Just what we needed. ANOTHER legal directory.
Going through my e-mails this morning and guess what?? I’ve been selected to join the newest and greatest online legal directory, ever.
Seriously, people. Stop with the new legal directories. I don’t care if it’s online. Made for the global world today. Will bring me all the clients my firm will ever need. Or that it is free.
Whatever.
What latent needs is your new directory going to satisfy that any of the dozens currently on the market are not?
Please, I beg of you. Why do we need a new legal directory? The lawyers are not, for the most part, using the ones that are out there. Why? Because that’s not how people purchase legal services, and the attorneys see no inherent benefit to them to spend the time and effort to join, yet another, online legal directory.
For the most part, we are still in a referral model. Or we’re Googling by issue or business problem. Which is why it is important to have a footprint on the Internet. But being listed in a “new” legal directory will not do much.
A sophisticated purchaser of legal services “might” got to Martindale.com, but not many these days (check your Web site stats). Some might do a Google search. But, for the most part, they will pick up the phone and place a call, or tap out an e-mail, to their colleagues, or current counsel, and get a referral.
Then they will do their due diligence, which is what having an Internet footprint is all about.
Rant over.
Going back to do real work that actually has the probability of bringing in new business.
Well, I’m getting some directly to my email and on Twitter to this post. From a colleague sums up a lot of the frustrations:
“Why these directories and other ‘marketing opportunities’ go directly to lawyers and bypass marketers and PR professionals is because lawyers will always say ‘Yes’.”
To which I responded: “They call the lawyers to get the most unknowledgeable people to make the purchasing decisions based on ego and emotions.”
If you are approached by a “new” legal directory, ask yourselves why? Then talk to a few of your colleagues, or ask your marketing director their impression.
I know you’re pretty super, and you know you’re pretty super as well. But that’s not how people make purchasing decisions for legal services.
Heather -
Yes…please make it stop! And here’s another peeve of mine, the “aggregator”, who doesn’t even ask permission, but nonetheless harvests data (often incorrect) and hosts it on an online database/website and then shows up in Google (or Bing) results as relevant because…well, because search is “non-preferential except for content.” Even Google+ locations (used to be Google Places) harvests the wrong data and displays it. Searchers, used to trusting online content from Google, blithely accept it as the gospel truth and then complain to us that “your online information is wrong.” Uh, ours not so much. Sheesh.
Russell