Mediator Marketing: The Best Clients Don’t Come From Google
This year alone, we’ve spoken to hundreds of solo & small-firm lawyers about their internet marketing strategy. And we’re surprised by how often the conversation starts with “How can I get on the first page of Google?”
Most lawyers are way too focused on SEO (Search Engine Optimization) and as a result, are missing out on bigger and better marketing opportunities. the internet is MUCH BIGGER than Google. There are more important, more foundational, and more profitable strategies to pursue with your internet marketing.
Today we’re going to look at one simple but very important reason why this is true: Because the best clients don’t come from Google.
Google is transaction-minded.
Google means allowing yourself to become a commodity.
So your main goal shouldn’t be to show up at the top of Google’s rankings. Your goal should be to become known as THE leader, the go-to guy/gal, the authority in your market. You want prospective clients searching for YOU… not generic search engine phrases.
Let’s explore why SEO (Search Engine Optimization) might not be a top priority for mediators in their marketing efforts.
Why SEO Isn’t a Priority for Mediators in Marketing
**1. Nature of Mediation Services
Mediation is a highly personalized service that relies on referrals, word-of-mouth, and direct connections. Unlike products or general services, people seeking mediation often look for specific qualities in a mediator, such as empathy, trustworthiness, and experience. These factors play a more significant role than search engine rankings.
**2. Local and Niche Focus
Mediators typically operate within specific geographic areas or niche markets. Their clients are often local or have specific needs related to a particular industry or conflict type. As a result, broad SEO efforts may not yield substantial benefits. Instead, mediators focus on building relationships within their community or industry.
**3. Referral-Based Marketing
Mediation clients often come through referrals from attorneys, counselors, or previous clients. These referrals are based on personal recommendations and trust. While having an online presence is essential, mediators prioritize networking, attending conferences, and participating in professional associations over SEO strategies.
**4. Cost-Effectiveness
SEO efforts can be time-consuming and expensive. Mediators often have limited marketing budgets. They prefer cost-effective methods such as networking events, workshops, and speaking engagements to connect with potential clients.
**5. Long-Term Relationships
Mediators aim for long-term relationships with clients. They prioritize building trust and rapport over short-term visibility. Repeat business and referrals matter more than ranking high on search engines.
While some mediators may still invest in basic SEO practices (such as having a professional website), it’s understandable why SEO isn’t a top priority. Mediation relies on personal connections, trust, and specialized expertise, which go beyond search engine rankings. Mediators should focus on relationship-building, networking, and providing exceptional service to thrive in their field.
