Through law school we often hear an attorney’s reputation is everything. Personal and professional images we began cultivating in those first few years have, in many cases, stuck with us through our professional careers. If you review any attorney’s resume or online profile you’ll notice they typically go to great lengths to highlight past achievements including verdicts, settlements, published works, and well-known cases they’ve managed. So with the importance placed on an attorney’s reputation, why do so many fail to monitor and bolster their online image through basic website optimization?
Those who claim they don’t need to worry about their online visibility because a majority of their cases come from referrals are missing the point entirely. This is because a potential client who receives a referral may first Google your name in order to review your qualifications. If you’re not in the first position of that search results page you’re allowing a third-party resource like Yelp or a better optimized law firm website the power to control your brand. This means whatever defamatory, inaccurate, or false information published on these sites is what your potential client will first see and use to learn about your services.
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