5 Ways The Wrong Agency Can Destroy Your Online Presence

In today’s digital age, having a strong online presence is vital for businesses of all types and sizes, including law firms. With the evolution of search engines and social media, it has become increasingly challenging for law firms to remain competitive and reach their target audience. AI-powered search has introduced another variable into the digital marketing mix, causing many businesses to scramble to catch up. This is where a seasoned digital marketing agency comes in, offering a wide range of services to help your law firm improve its online visibility and grow its client base. But what happens if you choose the wrong law firm marketing agency? Learn how making the wrong choice can significantly damage your online presence.

What Your Law Firm’s Website Should Do For You

Every law firm needs a strong digital presence, and your firm’s website is far more than just a digital brochure. It should serve as an interactive business platform that optimizes the visitor experience, supports client engagement, and seamlessly integrates with other platforms and digital tools.

Flashy designs draw in many law firm owners, but this aspect alone won’t win you new clients. The truth is that the most effective websites are those that are also the most functional. Visitors care less about stunning visuals and more about learning how you can solve their legal issues, what experience you have handling problems like theirs, and how easy it is to make a connection with you.

5 Ways the Wrong Law Firm Marketing Agency Can Destroy Your Online Presence

Done right, digital marketing will deliver incredible results in terms of high-quality leads and business growth. So why are some law firms getting results while others are left frustrated? Unfortunately, your firm’s choice of agency can make a night-and-day difference in your results. Here are just five ways the wrong agency can wreak havoc with your online presence.

1. Drop in Search Engine Visibility

Simply put, you are hiring an agency to help you grow your business. A digital marketing agency that either doesn’t know what they’re doing or only offers cookie-cutter solutions isn’t going to produce the results you want and need. The most likely outcome is that you will experience a drop in your search engine visibility.

2. Failing to Post Critical Updates

If you want to attract new clients, you need to be on the cutting edge of your industry. This means you should be posting frequent, engaging content and updates related to case law, positive results you’ve achieved, or law firm changes. If you work with an agency that fails to prioritize these updates, your online presence will seem stagnant, and you’ll lose your competitive edge.

3. Legal Compliance Issues

The American Bar Association has created ethical standards for lawyers to follow in their marketing practices. If you work with a legal marketing agency that either doesn’t know about these standards or chooses to ignore them, your firm could end up in legal jeopardy. The wrong agency might also post copyrighted content on your website or run afoul of other regulations.

4. Compromised Client Trust

If your law firm wants to attract new clients and keep its existing ones, it needs to build trust. A subpar digital marketing agency can quickly destroy that trust in any number of ways. Examples include posting inaccurate or misleading content, failing to respond to online inquiries, and creating a situation that results in negative online reviews.

5. Increased Marketing Costs

When your legal marketing agency isn’t tracking your results or is tracking metrics that don’t matter, it invariably leads to poor decisions. These choices often end up costing your law firm more marketing dollars than necessary.

How Not All Law Firm Marketing Agencies Are the Same

As you research digital marketing agencies for your law firm, it’s tempting to just pick one so you can move forward. However, it’s essential to exercise caution when making these decisions, as not all of these companies are the same.

Lack of Experience and Expertise

Some digital marketing agencies lack experienced professionals. If the people handling your legal marketing don’t have the expertise to identify your target audience, build an engaging website, perform appropriate SEO, or generate the right content, it can result in ineffective campaigns that fail to achieve your goals.

Over-the-Top Promises and Massive Client Base

Bigger isn’t always better when it comes to marketing agencies. Many will toss glitter in the air, making outrageous promises in the hopes of capturing new clients, only to make excuses for subpar performance later. Also, when an agency has too many clients, you risk becoming just a number to them instead of a valued client.

Inefficient Use of Resources and Budget

The wrong digital marketing agency may also waste your law firm’s resources and budget by duplicating efforts or implementing ineffective strategies. This can result in a poor return on your investment and reduced online visibility.

Ownership of Your Website and Socials

Some digital marketing agencies “offer” to buy and register your law firm’s domain as part of their service. They may also offer a similar service on social media and other online platforms. If they aren’t registering the domain in your name, giving you ownership and access, beware. When you decide to terminate your services, you may also lose your domain, website, and other platforms.

Bottom line: you should always own and have access to all of your online properties.

You Can Recover from a Bad Digital Marketing Agency Choice

If you’ve been stung by a bad digital marketing agency choice, it’s not surprising if you’re feeling a bit discouraged and resentful. If you think about it, you’ve invested your firm’s hard-earned money with the expectation of certain results, only to be left with vague metrics and little or no real growth to show for the experience.

Digital marketing fails are more common than most people realize. It’s a complex process with variables that tend to change with increased regularity. You can certainly recover from a digital marketing fail, but how to do so and how long it will take will depend on many factors. What you don’t want to do is ignore the fact that your potential clients are continuing to search for the services you offer online. Being highly visible is a must!

Tips for Choosing the Right Legal Marketing Agency Partner

The best way to avoid having to recover from a bad digital marketing agency experience is not to have one. So, how do you avoid the agencies that don’t have your best interests in mind and won’t necessarily deliver what they promise? Here are some tips for choosing the right legal marketing partner from the get-go:

1. Research Diligently and Compare

Fortunately, the internet is an excellent tool for researching just about anything, including legal marketing agencies. Look for an agency with experience in your industry. What specific services do they offer? Does the agency’s website deliver a compelling sales message and positive user experience?

2. Look for Proven Results

Another important factor when choosing a legal marketing agency is the company’s ability to deliver positive results. Look for examples of successful campaigns or testimonials from existing clients. Not all agencies list reviews publicly to protect the privacy of their clients. However, many will be happy to connect you with several clients who are outside your geographic area so you can get feedback.

3. Ensure Your Goals Align

Define your goals at the beginning of this process so you’ll be prepared to discuss what you want to accomplish with your digital marketing efforts. Are you looking to boost website traffic, generate leads, or increase brand awareness? Make sure the marketing agency you hire has the knowledge and expertise that is appropriate for your stated goals.

4. Clarify Communication Styles

Even if everything seems perfect on the surface, a digital marketing agency may not be the ideal fit for you if the way they communicate isn’t comfortable. For instance, if an agency requires that you use their platform for communication or to view your results, and you prefer to receive everything via email, there is likely to be a disconnect.

5. Read Your Agreement Carefully

Most reputable agencies will provide you with a service agreement. Before signing any agreement, make sure you understand the scope of services, reporting requirements, payment terms, and termination options. Just as important, you should maintain ownership and control of your website and social media accounts, even if your marketing agency has access to them.

Connect With Us to Create a Sustainable Online Presence That Produces Results

Digital marketing is becoming increasingly complex, requiring a knowledgeable approach to every aspect of building a strong online presence, whether it involves website development, social media marketing, SEO, paid advertising, or content creation. Choosing the right agency can help your business become the law firm of choice in its market, while you focus on serving the needs of your clients.

At Too Darn Loud Legal Marketing, our team of dedicated and talented internet marketing professionals has over 40 years of combined experience helping law firms like yours stand out from their competitors through a comprehensive online marketing strategy. Contact us today to schedule your free consultation and website evaluation.