If you’ve been in the market for ways to grow your online presence and scale your marketing prowess, you might have heard of a certain overnight wonder taking lawyers by storm. Avvo is the name of the lawyer directory deemed by some as one of the best directories for law firms to date. So, what is it actually good for? Search engine ranking. Which just so happens to be an uber-important factor to the success of most law firms!
While Avvo has quickly grown in popularity, because who doesn’t want to improve their overall rankings, there are certain drawbacks that you should consider.
What Is AVVO?
Let’s start with the basics, shall we? It is one of the biggest websites in the world and has been seen as the mecca for housing lawyer information for potential clients.
Does a person have a question that requires astute legal advice? Turn to Avvo.
Is a potential client looking for a good lawyer to help them through an “entanglement?” Turn to Avvo.
Looking to solve all of life’s problems? Turn to…well, it might not work in that instance, but you get the point.
From posting questions to building relationships, clients have you at their digital fingertips, and you have them at yours.
That might entice you to go out and sign up right away, but did you know that more than 95% of lawyers in the US already have an Avvo profile? Avvo pulls all of the information on public record to set you up with an account. So those things that might not be as flattering (such as disciplinary action) are out there for your potential clients to see. Can you take it off of the service? The only way to appeal the content is to join Avvo. When controlling your online presence is of the utmost importance, this can be a troubling discovery about the beloved service.
But wait, there’s more!
It All Begins with Google
It is no secret that Google is usually the first place people go when looking for legal advice. So, that means that your potential clients are looking for the best information and lawyers in their area right on Google. That is why it only makes sense that Google rankings have reached king status in the marketing area. Who wouldn’t want more clients pouring in? That is where Avvo comes in. This simple and easy online directory not only helps clients find you easier, but it also is supposed to help you achieve a higher ranking and more visibility. So, what’s the problem? The links from Avvo to your website are often tagged with a “no follow” attribute.
That means that the directory requests search engines, like Google, not to follow their link back to your website. Are you starting to see the issue here?
The result is that links funneled through Avvo may not make it to Google’s radar in the first place, which single-handily crushes the main reason to use the service.
Is AVVO Worth It?
While the service can help you gain a few leads here and there, the quality of the leads is often in question and the process of the service (which, of course, is based on a continuous subscription for full use). So, the question remains, is it truly worth it for a lawyer looking for real and tangible business growth?
The short answer? No, not really. Or at least, not as much as you may be led to believe.
When you’re looking for proven marketing that helps firms grow and attract clients, you need to go with proven methods (sounds cliche, but really, there’s no way around it).
You’ve worked hard to get to where you’re at, and it should be showcased professionally and with your control every step of the way. Give us a ring so that we can help you achieve real, tangible results. Leave the marketing to us.