digital assets, realizing substantial benefits in the process.
• Firms That Successfully Transitioned: Many firms report improved control, higher client engagement, and greater brand recognition after moving away from FindLaw.
• Strategic Usage Examples: Some firms use FindLaw solely for directory listings while managing their main website independently, leveraging both resources to maximize benefits.
• ROI Comparisons: Firms with independent websites often see a 50% increase in high-quality leads compared to those reliant on FindLaw, along with better conversion rates.
One mid-sized firm transitioned to a custom website, experiencing a 30% boost in organic traffic and a 20% reduction in client acquisition costs in just six months.
The evidence is clear: while FindLaw can support a law firm’s digital marketing efforts, it shouldn’t be the cornerstone of your strategy. At The Basement Agency, we prioritize building digital assets that you fully own and control, creating a foundation for sustainable growth and brand development.
• Custom Website Development: We build websites that highlight your brand, creating a distinct online identity for your firm.
• Content Ownership: All content created belongs to you, giving you flexibility to use it wherever and whenever you choose.
• Directory Optimization: We optimize your presence on legal directories to enhance visibility without depending on them for primary traffic.
• Long-Term Value Creation: By focusing on owned assets, we ensure your digital presence grows with you, building lasting value over time.
• Directory Listings and Backlinks: Useful, but only when they complement an independent digital strategy.
• Website Investment: Custom sites that reflect your brand are more beneficial long-term than rented platforms.
• Content Ownership: Crucial for building a flexible, sustainable marketing strategy.
• Strategic Investment: Prioritizing assets you control yields better long-term results than temporary solutions.
If you’re considering FindLaw or already using their services, The Basement Agency can help you develop a strategic approach that prioritizes your firm’s success. We’ll guide you through informed decision-making for a digital presence that builds lasting value.
Ready to turn your digital presence into a long-term asset? Let’s file a motion for control. Schedule a strategic consultation with The Basement Agency today, and let’s chart a course for success that puts your firm’s future first.
