The Black-Belt Legal Guide grew out our experience, developing an online strategy for a Los Angeles law firm in 2003. Google had just emerged as the new leader in internet search. Social media was in its infancy, and online marketing options were few: website optimization, pay-per click advertising, and directory listings through West Law or Maritndale Hubbell.
All of these tools have significant drawbacks. Website optimization is expensive and must be continually managed. Pay-per-click and directory advertising reuse the print advertising model -- you build a competitive advantage by buying more and bigger ads.
"It’s as if all the listed law firms were standing in an orchard, fighting for a single apple."
None of these options consider how people actually use the internet to solve their problems. On average, people spend 17 hours doing research before they ever contact an attorney. They are looking for two things. They want to understand the law, and they want a qualified lead to a good attorney. For most consumers, using the attorney directory is a last option.
As obsolete as fixed armaments in battle, directory advertising is locked in place waiting for search-engine traffic using a very specific query, such as Chicago Real Estate Lawyer. It’s as if all the listed law firms were standing in an orchard, fighting for a single apple. Emerging technologies continue to reshape the playing field. Search engines, long the internet gatekeeper, have already begun to cede some ground to social networking sites.
The Black-Belt Legal Guide provides a practice-building solution that resolves all of these issues. It meets the consumer demand for reliable, intelligent information. It presents law firms as qualified leaders within their fields of expertise, and it contributes to the community good. Online and in print the Black-Belt Legal Guide meets the demands of a dynamic information marketplace.