I’ve watched so much money go down the drain because of businesses being tied into long-term contracts. And I understand, “it takes time, blah, blah, blah.”
A friend of mine who owns a reputable SEO agency told me recently, “We go month-to-month. Anyone who doesn’t is just screwing you.” Now, that’s certainly a bit harsh. And I understand why SEO companies want their clients to give them time. SEO doesn’t happen overnight. (Hold on a sec, I do have an issue with these companies locking lawyers into long-term contracts: if these companies are charging so much money, why can’t they be satisfied with their client leaving when they’re not happy?)
So, what’s the solution?
So, I’ve complained about the SEO companies’ tactics. But, that’s not exactly useful. What do you do about this? Do you only look for SEO companies that don’t demand long-term contracts? Do you try to force the company you want to give you an early out?
The underlying issue is that it’s nearly impossible to know for sure if a particular SEO company can fulfill the needs you have. It’s the same with any marketing venture. I so desperately wish there were an easy or methodical means of identifying whether a particular company will truly be able to achieve the results.
I’ve talked to sooooo many lawyers where they’ve invested with company after company and suffered losses. Every single one of these SEO vendors has case studies, testimonials, a nice website, and a great sales pitch (well, maybe not all).
Here’s how I recommend going about trying to figure out which company is right for you and in next month’s issue of the PILMMA Insiders Journal, I’ll discuss how you can hold your existing vendors accountable.
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#0: Before You Start Assess your goals and your budget. What is the most you’re willing to spend (I truly mean the most if you find a vendor you love but have to shell out a bit more to get them) and what’s the sweet spot that you’d like to spend? How many cases do you want for that price point?
#1: Talk to half a dozen vendor options. Ask around and see who people recommend and then start scheduling calls with all of them. You want to get a good feel for them.
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#2: Share a little about your situation and let them talk. Look to see if they have probing questions. If they want to understand your business and your situation better, it’s an indicator they may be diligent in ensuring the work they do is aligned with your needs. I’m not a fan of vendors who don’t have much to say or don’t ask many questions.
One SEO vendor *cough* SETH PRICE *cough* is extremely diligent. We butted heads a bit when he wanted to talk to my client while I was trying to vet him as a potential vendor for my client. As a lawyer, he wants to really understand a firm’s situation before he goes recommending marketing solutions. That’s cool. I like that. It makes me feel like he’s working just as hard as me to make sure that we get the right solution for the law firm.
Talk to the vendors about your budget and goals. See what they say. Some might have an exclusivity contract while others won’t work with your budget.
#3: Push for details. Try to ask as many probing questions as possible. If you don’t understand something, ask them to clarify. If you’re intrigued, ask more. If you’re not sure they know what they’re talking about, probe further.
I like vendors who are willing to talk freely and help me get a clear picture of how they can help my law firms. I had one vendor who was a bit short with me and when I was writing a report for my client, I realized I wanted to give him another shot, so I called him back. I caught him at a better time and he had some good insights. As a result, he wasn’t as low on my list.
#4: Ask for case studies that are similar to your firm’s situation and the solution they’re suggesting. This is critical. When picking a vendor for a law firm, there’s nothing that makes everyone feel better than when the SEO company can point to situations where they’ve produced results in similar situations for other lawyers.
If the company can’t provide these, move on. However, if they’re not shy about that and can articulate clearly how other work relates to your situation and how they would adapt that to your firm’s needs, keep them in the running.
#5 Push for them to give you thoughts on expectations. Most vendors get uncomfortable here. And, if they didn’t, I’d be a bit concerned. No one wants to promise results, whether to an attorney to a client, or an SEO vendor, to you. However, that doesn’t mean you shouldn’t ask. If you’re going to invest $5,000 per month, you have every right to have some estimations as to what you can expect from your investment.
If you’re not quite sure about what amount you want to spend, try to see if you can get an idea for which level of investment will produce what type of results.
When will I see a profit? How much do you think I’ll spend per case? In the coming months, how do we measure success? Why do you use those metrics?
Make sure you let the vendor know you’re not expecting what they say to be a guarantee.
#6: What will the contract look like? This is an obvious step, just don’t forget it! I always hate getting off a call and then having to email or call back to discuss what the agreement will look like.
Get clarity on when and how you can get out of the agreement. Have the vendor clearly articulate what exactly they will be doing each month and how that can be assessed.
#7: Ask vendors about what other vendors have said and do follow-up calls. Don’t say, “XYZ company said this, what do you think?” Ask questions like, “So I’ve heard about _____. Is this what you’re talking about?” Or maybe, “I thought ______ was true. It’s not?”
Listen to their answers. You’ll be able to learn a lot about their approach when (if) they can clearly articulate their ideas around their strategies/approach and your needs.
Always bring it back to you. At this moment, the world does revolve around you. Get them to clearly show how they can help you. As you go through this process, you’ll learn more and more, and each call will get a little better. Circle back and call people again to ask questions. Email them and ask for details.
As with any deal, feel free to negotiate as aggressively as you like. These vendors are used to dealing with lawyers. They saw you coming a mile away. 🙂
#8: Pick a vendor and hope for the best hold them accountable. It’s not enough to rely on your vendor to send you the reports they think you want (or decide is enough). You need to systematically hold them accountable for your goals. But, alas, I must save the rest for next month! Stay tuned!
