Competition for law related organic traffic is rising fast. With the rapid decline in usage of the yellow pages and other traditional advertising mediums, many law practices have looked for alternatives. Those firms that gambled on SEO services have benefited greatly, because Google searches for lawyers has risen astronomically in the last two years.
The average cost per click in the United States for the keyword "lawyer" has increased steadily from $2 per click in early 2007 to as much as $10 per click in 2010. Studies show that every 18 clicks will generate 1 lead, and 3 leads will generate one sale. Following that logic, a $5000 monthly pay per click budget should yield 500 clicks, 28 leads, and 9 sales.
The best alternative to pay per click is Search Engine Optimization. A properly optimized local law website will average over 1000 clicks per month which in turn will yield 50 leads and 18 sales per month. SEO services and prices are driven by the type of law that you or your firm offers i.e. personal injury law, criminal defense law, family and divorce law, and the competition for traffic in your geographic location. A personal injury attorney in Miami has more competition for search traffic than a personal injury attorney in a smaller town. This in results in more SEO work and higher monthly prices. However, SEO services have not reached the prices of pay per click. In fact, SEO for lawyers cost is less than half in cost when compared to pay per click services.
SEO and pay per click services yield higher results when combined. In order to take full advantage of the search traffic available, we recommend a highly targeted pay per click campaign and SEO program.