“Attorneys who dominated the Yellow Pages in the ’80s and ’90s had amazing careers. Then, the focus shifted to those who excelled in organic SEO or organic reach, which dominated for a couple of decades. Now, we’re at a new inflection point with multiple ways to advertise—whether it’s through free media, paid media, earned media, or owned media. My belief is that the attorneys who succeed moving forward will be those excelling in paid advertising. All of these media platforms are incentivized by the money you invest into the system.
We frequently get attorneys asking for help with SEO and other organic efforts, and while we assist them because those channels can bring incremental growth, the vast majority of cases come from paid advertising. Whether it’s people at the bottom of the funnel, ready to sign and looking for information immediately, or consumers who are being warmed up at the top of the funnel through brand awareness, paid ads make the difference.
In my opinion, paying these platforms is necessary to get their attention and to put you in front of millions of potential clients. The reality is, we’re operating in a paid ecosystem. Google doesn’t make money when you get free traffic, and Facebook doesn’t get paid when you benefit from organic reach. These are huge, publicly traded companies with a vested interest in their earnings per share. Their numbers only go up when you buy more ads—and if you do it well, you win. You attract more clients.”
-Hugo E. Gomez, Founder (Abogados Now)