You've gotten aggressive about marketing. You're winning the game, but mostly (and I say this in the kindest, gentlest manner) you're clueless. You're meeting with lawyers and community leaders to build your referral network. You're advertising on Google AdWords and doing a little on Bing as well. You've got a listing on several websites and you've built a Facebook page for your practice. The good news is that your phone is ringing and the calls are turning into revenue. Life is good. Then, one day, an opportunity comes along to do something different. You've got a salesperson on the line pitching you on search engine optimization for your website. He talks a good game, but he wants you to spend some money and you're not sure if it's a smart move. He hits you with a question: "What kind of return are you getting from what you're spending on Google AdWords?" This is the part where I demonstrate your cluelessness (sorry) ... Keep reading
Originally published November 14, 2012
Sign up for our free newsletter.
