Whilst browsing on the web earlier we were reminded of an interesting way of assessing the strength of a brand. We noticed an article about a well known law firm, TLT Solicitors, which has won a number of awards.
We decided to take a look at how strong the firm is online, since most successful businesses now take the web seriously and have websites worth checking out.
Cutting a long story short, frankly, we’re not all that impressed with the TLT website but clearly, the firm is outstanding in many other ways and perhaps is in a strong enough position to currently not overly worry about it’s online presence (we would argue that’s shortsighted).
The interesting thing to come out of our seo tests on the site was that we noticed that the cost per click of the branded search for TLT solicitors come sin at a whopping 19 dollars which is very high for a law firm. It means that other firms or organisations recognise the strength of the TLT brand and consider that if they can get clicks for branded searches, the potential client may be of value. It’s a little odd that other forms might think that someone searching for TLT Solicitors might instead visit another law site, but the main point is that the cost per click is useful as an indicator of brand strength, and clearly TLT has a strong brand.
Branding has become a far more significant issue for law firms in a much more competitive and fast changing environment. We work with several law firms including Darlingtons and Gannons and whilst their primary rationale for investing in online marketing remains immediate work via prominence in the search engine rankings, they are increasingly recognising that there is long term pay off in that high rankings for multiple keywords builds brand awareness. On the basis that many potential clients may only trust the name of a law firm they have seen a number of times over a period, and that with decision to buy legal services it could be months before a client returns after an initial visit, the value of a brand is obvious.